I) Data published by the government and data purchased fromout side suppliers can improve the quality of a company's marketing intelligence efforts.
A. True
B. False
II) The last step in marketing research is developing the research plan.
A. True
B. False
III) Lowe's home improvement stores strive to have nicer, more knowledgeable salespeople, a better product selection, and to maintain an impeccable image. These are all part of improving theoffer via _____________.
A. Increasing total customer value
B. Increasing the service value
C. Reducing the product's monetary costs to the buyers.
D. Reducing the buyer's nonmonetary costs
IV) Which of the following is NOT a component part of total customer value?
A. Image value
B. Psychic value
C. Services value
D. Product value
V) ______________ is the difference between a prospective customer's evaluation of all the benefits and costs of an offering and the perceived alternatives.
A. Customer relationship management
B. Customer delivered value
C. Customer perceived value
D. Total customer cost
VI) _____________ are relatively homogeneous and enduring divisions in society, and may exhibit distinct product, brand, and media preferences.
A. Cultures
B. Demographic groups
C. Social classes
D. Subcultures