Market survey & marketing strategy: Concepts review

Question 1

when running a market research, what will you want to know ?

Accepted Answer

all these answers are good

Question 2

why is it important to have a strong brand?

Accepted Answer

those 3 answers are right

Question 3

tools to synthesize all the key factors of the whole environment of a firm?

Accepted Answer

SWOT

Question 4

positioning corresponds to...

Accepted Answer

consumers' perception of a specific brand

Question 5

segments must be...

Accepted Answer

those three answers are good

Question 6

what are the core distribution strategies?

Accepted Answer

intensive, selective, exclusive, direct, integrated

Question 7

segmentation means...

Accepted Answer

cutting the market into sub-groups with similar needs

Question 8

qualitative method characteristics?

Accepted Answer

long, open questions, costly, non representative

Question 9

key success factors correspond to...

Accepted Answer

what you have to do to succeed on a market

Question 10

Happy with your answers?

Accepted Answer

yes of course!

Question 11

distribution channel management is easy and goes smoothly

Accepted Answer

False

Question 12

What are the easiest/broadest segmentation criteria in B2B ?

Accepted Answer

geographic, sales potential, profit, sector, relationship

Question 13

what is the next step after the marketing strategy decisions are made?

Accepted Answer

all those answers are good

Question 14

which tool to synthesize the microenvironment?

Accepted Answer

PORTER or stakeholders'mapping

Question 15

Packaging: the VIEW test, is about assessing:

Accepted Answer

visibility, information, emotion, workability

Question 16

tools to carry a qualitative survey?

Accepted Answer

those 3 answers are right

Question 17

tools to collect quantitative data?

Accepted Answer

the 2 answers are good

Question 18

an agent is a wholesale intermediary that typically carries product lines or brands on a selective basis

Accepted Answer

wrong

Question 19

which method will you use first to better understand your targets' needs, motives and fears?

Accepted Answer

qualitative

Question 20

brand equity is measured by the following dimensions

Accepted Answer

differentiation, relevance, knowledge, esteem

Question 21

positioning must consider the following...

Accepted Answer

all those answers are good

Question 22

which are the 2 types of methods to survey consumers' needs?

Accepted Answer

quantitatives & qualitatives

Question 23

the tool to synthesize the macroenvironment?

Accepted Answer

PESTEL

Question 24

what will you define before deciding about the marketing strategy?

Accepted Answer

market key success factors

Question 25

Responsible marketing is about

Accepted Answer

Pursuing a triple bottom line that focuses on its 3Ps

Question 26

segmentation criteria in B2C?

Accepted Answer

sociodemographic, geographic, lifestyles

Question 27

quantitative method characteristics?

Accepted Answer

closed questions, representative, statistical analysis, fast

Question 28

Objectives of implementing distribution channels?

Accepted Answer

all those answers are right

Question 29

Demand elasticity measures the responsiveness of demand to changes in price

Accepted Answer

True

Question 30

which are the 2 types of information sources when running a market survey?

Accepted Answer

primary & secondary

Question 31

Cost-based pricing starts with product design, cost calculation, price setup, and then selling to customers

Accepted Answer

True

Question 32

A brand is a material signal aiming at distinguishing company products from other companies

Accepted Answer

True

Question 33

targeting means...

Accepted Answer

choosing one or a few segments and offer an adapted product

Question 34

marketing strategy in 3 words...

Accepted Answer

segmentation, targeting, positioning

Question 35

panels are permanent samples of consumers who are representative of the studied population?

Accepted Answer

true

Question 36

One looks for primary information first?

Accepted Answer

wrong

Market survey & marketing strategy: Concepts review

Questions 36

Market survey & marketing strategy: Concepts review

Questions 36