The Purpose of a Market-Tracking Study Is

question 53

Multiple Choice

The purpose of a market-tracking study is:

• A) to determine if consumers switched brands from one time period to the next.
• B) to measure some variable of interest, such as market share or unit sales over time.
• C) to determine the relationship between several variables.
• D) to search for and interpret existing information relevant to the research problem.
• E) to keep up with changes competitors are making in their marketing mixes.

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Definitions:

Distribution Intensity

The level of market coverage of a product, ranging from intensive, selective to exclusive distribution.

Selective Distribution

A distribution strategy where a product is sold at select outlets to maintain its image and high-quality perception.

Intensive Distribution

A strategy where a product is made available in as many outlets as possible, maximizing visibility and accessibility to consumers.

Exclusive Distribution

A level of distribution density whereby only one retailer in a specific geographic area carries the firm’s products.