Author Question: Max's job at a research firm is to conduct mall-intercept interviews with consumers. His firm ... (Read 119 times)

mrsjacobs44 · **on:** Jun 28, 2018

Max's job at a research firm is to conduct mall-intercept interviews with consumers. His firm conducts research for several different consumer packaged-goods marketers. What is Max?
a. in-house interviewer
b. in-mall interviewer
c. fieldworker
d. data gatherer

Question 2

The traditional view on whether or not Marcom objectives should be stated in terms of sales asserts that:
a. marketing objectives should always be stated in terms of sales.
b. it is misguided to use sales as the goal for a particular Marcom effort, because Marcom's exact impact on sales cannot be measured.
c. there is no correlation between Marcom efforts and sales figures at all.
d. marketing objectives for the year should rely solely on sales goals, which can be stated very concretely.