1) secondary research is designed to you:

a) identify and focus your niche.

b) reach out to others for advice.

c) do research online.

d) work from home.

2) malcolm has been researching reports generated by government agencies and the local chamber of commerce. what kind of research is malcolm engaged in?

a) primary

b) secondary

c) tertiary

d) personal

3) why is it important to keep your mission statement in a prominent place?

a) to stay focused on your goals

b) to allow others to hold you to your promises

c) to reduce the clutter on your desk

d) to promote your business indirectly
save

4) the key to success for big and small businesses alike is

a) coming up with a catchy slogan.

b) creating a niche.

c) designing a good logo.

d) selling a quality product.

5) madeline has developed a product that can people with diabetes better control their blood sugar by them to manage their diet and exercise better. what type of marketing would be best for this type of product?

a. generational

b. physiographic

c. life stage

d. cohort

6) what can provide key data so you can develop a marketing plan that works?

a business concept

a management plan

market research

product development
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7. which of the following is true of a good survey about a particular industry?

it's biased toward a particular outcome.

it uses a small sample size.

it has a short-term focus.

it has a broad sample, including people who know nothing about the industry.

8. which of the following reflects falkenstein's "platinum rule"?

look at the world from your prospective customers' prospective, and identify their needs and wants.

create a product, and then convince customers that they need it.

find the highest price customers are willing to pay for a product, and then charge more so they view it as a luxury.

create a product, and then wait for customers to notice it.

9. what can research into industry information you identify?

the latest trends

the nearest location

the most reliable employees

the best practices

10. why do many business owners avoid market research?

they're afraid of hearing any negative feedback.

they don't know how to do it.

they're unwilling to take the time.

they're shy.

11. suppliers and small business owners are in

a win/lose situation.

servant/master roles.

a partnership.

competition.

12.which of the following is true when marketing to ethnic consumers?

it's okay to lump different ethnic groups together in your marketing materials.

it can be effective to rely on stereotypes because they're familiar to most people.

it's important to apply subtlety and sensitivity.

you should focus on using slang terms used by those ethnic groups.

13.competitors who sell similar products using similar marketing plans are known as

pair bonds.

strategic groups of competitors.

baseline competitors.

copycats.

14. gabriella's business hasn't been doing well. she has a retail store where she is selling dog treats, baby clothes, and high-end athletic shoes. when people walk by her store, they're unsure of what she is selling. based on the information provided, why might gabriella be having difficulty?

she hasn't developed a targeted niche.

her products are of low quality.

she has too much inventory.

she isn't hitting the right price point.

15. ideally, what will the u. s. census bureau will you identify?

the kind of population living in your neighborhood

your nationwide competitors

an area with an expanding population willing to buy your products

a large existing market for your products or services

16. which of the following is a way to make your mission statement the best it can be?

set aside an hour to brainstorm and write the statement.

don't involve others in crafting the statement, because you know your business best.

avoid using "radiant," descriptive words. they're a distraction.

revise the mission statement as conditions change and the business climate evolves.

17. almost 80% of business owners are clueless about the competition, resulting in

lost market share and customers.

needless lawsuits.

uninspired products.

lack of perseverance.

18. what do the underlying values in your mission statement tell you?

how to expand your business

how much financing you need before you begin

what type of business structure you should choose

why you're in business

19. direct-mail questionnaires should be kept to a maximum of how many pages?

one

two

three

four

20.what is a well-informed, but often neglected, source of free marketing data?

infomercials

college professors

secondhand textbooks

pr firms