SECTION A- ESSAY   Write an essay of 400–450 words on ONE of the following topics. Write down the NUMBER and TITLE/HEADING of your essay. Clearly indicate the topic you have chosen for your text. TOPICS   1.1 That was an experience I would treasure for the rest of my life. 1.2 A world with no rules. 1.3 The day that changed everything. 1.4 “You must expect great things of yourself before you can do them.” Michael Jordan 1.5 #Hashtag 1.6 What is the greatest compliment you could give someone else? 1.7 Choose ONE of the following pictures and write an essay on a topic that comes to mind. Write the question number and give your essay a suitable title/heading. NOTE: There must be a clear link between your essay and the picture that you have chosen. Right-click on the button to open the picture in a new tab.   1.7.1   1.7.2   TOTAL A:

Impiric is an integrated marketing solutions company. Whenever a client comes to it wondering why a product was not welcomed by its target audience or why customers have stopped buying another product, Impiric should always suggest that the marketing research process begins with:   A. determining the target market. B. deciding how much time and money the client is willing to spend. C. defining the problem. D. defining the alternatives and uncertainties. E. developing and implementing the plan.

People who affect the buying decision by helping to develop specifications (e.g., Research & Development team) for the product are called   A. initiators. B. influencers. C. deciders. D. gatekeepers. E. users.  

Psychographic segmentation strategies primarily look into the manner in which people conduct their lives or __________.   life cycles family cycles fashion cycles lifestyles conspicuous consumption patterns

The Minnesota Twins, a professional baseball team, wanted to develop creative ways to boost sagging attendance at their ball games. The Twins hired a moderator who, after every home game during the month of July, led informal discussions with groups of 6 to 10 fans to find out what they did and did not like about the baseball team. The discussions were tape-recorded and videotaped so that researchers could review the data at a later date and in more detail. What are such informal research discussions called?   experiments secondary data focus groups research variables hypotheses tests

Impiric is an integrated marketing solutions company. Whenever a client comes to it wondering why a product was not welcomed by its target audience or why customers have stopped buying another product, Impiric should always suggest that the marketing research process begins with:   A. determining the target market. B. deciding how much time and money the client is willing to spend. C. defining the problem. D. defining the alternatives and uncertainties. E. developing and implementing the plan.

Questions 23-24 are based on the following mini case:   A local crafts outlet is losing sales. Gwen, the store’s owner, has contacted a Marketing research firm for help. They have suggested a variety of activities including the following: a survey of a random sample of the store’s customers, sending a researcher to another thriving crafts outlet 100 miles away to observe practices there and write a report, subscribing to a trade journal in the craft industry for new ideas, buying a copy of the local chamber of commerce’s economic report to see if the sales loss is general to the area, conducting a focus group of local citizens. Gwen must decide which of these items would best help her and which she can afford.   The survey of the store’s customers would be an example of ________________ research.   secondary informational causal benchmarking primary

Information about a consumer’s household demographics and lifestyle, purchases, TV viewing behavior, and responses to promotions that are provided by one firm (as opposed to different firms providing different data, i.e., here, one firm collects all the different kinds of data from each consumer household in their sample) is called:   A. multi-source data B. marketing research data C. single-source data D. on-line data E. in-home data

Information about a consumer’s household demographics and lifestyle, purchases, TV viewing behavior, and responses to promotions that are provided by one firm (as opposed to different firms providing different data, i.e., here, one firm collects all the different kinds of data from each consumer household in their sample) is called:   A. multi-source data B. marketing research data C. single-source data D. on-line data E. in-home data

The Minnesota Twins, a professional baseball team, wanted to develop creative ways to boost sagging attendance at their ball games. The Twins hired a moderator who, after every home game during the month of July, led informal discussions with groups of 6 to 10 fans to find out what they did and did not like about the baseball team. The discussions were tape-recorded and videotaped so that researchers could review the data at a later date and in more detail. What are such informal research discussions called?   experiments secondary data focus groups research variables hypotheses tests