A Restaurant Chain Wants to Improve Its Marketing Information Function

question 143

Multiple Choice

A restaurant chain wants to improve its marketing information function by doing regular customer surveys using a random sample of consumers, and by placing comment cards on the tables in all of its locations. This effort would likely be financed with:

• A) Marketing capital.
• B) Working capital.
• C) Research capital.
• D) Long-term capital.
• E) None of these.

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Definitions:

Budget Slack

The intentional underestimation of revenues or overestimation of expenses within a budget to create a cushion for unexpected situations.

Employee Self-interests

Employee self-interests are the motivations and personal goals that drive the behaviour of individuals within an organization, which may or may not align with the company's objectives.

Cash Receipts

The collection of cash, typically by a business from its customers, for goods or services provided.

Credit Sales

Credit sales are transactions where the customer purchases goods or services with an agreement to pay at a later date.