Questions and Answers of Marketing Research 13th

What is the role of a media-buying agency?
Explain Sainsbury’s square root principle.
List the strengths and weaknesses of at least three direct marketing media.
What makes a good media plan?
What is TGI? How can it help the direct marketer?
What are the six questions the direct marketing media planner should answer when planning a campaign?
What is the most important factor in the planning process?
Explain the direct marketing planning process. How does it differ from the awareness approach?
What is the main difference between awareness and response advertising?
What are the advantages of media integration?
Explain why relevance is vital in the process of delivering marketing.Why is this leading to an increase in the use of direct marketing media?
Your company is a provider of financial services in the UK. You have been asked to launch a new flexible mortgage product. The target market is affluent 35–45 year olds with an outstanding mortgage
You are a local restaurant manager who has recently been on a training course run by the Institute of Direct Marketing on direct and database marketing. You have decided to set up your own marketing
What is data mining?
What external data sources are available to help enhance internally generated data?
What is RAM?
What are the advantages of microcomputers in managing the customer database?
What are the characteristics of a marketing database that allow various applications to be supported?
What is de-duplication?
List five sources of external data.
What are the four types of data required to maintain customer relationships?
What is CHAID analysis?
List four techniques that help us segment the marketing base.
Why do we segment the customer base?
What is the Pareto principle and what is its relevance in direct marketing?
List five common uses of a marketing database.
Where do we obtain data to populate the database?
What are the benefits of using a marketing database and what are the difficulties?
What are the main segmentation variables used in dividing the market? What impact do these variables have on:• products • media choice• offers • messages?
Describe the market segments that are available to a company in one of the following markets:• travel • beauty products• desktop PCs • financial services.
What is the main purpose of segmentation?
How should direct marketers use the concept of the ladder of loyalty?
What is an advocate and what are the implications of this description for direct marketing?
List five rungs of the ladder of loyalty.
Who provides profiling services to business-to-business markets?
What is an enumeration district?
What are the two main uses of lifestyle data?
What are the three main uses of demographic data?
What are the two types of external data available for profiling?
What are the four ways of creating marketing segments?
List five consumer segmentation variables.
Define segmentation.
Why should we gather data about customers?
Select a company of your choice. Using the Internet, find out as much as you can about this company and its markets. What are the strengths and weaknesses of the Internet as a research tool?Go to the
What organization manages the market research profession in the UK?
What are cookies?
How can we build our own mailing lists?
What are the five types of secondary data available to direct marketers?
List five uses of market research.
List five characteristics of a good questionnaire.
What are the two broad types of original research?
What are the two broad types of marketing research?
Where is information available?
What information do we need to acquire in business-to-business markets?
What are the two broad types of data we need in consumer markets?
What is the benefit of segmentation?
What is the value of customer data?
Consider the five stages of communications planning in delivery of a retention programme.Gather and analyse marketing material which you think attempts to deliver against each of the five stages. How
List and critically assess five loyalty building techniques.
What are the five elements of the communications planning process in delivery of a retention programme?
According to Price Waterhouse, a 2% increase in retention will reduce cost by how much?
What are the two types of customer communications?
Discuss the importance of measuring customers’ satisfaction levels.
Why is it important to encourage dialogue with customers?
What are the five stages of a retention programme?
Why should companies encourage complaints?
What do customers value in a relationship with a company?
What are the five things a company should do before investing in a loyalty programme?
List six factors that make customers loyal.
Describe the role of the database in evolving a retention strategy.
Where does profit come from? Describe the contribution of retained customer to cost revenues and profit.
List three companies you would recommend to friends or family.Why are you happy with their service? How do they provide you with satisfaction? What are the characteristics of these companies and how
What is added value?
What factors must we consider when deciding the optimum point of profit?
Describe the sequence of allocating marketing communications budget.
Why is it important to target existing customers first?
What is the guard file? Why is it advisable to run a print version of this control mechanism?
List the four stages in the production of communications material.
List two broadscale media and two targeted media.
List the decision we must make when identifying our target market.
List five objectives for a direct marketing campaign.
What does the acronym SMART stand for?
Throughout the book I will draw on experiences in my career as a direct marketing specialist. It will be very useful for you to start your own case file.To start this process, I would like you to
What are the three benefits of budgeting in marketing communications planning?
What is junk mail?
What is Pareto’s principle and how is it used in customer analysis?
Why do direct marketers test?
What are the four key objectives of marketing communications?
List five major applications of the customer databases.
What were described as the two major barriers to the introduction of customer databases?
What is the contribution of market research to the direct marketing process?
Explain briefly the role of information in the delivery of direct marketing.
What is Moore’s law?
What are the reasons for the growth of direct marketing? How has IBM benefited from the use of a direct approach to customers?
What are the key differences between direct and traditional marketing?
Define direct marketing. What are its links to traditional marketing?
What roles do social media and hand-held technologies such as smart phones play in today’s marketing environment?How will they evolve in the future?
What roles do “emotions” and “logic” play in the Spych approach to marketing communications?
Compare the concepts used by Spych with the terms“behavioral response” and “attitudinal response.”
Would the concepts used to measure marketing success match with the message evaluation methods presented in this chapter? Why or why not?

Showing 100 - 200 of 1305