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91 Cards in this Set
- Front
- Back
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What is a systematic and ethical program for for gathering, analyzing, and managing internal and external information that can affect a company's plans, decisions and operations?
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Marketing Intelligence
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Where did marketing intelligence come from? What are it's roots?
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the CIA
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What is Market Research?
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getting to know consumer behavior, involves mostly primary research
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What is the difference btwn Marketing Intelligence and Market Research?
1. what kind of research? 2. who are you gettin to know? |
Marketing intelligence = mostly secondary research, getting to know competitor behavior
Market Research = mostly primary research, getting to know consumer behavior |
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How much information is available to you?
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there is a wealth of information, but it is improperly employed
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What percentage of intelligence needs are available and accessible to you?
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95%
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When do companies need to file a Uniform Commercial Code?
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when a company wants to buy equipment under credit, they need to fils a UCC filing
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who do companies file a UCC with?
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an agency within their state
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What is the main concept behind the Jigsaw puzzle?
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you have to take random pieces of information and put them together to make a bigger picture
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Through what 4 steps does marketing intelligence travel in the real world?
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1. action
2. actors 3. public source 4. intelligence revealed |
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What is the difference between legal and ethical?
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legal means it is w/in the law to do something
ethical means it is morally the right thing to do |
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T or F: The General Rule is that if you don't want to see what you are doing reported in the front page of the local newspaper, do not do it.
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true
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T or F: if it is not illegal it can not hurt your reputation
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false, it may not be illegal but can still hurt your reputation
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What are the 4 special problems we used in class as examples for determining what was legal and ethical?
-categories you can fall under |
1. overhears some information
2. key employee joins another company 3. learning prices charged by a competitor 4. nonpublic information |
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T or F: it is easy to refute charges of conspiracy
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false
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Created in 1966, what act granted the effective statutory right of access by any person or organization to federal government information?
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The Freedom of Information Act
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What are the 4 requirements needed to make an FOIA request?
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1. write to the info and privacy coordinator of the agency
2. provide a resonable desc. of the records requested 3. provide full name and address 4. provide a statement about your fee category and willingness to pay application fees |
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When requesting a FOIA, what can they not do for you?
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run a general search of information
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What are the four categories you can fall under, for FOIA request?
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1. Educational
2. Scientific 3. US news media 4. Commercial (that furthers the requestor) |
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What can they charge you for (FOIA)?
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searches, reviews, and reproduction costs
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What act allows you to request info about yourself?
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Privacy Act
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What are sunshine laws?
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if you want to know the background of employees at the daycare you are sending your child to
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What is foreign-power sponsored or coordinated intelligence activity directed at U.S. gov, corporations, estab., or persons for purpose of unlawfully obtaining proprietary economic information?
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Economic Espionage
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What is an example of conducting economic espionage?
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eavesdropping through:
-wire tapping -bugging offices -cell phone conversation capturing |
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What is industrial espionage?
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when one company attempts through legal and illegal methods to learn the trade secrets of another
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What are electronic means of industrial espionage?
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-viruses
-worms -trojans |
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What technical countermeasures can be taken to avoid intrusions of industrial espionage?
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-anti-virus software
-firewalls -vulnerability scanners -war dialing (finding phones that are connected to computers) |
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T or F: coutermeasures will stop an intruder
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false, not going to stop it but can slow it down
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What are physical means of conducting industrial espionage?
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-using illegal observation (photography, surveillance)
-trespassing -stealing proprietary information (drawings, documents) |
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What coutermeasures can be done to protect against physical acts of industrial espionage?
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-use locks
-inbox security -copy machine controls -lock dumpsters -use shredders -use access badges |
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Using prostitutes for blackmail, hiring a swallow or raven, hiring a competitor's employee for info, bribing a supplier,
planting an angent, or mole are examples of what? |
personnel means of indus. espionage
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What is a swallow and a raven?
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swallow = good loocking woman
raven = good looking man |
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What are personnel countermeasures of indus. espionage?
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background checks
categorizing employees coordinating terminations reviewing visitors |
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What percentage of ppl lie about their education?
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14%
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When conducting background checks, what perc. contained one of more significant inaccuracy?
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43%
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What are 4 nonintrusive methods to gather nonproprietary information?
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-obtaining market surveys and reports
-seeking out disclosures made by employees -researching published materials -analyzing competitor's products |
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What act states that is a federal crime to receive, buy, or process trade secret information of another person knowing that it has been stolen, appropriated, obtained, or converted without the trade secret owner's permission?
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Economic Espionage Act
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What are 4 grey areas in the ecomonic espionage act?
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1. hiring
2. collaborations and joint measures 3. interviewing w limits 4. reasonable measures |
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what does reasonable measures refer to?
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you must take reasonable measures to ensure that you have done your best to keep the info secret and hidden
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Insight, creativity, strategy, and persistence are the 4 what?
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intelligence traits
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Knowing your sources before beginning your assignment is what of the 4 intelligence traits?
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insight
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The intelligence trait of persistence says what?
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when all else fails, keep trying
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What trait says that in order to save precious time, the researcher will devise a plan of attack?
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strategy
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What trait says when the basic cource fails, a trained researcher will uncover new sources to address the problem?
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creativity
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What are the 5 stages of the intelligence cycle (model)?
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1. planning and directing
2. collecting 3. processing 4. analysis 5. dissemination |
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Under planning and directing, what is stage 1?
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indentifying intelligence needs
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These questions help you to determine what???
• What decisions need to be made? • Why do the decisions need to be made? • When do the decisions need to be made? • Who will be using the intelligence to make the decisions? • Is the intelligence nice to know or need to know? |
your intelligence NEEDS
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What is stage 2, under collecting?
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information gathering
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Processing, as it relates to stage 3, includes what?
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analysis
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What are 7 basic steps you can apply in your analysis?
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1. Carefully read all the information you have gathered.
2. Eliminate the useless and unreliable data and concentrate only on the useful, reliable data. 3. Read between the lines; pay special attention to what is not included in the data and its implications. 4. Look for patterns and variables in the information. 5. Organize the information according to the patterns or variables you have identified. 6. Develop a number of possible scenarios. 7. Develop both long-term and short-term responses to each of the possible scenarios. |
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What is the final stage? And sequence?
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action, under the dissemination sequence
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What is a primary source?
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a survey, observation, or experiment data collected to solve the particular problem under investigation
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What is a secondary source?
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information that has been previously gathered and might be relevant to the problem at hand
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What are the 4 types of data available? -what do they do?
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-Nominal (categories)
-Ordinal (ranking) -Interval (equal interval) -Ratio (equal interval & absolute zero) |
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T or F: Nominal data can only use mode (frequency).
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true
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Ordinal data can use...
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median and mode
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Interval data is similar to what other kind of data? What is the main difference?
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ratio data, ratio includes an absolute zero
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Mean can be used for which kinds of data?
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interval and ratio
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mean?
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average
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median?
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middle
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mode?
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most frequent
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What are corporate mission statements?
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the operational, ethical, and financial guides of companies
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What expounds the goals, dreams, culture, and strategies of companies more than any other document?
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mission statements
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What is SWOT? Which are internal, which external?
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Strengths (int)
Weaknesses (int) Opportunities (ext) Threats (ext) |
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What are the strengths of SWOT?
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easy to use
requires little financial resources effective in team building excellent foundation from which to guide further strategic analysis |
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What are the shortcomings of SWOT?
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purely descriptive
complexity masked by simplicity overlooked opportunities blind spots held by management reliance on qualitative rather than quantitative data |
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What is the Boston Consulting Group?
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a strategic planning tool based on the philosophy that a product's growth rate and market share are important in determining marketing strategy
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What are the objectives of boston consulting group?
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determine optimal product/business portfolio
prescribe set of strategies to guide resource allocation portfolio |
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What are strengths of BCG?
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fosters a mindset focus on future demand
competitive analysis easy to communicate |
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What are the 4 categories of BCG?
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1. star
2. cash cow 3. problem child 4. dog |
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What are some weaknesses of BCG?
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no recognition of SBU synergy
practical implementation problem only incorporates dominant rivals |
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What are 5 categories of analytical techniques?
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1. strategic
2. competitive & customer 3. environmental 4. evolutionary 5. financial statement analysis |
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Mission statements, SWOT analysis, and BCG are all a part of which analytical technique?
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strategic
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Competitive & customer analysis determine what?
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what kinds of investments constitute a competitor's long and short term assets
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What is the third analytical technique and what does it assess?
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environmental: how will this new technology impact our business?
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The 4th analytical technique, evolutionary analysis, asks what question? - what is this basically?
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can we make a competitor's product better, faster, or cheaper?
-reverse engineering |
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Benchmarking, Dell &IBM refer to which analytical techinique?
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evolutionary
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What is the final, and most important, analytical technique?
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financial statement analysis
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Which technique asses the firm's past, present, and future financial conditions?
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financial statement analysis
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What is the purpose of financial analysis?
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to find firm's financial strengths and weaknesses
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What are the 3 primary tools of financial analysis?
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-financial statements
-comparison of financial ratios to past industry, sector, and all firms -cash flow analysis |
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What are the 3 kinds of financial statements?
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-annual reports to shareholders
-prospectus -proxy statement |
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What are the contents of an annual report to shareholders?
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Product and Market information not available through the 10-K
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T or F: the annual report includes accounting notes
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true
Accounting notes: insights on operations, inventory levels, cash flows, changes in plant and equipment |
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What is a 10K?
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the final annual report - most companies do not give this to shareholders if there is bad info in it
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Which statement is used as an early warning of new competitors or intention of existing competitors?
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prospectus
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When is the prospectus filing period?
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prior to registration and issuance of stock
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Which statement describes the company, its products, officers and strategic direction financials available?
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prospectus
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What statement is used to confirm “street knowledge” of a company’s target plans?
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proxy
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The contents of a proxy statement give stockholders the information necessary to....
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cast a vote on corporate matters
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The filing for proxy statements is annually and when else?
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for specially called meetings
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