1) The three main methods used in communications research include:

A) Consumer-facing, business-to-business research and market-based research. B) Specific product research, consumer-oriented research and target market research. C) Competition analysis, industry research and consumer research. D) Consumer-specific research, brand equity research and enterprise-specific research.

2) Determine which type of research is who will be the recipient of the planned communication campaign?

A) For consumers B) Target market C) Product specific D) Market segmentation

3) Which method of marketing marketing budget is generally considered the most effective? A) Goals and tasks B) Sales ratio C) Our affordable expenses D) Expenditure plan

4) The primary benefit of database marketing is: A) the enhancement of customer loyalty.d B) higher sales. C) greater profits D) greater brand parity.

5) Many marketing experts believe calculating the lifetime value of a market segment is superior to calculating the for a single individual because it: A) is a larger number. B) is more stable than an individual.e C) adds costs that cannot be allocated per individual. D) sums costs across a market segment.