Maria Martinez works for a cosmetics manufacturer and is responsible for ensuring that retailers have adequate quantities of products when they need them. However, she is directing much of her effort toward helping the retailers promote the products. She would be characterized as belonging to which group of salespeople?
a) Trade salespeople
b) Field order takers
c) Advisory salespeople
d) Technical salespeople
e) Order getters
Answer: a) Trade salespeople
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Marketing Research
- What is the difference between basic and applied marketing research?
- What are the Three Functional Roles of Marketing Research?
- What is the definition of marketing research?
- Marketing researchers are becoming more involved in decision making, whereas marketing managers are not becoming more involved with research
- The task of marketing research is to assess the information needs and provide management with relevant, accurate, reliable, cheap, and current information
- The findings of problem solving research are used in making decisions that will solve specific marketing problems
- Problem identification research provides information about the marketing environment and helps diagnose a problem
- Once a problem or opportunity has been identified, market potential research is undertaken to arrive at a solution
- Sales analysis research is a type of problem solving research
- Marketing Research is classified into two areas: problem identification and problem solving research.
- Marketing Research is the systematic and objective identification, collection, analysis, dissemination, and use of information for the purpose of assisting management in decision making related to the identification and solution of problems (and opportunities) in marketing.
- The 2000, 2004 and 2008 presidential elections were cited in your text for negative attacks by both the Republican and Democratic parties. The negative attacks were based on qualitative marketing research used to help design the messages. Which ethical concern is this use of marketing research related to?
- Which of the following is not an ethical issue of concern to the researcher?
- When conducting international marketing research, focus group moderators should not only be trained in focus group methodology but should also be familiar with the ________ of the country.
- _______ is one of the three general steps that should be followed when analyzing qualitative data. In this step, the researcher considers the meaning of analyzed data and assesses its implications for the research question at hand.
- _______ is one of the three general steps that should be followed when analyzing qualitative data. In this step, the researcher develops a visual interpretation of the data with the use of such tools as a diagram, chart or matrix.
- ______ is one of the three general steps that should be followed when analyzing qualitative data. In this step, the researcher chooses which aspects of the data are emphasized, minimized, or set aside for the project at hand.
- Which of the following guidelines does not enhance the usefulness of projective techniques?
- Projective techniques are used less frequently than unstructured direct methods (focus groups and depth interviews). A possible exception may be ________, which is used commonly to test brand names and occasionally to measure attitudes about particular products, brands, packages, or advertisements.
- In ________, respondents are asked to play the role or assume the behavior of someone else.
- _______ is a projective technique in which the respondent is presented with a verbal or visual situation and asked to relate the beliefs and attitudes of a third person to the situation.
- The two main expressive techniques are ________ and ________.
- In ________, cartoon characters are shown in a specific situation related to the problem. The respondents are asked to indicate what one cartoon character might say in response to the comments of another character.
- ________ require the respondent to construct a response in the form of a story, dialogue, or description.
- Heinz uses various techniques such as coupons, free samples, and consumer contests to encourage consumers to try its products. All of these marketing activities are considered