How does marketing research help managers make decisions?
What will be an ideal response?
ANSWER: Marketing research can help managers in several ways. First, it improves the quality of decision making, allowing marketers to explore the desirability of various alternatives before arriving at a path forward. Second, it helps managers trace problems. Was the initial decision incorrect? Did an unforeseen change in the external environment cause the plan to fail? How can the same mistake be avoided in the future? Questions like these can be answered through marketing research. Third, marketing research can help managers understand very detailed and complicated relationships. Most importantly, sound marketing research can help managers serve their customers accurately and efficiently. Marketing research also helps managers gauge the perceived value of their goods and services, as well as the level of customer satisfaction.
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__________ conflict is designed to elicit different opinions without inciting people's personal feelings
a. dysfunctional b. negative c. programmed d. intragroup
Sales promotion expenditures increased as a percentage of budget expenditure for a number of years. Growth has, however, recently slowed. Which of the following is a factor that has contributed to the growth of sales promotion expenditures?
A) Many brands have come to be seen as dissimilar. B) The efficiency of advertising as a promotion has improved. C) The trade demands more deals from manufacturers. D) Consumers have become less price-oriented. E) The number of brands in the market has decreased.