Global Marketing - Week 3a

An ________ system allows a company's business units to submit orders, issue invoices, and conduct business electronically with other company units as well as outside companies.

One challenge of using CRM is:

• integrating data into customer relationships.

• knowing amount paid by consumers in different countries.

• understanding which customers are most valuable.

• assessing the use of credit cards for payment.

• knowing the use of laptop computers by customers.

Market research is the project-specific, systematic gathering of data and is the activity that links the consumer, customer, and public to the marketer through information.

• TRUE

• FALSE

When Mattel first introduced Barbie in Japan, managers assumed that Japanese girls would find the doll's design just as appealing as American girls did. This may be due to:

• Barbie's physical features such as long legs and blonde hair.

• Barbie being a symbol of American lifestyle.

• the SRC tendency on the part of American managers.

• the SRC tendency on the part of Japanese consumers.

• the limited competition for dolls in Japan.

Marketers must be aware of the impact of SRC and other cultural assumptions since:

• it can have several positive effects on market planning.

• it enhances management's willingness to pursue market research.

• it can help ensure that the research effort is designed with minimal home-country bias.

• it can help ensure that the research effort is designed with minimal second-country bias.

• All of the above are correct.

Tools that can be used for collecting primary data include:

• survey research and interviews.

• consumer panels and observation.

• focus groups and survey research.

• interviews and observation.

• all of the above

When a trained person is recording items selected in a grocery cart or basket, the research method is known as:

• observation.

• survey research.

• focus study.

• secondary data collection.

• personal interviews.

In Singapore, Coca-Cola wanted to develop an advertisement program. They selected a group of teenagers and a trained moderator facilitated discussion asking questions related to brand's image, advertisement, social trends, TV watching habits, and snack usage. This type of research is called:

• survey research.

• observational studies.

• comparison studies.

• focus group research.

• experimental research.

Market research should focus on finding out how a potential customer can be changed into an actual customer.

• TRUE

• FALSE

Companies wishing to minimize the cost and effort associated with market research should start by collecting and analyzing primary data.

• TRUE

• FALSE