Question 1) 3M, Hewlett-Packard, Lego, and other compa

1) 3M, Hewlett-Packard, Lego, and other companies use the ________ to manage the innovation process.

2) A ________ is a set of procedures and sources managers use to obtain everyday information about developments in the marketing environment.

3) A(n) ________ is any good, service, or idea that is perceived by someone as new.

4) A company can take several steps to improve the quality of its marketing intelligence. If the company purchases competitive products for study, attends open houses and trade shows, and reads competitors’ published reports and stockholder information, the company is using ________ to improve the quality of its marketing intelligence.

5) ________ consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.

6) Most established companies focus on ________ when it comes to innovation.

7) ________ is the difference between the prospective customer’s evaluation of all the benefits and all the costs of an offering and the perceived alternatives.

8) ________ is the result of a concentrated effort by designers, engineers, and purchasing agents to reduce the product’s overall costs.

9) In ________ marketing, the seller engages in the mass production, mass distribution, and mass promotion of one product for all buyers.

10) Marketers usually identify niches by ________.

11) Which of the following is generally considered to be the last step in the marketing research process?

12) ________ is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.

13) With respect to the sampling plan, three decisions must be made. The decisions are: the sampling unit—who is to be surveyed? Sample size—how many people should be surveyed? And ________.

14) The marketing communications mix consists of six major modes of communications. Which of the following is NOT one of these modes?

15) Marketing communications can contribute to brand equity by establishing the brand in memory and to________ (in)a brand image.

16) ________ communicates a company’s intended value positioning of its product or brand to the market.

17) To reach Generation Y, rock band Foo Fighters created a digital street team that sends targeted e-mail messages to members who “get the latest news, exclusive audio/video sneak previews, tons of chances to win great Foo Fighters prizes, and become part of the Foo Fighters Family.” Which of the following techniques for reaching Generation Y are the Foo Fighters using?

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