Chapter 10: Managing The Marketing Function

Question 1

Survey?

Answer 1

Gathers data by asking by asking questions or interviewing people.

Question 2

Secondary data?

Answer 2

Refers to information that some other person or organisation has already collected.

Question 3

Internal data?

Answer 3

Refers to information that has already been collected from inside the business.

Question 4

External data?

Answer 4

Refers to published data from outside the business

Question 5

Niche market?

Answer 5

Is a narrowly selected target market segment

Question 6

Motives?

Answer 6

Are the reasons that individuals do something.

Question 7

Customer attitude?

Answer 7

Is a persons overall feeling about an object or activity

Question 8

Culture?

Answer 8

Is all the learned values, beliefs, behaviours and traditions shared by a society.

Question 9

Product mix?

Answer 9

Is the total range of products offered by a business

Question 10

Brand name

Answer 10

Is that part of the brand that can be spoken

Question 11

E-marketing?

Answer 11

Is the practice of using the Internet to perform marketing activities

Question 12

Publicity?

Answer 12

Is any free news story about a business’s products

Question 13

Materialism?

Answer 13

Is and individuals desire to acquire more possessions

Question 14

Primary data?

Answer 14

Are the facts and figures collected from original sources.