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MNB1601-25-S2

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Dumisani is the owner of a company, Knowledge Uncapped, that does marketing research for local businesses. One of their longstanding clients, Joe’s Gym, has approached Dumisani to find out which equipment his clients would prefer to have access to in the gym. Joe and his team of fitness experts have noticed that many of their clients have cancelled their contracts with Joe’s Gym in order to join the new, modern gym across the street from them. To retain his clients, Joe wants to upgrade his equipment, but realises the first step is to find out what his clients want.

Dumisani will have to compile a/an ______________ which is an instrument that will ask respondents a set of questions and that is then used to generate the data necessary for accomplishing the research objectives.

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Lexus cars are advertised in prestigious magazines and sold at exclusive dealerships at a much higher price than that of the Toyota RAV4. This represents the ___________ .
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The risk of COVID-19 on the marketing environment represents an unfavourable condition that the marketing manager must endeavour to change into an opportunity. This is known as a/an __________________ .
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Which one of the following is a requirement for exceptional service?
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The development of people and the retention of high-performing staff was an integral element of Derby Departmental Store’s DNA. In the light of this, the Operations Director shared his frustration with Don about the performance of the bread deliverers at Derby.

During the second week, the trainees were on their own, and could call the supervisor if they experienced any problems. The various store managers mentioned that bread deliveries were late, the paperwork was incorrect and there might be a training problem.

A further serious problem mentioned by Derby’s Operations Director was an unusually high staff turnover rate among the warehouse supervisors. In an effort to reduce the turnover rate, Derby proposed highly specialised away-from-the-job training for all supervisors. Specific attention would be paid to the development of analytical and problem-solving skills by providing trainees with a series of hypothetical problems which forces them to make immediate decisions. Which type of development method is described here?

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SABMiller is making a conscious effort to appeal to more health conscious drinkers. Their approach to marketing therefore places emphasis on what the consumer needs. This refers to the principle of ________________ of the marketing concept.
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By segmenting consumers into social class, such as the middle-classes, Heineken is making use of ______________ segmentation.
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Heineken is recognised as the world’s most valuable international premium beer brand. Which one of the following is an advantage of having a strong brand for Heineken?
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The first step when deciding on compensation is to make an external comparison. An external comparison can be done by doing a ___________ .
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CelluX, a cellphone provider, has launched a new television advertisement portraying a cheeky seven-year old and her loving reaction towards her parents when presented with the new iPhone. This type of emotional appeal is often the most important way of differentiating a product from competing products in a highly competitive market. During which phase of the integrated marketing strategy would this be the most appropriate marketing communication decision?
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