The Marketing Manager at Massimino and McCarthy, a Chain of Retail

question 136

Multiple Choice

The marketing manager at Massimino and McCarthy, a chain of retail stores that sells men's clothing, is reviewing marketing research data to try to determine if changes in marketing strategy are needed. Which of the following sources of data would be a secondary data source?

• A) Looking through the company's marketing information system to see past sales trends.
• B) Reviewing videotapes of a recent focus group.
• C) Making phone calls to some of the best customers to learn their interest in a new line of clothing.
• D) Spending time in stores observing customers' behavior.
• E) Looking through the results of an online customer satisfaction survey.

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Definitions:

Overcharging Clients

The unethical practice of charging clients more than is fair or initially agreed upon for services or goods.

Fee-splitting

The practice of dividing professional fees for services with someone who referred a client or patient, often seen in the medical field.

Insider Trading

The illegal practice of trading on the stock exchange to one's own advantage through having access to confidential information.

Confidential Information

Sensitive data that is meant to be kept secret from unauthorized persons, usually because of its value or potential harm if disclosed.