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business
marketing strategy

Questions and Answers of Marketing Strategy

What business information is probably the least important to an aircraft salesperson?a. location of home office and all branchesc. credit ratingb. number of production workersd. markets served
In the qualifying stage of prospecting, an aircraft salesperson will attempt to:a. prepare a thorough list of prospects.b. select prospects who warrant further attention.c. call on hot prospects.d.
Which of the following sources is probably least appropriate in developing qualifying information?a. chamber of commercec. the company under considerationb. annual reportsd. a competing firm
Maximum possible sales opportunities open to all sellers of a product or service during a stated future period for a particular target market is calleda. sales potentialb. market potentialc. sales
At the end of the first step in the marketing research process a researcher should know all of the following excepta. the current situationb. the nature of the problemc. the specific question or
The most common instrument used in collecting primary data is thea. personal interview j£/questionnairec. mechanical electric eyesd. responses received from satisfied customers
A sample in which every person or firm in the identified population being sampled has a known chance of being sampled describes aa. probability type sampleb. nonprobability samplec. simple random
All of the following are examples of nonprobability sampling techniques excepta. quota sampleb. random samplec. convenience sampled. judgment sample
Standard statistical testing can only be used with which one of the following types of samples?a. quota sampleb. convenience samplec. judgment sampled. random sample
is the most widely used method of collecting primary data.a. telephone interviewb. use of data basesc. personal interviewd. mail questionnaire
Which one of the following is a key criterion used by aircraft salespersons to help determine the quality of a corporate aircraft prospect?a. listed in the Fortune 5,000 companiesb. frequent trips
Sources of secondary data include all of the following excepta. private databasesb. government statisticsc. A. C. Nielsend. data from opinion surveys
All of the following statements about buyer motivational research studies are true excepta. probing the psychological, sociological, and economic variables affecting buyer behaviorb. require trained
Sales potential and market potential are basically the same thing.T F
Research designed to determine the effectiveness of advertising would be considered a market measurement study.T F
The U.S. Census of Manufacturers lists the number and size of manufacturing firms according to its SIC code.T F
Published information and statistics on the state of the economy is readily available from a number of^sources.T F
If you wanted to find detailed secondary data concerning consumers living in a particular city during a recent year, you would be most likely to find this data in the County and City Data Book.TF
Secondary data can be obtained within the firm and from external sources. T F
The most commonly used method of acquiring primary data is the observation method. T F
Use of questionnaires, customer panels, or telephone interviews is common in the experiment method. T F
An opinion survey is designed to gather actual facts from respondents. T F
An open-ended question in a survey form permits respondents to formulate their own answers. T F
Personal Interviewing is the most versatile method of collecting data. T F
The big advantage of telephone interviewing is its low cost and rapid response. TF
A sample is a portion of the population surveyed. TF
It is generally recommended that marketing researchers use the most sophisticated statistical tech- niques available. T F
Prospecting is the first step in the selling process. TF
Thomas's Register provides product information and profiles on more than 123,000 U.S. companies. TF
Personal information which would be helpful to an aircraft salesperson during the qualifying stage might include organization memberships. TF
The qualifying stage involves the selection of prospects who warrant further attention. TF
Sometimes it is necessary to call on prospects to obtain qualifying information before setting up a for- mal interview. T F
From the qualifying information, a salesperson might determine that an aircraft would be a decided as- set to a firm. T F
Use of the telephone is the most versatile of the four methods of collecting primary data. T F
Quota samples are probability samples because a certain percentage of each group is represented. T F
One of the major concerns about face-to-face interview technique is that the interview can be plagued with inaccurate responses. T F
Market measurement studies are designed to obtain qualitative data on potential demand. T F
Sales potential is a microperspective T F
Most marketing research studies focus on the elements of the marketing mix. TF
A study measuring the market share of a firm's products and services is an example of competition. research.T F
Secondary data consists of information that already exists.T F
Nonprofit agencies and aviation consultants are excellent sources of primary data.T F
Open-end questions include all the possible answers, and respondents make a choice among them.T F
Good questionnaire construction will put personal questions toward the front.T F
"Endless Chain Method" is a useful tool to qualify prospects.T F
A study by Posner and Waleck indicated that for every 100 direct mail responses, 3 persons will purchase the advertised product within 3 months.T F
Corporate aircraft salespersons need two types of information about prospects— personal information on key decision makers and business information.T F
An effective technique is to qualify the prospect on the first interview. T F
The marketing research process involves four steps. They are:a.b.c.d. :
List four methods of collecting primary data.a.b.c.d.
Why is marketing research necessary? What may result if managers rely exclusively on intuition? How could an FBO use the marketing research process to determine customer attitudes towards its line
Develop a ten-question survey to determine the attitude of the following customers of an FBO: (a) students who have dropped out of flight training, (b) students who have recently received their
Describe an experiment to evaluate the effectiveness of a new brochure which has been developed to stimulate your aircraft rental business. What are your target markets?
A flight school is interested in learning what special concerns young women have about flight training. The chief instructor found an article in an aviation trade publication which highlighted the
Using the library and local chamber of commerce, develop a list of prospects for your charter or leasing service.Develop three marketing-oriented personal and business facts about your prospects.
Develop a newspaper advertisement designed to attract prospects. How might an aircraft salesperson prospect for new or used aircraft owners?
Describe how you would conduct a random sample of aircraft owners in your state to ensure reliability of the data.
The primary business of virtually all FBOs isa. flight instruction.c. maintenance.b. aircraft sales.d. line service.
Avionics sales and service would normally fall undera. aircraft sales.b. maintenance and repair.c. line service.d. corporate flight service.
Maintenance and repair service includea. cleaning a transient aircraft's windshield and vacuuming the cabin.b. sale of parts and accessories.c. turbine starting and deicing equipment.d. exterior
Under a corporate flight service arrangementa. the aircraft must be owned by the FBO.b. the billing is normally a flat annual fee.c. maintenance is provided by the FBO but pilots are employed by the
Which of the following FBO nonincome services would be considered an absolute necessity?a. pilot or crew sleeping quartersd. a conference room for visitorsb. pilot ready room or areae. all of thesec.
Small fixed base operatorsa. all provide flight instruction.b. frequently begin as generalists and develop into specialists.c. normally begin as specialists and develop into generalists.d. have made
Since the early 1970s, the number of FBOs hasa. stayed about the same.b. increasedc. decreased.d. risen in the late 1970s and then fallen during the early 1980s.
Large FBOsa. generally use modern management techniques.b. have better access to financial sources.c. have investments running into millions of dollars.d. all of these.
The first step in establishing an FBO isa. determining the characteristics of the community.b. selecting a site.c. preparing a market analysis.d. getting assistance from the FAA.
Site selection for a fixed base operatora. is no more difficult than any other business.b. can have a significant effect on future business.c. is easier on larger airports with established
Information concerning a particular airport, such as plans for future expansion, number of based aircraft, and aircraft movements, can be obtained from thea, airport management.c. FAA District
Customer (or public) facilitiesa. are generally the same areas used by employees at an FBO.b. must be completely equipped and functional from a pilot's standpoint.c. include the outdoor tie-down
Which of the following would not normally be a responsibility of the chief pilot?a. hearing student and instructor complaintsb. maintaining a close liaison with local FAA personnelc. developing a
Standardization is needed in all but one of the following areas. Which one?a. flight procedures and maneuversc. customer relationsb. flight and ground curriculumd. student evaluation
Good ramp planning calls fora. two-way taxi routes.b. availability of rental cars.c. training aircraft parked away from the flight office so as not to interfere with transient aircraft.d. A
NATA estimates that there are somewhere between FBOs in the United States.a. 3,000 and 3,500c. 5,000 and 6,000b. 4,500 and 5,000d. 5,500 and 7,000
Which of the following statements regarding trends in the FBO industry is not correct?a. Airframe manufacturers are directly competing in a number of traditional FBO service areas.b. Conforming to
The concept of an FBO as a business center means ita. will turn over the responsibility of dispensing fuels to a single tank farm.b. may be acquired by or become partners with established hotel
A market analysis includesa. the number of potential customers.b. community income levels.c. weather conditions.d. all of the above.
All of the following are advantages in joining an FBO chain excepta. economies of scale.b. assured profitability.c. national identity.d. no exceptions, all of the above are advantages.
An FBO might consider joining a chain if ita. has a sound reputation for quality services and support.b. operates in a strong geographical location.c. is located in an underexposed geographical
By joining an FBO chaina. an operator loses all personal identity.b. there is a large pool of ideas from which to draw.c. management decision making is limited.d. higher profits are assured.
Dispatcher and/or receptionist personnel should bea. in uniform or dress that is immediately identifiable to transient pilots.b. able to explain company insurance policies.c. familiar with ramp
Mobile fueling equipmenta. is more flexible.b. is less costly.c. is safer.d. results in less evaporation.
All of the following are responsibilities of the chief pilot except to:a. establish a program to recruit new students and improve attrition.b. make regular checks on student attitudes.c. conduct
The term "Fixed Base Operator," or simply FBO, was derived from the barnstormer era of the 1920s.T F
Exterior custom painting is considered a part of "completion" work.T F
The FBO normally handles the assignment of pilots under a corporate flight service arrangement.T F
All FBOs provide primary, advanced, and recurrent flight training.T F
It is normal for an FBO to provide at least four of the six services discussed in this chapter.T F
If an FBO caters to corporate aircraft operators with professional crews, it is desirable to have sleeping quarters available.T F
It is estimated that there are over 6,000 FBOs at the 5,000 publicly owned airports in the contiguous United States.T F
The major difference between major and medium-sized FBOs is the type of services provided. T F
Most FBOs fall into the medium-size category. TF
Small FBOs typically lack formal management training. T F
An operator who only engages in flight training would be considered a specialized aviation operation and not an FBO in the true sense of the term. T F
The bankruptcy of an FBO has about the same effect on the financial community as any other busi- ness enterprise. T F
The actual site location of an FBO on an airport is really insignificant because all facilities can gener- ally be reached with equal ease in an airplane. TF
Acquiring an existing facility on the airport is always preferred to building a new one. TF
Customer recreational facilities are just as important as a comfortable waiting lounge for a medium- sized FBO. TF
A display case or room devoted to pilot supplies and accessories is nice to have, but is generally an unprofitable area. T F
Employee showers and locker rooms are desirable, but not really needed because they have little ef- fect on employee relations. TF
Some FBOs pay a bonus to instructors whose students complete an entire course.T F

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