Your Supervisor Has Instructed You to Conduct a Marketing Research

question 175

Multiple Choice

Your supervisor has instructed you to conduct a marketing research effort that will determine how your company's business customer demographics have changed.You have also been instructed to use primary data.You will:

• A) gather data from Standard & Poor's General Information File
• B) develop a mail survey to study your primary market
• C) employ studies done by the Federal Trade Commission
• D) make sure you locate Internet information by using a search engine
• E) ask the National Industrial Conference Board for its latest study

Differentiate between the 'foot-in-the-door' and 'door-in-the-face' techniques and their application in campaigns.

Comprehend how balance theory explains the influence of relationships on attitude changes.

Recognize the distinction between behavioural intentions and actual behaviours in the context of the extended Fishbein model.

Understand the role of descriptive and injunctive norms in shaping consumer behaviour.

---

Definitions:

Distribution Intensity

indicates the level of market coverage aimed for a product, ranging from intensive, selective, to exclusive distribution strategies.

Exclusive

Items or services that are only available to a specific group, location, or timeframe, often implying high quality or unique status.

Organic Food Products

Organic food products are those made from ingredients that were grown without the use of synthetic pesticides, genetically modified organisms, or petroleum-based fertilizers.

Omnichannel Marketing

A strategic, multichannel approach that aims to provide a seamless and integrated customer experience, no matter how or where a customer reaches out.