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SEM II 1.06-1.09 Review
Test Description: Exam Review
Instructions: Answer all questions to get your test result.
1) Which is the first step that a business should take when collecting marketing information from its customers?
A
Determine the survey method
B
Develop a rating scale
C
Define research objectives
D
Obtain secondary data
2) Businesses often collect marketing information from customers in order to learn how to do which?
A
Meet specific design standards
B
Qualify for vendor discounts
C
Earn the highest profits
D
Sell best in certain locations
3) A business that randomly surveys 200 customers to learn about opinions of a new product is collecting which marketing information?
A
Primary
B
Confidential
C
Technical
D
Scientific
4) Businesses collect marketing information from other sources in order to find out what is happening in which area?
A
External environment
B
Internal organization
C
Parent corporation
D
Research department
5) What should businesses try to achieve when manipulating data for information analysis?
A
Program development
B
Accurate interpretation
C
Secondary information
D
Exploratory research
6) Which is useful marketing information that a business might obtain by analyzing a customer database?
A
Expense involved in developing a customer database
B
Total sales for each month of the previous year
C
Federal identification numbers for current and past customers
D
Average customer who is married and a homeowner earning $50,000 a year
7) When analyzing the historical data in a data warehouse, which is true of its data?
A
Data maintain the uniqueness provided in their operational applications.
B
The data are static.
C
Related data are grouped together in folders.
D
The data change as modifications are made to the database.
8) When marketing researchers review the level of affiliation between two variables, they are evaluating which data components?
A
Correlation
B
Sensitivity
C
Affirmation
D
Predictability
9) Which is a trend in the sports or event industry?
A
Sports or event facilities are evolving into complete entertainment centers with interactive activities.
B
Relationship marketing is becoming less important to sports or event organizations as technology evolves.
C
Premium seating options are yielding less revenue for sports or event facilities than other types of seating.
D
Due to the high level of media clutter, fewer businesses are participating in sports or event sponsorships.
10) One reason that seat licenses and premium seating are growing trends in sports or event marketing is because these practices are which type of source?
A
Pricing strategies
B
Sales policies
C
Advertising methods
D
Revenues
11) The NHL, the NFL, and the CFL are becoming more interested in investing in the development of recreational sports for youths in order to achieve which goal?
A
Attract more fans
B
Encourage sedentary lifestyles
C
Appeal to low–income individuals
D
Comply with local regulations
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