3. Marketing should guide the firm’s mission by making sure the organization is focused offering value to a. its existing and potential future customers. b. its next generation of customers. c. its current customers. d. its best customers.
1.
As customers learn more and more about specific products, they can limit their internal and external searches for information. When thinking about the level of learning and what will be required to provide the customer with the information he or she needs before purchasing, marketers use the term:
a.
Product knowledge
b.
Search utility
c.
Learning
d.
Expertise
2.
Thomas was puzzled about how to collect the qualitative data he needed. He had been assigned to uncover the product trends that will emerge over the next five to seven years, so his company could be seen as the innovator that could fill customers’ needs before anyone else. He was considering personal interviews, even though they are time-consuming and expensive because personal interviews
a.
allowed him to identify and meet the thought leaders in his industry to help build the firm’s reputation.
b.
required anonymity so he could ask questions he might not be able to ask in other techniques.
c.
are the most flexible of qualitative techniques and he could follow-up immediately on the respondent’s comments.
d.
could be analyzed without a great deal of effort once the data collection was completed.
3.
Marketing should guide the firm’s mission by making sure the organization is focused offering value to
a.
its existing and potential future customers.
b.
its next generation of customers.
c.
its current customers.
d.
its best customers.
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