Busn319 Quiz 1 Essay

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 1. | Question : | (TCO 1) The Book Promoters Association of Canada members recently questioned what could be done to rejuvenate the Canadian book publishing industry.  Some members claimed the problem was Canadian retailers had been replaced by Wal-Marts.  Others said the problem was with stodgy promotions.  Still others said the problem was caused by too little money being budgeted to fund marketing programs.  It was time that Canadian book publishers used __________ to save the industry. |
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    | Student Answer: | |  advertising |
  | | |  sales promotion |
  | | |  publicity |
  | | |  marketing research |
  | | |  tactical support |
  | Instructor Explanation: | Page 199 – 200 The Canadian publishers could use marketing research to identify and define both marketing problems and opportunities and to generate and improve marketing action. |
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    | Points Received: | 3 of 3 |
  | Comments: | |
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   2. | Question : | (TCO 1) The act of consciously choosing from alternatives is called |
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    | Student Answer: | |  a dilemma. |
  | | |  a quandary. |
  | | |  decision making. |
  | | |  a paradox. |
  | | |  a predicament. 

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  | Instructor Explanation: | Page 200 Text term definition decision making |
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    | Points Received: | 3 of 3 |
  | Comments: | |
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   3. | Question : | (TCO 1) During the marketing research process, __________ are the specific, measurable goals the decision maker seeks to achieve in conducting the marketing research. |
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    | Student Answer: | |  measures of success |
  | | |  research objectives |
  | | |  marketing research plans |
  | | |  decisions |
  | | |  definitions |
  | Instructor Explanation: | Page 201 Research objectives are specific, measurable goals the decision maker seeks to achieve in conducting the marketing research. |
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    | Points Received: | 3 of 3 |
  | Comments: | |
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   4. |...

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