Marketing research projects center around two different types of information–exploratory and conclusive. Recommendations from __________________ research enables the analyst to find associations between marketing variables and outcomes, and identify causal relationships. Recommendations from __________________ research enable the analyst to establish priorities and formulate alternative ideas. 

Because Stonyfield Farm founder Gary Hirshberg had no money for promoting his dairy products, he asked himself, “What do I have that I can use and how will it make my competitors irrelevant?” His answer was, “I have cows and a farm.” He used his cows in his promotion–Moosletter, Adopt-A-Cow. This is an example of an important bottom-up mindset: 

The closer together two brands are on a perceptual map, the: 

Craft with the buyer compelling solutions that are superior to offerings of ___________.

A brand should:

Marketers use coupons, rebates, samples, premiums, and games as short-term incentives to encourage trial or increase purchases. These are examples of which element of the promotion mix?  

A virucidal disinfectant:

Often, routine purchase decisions become habit for consumers. Disrupting habitual buying decisions to replace a preferred brand with a new brand can be difficult. Marketers attempt to disrupt habitual buying with: 

To launch their new venture, the founders of Cotopaxi (the outdoor gear company) created a 24-hour adventure where teams compete to win international humanitarian trips–Questival. Competitions include climbing a mountain, helping in a soup kitchen, and taking a selfie with a llama. Which launching technique did Cotopaxi employ? 

Suppose you are in the market for a new compact SUV. Given your belief strength (bi) assigned to particular attributes and your evaluation of those attributes (ei), use the multi-attribute attitude model to analyze the following data: A0 = ∑biei  Attribute Rating (ei) Ford Escape (bi) Honda CR-V (bi) Jeep Cherokee (bi) Toyota RAV4 (bi) Design 5 4 4 4 4 Price 5 3 2 2 5 MPG 4 4 4 5 2 Power 2 4 4 5 4 Safety 3 3 4 3 3 Space 2 4 5 3 4 Which SUV are you most likely to purchase?