When studying marketing effectiveness, short-term outcomes such as increases in sales or redemption rates are the only relevant criteria

When everyone saw the music industry facing a terrible decline due to pirating of songs on the Internet, Apple saw an opportunity for iTunes. This example illustrates which use of marketing research?

A) identify market opportunities and problems B) generate, refine, and evaluate potential marketing actions C) monitor marketing performance D) improve marketing as a process E) improve marketing research as a process

Which of the following statements regarding incentive systems is FALSE?

A) Bonuses are often used at the executive levels. B) About half of all American manufacturing firms use productivity incentives. C) Profit-sharing systems provide some part of the profit for distribution to employees. D) The Scanlon plan is based on individual productivity. E) Increasing use of cross-training has led to increasing use of knowledge-based pay systems.