Marketing Applications Unit 5 Review Part 3

Which external factor affects a promotional plan?

• Desired image of the business

• Makeup of target market

• Size of the business

• Funds available for promotion

Businesses that examine the strengths and weaknesses of their goods or services before developing promotional plans are considering which 

factor?

• External

• Social

• Internal

• Cultural

Which is the best example of the coordination of promotional activities?

• Advertising an upcoming sale a week ahead of time

• Using personal selling to earn a sales commission

• Obtaining publicity for the firm's new product line

• Sending out samples of a new product that is on display

Which component is usually included in a promotional plan?

• Timetable for completion

• Previous sales figures

• Table of organization

• Projected profit margins

Businesses often coordinate their promotional activities in order to 

attract customers and perform which other activity?

• Conduct research

• Survey opinions

• Collect data

• Increase sales

What is the benefit of clearly stating a research problem or issue?

• It determines the sample size needed for the marketing research 

  project

• It helps to keep marketing research focused and relevant.

• It determines the findings of the marketing research project

• It helps the researcher to determine whether a short- or long-term 

  study is needed. 

Which is a primary advantage of conducting a focus group to obtain marketing information?

• Discussion relevance

• Cost effectiveness

• Limited preparation

• Moderator objectivity

An individual returns a marketing-research survey that contains 

unanswered questions. This is an example of what type of error?

• Mathematical miscalculation

• Interviewer oversight

• Non-response error

• Rating mistake

When evaluating the wording of a survey, the editor should make sure that each question contains which feature?

• Simple words without jargon

• Impressive but vague language

• Clear, technical terms

• Vocabulary with dual meanings

Which research method is appropriate when a business wants to obtain in-depth, qualitative information from a few customers?

• Personal interview

• Unsolicited e-mail

• Fax surveys

• Structured observation