Marketing Chapter 8 Lesson 1

Information gathered from interactions and transactions between a customer and a brand, and used to inform and improve decision making about the brand is/are:

• marketing data

• competitive intelligence

• metrics

• forecasts

Information gathered on competitors, competitors’ customers, and other information that would give a company an advantage is:

• qualitative forecasting

• competitive intelligence

• marketing research

• lead generation

Measures used for assessing, comparing, and tracking performance or production are:

• forecasts

• demographics

• metrics

• judgments

Which of the following is not a type of marketing data?

• sales data

• customer data

• metrics

• forecasts

Qualitative forecast models rely on:

• experience and instinct.

• statistics and bias.

• customer traffic.

• trend analysis.

Which of the following is NOT an element of quantitative forecast models?

• statistics

• judgements

• customer traffics

• trend analysis

The process of gathering, recording, and analyzing information about all the marketing functions, with a focus on the 4Ps, is:

• competitive intelligence

• marketing data

• marketing research

• quantitative forecasting

Market research is concerned with the ____________ of a certain market.

Which of the following is not a benefit of marketing research?

• It can improve sales.

• It can take time.

• It can be used to assess risk.

• It can measure brand reputation.

In order to make marketing research most effective, a company should use a marketing:

• reporting system.

• analytics tool.

• information system.

• forecast model.