Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

school > mktg 465 final 01S > Flashcards

mktg 465 final 01S Flashcards

1
Q

developing and maintaining a viable fit between the organization (strengths/weaknesses) and the external environment

A

strategic marketing

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

generating info to reduce uncertainty in strategic decision making

A

marketing research

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

managing the information flows between the marketer and customers

A

market analysis

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

managing the information flows between the marketer and competitors

A

competitive analysis

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

managing the information flows between the marketer and environment

A

trends analysis

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

two ways of generating market information

A

ask the seller, ask the buyer

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

what way of generating market information implies a product/production orientation

A

ask the seller

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

what way of generating market information doesnt use customer data?

A

ask the seller

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

what are the basis’ of information in ask the seller?

A

authority, tradition, intuition

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

what is the authority basis of information?

A

“because i say it so”

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

what is the tradition basis of information?

A

“because that’s the way it has always been done”

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

what is the intuition basis of information?

A

“because it just makes sense”

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

what is the problem with the intuition basis of information?

A

logical fallacies & contradictions

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

what way of generating market information implies a market orientation?

A

ask the buyer

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

what is the problem with ask the buyer?

A

consumers may not possess willingness/ability to respond

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

what are the basis’ of information in ask the buyer?

A

scientific method

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

a systematic, controlled, empirical, and critical investigation of hypothetical propositions about the presumed relationship among phenomena

A

scientific method

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

what type of research is to provide preliminary insights? what is an example?

A

exploratory
interviews

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

what type of research is to provide explanation at a given point in time? what is an example?

A

descriptive
surveys

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
20
Q

what type of research is to test hypotheses regarding strength and direction? what is an example?

A

casual
experiments

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
21
Q

what is the main marketing problem?

A

“problem identification is the problem”

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
22
Q

how do you spell his last name?

A

kulchitsky

23
Q

in terms of the marketing problem, “problem identification is the problem”, what is this issue?

A
  • managers tend to act rather than plan
  • organizational culture may not be supportive
  • systems or structures may mitigate against problem discovery
  • attention to symptoms not problems
24
Q

what is the marketing problem based on?

A

strategy, what could you do

25
Q

what is the research problem based on?

A

information, should you do it?

26
Q

how do you measure data integrity?

A

RATE - relevant, accurate, timely, efficient

27
Q

to observe people in natural settings or in naturally occurring situations

A

observation

28
Q

what are the pros of oberservation

A

objective, current behaviour

29
Q

what are the cons of observation

A

no control over data gathering, no understanding of motive

30
Q

an investigation of behaviour where the respondents are aware of the task and the researcher is known

A

overt observation

31
Q

a study where the participants are unaware that their behaviour is being observed and/or recorded

A

covert observation

32
Q

a study where the researcher interacts with the respondents and manipulates the environment as the study progresses

A

participative observation

33
Q

what is the problem with overt observation?

A

people change their behaviour

34
Q

a distortion of measurement resulting from the actions or cognitive behaviour of the witnessing observer

A

observer bias

35
Q

what are the 2 categories of observer bias?

A

administration & selective perception

36
Q

what are the potential issues in the category of administration in observer bias?

A

sample design error & procedural errors in coding and tabulation

37
Q

to interact with people for the purpose of recording attitudes and behaviours

A

communication

38
Q

what are the pros of commication?

A

versatile, ability to record attitudes and motivations

39
Q

what are the cons of communication?

A

subjective, random error

40
Q

what are the methods of communication?

A

exploratory, descriptive, casual

41
Q

what is the exploratory method of communication?

A

small sample studies for discovery of ideas and insights
- qualitative analysis

42
Q

what is the descriptive method of communication?

A

larger sample studies to describe the characteristics of a population
- quantitative

43
Q

what is the casual method of communication?

A

an investigation to identify cause-effect relationships
- quantitative

44
Q

what are the 3 possible communication errors?

A

administration, random error, systematic error

45
Q

what are the 3 types of administration communication errors?

A

sample design error, data processing error, interviewer error

46
Q

what are the 3 types of sample design errors?

A

population specification error, selection error, frame error

47
Q

procedural errors in data entry and processing

A

data processing error

48
Q

what are the 2 types of systematic communication errors?

A

non-response bias, response bias

49
Q

statistical difference between those who respond and those who do not respond

A

non-response bias

50
Q

error that results from the tendency of people to answer a question incorrectly

A

response bias

51
Q

what are the 2 types of response bias?

A

characteristics and external influence

52
Q

what are the 3 categories of characteristics that influence response bias?

A

ya sayers, social desirability, extremity/neutrality

53
Q

what are the 2 types of external influence that influence response bias?

A

sponsor organization and interviewer

school (8 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions