Marketing Chap. 3-4

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Lerne jetzt mit Karteikarten und Zusammenfassungen für den Kurs Marketing Chap. 3-4 an der TU München.

Beispielhafte Karteikarten für Marketing Chap. 3-4 an der TU München auf StudySmarter:

Which are the characteristics of a good market research ?

Beispielhafte Karteikarten für Marketing Chap. 3-4 an der TU München auf StudySmarter:

Why is marketing research relevant ? Name 3 examples

Beispielhafte Karteikarten für Marketing Chap. 3-4 an der TU München auf StudySmarter:

Which of the following statements about the SOR model of consumer behaviour is not correct ? A - billboard is an example of stimulus B - The choice of a retailer is an example of a response variable C - Motivation is part of the organism variable D - Perception is part of the response variable E - The seven marketing mix instruments are marketing stimuli

Beispielhafte Karteikarten für Marketing Chap. 3-4 an der TU München auf StudySmarter:

Which of the following statements about explicative research design is NOT correct ? A - Hypotheses describe relationships between variables B - Experiments are used to find out about cause-effect relationships C - The design allow for subjectivity introduced by the researcher D - The design require a quantitative market research approach E - The design aim to explain relationships and make predictions

Beispielhafte Karteikarten für Marketing Chap. 3-4 an der TU München auf StudySmarter:

Which of the following statements about market research are correct ? 1. Validity refers to wether a study is able to scientifically answer the question it is intended to answer 2. Reliability refers to the extent to which a measurement gives results that are consistent 3. Objectivity means that no subjectivity bias is included in the measurement or the study 4. Explicative design requires the researchers knowledge about causal relationships between variables 5. Exploratory designs are used in early stages of the market research process A - 1, 2 & 3 are correct only B - 1, 2 & 5 are correct only C - 1, 2, 4 & 5 are correct only D - 1, 2, 3 & 5 are correct only E - All are correct

Beispielhafte Karteikarten für Marketing Chap. 3-4 an der TU München auf StudySmarter:

Which of the following statements about software-supported customer relationship management is NOT correct ? A - For confidentiality reasons, marketers should only collect offline, but no online, information about customers B - Database marketing is the process of building, maintaining and using customer databases and other databases C - Data are organised into a data warehouse where marketers can capture, query and analyse to draw inferences about an individual customer's need and responses D - Through data mining, marketing statisticians can extract useful information about individuals, trends and segments from the mass of data E - The targeting of specific groups of customers is an example of an application

Beispielhafte Karteikarten für Marketing Chap. 3-4 an der TU München auf StudySmarter:

Which of the following strategies is not a customer relationship management strategy ? A - Reduce the rate of customer defection B - Increase the longevity of customer relationships C - Serve all customers in a market so that no target group is missed out D - Pay additional attention to highly valuable customers E - Cease to serve unprofitable customers if there are no negative side effects

Beispielhafte Karteikarten für Marketing Chap. 3-4 an der TU München auf StudySmarter:

Why do customers become loyal ? 1. Psychological Factors 2. Situational Factors 3. Contractual Factors 4. Technical and functional factors 5. Economic Factors A - 1, 2, 3 & 4 are correct only B - 1, 3, 4 & 5 are correct only C - 1, 2, 4 & 5 are correct only D - 2, 3, 4 & 5 are correct only E - All are correct

Beispielhafte Karteikarten für Marketing Chap. 3-4 an der TU München auf StudySmarter:

Which of the following statements about the confirmation/disconfirmation paradigm are correct ? 1. The comparison between pre-purchase expectations and pre-purchase abilities determines the valence of confirmation 2. Negative disconfirmation always leads to dissatisfaction 3. Satisfaction occurs when pre-purchase expectations are equal or lower than the perception of the actual outcome 4. If pre-purchase expectations are low, negative disconfirmation leads to satisfaction 5. Positive disconfirmation always leads to satisfaction A - 1, 2, 3 & 5 are correct only B - 1, 2 & 3 are correct only C - 2, 3 & 5 are correct only D - 1, 2, 4 & 5 are correct only E - All are correct

Beispielhafte Karteikarten für Marketing Chap. 3-4 an der TU München auf StudySmarter:

Which of the following statements about information management is NOT correct ? A - Explicative research is used to explain cause-and-effect relationships B - Descriptive research is used to describe market functions or characteristics C - Explicative research requires most detailed knowledge about the (potential) interrelationship between certain variables D - Exploratory research is used when no strong assumptions or theories are available E - Descriptive research is used to test hypotheses that have been formulated on existing theory

Beispielhafte Karteikarten für Marketing Chap. 3-4 an der TU München auf StudySmarter:

Which of the following statements about the quality of market research are correct ? 1. Validity refers to whether a study is able to scientifically answer the question it is intended to answer 2. Reliability refers to the extent to which a measurement gives results that are consistent 3. Objectivity means that no subjectivity bias is included in the measurement or the study 4. Quantitative research designs are more valid than qualitative research designs 5. Validity stands for the accuracy of the measurement A - 1, 2, 3 & 5 are correct only B - 1, 2, 4 & 5 are correct only C - 1, 2 & 3 are correct only D - 1, 2 & 5 are correct only E - All are correct

Beispielhafte Karteikarten für Marketing Chap. 3-4 an der TU München auf StudySmarter:

Why is customer satisfaction important ? Satisfied customers...

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Beispielhafte Karteikarten für Marketing Chap. 3-4 an der TU München auf StudySmarter:

Marketing Chap. 3-4

Which are the characteristics of a good market research ?
1. Use scientific methods
2. Research creativity
3. Use multiple methods
4. Interdependence of models and data
5. Value and cost of information
6. Healthy skepticism
7. Ethical marketing

Marketing Chap. 3-4

Why is marketing research relevant ? Name 3 examples
– Calculate the customer lifetime value
– Predict the acceptance of new technology
– Determine the profit maximising price of a product
– Explain and predict behaviour

Marketing Chap. 3-4

Which of the following statements about the SOR model of consumer behaviour is not correct ? A - billboard is an example of stimulus B - The choice of a retailer is an example of a response variable C - Motivation is part of the organism variable D - Perception is part of the response variable E - The seven marketing mix instruments are marketing stimuli
D

Marketing Chap. 3-4

Which of the following statements about explicative research design is NOT correct ? A - Hypotheses describe relationships between variables B - Experiments are used to find out about cause-effect relationships C - The design allow for subjectivity introduced by the researcher D - The design require a quantitative market research approach E - The design aim to explain relationships and make predictions
C

Marketing Chap. 3-4

Which of the following statements about market research are correct ? 1. Validity refers to wether a study is able to scientifically answer the question it is intended to answer 2. Reliability refers to the extent to which a measurement gives results that are consistent 3. Objectivity means that no subjectivity bias is included in the measurement or the study 4. Explicative design requires the researchers knowledge about causal relationships between variables 5. Exploratory designs are used in early stages of the market research process A - 1, 2 & 3 are correct only B - 1, 2 & 5 are correct only C - 1, 2, 4 & 5 are correct only D - 1, 2, 3 & 5 are correct only E - All are correct
E

Marketing Chap. 3-4

Which of the following statements about software-supported customer relationship management is NOT correct ? A - For confidentiality reasons, marketers should only collect offline, but no online, information about customers B - Database marketing is the process of building, maintaining and using customer databases and other databases C - Data are organised into a data warehouse where marketers can capture, query and analyse to draw inferences about an individual customer's need and responses D - Through data mining, marketing statisticians can extract useful information about individuals, trends and segments from the mass of data E - The targeting of specific groups of customers is an example of an application
A

Marketing Chap. 3-4

Which of the following strategies is not a customer relationship management strategy ? A - Reduce the rate of customer defection B - Increase the longevity of customer relationships C - Serve all customers in a market so that no target group is missed out D - Pay additional attention to highly valuable customers E - Cease to serve unprofitable customers if there are no negative side effects
C

Marketing Chap. 3-4

Why do customers become loyal ? 1. Psychological Factors 2. Situational Factors 3. Contractual Factors 4. Technical and functional factors 5. Economic Factors A - 1, 2, 3 & 4 are correct only B - 1, 3, 4 & 5 are correct only C - 1, 2, 4 & 5 are correct only D - 2, 3, 4 & 5 are correct only E - All are correct
E

Marketing Chap. 3-4

Which of the following statements about the confirmation/disconfirmation paradigm are correct ? 1. The comparison between pre-purchase expectations and pre-purchase abilities determines the valence of confirmation 2. Negative disconfirmation always leads to dissatisfaction 3. Satisfaction occurs when pre-purchase expectations are equal or lower than the perception of the actual outcome 4. If pre-purchase expectations are low, negative disconfirmation leads to satisfaction 5. Positive disconfirmation always leads to satisfaction A - 1, 2, 3 & 5 are correct only B - 1, 2 & 3 are correct only C - 2, 3 & 5 are correct only D - 1, 2, 4 & 5 are correct only E - All are correct
C

Marketing Chap. 3-4

Which of the following statements about information management is NOT correct ? A - Explicative research is used to explain cause-and-effect relationships B - Descriptive research is used to describe market functions or characteristics C - Explicative research requires most detailed knowledge about the (potential) interrelationship between certain variables D - Exploratory research is used when no strong assumptions or theories are available E - Descriptive research is used to test hypotheses that have been formulated on existing theory
E

Marketing Chap. 3-4

Which of the following statements about the quality of market research are correct ? 1. Validity refers to whether a study is able to scientifically answer the question it is intended to answer 2. Reliability refers to the extent to which a measurement gives results that are consistent 3. Objectivity means that no subjectivity bias is included in the measurement or the study 4. Quantitative research designs are more valid than qualitative research designs 5. Validity stands for the accuracy of the measurement A - 1, 2, 3 & 5 are correct only B - 1, 2, 4 & 5 are correct only C - 1, 2 & 3 are correct only D - 1, 2 & 5 are correct only E - All are correct
C

Marketing Chap. 3-4

Why is customer satisfaction important ? Satisfied customers...
– stay loyal longer and pay less attention to competing brands
– buy more as the company introduces new market offerings and upgrades existing one
– promote the company by word of mouth
– cost less to serve than new customers
– are less sensitive to price
–> Higher returns and lower stock market risk and creation of an emotional bond

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