CIS 260 TEST 1 EXAM QUESTIONS AND
ANSWERS GRADED A+ 2026
P's of the marketing mix - ANS product, price, promotion, place
market research process - ANS define the problem, determine the sources of information and
design the research, choose the most appropriate data collection method, collect the data,
analyze and interpret the data
return on investment - ANS used to evaluate the efficiency of an investment or to compare
the efficiencies of several different investments, net profit/cost of investment x 100 = ROI
experimental research - ANS research that manipulates the environment then measures the
effects, seeks causal relationships
non-experimental research - ANS qualitative or quantitative research that aims to answer
questions about market size, customer preference, or trade-off behavior without introducing
any manipulation of the environment (surveys, focus groups, interviews, observations)
primary research - ANS original research conducted for a specific marketing situation
secondary research - ANS past research which has already been performed and often already
published
@COPYRIGHT 2026/2027 ALLRIGHTS RESERVED 1
, census - ANS a complete canvas, count, or survey of an entire population that is being
studied
sample - ANS allows researcher sot gather information from only a part of the population
differentiated marketing - ANS a market-coverage strategy in which a firm decides to target
several market segments and designs separate offers for each
undifferentiated marketing - ANS a market-coverage strategy in which a firm decides to
ignore market segment differences and go after the whole market with one offer
RFM Model - ANS used to track customers transaction data and segment them: recency,
frequency, and monetary value (customers are ranked from 1-5 in each category to determine
their level of loyalty)
commonly used segmentation techniques - ANS cluster analysis, preference-based
segmentation, response-based segmentation
cluster analysis - ANS a method to group customers based on a set of variables so that
customers in one group are similar to each other but are different from customers in another
group
preference-based segmentation - ANS a process in which customers are asked to either talk
about their preferences when it comes to making a purchase decision or make trade-offs
between several pairs of products that are designed with a collection og attributes
response-based segmentation - ANS a process that uses customers past purchases to
determine how they will respond to future marketing actions and new products
customer centricity - ANS a business practice that focuses on meeting customers needs
rather than only selling products or services
@COPYRIGHT 2026/2027 ALLRIGHTS RESERVED 2
ANSWERS GRADED A+ 2026
P's of the marketing mix - ANS product, price, promotion, place
market research process - ANS define the problem, determine the sources of information and
design the research, choose the most appropriate data collection method, collect the data,
analyze and interpret the data
return on investment - ANS used to evaluate the efficiency of an investment or to compare
the efficiencies of several different investments, net profit/cost of investment x 100 = ROI
experimental research - ANS research that manipulates the environment then measures the
effects, seeks causal relationships
non-experimental research - ANS qualitative or quantitative research that aims to answer
questions about market size, customer preference, or trade-off behavior without introducing
any manipulation of the environment (surveys, focus groups, interviews, observations)
primary research - ANS original research conducted for a specific marketing situation
secondary research - ANS past research which has already been performed and often already
published
@COPYRIGHT 2026/2027 ALLRIGHTS RESERVED 1
, census - ANS a complete canvas, count, or survey of an entire population that is being
studied
sample - ANS allows researcher sot gather information from only a part of the population
differentiated marketing - ANS a market-coverage strategy in which a firm decides to target
several market segments and designs separate offers for each
undifferentiated marketing - ANS a market-coverage strategy in which a firm decides to
ignore market segment differences and go after the whole market with one offer
RFM Model - ANS used to track customers transaction data and segment them: recency,
frequency, and monetary value (customers are ranked from 1-5 in each category to determine
their level of loyalty)
commonly used segmentation techniques - ANS cluster analysis, preference-based
segmentation, response-based segmentation
cluster analysis - ANS a method to group customers based on a set of variables so that
customers in one group are similar to each other but are different from customers in another
group
preference-based segmentation - ANS a process in which customers are asked to either talk
about their preferences when it comes to making a purchase decision or make trade-offs
between several pairs of products that are designed with a collection og attributes
response-based segmentation - ANS a process that uses customers past purchases to
determine how they will respond to future marketing actions and new products
customer centricity - ANS a business practice that focuses on meeting customers needs
rather than only selling products or services
@COPYRIGHT 2026/2027 ALLRIGHTS RESERVED 2
