Category: Writing

Communication process:
1. Information source:
2.Encoding:
3.Message channel
4.Decoding
5.Receiver.
6.Feedback
7.Noise
Question: a) Describe the steps
b) Example of how cultural difference can affect the final mesage

A social media marketing campaign is a coordinated social media marketing effort to communicate with a target audience to achieve
more engagements
brand awareness
a marketing or business goal
more link clicks
True or False: Social media marketing campaigns have a specific start date and end date.
True
False
The concept of AIDA as a model for marketing stands for
Attention, Interest, Desire, Action
Attention, Interest, Determination, Action
none of these options
Action, Intent, Desire, Attention
What is the first step in launching a social media marketing campaign?
Outline the campaign parameters
Determine a campaign budget and resources
Establish Goals
Identify the target audience
Choose a campaign idea, theme and type
Which of the following would NOT be considered under the campaign budget and resources?
Social media advertising
Employee headcount
Social media software
Social media tools
Social media content calendar
The campaign parameters include
how winners are selected
all of these options
contest submission instructions
hashtag use
contest guidelines

Which of the following statements is true of secondary data?
Multiple Choice
a: Secondary data are current.
b: A specific answer to a research problem will be possible using secondary data alone.
c: Secondary data are relatively more expensive.
d: Getting information through secondary data is time-consuming.
e: Secondary data will not fit the research problem exactly.

Paid Advertising Recommendation for Buhi Supply Co.
The Director of Digital Marketing for Buhi Supply Co. is curious if there’s an opportunity to improve the return on investment of the paid advertising budget for Buhi in the upcoming year. You’ve been asked to analyze the data and make a recommendation for them to read when they’re away on an upcoming business trip…
Buhi’s budget for paid advertising this past year was approximately $11,000 and it’s currently invested in two strategies across six 3rd party Channels:
Paid Search (SEM)-Google
Paid Search (SEM)-Bing
Paid Social-Facebook
Paid Social-Instagram
Paid Social-LinkedIn
Paid Social-Twitter
With a performance-focused goal of maximizing the number of Conversions, the director believes there’s an opportunity to streamline the number of paid advertising Channels from six this year to the three for next year. The total paid advertising budget for next year is ‘flat’ at $11,000; however, the Channels have changed their terms, and each one requires a minimum investment of $3,000.
Analyze this year’s data following these questions to enable you to make a data-supported recommendation for next year’s paid advertising budget:
Questions:
1. What are the three Channels you’d recommend continue to be used next year?
2. How would you allocate the budget across these Channels to maximize the number of Conversions?
3. What’s the forecasted change in Conversions next year based on this ‘
top three Channels’
paid advertising strategy?
File Home Insert Page Layout Formulas Data Review View Help Comments Share PROTECTED VIEW Be careful-files from the Internet can contain viruses. Unless you need to edit, it’s safer to stay in Protected View. Enable Editing F24 X V 6500 A B C D E F G H K M N O P Q R T U Average Return on Campaign Input Cost per Recommended CPA (Cost Per Conversion Revenue Per Investment 1 Source Campaign . Budget Impression Impression CTR Clicks CPC Cost Budget Max * Conversion > Conversion) > Rate Conversion |Revenue . Margin |Profits . (ROI) 2 Paid Search Bing Yellow Backp $ 104.00 $ 0.04 2,861 2.0% 65 $ 1.58 $ 103.00 $ 2,751.00 4 $ 25.75 7.0% $ 192.00 $ 768.00 70% $ 537.60 422% 3 Paid Social Instagram Duffel Bag 234.00 0.01 21,200 1.0% 312 $ 0.68 212.00 1,285.00 14 $ 15.14 5.0% $ 156.00 $ 2,184.00 48% $ 1,048.32 394% 4 Paid Search Bing Duffel Bag 178.00 0.04 4,140 2.0% 93 $ 1.92 178.00 $ 2,818.00 6 5 29.67 7.0% $ 165.00 $ 990.00 79% $ 782.10 339 5 Paid Search Bing Satchel 196.00 0.02 3,727 2.0% 213 $ 0.90 192.00 $ 2,906.00 12 $ 16.00 6.0% $ 81.00 $ 972.00 86% $ 835.92 335% 6 Paid Search Google Travel Bag 279.00 $ 0.03 8,387 2.0% 136 $ 1.91 260.00 $ 1,998.00 8 $ 32.50 6.0% $ 190.00 $ 1,520.00 71% $ 1,079.20 315% 7 Paid Social Twitter Duffel Bag 257.00 $ 0.01 25,300 1.0% 271 $ 0.93 253.00 $ 2,382.00 10 $ 25.30 4.0% $ 118.00 $ 1,180.00 84% $ 991.20 292% 8 Paid Search Google Pouch 164.00 0.03 6,000 3.0% 164 $ 0.92 150.00 $ 527.00 7 5 21.43 5.0% $ 200.00 $ 1,400.00 41% $ 574.00 283% 9 Paid Search Google Yellow Backp $ 167.00 0.02 7,455 2.0% 162 $ 1.01 164.00 $ 1,919.00 $ 20.50 5.0% $ 150.00 $ 1,200.00 52% $ 624.00 280% 10 Paid Social Facebook Tote 169.00 $ 0.01 11,929 1.0% 160 $ 1.04 $ 167.00 $ 1,235.00 $ 23.86 5.0% $ 186.00 $ 1,302.00 47% $ 611.94 266% 11 Paid Social Instagram Pouch 195.00 $ 0.01 13,286 1.0% 80 $ 2.33 186.00 $ 2,468.00 46.50 4.0% $ 191.00 $ 764.00 89% $ 679.96 266% 12 Paid Search Bing Pouch 111.00 $ 0.03 3,281 2.0% 56 $ 1.88 105.00 $ 529.00 $ 26.25 7.0% $ 101.00 $ 404.00 89% $ 359.56 242% 13 Paid Search Bing Travel Bag 202.00 0.04 4,477 2.0% 95 S 2.08 197.00 $ 833.00 6 $ 32.83 6.0% $ 171.00 $ 1,026.00 58% $ 595.08 202 14 Paid Social Twitter Blue Backpac $ 208.00 0.01 19,500 1.0% 252 S 0.78 195.00 $ 2,155.00 11 $ 17.73 4.0% $ 61.00 $ 671.00 84% $ 563.64 189% 15 Paid Search Bing Tote 288.00 0.05 5,878 3.0% 173 $ 1.66 288.00 $ 789.00 9 $ 32.00 5.0% $ 124.00 $ 1,116.00 74% $ 825.84 187% 16 Paid Social Facebook Duffel Bag 259.00 0.01 18,846 1.0% 230 $ 1.07 245.00 $ 331.00 5 5 49.00 2.0% $ 188.00 $ 940.00 73% $ 686.20 180% 17 Paid Search Google Tote 228.00 0.04 5,136 3.0% 154 $ 1.47 226.00 869.00 10 S 22.60 6.0% $ 194.00 $ 1,940.00 30% $ 582.00 158% 18 Paid Social Instagram Blue Backpad 283.00 0.03 10,481 1.0% 133 $ 2.13 283.00 2,287.00 5 $ 56.60 4.0% $ 196.00 980.00 72% $ 705.60 149% 19 Paid Search Bing Blue Backpac $ 175.00 0.02 7,130 2.0% 176 $ 0.93 164.00 1,912.00 12 $ 13.67 7.0% $ 52.00 624.00 54% $ 399.36 144% 20 Paid Search Bing Rolling Bag 111.00 0.04 2,861 2.0% 63 $ 1.63 103.00 $ 776.00 4 $ 25.75 6.0% $ 92.00 368.00 68% $ 250.24 143% 21 Paid Social Facebook Purse 121.00 0.01 10,091 1.0% 128 $ 0.87 111.00 $ 1,135.00 S 37.00 2.0% $ 148.00 444.00 59% $ 261.96 136% 22 Paid Social Facebook Rolling Bag 158.00 $ 0.01 11,846 1.0% 126 $ 1.23 154.00 $ 2,029.00 5 30.80 4.0% $ 97.00 485.00 73% $ 354.05 130% 23 Paid Search Google Blue Backpac $ 123.00 S 0.03 3,294 2.0% 53 $ 2.11 $ 112.00 $ 841.00 3 $ 37.33 6.0% $ 133.00 $ 399.00 50% $ 239.40 114% 24 Paid Search Google Duffel Bag 179.00 $ 0.03 5,500 3.0% 167 $ 1.01 $ 169.00 $ 2,121.00 9 $ 18.78 5.0% $ 65.00 $ 585.00 59% $ 345.15 104% 25 Paid Search Bing Handbag 145.00 $ 0.05 3,222 2.0% 78 $ 1.85 145.00 $ 1,785.00 4 $ 36.25 5.0% $ 179.00 $ 716.00 41% $ 293.56 102% 26 Paid Social Twitter Handbag 167.00 0.03 6,560 1.0% 68 $ 2.40 164.00 $ 486.00 54.67 5.0% $ 162.00 $ 486.00 60% $ 291.60 78% 27 Paid Search Google Rolling Bag 235.00 0.03 8,630 3.0% 257 $ 0.91 233.00 $ 2,911.00 13 17.92 5.0% $ 49.00 $ 637.00 52% $ 394.94 70% 28 Paid Social Instagram Satchel 110.00 $ 0.02 5,941 1.0% 43 $ 2.33 101.00 $ 1,873.00 50.50 4.0% $ 105.00 $ 210.00 78% $ 163.80 62% 29 Paid Search Google Purse 262.00 $ 0.04 6,730 3.0% 171 $ 1.46 249.00 $ 2,893.00 $ 27.67 5.0% $ 134.00 $ 1,206.00 33% $ 397.98 60% 30 Paid Search Google Satchel 217.00 $ 0.04 5,205 2.0% 91 $ 2.23 203.00 $ 576.00 33.83 7.0% $ 153.00 $ 918.00 35% $ 321.30 58% 31 Paid Social Instagram Hand Bag 157.00 $ 0.02 7,895 1.0% 80 S 1.88 150.00 $ 2,590.00 $ 75.00 2.0% $ 162.00 324.00 72% $ 233.28 56% 32 Paid Social Facebook Travel Bag 258.00 0.02 11,136 1.0% 105 $ 2.34 245.00 $ 1,091.00 $ 61.25 4.0% $ 108.00 $ 432.00 72% $ 311.04 27% 33 Paid Social Instagram Purse 286.00 0.02 17,500 1.0% 121 $ 2.32 280.00 $ 2,699.00 3 $ 93.33 3.0% $ 188.00 564.00 63% $ 355.32 27% 34 Paid Social Instagram Rolling Bag 287.00 0.03 9,367 1.0% 111 $ 2.54 281.00 $ 2,531.00 4 $ 70.25 3.0% $ 165.00 660.00 54% $ 356.40 27% Paid Social LinkedIn Rolling Bag 199.00 0.02 10,611 1.0% 139 $ 1.37 191.00 $ 1,581.00 5 38.20 3.0% $ 85.00 425.00 53% $ 225.25 18% 36 Paid Social LinkedIn Blue Backpac $ 181.00 0.02 9,765 1.0% 85 $ 1.95 166.00 593.00 2 83.00 2.0% $ 145.00 290.00 65% $ 188.50 14% 37 Paid Social LinkedIn Satchel S 291.00 0.02 15,833 1.0% 214 $ 1.33 $ 285.00 $ 2,755.00 8 35.63 4.0% $ 45.00 $ 360.00 89% $ 320.40 12%
File Home Insert Page Layout Formulas Data Review View Help PROTECTED VIEW Be careful-files from the Internet can contain viruses. Unless you need to edit, it’s safer to stay in Protected View. Enable Editing F24 x v fx 6500 B C D E F G H K M N P Q R S Average Return on Campaign Input Cost per Recommended CPA (Cost Per Conversion Revenue Per Investment 1 Type Source Campaign |Budget Impression Impression CTR Clicks CPC Cost Budget Max * Conversion * Conversion) * Rate Profits (ROI) U.UZ TIA’nT .070 JO.20 Conversion |Revenue * Margin 425.00 LLJ.LJ 570 36 Paid Social LinkedIn Blue Backpac $ 181.00 $ 0.02 9,765 1.0% 85 $ 1.95 $ 166.00 $ 593.00 2 3 83.00 2.0% $ 145.00 $ 290.00 65% $ 188.50 14% 37 Paid Social Linkedin Satchel 291.00 $ 0.02 15,833 1.0% 214 $ 1.33 $ 285.00 $ 2,755.00 8 $ 35.63 4.0% $ 45.00 360.00 89% $ 320.40 12% 38 Paid Social LinkedIn Purse 153.00 0.03 5,615 1.0% 72 $ 2.03 $ 146.00 $ 2,112.00 3 $ 48.67 4.0% $ 81.00 243.00 66% $ 160.38 10% 39 Paid Social Facebook Handbag 157.00 0.02 6,250 1.0% 74 $ 2.02 $ 150.00 553.00 3 5 50.00 5.0% $ 151.00 453.00 35% 158.55 6% 40 Paid Social Twitter Tote 264.00 $ 0.03 3,714 1.0% 128 1.90 $ 244.00 2,739.00 4 $ 61.00 3.0% $ 153.00 612.00 41% $ 250.92 3% 41 Paid Social Twitter Purse 148.00 $ 0.02 5,917 1.0% 53 $ 2.70 $ 142.00 $ 2,019.00 2 $ 71.00 4.0% $ 82.00 164.00 84% $ 137.76 -3% 42 Paid Social Instagram Yellow Backp $ 181.00 $ 0.03 6,308 1.0% 57 $ 2.89 9 164.00 $ 2,301.00 3 $ 54.67 5.0% $ 109.00 $ 327.00 42% $ 137.34 16% 43 Paid Social Linkedin Yellow Backp $ 221.00 $ 0.03 7,741 1.0% 50 $ 4.22 $ 209.00 2,745.00 2 $ 104.50 4.0% $ 144.00 $ 288.00 58% $ 167.04 -20% 44 Paid Social Twitter Pouch 123.00 $ 0.02 5,217 1.0% 43 $ 2.80 $ 120.00 S 2,976.00 1 $ 120.00 3.0% $ 151.00 151.00 63% $ 95.13 -21% 45 Paid Social Facebook Blue Backpac $ 265.00 0.02 11,409 1.0% 91 $ 2.75 $ 251.00 $ 2,503.00 3 83.67 3.0% $ 171.00 513.00 38% $ 194.94 22% 46 Paid Social Twitter Yellow Backp $ 163.00 $ 0.03 5,310 1.0% 71 $ 2.16 $ 154.00 $ 1,584.00 3 $ 51.33 4.0% $ 52.00 156.00 74% $ 115.44 -25% 47 Paid Search Google Handbag 180.00 $ 0.04 4,050 3.0% 119 1.36 $ 162.00 1,940.00 7 $ 23.14 6.0% $ 57.00 399.00 30% 119.70 .26% 48 Paid Social Facebook Pouch 191.00 $ 0.03 6,500 1.0% 81 $ 2.24 $ 182.00 $ 351.00 2 $ 91.00 3.0% $ 108.00 216.00 59% $ 127.44 30% 49 Paid Social Instagram Tote 217.00 0.02 12,353 1.0% 119 $ 1.77 $ 210.00 $ 1,333.00 3 $ 70.00 3.0% $ 118.00 354.00 39% 138.06 -34% 50 Paid Search Bing Purse 246.00 $ 0.05 4.933 2.0% 95 2.33 $ 222.00 $ 708.00 5 44.40 6.0% $ 35.00 175.00 82% $ 143.50 -35% 51 Paid Social Twitter Travel Bag 215.00 $ 0.03 6,862 1.0% 70 $ 2.84 $ 199.00 $ 2,074.00 2 $ 99.50 3.0% $ 84.00 168.00 75% $ 126.00 -37% 52 Paid Social Linkedin Pouch 103.00 0.02 5,588 1.0% 46 $ 2.05 $ 95.00 874.00 2 $ 47.50 4.0% $ 52.00 104.00 52% $ 54.08 43% 53 Paid Social Twitter Rolling Bag 140.00 $ 0.03 5,120 1.0% 41 $ 3.09 $ 128.00 1,142.00 1 128.00 4.0% $ 68.00 68.00 87% $ 59.16 -54% 54 Paid Social Facebook Yellow Backp $ 163.00 $ 0.01 15,700 1.0% 97 $ 1.61 $ 157.00 $ 1,780.00 3 $ 52.33 3.0% $ 78.00 234.00 30% $ 70.20 -55% 55 Paid Social Linkedin Tote 102.00 $ 0.02 6,667 1.0% 53 $ 1.88 100.00 $ 1,124.00 2 $ 50.00 4.0% $ 59.00 118.00 33% $ 38.94 61% 56 Paid Social LinkedIn Travel Bag 262.00 $ 0.02 16,800 1.0% 161 $ 1.56 $ 252.00 $ 798.00 6 $ 42.00 4.0% $ 45.00 270.00 35% $ 94.50 -63% 57 Paid Social Instagram Travel Bag 132.00 $ 0.01 8,643 1.0% 80 $ 1.51 $ 121.00 1,260.00 3 $ 40.33 4.0% $ 35.00 105.00 32% S 33.60 -72% 58 Paid Social LinkedIn Duffel Bag 254.00 0.01 20,083 1.0% 207 1.17 $ 241.00 $ 2,753.00 6 40.17 3.0% $ 29.00 174.00 38% S 66.12 -73% 59 Paid Social Twitter Satchel 112.00 $ 0.02 6,933 1.0% 53 $ 1.95 $ 104.00 $ 874.00 104.00 3.0% $ 56.00 56.00 46% $ 25.76 -75% 60 Paid Social Facebook Satchel 183.00 $ 0.02 8,095 1.0% 116 $ 1.47 $ 170.00 2,779.00 3 56.67 3.0% $ 28.00 84.00 36% $ 30.24 -82% 61 Paid Social LinkedIn Handbag 118.00 $ 0.02 6,158 1.0% 43 $ 2.71 $ 117.00 1,533.00 1 $ 117.00 2.0% $ 33.00 $ 33.00 40% $ 13.20 -89% 62

1-Straight rebuy decisions are taken when:
a.the sources of purchase are different.
b.needs have been predetermined.
c.extensive research is required.
d.the products being purchased are unconventional.
e.financial risk is high.
2-Which of the following phases of the selling process corresponds to the step of determining the characteristics of the item and quantity needed in the business buyer’s buying process?
a.Creating new value opportunities
b.Assessing value and relationship performance
c.Initiating customer relationships
d.Earning customer commitment
e.Validating customer value
3-In response to the increasing demand for electronic gadgets with advanced capabilities, Ziff Corp., an electronic gadget manufacturer, has increased its inventory and manufacturing capacity to meet the demand. This increase in inventory and manufacturing capacity due to an increase in demand for electronic gadgets can be best explained by the _____.
a.acceleration principle
b.principle of non-refoulement
c.principle of superposition
d.scalar principle
e.anthropic principle
4-_____ are defined as teams of individuals in organizations that incorporate the expertise and multiple purchasing influences of people from different departments throughout the organization.
a.Quorums
b.Task forces
c.Out-groups
d.Patrol teams
e.Buying teams
5-_____ refers to the degree to which a person holds opinions about issues and attempts to dominate or control situations by directing the thoughts and actions of others.
a.Responsiveness
b.Agreeableness
c.Perseverance
d.Assertiveness
e.Resilience
6-Nearly all the current growth in business-to-business e-commerce has been in Internet-based transactions.
True
False
7-In the context of the buying process, _____ results when an individual cognitively and emotionally processes information relevant to his or her actual state of being and compares it to the desired state of being.
a.express recognition
b.implied recognition
c.need recognition
d.de jure recognition
e.de facto recognition
8-While selling to drivers, salespeople should adopt a _____ communication style.
a.task-oriented and slow-paced
b.relationship-oriented and less assertive
c.relationship-oriented and highly responsive
d.relationship-oriented and fast-paced
e.task-oriented and fast-paced
9-Jason, a salesperson for Green Tools, proposes a sale of solar panels to Timothy Energy Solutions. Timothy Energy Solutions is not willing to do business with Green Tools, however, because its manager believes that their solar panels are inferior to the ones supplied by Timothy Energy Solutions’ traditional suppliers. Jason presents the findings of a certified research body that compares solar panels manufactured by different companies based on their capacity and longevity. These findings prove that Green Tools’ solar panels are superior to those of other companies. Hence, Timothy Energy Solutions agrees to conduct business with Green Tools. Which of the following strategies did Jason use to procure the business of Timothy Energy Solutions?
a.Stealth marketing
b.Two-factor evaluation
c.Competitive depositioning
d.Continued affirmation
e.Importance weights alteration
10-The business market includes:
a.buyers whose purchase decisions are mostly guided by peer group behavior.
b.buyers whose purchase decisions are highly influenced by personal taste.
c.buyers who acquire goods and services to use as inputs into their own manufacturing process.
d.buyers whose purchase decisions are greatly influenced by aesthetics.
e.buyers who purchase goods and services for their own use or consumption.
11- In the context of the buying process, a(n) _____ refers to the perceived difference between a buyer’s desired and actual state of being.
a.research gap
b.knowledge gap
c.learning gap
d.analytics gap
e.needs gap
12- ____ are forms developed by firms and distributed to qualified potential suppliers that help suppliers develop and submit tenders to provide products as specified by a firm.
a.Requests for proposals
b.Requests for admission
c.Withholding forms
d.Claim forms
e.Unsolicited proposals
13-Honesty of the spoken word is called _____.
a.brevity
b.warranty
c.clemency
d.altruism
e.candor
14-Jennifer is a salesperson for a business insurance company. She informs her customers about new company policies that are likely to affect them despite the risk of losing them. In this scenario, Jennifer exhibits _____.
a.covert behavior
b.profit-oriented behavior
c.relational behavior
d.resilient behavior
e.customer-oriented behavior
15-Which of the following is an example of non-customer-oriented behavior?
a.Exhibiting candor in sales presentations
b.Fast talking
c.Fidgeting
d.Evading quota pressure
e.Misusing company assets
16-_____ refers to information salespeople must have if larger companies break their customers into distinct segments
a.Price knowledge
b.Market knowledge
c.Product knowledge
d.Promotion knowledge
e.Technology knowledge
17-Salespeople are exposed to fewer ethical pressures than individuals in most other occupations.
True
False
18-Salespeople are often stereotyped as pushy, shifty, and untrustworthy because:
a.they tend to be overly professional in their approach.
b.traditional selling methods are common even today.
c.in the past, the popular press portrayed them in this way.
d.the sales profession requires them to be shrewd and manipulative.
e.the sales profession does not follow a standard code of conduct.
19-Larger companies typically break their customers into distinct markets. Which of the following statements is true of this sales strategy?
a.It lets a company maintain better inventory control.
b.It allows a salesperson to become an expert in a line of business.
c.It results in an overall decrease in customer satisfaction.
d.It creates more gaps between a salesperson and his customer base.
e.It involves following a common marketing strategy for all customers.
20-A trustworthy salesperson understands doing “anything to get an order” will ultimately strengthen the buyer-seller relationship.
True
False
21-Salespeople should not use e-mail to send out mass communications to customers and prospects.
True
False
22-Comparisons of the products of a company’s competitors for a customer’s buying decisions are critical, especially when the company:
a.lacks up-to-date technology and has outdated manufacturing processes.
b.is newer than the competition and has less relevant experience.
c.practices traditional selling methods.
d.has customers who have been loyal for a long time.
e.possesses features and benefits that are superior to those of the competition.
23-Kenneth goes to an electronics store to buy a television for himself. At the store, the salesperson shows him a flat-screen television and claims that it is currently the best high-definition television in the market. He also claims that the product is designed to reduce strain on the eyes. Kenneth purchases the television based on the salesperson’s claims. Which of the following concepts does this scenario best represent?
a.A contract of adhesion
b.Partnership selling
c.Cold calling
d.The basis of the bargain
e.Unconscionable dealing
24- Robert is a young college graduate who is looking for a sales job in the pharmaceutical business. To better his chances of being selected by employers, he decides to enhance his knowledge of the latest medications in the market. In this scenario, it is evident that Robert is trying to enhance his _____.
a.customer orientation
b.service resilience
c.industry knowledge
d.technology knowledge
e.promotion knowledge
25- Which of the following statements is true of ethical standards?
a.Ethical standards do not affect the public regard of professions.
b.Ethical standards for a profession are based on society’s standards.
c.Ethical standards have not yet been completely integrated into the sales profession.
d.Ethical standards are not influenced by a person’s code of conduct.
e.Ethical standards are the same as legal standards in all organizational aspects.
26- Emma goes to her favorite clothing store to shop for clothes. She looks for a particular kind of trousers but cannot find them. Denver, the salesman in the store, tells her that the kind of trousers she is looking for is currently out of stock, but he assures her that he will inform her as soon as they are back in the store. Emma takes his word for it as Denver always delivers as he promises. In this scenario, Denver exhibits _____.

CHAPTER 11.
The supply chain for goods and services consists of a network of firms and locations that begins with raw materials and ends with final users. A supply chain can be relatively short, with only a few stages, as in strawberries grown 30 kilometers from where they are eaten. Or a supply chain can span the globe, as in bauxite mined in Australia, smelted into aluminum in New Zealand, stamped into sheet metal in Japan, and installed in an airplane in Spain.
Roughly speaking, a supply chain can be divided into five different levels, as displayed in Figure 11.1 and described in Table 11.1: tier 2 suppliers, tier 1 suppliers, manufacturers, distributors, and retailers.
Figure 11.1
The flow of product through different levels of supply chains
TABLE 11.1 Different Levels of a Supply Chain and Their Function
Supply Chain Level
Role in the Supply Chain
Example
Tier II supplier
Design and manufacturing of specialized components
B&H Tool Works—metal stamping
Tier I supplier
Design and assembly of component systems
Mitsubishi Heavy
Industries—aircraft wings
Robert Bosch—automobile brake systems
Foxconn—computers
Intel—microprocessors
Shimano—bike components
Original equipment manufacturer (OEM)
Design and assembly of final products
Boeing—aircraft
Toyota—automobiles
Apple—computers
Dell—computers
Trek—bicycles
Distributor
Inventory storage, break-bulk, transportation
Sysco—food
McKesson—medical supplies
Retailer
Product assortment, consumer support and services
Walmart—general merchandize
Home Depot—hardware
Kroger—groceries
11.1.1 Tier 2 Suppliers, Tier 1 Suppliers, and Manufacturers
Products start with tier 2 suppliers as individual components. Tier 2 suppliers provide their components to tier 1 suppliers, who make more complex components. For example, a tier 2 supplier might provide the electric harnesses for an aircraft wing to a tier 1 supplier that assembles the complete wing. (In some settings, another layer is identified, called tier 3, which is the set of suppliers to tier 2.)
Tier 1 suppliers are the primary suppliers to manufacturers, where products are designed and assembled into their final form for consumption. Manufacturers can be large and well-known. For example, Apple Inc. is a well-known manufacturer of computer devices and phones (e.g., iPhone, iPad, iMac, etc.). In fact, at the start of 2015, Apple Inc. was one of the world’s most recognized brands and the world’s most valuable company, as measured by market capitalization (i.e., the total value of its stock).
322
In contrast to manufacturers, most people are not as familiar with tier 1 and tier 2 suppliers. This is especially true of tier 2 suppliers because they tend to be smaller than their tier 1 customers, even if “smaller” might mean a very large company to most of us (e.g., annual sales of hundreds of millions of dollars or more). However, there are exceptions. For example, Intel Inc. is a tier 1 supplier of microprocessors to computer manufacturers. Due to its “Intel inside” marketing effort, consumers are aware of which company makes their microprocessor. Similarly, if you are an avid cyclist, you know that Shimano is a tier 1 supplier of bike components to bike manufacturers like Trek. And Alcoa, a very large producer of aluminum, could be considered a tier 2 supplier to beverage manufacturers like Coca Cola and Budweiser because it supplies the metal to the tier 1 suppliers who make the cans for the drinks.
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11.1.2 Distributors and Retailers
After producing a product, a manufacturer must distribute its products to final consumers. This involves two layers of the supply chain: distributors and retailers. Retailers are probably the most familiar level of the supply chain to you. Retailers generally don’t make things. Instead, they provide an assortment of products and, in some cases, they assist consumers with their purchasing decisions. Traditional retailers operate physical stores close to where consumers live. They are called brick-and-mortar retailers, in reference to their tangible buildings. However, not all retailers need a store made of bricks (or cinder blocks, or metal framing): mail-order retailers (or catalog retailers) started in the early 1900s in the United States and online retailers (or e-commerce or e-tailers) like Amazon.com transferred the idea of a paper catalog onto web pages.
Brick-and-mortar retailer A retailer with physical stores in which consumers are able to immediately purchase goods.
Mail-order retailers Retailers that merchandize their goods via a print catalog and sell to consumers by shipping them goods via a third-party carrier like the U.S. Postal Service, UPS, FedEx, or DHL. Also called catalog retailers.
Catalog retailers Retailers that merchandize their goods via a print catalog and sell to consumers by shipping them goods via a third-party carrier like the U.S. Postal Service, UPS, FedEx, or DHL. Also called mail-order retailers.
Online retailers Retailers that merchandize their goods via an online website (or app) and sell to consumers by shipping them goods via a third-party carrier like the U.S. Postal Service, UPS, FedEx, or DHL. Also called e-commerce or e-tailers.
e-commerce Retailers that merchandize their goods via an online website (or app) and sell to consumers by shipping them goods via a third-party carrier like the U.S. Postal Service, UPS, FedEx, or DHL. Also called online retailers or e-tailers.
e-tailers Retailers that merchandize their goods via an online website (or app) and sell to consumers by shipping them goods via a third-party carrier like the U.S. Postal Service, UPS, FedEx, or DHL. Also called online retailers or e-commerce.
Distributors are the one step between manufacturers and retailers. This level is a bit “invisible” to most people, unless you happen to work in the industry that they serve. For example, McKesson is one of the largest distributors of medical supplies to hospitals—somebody needs to supply hospitals with bandages, syringes, saline solution, and myriad other things they need to treat patients.
The role of distributors is probably least understood among the various levels of the supply chain. Have you heard the cry “cut out the middleman”? That admonition suggests you can get a better deal if you deal directly with the manufacturer, bypassing the distributor. But, in fact, distributors play an important role within the supply chain. Indeed, if they didn’t provide value, market forces would ensure that they would disappear!
Three of the important sources of value that distributors provide are cost-effective storage of inventory, faster delivery lead times, and smaller order quantities.
Cost-Effective Storage of Inventory
While it might cost a retailer $200 to $300 each year to rent each square meter in its stores, a distributor might pay only one-fourth of that for its facilities, which are called distribution centers (DCs) or fulfillment centers. (In the old days, they were called “warehouses,” but that term is no longer in vogue.) Furthermore, because a DC doesn’t have to look nice for customers, a distributor can store more items per square meter in a DC than a retailer can in one of its stores. For example, a DC can stack items higher and can use deeper shelving. The combination of (i) a lower price per square meter for storage space and (ii) less space needed for the same amount of product yields a substantially lower cost to store inventory at a distributor than at a retail store.
Distribution center (DC) A building used to receive products from suppliers and then redistribute them to retail stores or send packages to consumers. Also called a fulfillment center.
Fulfillment center A building used to receive products from suppliers and then redistribute them to retail stores or send packages to consumers. Also called a distribution center.
Faster Delivery Lead Times
A product is generally manufactured in a limited number of places. That means that customers are usually located far away from the manufacturer, which means it takes a considerable amount of time to receive an order from a manufacturer. The time to receive an order is called the lead time. And, as shown later in this chapter and in the other chapters on inventory management, the longer the lead time, the more inventory is needed to ensure that enough inventory is available for customers. Hence, because distributors are located closer to consumers than is the manufacturer, they can help their customers (usually retailers) keep less inventory, which saves them from having to purchase more costly space to house the inventory.
Lead time The time to receive an order.
Smaller Order Quantities
Distributors can purchase in large quantities from manufacturers but then allow their customers to purchase in smaller quantities. This service is called breaking bulk. For example, a distributor might purchase 200 cases on a pallet from a manufacturer and then allow its retail customers to purchase in case multiples smaller than a pallet, such as 50 cases. (A pallet is the wooden platform used as the base for a stack of inventory that can be moved around with a forklift.) This service allows the retailer to substantially lower its inventory.
Breaking bulk A service in which a distributor purchases in large quantities from manufacturers but then allows customers to purchase in smaller quantities.
Pallet Either (1) a platform, often wooden, used as a base to store inventory and to facilitate moving that inventory via a forklift or (2) the quantity of inventory that is stacked on the platform.
To illustrate the value of small order quantities, consider the following example depicted in Figure 11.2. There are four suppliers, called A, B, C, and D, that need to deliver their product to four retail stores, called 1, 2, 3, and 4. There are two ways to do this. The first has a
??Supply Chain Management
In Chapter 11, we explored operations across locations and firm boundaries, that is, operations along the supply chain from raw materials, to manufacturing, to distribution, to retail, and finally to the consumer.
Project Description:
Your assignment for Project 5 consists of explaining the roles and values of each layer within a supply chain.  Your explanation should include the following:
1)     Provide a summary of the different levels of the supply chain to include the function of each level.
2)     Explain in detail the differences between Tier 1 suppliers, Tier 2 suppliers and manufacturers.
3)     Describe the role and function of distributors and retailers in the supply chain.  Your explanation needs to include the various formats in which retailers exist such as traditional and ecommerce.  Ensure that you provide examples of each retailer strategy.

QUESTION 1
What did the early marketplace primarily focus on?
product
promotion
price
place
1 points
QUESTION 2
What is today’s marketplace focused more on?
business
customers
product
price
1 points
QUESTION 3
Advertising’s goal is to enhance _____.
brand image
profit
marketing
purchases
1 points
QUESTION 4
A company’s marketing executives should assess the _____ in terms of a general analysis of a business problem or opportunity the company is facing.
business situation
5Cs
STP
ARA
1 points
QUESTION 5
During the ____ phase of the purchase process, the customer identifies that something is lacking.
purchase
pre-purchase
post purchase
preliminary
1 points
QUESTION 6
During the purchase phase for a new computer, Larry creates a _____ that includes Apple’s Macbook Pro and Microsoft’s Windows 7, but does not include Linux systems.
mindset
purchase set
consideration set
list
1 points
QUESTION 7
A straight rebuy, like when the office needs more paper, is common for ____ customers.
C2C
C2B
B2C
B2B
1 points
QUESTION 8
The different types of purchases are different because ______.
of the product itself
of differences in the mind of the customer
of customer attitudes
the price varies
1 points
QUESTION 9
Customer involvement is ____ on a B2C specialty purchase.
very low
low
medium
high
1 points
QUESTION 10
A customer loyalty program for high-involvement products would take the form of ____.
brand communities
price discounts
buy one- get one free
social networks
1 points
QUESTION 11
_____ is subtle phenomenon that uses colors and fonts to affect how the message feels.
Sensory perception
Perceptual fluency
Subliminal messaging
Unconscious messaging
1 points
QUESTION 12
Sensory and perceptual impressions can become ____.
brand names
perceptual fluency
brand associations
catch slogans
1 points

1
Marketing Case Study below: Question:
Describe approaches used by Dell within its site design and promotion to deliver relevant offers for different types of online customers.
Dell is well known as a technology company, offering . We are committed to being environmentally respons a broad range of product categories, including desktop sible in all areas of our business. We have built envi- computer systems, storage, servers and networking ronmental consideration into every stage of the Dell products, mobility products, software and peripher- product lifecycle – from developing and designing als, and services to manage IT Infrastructure for large energy-efficient products, to reducing the footprint of organisations. our manufacturing and operations, to customer use and product recovery. Dell business strategy Dell’s vision is to ‘strive to provide the best possible Dell’s sales and marketing customer experience by offering: superior value; high- Dell sells products and services directly to customers quality, relevant technology; customised systems; through dedicated sales representatives, telephone- superior service and support; and differentiated prod- based sales and online at www.dell.com. Customer ucts and services that are easy to buy and use’. segments include large corporate, government, health- The core elements of the strategy which are evident care and education accounts, as well as small-to- in Dell’s marketing communications are: medium businesses and individual consumers. . We simplify information technology for customers. Dell stresses the importance of its direct business Making quality personal computers, servers, storage model in providing direct and continuous feedback from and services affordable is Dell’s legacy. We are fo- customers, thereby allowing products and marketing cussed on making information technology affordable programmes to be developed and refined for specific for millions of customers around the world. As a re- customer groups. sult of our direct relationships with customers, or ‘cus- In its SEC filing, Dell emphasises how it listens to tomer intimacy’, we are best positioned to simplify how customers to develop relevant innovative technology customers implement and maintain Information tech- and services they trust and value. Evidence for using nology and deliver hardware, services and software the participative nature of Web 2.0 is that customers can solutions tailored for their businesses and homes. offer suggestions for current and future Dell products, We offer customers choice. Customers can pur- services and operations on an interactive portion of the chase systems and services from Dell via telephone, Dell website called Dell IdeaStorm. It says: ‘This constant kiosks and our website, www.dell.com, where they flow of communication, which is unique to our direct may review, configure and price systems within our business model, also allows us to rapidly gauge customer entire product line; order systems online, and track satisfaction and target now or existing products.’ orders from manufacturing through shipping. We For large business and Institutional customers, Dell have recently launched a retail Initiative and plan maintains a field sales force throughout the world. to expand that initiative by adding new distribution Dedicated account teams, which include field-based channels to reach additional consumers and small system engineers and consultants, form long-term businesses through retail partners and value-added relationships to provide our largest customers with resellers globally. a single source of assistance and develop specific Customers can purchase custom-built products tailored solutions for these customers. Dell also and custom-tailored services. Historically our flex- maintains specific sales and marketing programmes ible, build-to-order manufacturing process enabled targeted at federal, state and local governmental us to turn over inventory every five days on average, agencies as well as specific healthcare and educa- thereby reducing inventory levels and rapidly bring tional markets. the latest technology to our customers. The market and our competition has evolved and we are now Dell Premier exploring the utilisation of original design manufactory its large organisational customers, Dell offers turers and new distribution strategies to better meet Premier (http://premier.dell.com), which is a secure. customer needs and reduce product cycle times. Our customisable procurement and support site or extranet goal is to introduce the latest relevant technology designed to save organisations time and money through more quickly and to rapidly pass on component cost all phases of I/T product ownership. The main benefits savings to a broader set of our customers worldwide. of Dell Premier are described as:
Easy ordering – a custom online store ensures . free upgrades (e.g. memory); access to your products at your price. . free accessories; Easy tracking – view real-time order status, online . finance offers; invoices and purchase history details. service upgrades. . Easy control – custom access groups define what users can see and do within Premier. The presenter also noted how, across Europe, the promotional mix has to vary to reflect the differences Marketing communications in buying psychology. He summarised the main differ- Dell markets its products and services to small-to- ences between customers as follows: medium businesses and consumers primarily by adver- . UK – all about price; tising on television and the Internet, advertising in a . CH – add value over price; variety of print media and by mailing a broad range of . DE – all about high-end products in mix; direct marketing publications, such as promotional . IT – design is important (!); pieces, catalogues and customer newsletters. In certain . DK – cheap is good; locations Dell also operate stores or kiosks, typically . NO – added value is key; located within shopping centres, that allow customers . FR – tailored for France. to view its products in person and purchase online with the assistance of a Dell expert. Dell’s use of digital media channels The main digital media channels used by Dell.com In Dell online communications Europe are: The management of the consumer site was presented to . Paid search through programmes such as Google EConsultancy (2008). Dell has a three-stage order funnel: AdWords, which are used to promote value through marketing communications execution measured by time-limited offers related to the phrase searched site visits; upon. For example, a Google search for ‘cheapest site merchandising measured by consideration% Dell’ displays an ad: ‘Discount Dell Laptops www. site visits to e-store visits); dell.co.uk/laptop – Save up to 2300 on selected Dell store merchandising measured by conversion% Laptops from $329. Buy online now!” (e-store visits to e-receipts). Display advertising – for example, advertising on The presenter explained how Dell aims to understand technology websites – is particularly Important for and act on customer behaviour based on identifica- the corporate market. tion of a series of consideration drivers – for example, Affiliate marketing – used to protect the Dell brand by the quality of online advertising: path quality through enabling affiliates to bid on terms such as ‘Dell lap- site; merchandising/offers – and conversion drivers – tops’ and to target niche audiences such as owners for example, configurator ‘ease of use’; accessibility of gaming machines. of decision support tools and consistency of message . Email marketing – an e-newsletter is used to keep in through the entire path. touch with existing customers and deliver targeted Dell will invest in strategic improvements to the site offers when their hardware may be renewed. to improve these levers – examples mentioned included new merchandising approaches such as customer How Dell use social media marketing ratings and reviews, videos, major ‘path’ or customer Cory Edwards, director of social media and reputation journey changes created through decision support tools team (SMART) at Dell has explained Dell’s approach to to ‘Help me choose’. There are also more tactical initia- social media marketing. He stresses the importance of lives to help deliver the right message to each customer commitment from senior managers which is exemplified Including customisation/personalisation, real estate for Dell by CEO Michael Dell, who frequently emphas optimisation and message balancing. sises the importance of social media marketing to Dell. More tactical persuasion of site visitors is based on Edwards (2011) contains this quote from Michael Dell: price moves/optimised price position to market and the Engaging in honest, direct conversations with mix of product features. A wide range of different offers customers and stakeholders is a part of who we are, need to be managed. Tactical promotions which are who we’ve always been. The social web amplifies our driven by promotional ‘end dates’ which are weekly or opportunity to listen and learn and Invest ourselves in bi-weekly include varying: a two-way dialogue, enabling us to become a better * free shipping: company with more to offer the people who depend money-off discounts; on us.
346 Part 2 Digital marketing strategy development Edwards simply says, “If content is king, then listening will encourage your customers to interact and will is queen’. inspire them. Dell has clear goals around a number As an indication of the importance of social media of financial and non-financial measures. They look at listening to Dell, Dell has created a Social Media measures including operational savings through paid Listening Command Centre which has six wall moni- search and support savings and boosting customer tors tracking what Dell’s most influential customers are loyalty measured through the Net Promoter Score. saying, trending topics relating to Dell, market perfor- When customers interact with Dell, their experi- mance including share of voice and ratings of senti- ences are shared via their social graph of followers or ment expressed about Dell. Around 25,000 posts in 11 fans, so there is this viral effect which helps customer languages are monitored daily by Dell’s ‘Ground Control acquisition. Team’. Convert: Here Dell is trying to leverage initial interac- Dell has a social media governance workflow which tion to go through into real value of leads or sales. At reviews the potential importance of these customer a practical level, Dell has a clearance channel, Dell comments and identifies those it is worth following up Outlet, that it uses to sell through Twitter. It may also with. The Ground Control Team is tightly integrated with offer promotional coupons through social media like the@DellCares Twitter team who engage around 1000 Groupon or deals sites to encourage sales. customers per week. Their role is to reach out to people . Engage: This is the big challenge with social media: complaining about Dell on Twitter. Edwards notes that how to keep customers engaged. For Dell, engage- the team has a 30 per cent rate of converting ranters to ment occurs on several platforms, but in particular ravers. within community forums, which are user-to-user As well as responding to negative mentions as part of support postings where topics range from support customer service, Dell has created an Online Influencer to pre-purchase or enthusiast discussions. There Relations Program. This is managed by identifying influ- are millions of members with tens of thousands of ancers across business unit, region or topic area. Key discussions and accepted solutions each week. The influencers are identified using a Conversation tracker, Direct2Dell Network is also used for B2B customers which is part of Dell’s social media listening tool Radian with separate blogs for Enterprise IT, Small Business, 6. Influencers are provided with content and products Education, Investors, etc. They encourage guest which they may review or share. Dell has gone beyond Influencers to join the discussion. Finally, another virtual relationships introducing Dell Customer Advisory big part of engagement for Dell is IdeaStorm – one of Panel (CAP) which Edwards describes as “a ranters and the best examples of crowdsourcing through social ravers event’. Invitees are prioritised based on size of media, which encourages ideas, feedback, innova- social media reach and their affinity with Dell. tion and dialogue. Over tens of thousands of ideas Relationship owners are designated and involved have been generated, with around 100,000 com- with ongoing efforts to build advocates, Within CAP ments added, and a viral effect occurring through days, Dell not only listens, but gives feedback on how a Facebook app. Only several hundred ideas have problems are addressed. For example, Dell heard that been implemented, but the secret is that Dell closes there were too many dropped calls and unnecessary the loop by feeding back to customers what has transfers, so it explained how ePhone CRM software worked and what hasn’t. Is being launched across sites, which will improve reporting capability to track telecom issues and queue Source: 2011 SEC Filing Econsultancy (2004): Dell case study: Online Marketing Masterclass, presented at the Royal Institute of mergers to eliminate certain types of transfer. British Architects, November 2008. Edwards (201 1): Tacking corporate The reputation management we have described is reputation with social media, presentation by Cory Edwards, director of social media and reputation team (SMART) February 2011, avaleble to only part of the social media marketing activities. If we view onine at www.slideshare.not/KerryatDall/dell-social-media- review these activities according to the RACE frame- nima-event-london-v2-feb-2011 See also: www.slideshare.net /KerryatDoll/dells-social-media-journey-econsultancy-master- work (Chapter 1), we can see that Dell is involved In classes-november-2009 http://content.dell.com/us/en/corp social media marketing activities across the customer four-story-company-timeline.aspx lifecycle: . Reach: Research, network and advertise to reach and interact with customers and prospects on the Question social outposts, communities and blogs relevant to Describe approaches used by Dell within its site your audience. design and promotion to deliver relevant offers for . (Inter) Act: This Involves determining your goals different types of online customers. and then working out the engagement tools that
2.
Name: Year Market Dell HP 30% 26% 47% 7 15 -54 3 18 -14 15 -22 -15 7 -14 2 -28 10 -18 40 7 26 42 17 -10 30 -23 9 -3 -32 -4 10 38 28 75 a) Calculate the expected average rate of return and the standard deviation on each of the two alternatives: Dell and HP, in addition to the market index. b) Calculate the coefficient of Correlation between Dell and HP. c) Suppose you created a 2-stock portfolio by investing $75,000 in Dell and $25,000 in HP, calculate the expected return, the standard deviation, and the coefficient of variation (CVp) for this portfolio. d) Use the previously calculated standard deviations for Dell, HP and the market in question (a) to estimate Dell’s and HP’s betas e) If the risk free rate equals 4%, and the expected rate on the market equals 9% find the required rate of return on Dell and HP. f) Would you purchase Dell and/or HP? Why? g) Suppose you form a portfolio with $1.4 million in Dell and $0.6 million in HP, what is the Required Return on the Portfolio?
3.
Supply: Thinking Like a Seller — End of Chapter Problem Jerome is working as an IT consultant. His individual labor supply curve is given in the accompanying graph. Jerome decides to enroll in college and will begin taking classes next semester. Make the appropriate change to the graph to show the most likely effect on Jerome’s labor supply curve of his decision to attend college. If Jerome’s decision to attend college results in a change in supply. shift the supply curve appropriately, but leave the wage line unchanged. If Jerome’s decision to attend college results in a change in quantity supplied, adjust the wage line appropriately, but leave the supply curve unchanged. Jerome’s individual labor supply curve Supply age wage Quantily Incorrect
Supply: Thinking Like a Seller – End of Chapter Problem During the 1990s, Dell Computer Company adopted a lean production process, a manufacturing process that reduces inefficiencies without reducing production. As a result, Dell became one of the largest PC manufacturers in the world. Consider what impact the adoption of lean production techniques likely had on Dell’s supply curve for PCs. Show the impact in the graph below by shifting the supply curve or moving the point along the curve. Market for Dell Computers Supply Price Quantity Incorrect
PLEASE BE SURE TO ALSO MOVE THE POINT ON THE GRAPH (BLACK)
4.
Question (1): Answer the following Questions: a— Complete the following sentences based on your understanding: (4 marks) 1- ( ) deals with the distribution of goods from several points of supply (sources) to a number of points of demand (destinations). 2- ( ) problems can be approached with LP from two perspectives: Maximize audience exposure or minimize advertising costs. b— Solve the following problem: (10 marks) Dell computers Company is promoting to its products with 3 types of advertisements (Billboards, Morning news, and Radio). Dell computers company wants to have at least 5 advertisements per day, but spend no more than $ 50 000 as the company budgeted up. The Company wants to maximize the audience exposure. Formulate using Linear Programming. The following Data are given: Ad Type Estimated Audience Cost per Ad Maximum Ads reached with each other. week ‘ Billboards $ 3000 $ 5000 10 Mo ‘ g $ 4000 $ 7000 6 news Radio 55 75 000 $ 100 000 2

After case study of the Kobe influencer marketing:building brand awareness via social media . Answer following?
(a)As a social media marketing advisor for kobe influncer develop a persona template for planning social media tactic and recommend some improvement in existing prof le of jia jia influencer campagin?
(b) Develop a sound social media marketing plan for jia jia influencer campaign by following all the required steps and also suggest your recommendation for it?
(c)List down the steps to register and develop a blog ( content) for active social media marketing of jia influncer campaign?

Question 1
The collection, transformation, and organization of data in order to draw conclusions, make predictions, and drive informed decision-making describes what?
1 point
Data life cycle
Data analytics
Data analysis
Data science
2.
Question 2
In data analytics, a model is a group of elements that interact with one another.
1 point
True
False
3.
Question 3
Fill in the blank: Data _____ involves creating new ways of modeling and understanding the unknown by using raw data.
1 point
science
engineering
analysis
design
4.
Question 4
Select the best description of gut instinct.
1 point
Choosing facts that complement your personal experiences
Manipulating data to match your intuition
An intuitive understanding of something with little or no explanation
Using your innate ability to analyze results
5.
Question 5
Billings Upholstery has defined a problem it needs to solve: Find a more environmentally friendly way to produce its furniture. A data analyst gathers relevant data, analyzes it, and uses it to draw conclusions. The analyst then shares their analysis with subject-matter experts from the manufacturing team, who validate the findings. Finally, a plan is put into action. This scenario describes what process?
1 point
Data science
Data-driven decision-making
Customer service
Identification of trends
6.
Question 6
What do subject-matter experts do to support data-driven decision-making? Select all that apply.
1 point
Review the results of data analysis and identify any inconsistencies
Collect, transform, and organize data
Offer insights into the business problem
Validate the choices made as a result of the data insights
7.
Question 7
Sharing the results of your analysis with colleagues who are very familiar with the business problem supports what practice?
1 point
Data-driven decision-making
Data science
Data management
Data analytics
8.
Question 8
You have recently subscribed to an online data analytics magazine. You really enjoyed an article and want to share it in the discussion forum. Which of the following would be appropriate in a post? Select all that apply.
1 point
Including an advertisement for how to subscribe to the data analytics magazine
Checking your post for typos or grammatical errors
Giving credit to the original author
Including your own thoughts about the article