Chapter 4

Question 1

Cultural Environment

Answer 1

institutions and other forces that affect society’s basic values, perceptions, preferences, and behaviors

Question 2

Internal Databases

Answer 2

electronic collections of consumer and market information obtained from sources within the company network

Question 3

Competitive Marketing Intelligence

Answer 3

the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment

Question 4

Primary Data

Answer 4

information collected for the specific purpose at hand

Question 5

Secondary Data

Answer 5

information that already exists somewhere, having been collected for some other purpose

Question 6

Marketing Research

Answer 6

the systematic design, collection, analysis, an reporting of data relevant to a specific marketing situation facing an organization