Podcast
Questions and Answers
What is the primary purpose of the promotion aspect of the marketing mix?
What is the primary purpose of the promotion aspect of the marketing mix?
Which of the following best defines a target market?
Which of the following best defines a target market?
What is market segmentation?
What is market segmentation?
What does product positioning involve?
What does product positioning involve?
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What is the difference between primary data and secondary data?
What is the difference between primary data and secondary data?
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What is the first stage of the buyer decision process?
What is the first stage of the buyer decision process?
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Which promotion method is crucial when consumers are comparing competing products?
Which promotion method is crucial when consumers are comparing competing products?
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What distribution strategy is used for low-cost consumer goods?
What distribution strategy is used for low-cost consumer goods?
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Which of the following describes exclusive distribution?
Which of the following describes exclusive distribution?
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What pricing strategy aims to set prices low initially to encourage market entry?
What pricing strategy aims to set prices low initially to encourage market entry?
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Which pricing tactic recognizes that consumers are not entirely rational in their buying decisions?
Which pricing tactic recognizes that consumers are not entirely rational in their buying decisions?
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What best describes market segmentation?
What best describes market segmentation?
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What is dynamic pricing?
What is dynamic pricing?
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Which distribution strategy is frequently used for products like furniture and appliances?
Which distribution strategy is frequently used for products like furniture and appliances?
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Which is a feature of price skimming?
Which is a feature of price skimming?
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Which segmentation strategy is influenced by geographic location?
Which segmentation strategy is influenced by geographic location?
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What is an example of intensive distribution?
What is an example of intensive distribution?
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What is the primary focus of advertising during the evaluation stage of the buyer decision process?
What is the primary focus of advertising during the evaluation stage of the buyer decision process?
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What factors do demographic variables include when describing populations?
What factors do demographic variables include when describing populations?
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Which segment is specifically targeted by Hot Topic?
Which segment is specifically targeted by Hot Topic?
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What does geo-demographic segmentation combine?
What does geo-demographic segmentation combine?
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Why are psychographic segments particularly important to marketers?
Why are psychographic segments particularly important to marketers?
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What is an example of behavioral segmentation?
What is an example of behavioral segmentation?
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How do political activities influence marketing?
How do political activities influence marketing?
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What is an example of a sociocultural change impacting marketing?
What is an example of a sociocultural change impacting marketing?
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What role does technology play in the marketing environment?
What role does technology play in the marketing environment?
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What economic factors are marketers concerned with?
What economic factors are marketers concerned with?
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How has the external marketing environment affected companies?
How has the external marketing environment affected companies?
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Which of the following best describes behavioral segmentation?
Which of the following best describes behavioral segmentation?
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What type of customer is Burberry now trying to attract?
What type of customer is Burberry now trying to attract?
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What is a primary concern for marketers in changing sociocultural environments?
What is a primary concern for marketers in changing sociocultural environments?
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Why is understanding economic trends critical for marketers?
Why is understanding economic trends critical for marketers?
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What primarily drives 'buy' decisions according to the discussed motives?
What primarily drives 'buy' decisions according to the discussed motives?
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Why is postpurchase evaluation important for marketers?
Why is postpurchase evaluation important for marketers?
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Which of the following is NOT one of the Four Ps of the marketing mix?
Which of the following is NOT one of the Four Ps of the marketing mix?
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What is product differentiation?
What is product differentiation?
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What defines a Convenience Good?
What defines a Convenience Good?
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Which type of accountant typically works independently from the clients they serve?
Which type of accountant typically works independently from the clients they serve?
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What is a major function of a Certified Management Accountant (CMA)?
What is a major function of a Certified Management Accountant (CMA)?
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How are fixed costs characterized?
How are fixed costs characterized?
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Which of the following is true about emotional motives in 'buy' decisions?
Which of the following is true about emotional motives in 'buy' decisions?
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What commonly motivates repeat purchases from consumers?
What commonly motivates repeat purchases from consumers?
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What is meant by the term 'Value Package' in marketing?
What is meant by the term 'Value Package' in marketing?
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Which of the following describes forensic accounting?
Which of the following describes forensic accounting?
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What role does a Private Accountant typically play within a business?
What role does a Private Accountant typically play within a business?
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Which aspect of the marketing mix focuses on how products are communicated and sold?
Which aspect of the marketing mix focuses on how products are communicated and sold?
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What is the primary function of Information Technology in business operations?
What is the primary function of Information Technology in business operations?
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Which of the following best describes e-commerce?
Which of the following best describes e-commerce?
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What advantage do portable office IT appliances offer to businesses?
What advantage do portable office IT appliances offer to businesses?
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How does technology enable better service through remote deliveries?
How does technology enable better service through remote deliveries?
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What does the term product differentiation refer to?
What does the term product differentiation refer to?
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What happens during the maturity stage of the Product Life Cycle?
What happens during the maturity stage of the Product Life Cycle?
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What is a potential strategy for extending a product's life cycle?
What is a potential strategy for extending a product's life cycle?
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Which best describes the decline stage of the Product Life Cycle?
Which best describes the decline stage of the Product Life Cycle?
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What does international competition involve?
What does international competition involve?
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What is a substitute product?
What is a substitute product?
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How can companies revive older products in new markets?
How can companies revive older products in new markets?
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What role do networks play in organizations?
What role do networks play in organizations?
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What is a factor that influences consumer behavior?
What is a factor that influences consumer behavior?
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What is a key characteristic of the introduction stage in the Product Life Cycle?
What is a key characteristic of the introduction stage in the Product Life Cycle?
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Which type of products requires consumers to make minimal effort in purchasing?
Which type of products requires consumers to make minimal effort in purchasing?
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What impact does better coordination through technology have on customer service?
What impact does better coordination through technology have on customer service?
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What term describes the process that begins when a consumer recognizes a problem or need?
What term describes the process that begins when a consumer recognizes a problem or need?
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Which competition type involves consumers making choices between fundamentally different products that serve the same need?
Which competition type involves consumers making choices between fundamentally different products that serve the same need?
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What is the primary reason consumers may shift from new cars to used ones during economic downturns?
What is the primary reason consumers may shift from new cars to used ones during economic downturns?
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Brand competition is primarily based on what factor?
Brand competition is primarily based on what factor?
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What is included in the social influences affecting consumer behavior?
What is included in the social influences affecting consumer behavior?
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Which type of products usually requires consumers to engage in more thorough comparison before making a purchase?
Which type of products usually requires consumers to engage in more thorough comparison before making a purchase?
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What is referred to as the consideration set in consumer behavior?
What is referred to as the consideration set in consumer behavior?
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What characteristic is generally true about specialty products?
What characteristic is generally true about specialty products?
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In the context of consumer behavior, what do marketers study to better understand decision-making?
In the context of consumer behavior, what do marketers study to better understand decision-making?
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How does international competition impact local marketers?
How does international competition impact local marketers?
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Which of the following best describes the purchasing decision process?
Which of the following best describes the purchasing decision process?
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What is the primary function of the Hypertext Transfer Protocol (HTTP)?
What is the primary function of the Hypertext Transfer Protocol (HTTP)?
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Which type of network allows limited access to external users?
Which type of network allows limited access to external users?
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How is a Wide Area Network (WAN) primarily characterized?
How is a Wide Area Network (WAN) primarily characterized?
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What is a major advantage of VSAT communication systems?
What is a major advantage of VSAT communication systems?
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Which of the following is NOT a function of application software?
Which of the following is NOT a function of application software?
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Why is a Local Area Network (LAN) advantageous for a business?
Why is a Local Area Network (LAN) advantageous for a business?
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What technology allows users to access the Internet wirelessly in public locations?
What technology allows users to access the Internet wirelessly in public locations?
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Which of the following describes an Intranet?
Which of the following describes an Intranet?
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What is the primary use of Electronic Conferencing in a business context?
What is the primary use of Electronic Conferencing in a business context?
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What main benefit does a firewall provide in a network setup?
What main benefit does a firewall provide in a network setup?
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What does the term 'hotspot' refer to in a Wi-Fi context?
What does the term 'hotspot' refer to in a Wi-Fi context?
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What is a significant disadvantage associated with using satellite communications like VSAT?
What is a significant disadvantage associated with using satellite communications like VSAT?
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Which software type is essential for the basic functioning of any computer system?
Which software type is essential for the basic functioning of any computer system?
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In what way has the Internet primarily transformed business communications?
In what way has the Internet primarily transformed business communications?
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Which of the following statements about LANs is true?
Which of the following statements about LANs is true?
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What is the purpose of a breakeven analysis?
What is the purpose of a breakeven analysis?
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How is earnings per share calculated?
How is earnings per share calculated?
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What does a current ratio of 2:1 indicate?
What does a current ratio of 2:1 indicate?
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What is indicated by an increase in profitability ratios?
What is indicated by an increase in profitability ratios?
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What does the solvency ratio indicate?
What does the solvency ratio indicate?
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Which component is NOT part of the balance sheet?
Which component is NOT part of the balance sheet?
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What signifies a company's potential earnings strength?
What signifies a company's potential earnings strength?
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What does high debt indicate in the context of leverage?
What does high debt indicate in the context of leverage?
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What is the significance of full disclosure in financial statements?
What is the significance of full disclosure in financial statements?
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What does it mean if a company's current ratio is below the industry average?
What does it mean if a company's current ratio is below the industry average?
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What best describes the purpose of the Cash Flow Statement?
What best describes the purpose of the Cash Flow Statement?
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What is the primary purpose of the budget as an internal financial statement?
What is the primary purpose of the budget as an internal financial statement?
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How do organizations assess long-term solvency?
How do organizations assess long-term solvency?
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What financial statement summarizes a company's revenues and expenses over a period?
What financial statement summarizes a company's revenues and expenses over a period?
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What is one key requirement established by the Sarbanes-Oxley Act?
What is one key requirement established by the Sarbanes-Oxley Act?
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What is a key component of the current ratio?
What is a key component of the current ratio?
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Which of the following defines Operating Activities in the context of the Cash Flow Statement?
Which of the following defines Operating Activities in the context of the Cash Flow Statement?
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How do rising interest rates impact leveraged buyouts?
How do rising interest rates impact leveraged buyouts?
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Which of these is a risk associated with IT advancements?
Which of these is a risk associated with IT advancements?
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What does the Sarbanes-Oxley Act enforce regarding auditor independence?
What does the Sarbanes-Oxley Act enforce regarding auditor independence?
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Financial disclosures under the Sarbanes-Oxley Act must include what type of transactions?
Financial disclosures under the Sarbanes-Oxley Act must include what type of transactions?
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What kind of malware is a computer virus categorized as?
What kind of malware is a computer virus categorized as?
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Which component is NOT part of the Cash Flow Statement?
Which component is NOT part of the Cash Flow Statement?
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What aspect of the Accounting Information System (AIS) focuses on the retention of financial data?
What aspect of the Accounting Information System (AIS) focuses on the retention of financial data?
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Which statement is true regarding the role of internal controls as mandated by Section 404 of Sarbanes-Oxley?
Which statement is true regarding the role of internal controls as mandated by Section 404 of Sarbanes-Oxley?
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What is a common misconception about spam?
What is a common misconception about spam?
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How does identity theft primarily occur?
How does identity theft primarily occur?
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Which financial statement is primarily used for decision making within a company?
Which financial statement is primarily used for decision making within a company?
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What is the primary role of commercial banks in relation to the money supply?
What is the primary role of commercial banks in relation to the money supply?
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What does the term 'Reserve Requirement' refer to in banking?
What does the term 'Reserve Requirement' refer to in banking?
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Which of the following is a function of insurance companies?
Which of the following is a function of insurance companies?
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How does the Federal Funds Rate primarily affect the economy?
How does the Federal Funds Rate primarily affect the economy?
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Which financial institution primarily provides personal loans and mortgages?
Which financial institution primarily provides personal loans and mortgages?
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What is the purpose of an Accounting Information System (AIS)?
What is the purpose of an Accounting Information System (AIS)?
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What is the primary purpose of financial institutions?
What is the primary purpose of financial institutions?
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Which statement correctly describes liabilities in accounting?
Which statement correctly describes liabilities in accounting?
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Which type of financial institution is primarily owned by its depositors?
Which type of financial institution is primarily owned by its depositors?
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What is one major characteristic of non-deposit institutions?
What is one major characteristic of non-deposit institutions?
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What is the main source of funds for mutual savings banks?
What is the main source of funds for mutual savings banks?
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Which of the following statements is true about pension funds?
Which of the following statements is true about pension funds?
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What is a key difference between commercial banks and savings and loan associations?
What is a key difference between commercial banks and savings and loan associations?
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What defines the accounting equation?
What defines the accounting equation?
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How do insurance companies primarily accumulate funds?
How do insurance companies primarily accumulate funds?
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Which of the following best describes the function of pension funds?
Which of the following best describes the function of pension funds?
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What kind of loans do finance companies primarily focus on?
What kind of loans do finance companies primarily focus on?
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Which financial institution typically does not accept deposits?
Which financial institution typically does not accept deposits?
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What distinguishes nondeposit institutions from commercial banks?
What distinguishes nondeposit institutions from commercial banks?
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What is a characteristic feature of credit unions?
What is a characteristic feature of credit unions?
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What is groupware primarily used for?
What is groupware primarily used for?
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What is a key function of an Information System (IS)?
What is a key function of an Information System (IS)?
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How does Walmart benefit from its centralized Information System?
How does Walmart benefit from its centralized Information System?
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What does data mining involve?
What does data mining involve?
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What is the primary purpose of a firewall?
What is the primary purpose of a firewall?
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What role does anti-virus software play in information technology protection?
What role does anti-virus software play in information technology protection?
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What is the function of encryption software?
What is the function of encryption software?
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What is a key responsibility of the International Accounting Standards Board (IASB)?
What is a key responsibility of the International Accounting Standards Board (IASB)?
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Which role do Information Systems Managers typically perform?
Which role do Information Systems Managers typically perform?
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What does a Management Information System (MIS) primarily support?
What does a Management Information System (MIS) primarily support?
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What characteristic is typical of Computer-Aided Design (CAD) systems?
What characteristic is typical of Computer-Aided Design (CAD) systems?
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What challenge does the IASB face in its global standardization efforts?
What challenge does the IASB face in its global standardization efforts?
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What is an important aspect of data warehousing?
What is an important aspect of data warehousing?
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What aspect of security does a router play in a firewall setup?
What aspect of security does a router play in a firewall setup?
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What is the primary function of a Savings and Loan Association (S&L)?
What is the primary function of a Savings and Loan Association (S&L)?
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Which financial institution is primarily owned and run by its members?
Which financial institution is primarily owned and run by its members?
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What role does the Federal Open Market Committee play in the Federal Reserve?
What role does the Federal Open Market Committee play in the Federal Reserve?
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What is a key responsibility of the Board of Governors of the Federal Reserve?
What is a key responsibility of the Board of Governors of the Federal Reserve?
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How does the Federal Reserve influence inflation?
How does the Federal Reserve influence inflation?
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Which type of institution is responsible for providing an Individual Retirement Account (IRA)?
Which type of institution is responsible for providing an Individual Retirement Account (IRA)?
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What is the function of the Federal Deposit Insurance Corporation (FDIC)?
What is the function of the Federal Deposit Insurance Corporation (FDIC)?
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Which of the following best describes a Finance Company?
Which of the following best describes a Finance Company?
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What is the primary role of the Federal Reserve as the 'bankers' bank'?
What is the primary role of the Federal Reserve as the 'bankers' bank'?
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Which term refers to a bank's promise to pay a designated firm a specified amount at a future date?
Which term refers to a bank's promise to pay a designated firm a specified amount at a future date?
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Which entity manages retirement funds as a nondeposit pool of funds?
Which entity manages retirement funds as a nondeposit pool of funds?
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What does the Federal Reserve primarily produce concerning the nation’s monetary system?
What does the Federal Reserve primarily produce concerning the nation’s monetary system?
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What is the aim of the Federal Reserve when it controls the money supply?
What is the aim of the Federal Reserve when it controls the money supply?
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How does the Federal Reserve respond to inflationary conditions?
How does the Federal Reserve respond to inflationary conditions?
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What is the primary role of GAAP principles in financial reporting?
What is the primary role of GAAP principles in financial reporting?
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Which of the following is NOT one of the four types of utility created by marketing?
Which of the following is NOT one of the four types of utility created by marketing?
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What characteristic of money allows it to be easily carried and transferred between individuals?
What characteristic of money allows it to be easily carried and transferred between individuals?
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Which function of money allows for future purchases to be made without losing value?
Which function of money allows for future purchases to be made without losing value?
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What is included in M-1 money supply measurement?
What is included in M-1 money supply measurement?
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What does possession utility refer to in marketing?
What does possession utility refer to in marketing?
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What does the durability characteristic of money ensure?
What does the durability characteristic of money ensure?
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When the money supply is high, what typically happens to the value of money?
When the money supply is high, what typically happens to the value of money?
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What type of goods are classified as consumer goods?
What type of goods are classified as consumer goods?
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Which of the following options best describes relationship marketing?
Which of the following options best describes relationship marketing?
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What is essential for money to effectively function in a market economy?
What is essential for money to effectively function in a market economy?
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Which principle helps forensic accountants identify possible fraudulent practices?
Which principle helps forensic accountants identify possible fraudulent practices?
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Which type of utility is created by providing products when customers want them?
Which type of utility is created by providing products when customers want them?
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Which of the following best defines the function of money as a measure of worth?
Which of the following best defines the function of money as a measure of worth?
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Flashcards
Promotional Mix
Promotional Mix
The combination of promotional tools used to promote a product or service.
Target Market
Target Market
A group of people with similar wants and needs who are likely to be interested in the same products.
Market Segmentation
Market Segmentation
The process of dividing a market into distinct groups of customers who have similar needs and wants.
Primary Data
Primary Data
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Secondary Data
Secondary Data
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IT Appliances
IT Appliances
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E-commerce
E-commerce
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Remote Offices
Remote Offices
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Lean Organizations
Lean Organizations
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Global Collaboration
Global Collaboration
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Product Substitute
Product Substitute
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Brand Competition
Brand Competition
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International Competition
International Competition
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Product Differentiation
Product Differentiation
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Product Life Cycle (PLC)
Product Life Cycle (PLC)
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Introduction Stage (PLC)
Introduction Stage (PLC)
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Growth Stage (PLC)
Growth Stage (PLC)
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Maturity Stage (PLC)
Maturity Stage (PLC)
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Decline Stage (PLC)
Decline Stage (PLC)
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Product Extension
Product Extension
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Buyer Decision Process
Buyer Decision Process
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Promotional Tools
Promotional Tools
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Distribution Channel
Distribution Channel
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Intensive Distribution
Intensive Distribution
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Exclusive Distribution
Exclusive Distribution
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Selective Distribution
Selective Distribution
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Penetration Pricing
Penetration Pricing
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Price Skimming
Price Skimming
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Dynamic Pricing
Dynamic Pricing
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Price Lining
Price Lining
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Psychological Pricing
Psychological Pricing
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Discount Pricing
Discount Pricing
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Geographic Segmentation
Geographic Segmentation
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Substitute Products
Substitute Products
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Convenience Products
Convenience Products
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Shopping Products
Shopping Products
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Specialty Products
Specialty Products
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Consumer Behavior
Consumer Behavior
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Psychological Influences
Psychological Influences
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Personal Influences
Personal Influences
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Social Influences
Social Influences
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Cultural Influences
Cultural Influences
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Problem/Need Recognition
Problem/Need Recognition
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Information Seeking
Information Seeking
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Evoked Set
Evoked Set
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Evaluation of Alternatives
Evaluation of Alternatives
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Geo-Demographic Segmentation
Geo-Demographic Segmentation
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Psychographic Segmentation
Psychographic Segmentation
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Behavioral Segmentation
Behavioral Segmentation
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External Marketing Environment
External Marketing Environment
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Political-Legal Environment
Political-Legal Environment
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Sociocultural Environment
Sociocultural Environment
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Technological Environment
Technological Environment
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Economic Environment
Economic Environment
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What are the benefits of market segmentation?
What are the benefits of market segmentation?
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How does the political environment affect marketing decisions?
How does the political environment affect marketing decisions?
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How does the sociocultural environment influence marketing?
How does the sociocultural environment influence marketing?
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What is the impact of the technological environment on marketing?
What is the impact of the technological environment on marketing?
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How can businesses adapt to the changing economic environment?
How can businesses adapt to the changing economic environment?
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What are the key factors to consider in the external marketing environment?
What are the key factors to consider in the external marketing environment?
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Rational Motives
Rational Motives
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Emotional Motives
Emotional Motives
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Postpurchase Evaluation
Postpurchase Evaluation
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Marketing Mix
Marketing Mix
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Marketing Manager
Marketing Manager
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Marketing Plan
Marketing Plan
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Convenience Good
Convenience Good
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Shopping Good
Shopping Good
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Specialty Good
Specialty Good
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Production Item
Production Item
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Expense Item
Expense Item
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Capital Item
Capital Item
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Public Accountant
Public Accountant
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Private Accountant
Private Accountant
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Cost of Goods Sold (COGS)
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Operating Expenses
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Net Income
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Cash Flow Statement
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Budget
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Sarbanes-Oxley Act (Sarbox)
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Public Company Accounting Oversight Board (PCAOB)
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CEO and CFO Certification
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Internal Controls
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Auditor Independence
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Accounting Information System (AIS)
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Hacker
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Variable Cost
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Break-Even Analysis
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Profitability Ratio
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Earnings Per Share (EPS)
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Solvency Ratio
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Current Ratio
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Long-Term Solvency
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Leverage
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Balance Sheet
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Income Statement
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Assets
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Liabilities
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Equity
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Full Disclosure
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What is the primary communications tool in today's businesses?
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What connects related information on separate web pages?
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What is an intranet?
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What is an extranet?
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Define electronic conferencing.
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What is VSAT?
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How does a WAN connect computers?
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Define a LAN.
Define a LAN.
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Explain a WWAN.
Explain a WWAN.
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What is the role of hardware in IT systems?
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What are the different types of software?
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What is the function of system software?
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What is application software?
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What is a firewall?
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Explain Wi-Fi technology.
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Groupware
Groupware
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Information System (IS)
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Data Warehousing
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Data Mining
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Knowledge Information System
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Computer-Aided Design (CAD)
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Computer-Aided Manufacturing (CAM)
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Management Information System (MIS)
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Firewall
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Anti-Virus Software
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Encryption Software
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International Accounting Standards Board (IASB)
International Accounting Standards Board (IASB)
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What is the IASB's goal?
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Why is international acceptance of accounting standards important?
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How does the IASB achieve its goals?
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GAAP
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Utility in Marketing
Utility in Marketing
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Form Utility
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Time Utility
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Place Utility
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Possession Utility
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Durability of Money
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Portability of Money
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Divisibility of Money
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Medium of Exchange
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Store of Value
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Measure of Worth
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M-1 Money Supply
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Savings and Loan Association (S&L)
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Mutual Savings Bank
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What is a credit union?
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Pension Fund
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What does an insurance company do?
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Prime Rate
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Finance Company
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What is a securities investment dealer (broker)?
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Individual Retirement Account (IRA)
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Trust Services
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Letter of Credit
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Banker's Acceptance
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Federal Reserve (The Fed)
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The Structure of the Fed
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What does the Federal Open Market Committee do?
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Financial Institutions
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Commercial Banks
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Savings Institutions
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Credit Unions
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Nondeposit Institutions
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Insurance Companies
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Securities Investment Dealers
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Monetary Policy
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Reserve Requirement
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Discount Rate
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Federal Funds Rate (Key Rate)
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Accounting Equation
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Study Notes
Promotion Mix/Tools
- Promotion is a marketing aspect focused on effective communication and selling techniques.
- The promotional mix combines specific tools used to promote a product.
- A growing Hispanic population in the US is driving product redesign and promotion efforts to appeal to this market. Spanish-language media, like Univision, is a potent outlet.
Target Market
- A target market consists of people sharing similar wants and needs, showing interest in similar products.
- Market segmentation is dividing a market into customer types ("segments").
- Product positioning involves fixing, adapting, and communicating product attributes.
- Promotion is part of the marketing mix, focusing on effective communication of product information.
- Place (distribution) is concerned with product movement from producer to consumer.
- An integrated marketing strategy blends the four Ps of marketing, ensuring compatibility with non-marketing activities.
- Pricing involves determining the optimal product selling price.
Primary/Secondary Data
- Primary data is new data from original research.
- Secondary data is existing data from previous research.
Information Technology Impacts
- Information Technology (IT) encompasses tools for creating, storing, exchanging, and using information in various formats (visual, audio, multimedia, business data).
- E-commerce uses the internet for retail and business-to-business transactions.
- IT enables remote office capabilities, improving communication and reducing travel expenses. It also enables coordination of geographically dispersed operations to provide better service to customers.
- IT leads to leaner, more efficient organizations due to networks enabling information sharing among employees and customers, enabling better productivity.
- IT facilitates global business collaboration, enabling large-scale projects like the Joint Strike Fighter program.
Product
- A substitute product differs from competitors' offerings but fulfills the same need (e.g., fitness program vs. drug regimen).
- Brand competition involves competing based on consumer perception of product benefits offered by a particular company.
- International competition involves competing domestic products against foreign ones.
- A product is a good, service, or idea marketed to fulfill customer needs/wants.
- Product differentiation highlights unique product features in the market.
Product Life Cycle (PLC)
- The Product Life Cycle (PLC) describes the stages of a product's commercial life, spanning months to years.
- Introduction: product enters the market, focusing on product awareness and benefits. Development and sales costs erase profits in this stage.
- Growth: Rising sales, slight price reductions, and continued promotion. Significant profit potential and competitors enter.
- Maturity: Slowing sales growth, highest profits early in this stage, but increasing competition leads to price-cutting, increased ad/promo costs, and lower profits.
- Decline: Falling sales and profits as new products challenge the existing ones. Companies reduce promotional support and/or maintain the product with the intent of ongoing profitability.
Extending Product Life
- Companies try to extend product maturity stages instead of introducing entirely new products.
- Strategies for extending product life include:
- Product extension: global marketing of existing domestic products. (e.g., Coca-Cola, Pizza Hut).
- Product adaptation: modifying products for local/international markets (e.g., McDonald's offering beer, cars).
- Reintroduction: Reviving products in new markets (e.g., older aircraft sales in developing countries, reintroduction of manually operated cash registers).
Buyer Decision Process
- Marketers' promotional mix matches tools to specific stages of the buyer decision process to successfully promote products and engage buyers.
- Need recognition: Advertising and publicity are used.
- Information seeking: Advertising and personal selling are key.
- Evaluation of alternatives: Personal selling helps compare product features and benefits.
- Purchase decision: Sales promotion offers incentives.
- Postpurchase evaluation: Advertising and personal selling are critical for maintaining customer satisfaction (and repeat purchases).
Distribution
- A distribution channel is a network of companies that move a product from producer to end-user.
- Place (distribution) is a part of the marketing mix.
- Distribution strategies include intensive, exclusive, and selective distribution.
- Intensive distribution: Maximizes market coverage, used for low-cost, widely appealing goods(e.g., candy, magazines).
- Exclusive distribution: Limits channel members, usually for high-cost, prestigious products (e.g., luxury cars, watches).
- Selective distribution: Carefully chooses members, often used for consumer products needing special attention (e.g., appliances).
Penetration Pricing
- Penetration pricing sets a low initial price to enter a market.
- E-business strategies include dynamic and fixed pricing.
- Dynamic pricing: Individual prices based on real-time interactions.
- Fixed pricing: Single price for all.
- Tactics:
- Price lining: Establishing tiers in pricing (e.g., shoe prices).
- Psychological pricing: Using prices like $9.95, not $10.
- Discount pricing: Reducing prices to boost sales.
Skimming Pricing
- Skimming pricing sets a high initial price to recoup development/introduction costs.
- Works best when a product is genuinely unique and competition is limited (e.g., Apple iPod).
- Penetration pricing is the opposite strategy for new products facing imminent competition.
Segmentation
- Market segmentation is dividing a large market into smaller segments with specific needs/behaviors that might need separate marketing strategies.
- Geographic segmentation: Based on location (e.g., McDonald's menu variation).
- Demographic segmentation: Based on traits like age, income, gender (e.g., Hot Topic shops targeting Gen Y).
- Geo-demographic segmentation: Combines geographic and demographic data for precise targeting (e.g. Young Urban Professionals).
- Psychographic segmentation: Based on lifestyles, interests, and attitudes (e.g., Burberry targeting the fashion-conscious).
- Behavioral segmentation: Based on purchasing behaviors (e.g., Sam's Club targeting bulk buyers).
Marketing Environment
- Marketing strategies are heavily influenced by external factors (political-legal, sociocultural, technological, economic, and competitive environments).
- Political-legal environment: Environmental laws can shape entire industries.
- Sociocultural environment: Changing social values dictate product development (e.g., organic foods).
- Technological environment: New technologies create new products (e.g., smartphones facilitating communication).
- Economic environment: Economic conditions affect product pricing & promotion (e.g., economic downturn affecting consumer spending).
- Competitive environment: Marketers convince buyers that their product is preferable to competitors'.
- Competitor types: Substitute products, brand competition, and international competition.
Consumer Products/Industrial Products
- Consumer products are bought by end-users for personal consumption. Categorized by purchasing effort.
- Types: Convenience (toothpaste), Shopping (electronics), Specialty (luxury cars).
Consumer Behavior
- Consumer behavior studies the decision-making process in purchasing and consuming goods/services.
- Influences include psychological (motivations, perceptions), personal (lifestyle), social (family), and cultural (culture).
- Steps: Problem/need recognition, information seeking, evaluation of alternatives, purchase decision, postpurchase evaluation.
Marketing Mix
- Marketing mix combines the four Ps (product, pricing, place, promotion) to meet customer needs.
- A marketing manager plans and implements these marketing activities.
- A marketing plan is a detailed strategy focusing on customer needs.
- Product features are tangible and intangible qualities of a product.
- Products are often marketed as value packages with reasonable costs.
- Convenience goods/services are inexpensive, frequently purchased items.
- Shopping goods/services are moderately expensive and infrequently purchased.
- Specialty goods/services are high-cost, rarely purchased items.
- Different product categories exist for businesses: Production items, Expense items, and Capital items.
Different Types of Accountants
- Certified Public Accountants (CPAs) are independent public accountants providing services for outside clients.
- Noncertified public accountants are not certified but provide their services.
- Private accountants are salaried individuals hired by firms for daily financial activities.
- Management accountants are private accountants providing financial support to managers.
- Certified Management Accountants (CMAs) are professionals with management accounting certifications.
- Forensic accounting is accounting for legal purposes.
Costs (Fixed & Variable)
- Fixed costs remain constant, regardless of production/sales. Examples are rent, insurance, & utilities.
- Variable costs change with the quantity of products. Examples are raw materials and sales commissions.
Profitability Ratio
- Profitability ratios measure a firm's earnings potential.
- Earnings per share (EPS) is net income divided by outstanding shares. EPS influences investor stock valuation.
Solvency Ratio
- Solvency ratios estimate a borrower's ability to repay debts.
- Current ratio (short-term solvency) measures ability to pay immediate debts (current assets/current liabilities).
- Long-term solvency: Measures a firm's ability to repay long-term debts (total liabilities/owners' equity).
Financial Statements
- Balance sheet: Snapshots of a firm's financial position at a specific time. Includes assets, liabilities, and equity. It displays a firm's solvency and financing.
- Income statement (profit & loss statement): Summarizes revenues & expenses over a period, showing profit/loss.
- Cash flow statement: Tracks cash inflows and outflows over a period, highlighting a firm's liquidity, cash management, and its ability to meet financial obligations.
- Budget: An internal financial statement. It's a forecast of future receipts and expenditures, often annually or triennially. Budgets are developed using projected sales and expenses and are used for internal control and future planning.
Sarbanes-Oxley Act (Sarbox)
- The Sarbanes-Oxley Act (Sarbox) is a set of federal regulations aimed at restoring trust in corporate accounting. It aims to improve corporate governance, disclosures, and prevent fraudulent practices. Key provisions include establishing the PCAOB, CEO/CFO certifications, internal controls, auditor independence, enhanced disclosures, and criminal penalties for fraud.
Accounting Information System (AIS)
- AIS defines the procedures for identifying, measuring, recording, and preserving financial information for use in accounting statements and management reports.
IT Risks
- Hacker: An unauthorized computer/network access offender who steals data, money, or property, or tampers with data.
- Identity theft: Unauthorized use of personal information
- Computer viruses, worms, Trojan horses: Malicious programs disrupting IT operations.
- Spyware: Unwanted programs monitoring user behavior.
- Spam: Unwanted emails that reduce network bandwidth, waste time, and carry destructive viruses
Information Technology Building Blocks
- Internet: A global network of interconnected computers, replacing older communication methods.
- HTTP: Protocol for World Wide Web access.
- World Wide Web: Branch of the internet containing linked hypertext documents.
- Intranets: Internal company networks.
- Extranets: Networks giving limited access to outsiders.
- Electronic conferencing: Allows groups to communicate simultaneously remotely.
- VSAT satellite communications: Enables geographically dispersed communication control.
- Wide Area Network (WAN): Connects computers over long distances (e.g., Walmart's satellite network).
- Local Area Network (LAN): Connects computers in a limited area (e.g., Home Shopping Network).
- Wireless Wide Area Networks (WWAN): Use wireless signals for long-distance connectivity.
- Wi-Fi: Wireless local area networks (e.g., hotspots).
Hardware & Software
- Hardware: Physical components (keyboards, monitors).
- Software: Programs telling computers how to function (system software, application software, groupware).
Information Systems
- Information system (IS): Uses IT to convert data to information for decision-making.
- Data warehousing: Storing and retrieving data electronically.
- Data mining: Using electronic tools to search and organize large datasets to uncover useful information.
- Knowledge information system: Supports knowledge workers.
- Computer-Aided Design (CAD): Software for product design simulations.
- Computer-Aided Manufacturing (CAM): Software for designing and controlling manufacturing equipment.
- Management information system (MIS): Provides reports, schedules, plans, and budgets to support managerial decision-making and control.
IT Protection Measures
- Firewalls: Security systems preventing unauthorized access.
- Anti-virus software: Protects systems from infectious software.
- Encryption software: Encodes electronic communications to protect them from being intercepted.
International Accounting Standards Board (IASB)
- The IASB develops and promotes global accounting standards, aiming for convergence of local GAAP around the world.
GAAP Principles
- GAAP (Generally Accepted Accounting Principles) Principles are standardized guidelines used in the U.S. for preparing and reporting financial statements, to make financial reporting reliable, consistent, and comparable.
Marketing's Value Creation
- Marketing creates value for customers by providing utility (form, time, place, ownership).
Marketing Organizational Function
- Marketing is a set of processes creating, communicating, and delivering value, focusing on customer relationships to benefit the organization and relevant stakeholders.
- Value: Relative comparison of benefits versus costs.
- Utility: Product's capacity to satisfy human wants or needs.
- Types of goods: Consumer goods, Industrial goods.
- Types of services.
Money Characteristics
- Money's characteristics include portability, divisibility, durability, and stability.
- Money functions as a medium of exchange, a store of value, and a measure of worth.
Money Supply (M-1)
- M-1 is a measure of the money supply that includes the most liquid (spendable) money forms: cash, checks, and checking accounts.
Financial Institutions
- Main Role: Facilitate money flow from surplus to deficit users. Commercial banks, savings institutions, credit unions, and non-deposit institutions provide financial services.
- Commercial banks: Offer deposits, loans and various services.
- Savings institutions (mutual savings banks, savings & loan associations): Primarily focused on deposits and mortgages.
- Credit unions: Nonprofit, member-owned institutions, offering loan and saving services typically to specific employee or community groups.
- Non-deposit institutions: Pension funds, insurance companies, finance companies, and securities investment dealers, that use received funds for purposes other than earning interest for depositors.
Federal Reserve System (Fed)
- The Fed is the central bank, controlling money supply through various activities:
- Functions: Managing the money supply (monetary policy) to control inflation and deflation.
- Structure: Consists of a board of governors, reserve banks, and member banks that operate with specific policies related to banking practices like reserve requirements, and discount rates.
- Reserve Requirements: Percentage of deposits banks must hold in cash or with the Fed.
- Discount Rate: Interest rate where member banks borrow from the Fed.
- Federal Funds Rate (Key Rate): Interest rate commercial banks lend to each other (overnight).
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Test your knowledge on the key concepts of marketing, including the promotion aspect of the marketing mix, target markets, and market segmentation. This quiz will also cover product positioning and the distinctions between primary and secondary data. Perfect for students and professionals looking to enhance their marketing fundamentals.