1. How many key roles does the marketing function have? 2. What does collecting and analyzing data involve? 3. How are data collected? 4. What research collects original data exclusively for this research purpose? 5. What is the main technique used to collect data? 6. What do other techniques include? 7. Why must field research use suitable sampling techniques? 8. On what is desk research based? 9. Why is desk research quicker and less expensive to obtain than field research? 10. What is the main disadvantage of desk research? 11. What does that mean that markets can be segmented? 12. What do you know about the so-called “Four Ps”? 13. When must firms consider their product mix? 14. What are the stages of the product life cycle? 15. How can product life be extended? 16. What does product branding allow? 17. What are two main market-led pricing policies? 18. Why do firms promotetheir products? 19. What is the difference between informative and persuasive approaches in advertising? 20. What do sales promotion techniques include?