Marketing measurement has both process and structural implications for a business. Which of the following is a structural implication?
A) the need to assign staff to perform the necessary measurement tasks
B) the need to understand how marketing information is generated
C) the need to determine how employees are rewarded for using measurement data
D) the need to determine how marketing information will be analyzed
E) the need to determine how management will be rewarded for using measurement data
A
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Which of these documents would not qualify as primary research?
A) A recent survey of your company's top clients B) The most recent issue of a trade magazine in your industry C) Notes from a conversation you recently had with a local government official D) Your company's latest balance sheet E) Current budget figures
To monitor the Gatorade brand on social networks around the clock, ________ created a Mission Control Center — set up like a broadcast television control room — in the middle of the marketing department in its Chicago headquarters
A) Coca-Cola B) Cadbury Schweppes C) PepsiCo D) P&G E) Nestlé