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1、Chapter 4 Managing Marketing Information to Gain Customer Insights1) Despite the data glut that marketing managers receive, they frequently complain that they lack _.A) enough information of the right kindB) timely informationC) accurate informationD) reliable informationE) valid informationAnswer:
2、ADiff: 2Page Ref: 100AACSB: CommunicationSkill: ConceptObjective: 4-12) A marketing information system (MIS) consists of people and procedures to assess information needs, _, and help decision makers analyze and use the information.A) experiment to develop informationB) test market the informationC)
3、 develop the needed informationD) critique the needed informationE) question the needed informationAnswer: CDiff: 1Page Ref: 101AACSB: CommunicationSkill: ConceptObjective: 4-13) A good MIS balances the information users would _ against what they really _ and what is _.A) need; like; feasibleB) like
4、; can afford; neededC) like to have; need; feasible to offerD) need; can afford; usefulE) use; have to use; availableAnswer: CDiff: 3Page Ref: 102Skill: ConceptObjective: 4-24) Marketers must weigh carefully the costs of additional information against the _ resulting from it.A) organizationB) benefi
5、tsC) creativityD) ethical issuesE) costAnswer: BDiff: 1Page Ref: 102Skill: ConceptObjective: 4-25) Four common sources of internal data include the accounting department, operations, the sales force, and the _.A) ownersB) stockholdersC) marketing departmentD) competitionE) WebAnswer: CDiff: 2Page Re
6、f: 103AACSB: CommunicationSkill: ConceptObjective: 4-26) _ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.A) Marketing dataB) Marketing intelligenceC) Sales managementD) Customer intelligenceE) C
7、ompetitive intelligenceAnswer: BDiff: 1Page Ref: 103Skill: ConceptObjective: 4-27) Which of the following is NOT considered a source of marketing intelligence?A) suppliersB) resellersC) key customersD) causal researchE) activities of competitorsAnswer: DDiff: 2Page Ref: 104Skill: ConceptObjective: 4
8、-28) Which of the following is NOT a potential source for marketing intelligence?A) looking through competitors garbageB) purchasing competitors productsC) monitoring competitors salesD) collecting primary dataE) talking with purchasing agentsAnswer: DDiff: 2Page Ref: 104Skill: ConceptObjective: 4-2
9、9) What is the first step in the marketing research process? A) developing a marketing information systemB) defining the problem and research objectivesC) developing the research plan for collecting informationD) implementing the research planE) hiring an outside research specialistAnswer: BDiff: 2P
10、age Ref: 105Skill: ConceptObjective: 4-310) Which step in the four-step marketing research process has been left out of the following list: defining the problems and research objectives, implementing the research plan, and interpreting and reporting the findings?A) developing the research budgetB) c
11、hoosing the research agencyC) choosing the research methodD) developing the research planE) comparing and contrasting primary and secondary dataAnswer: DDiff: 2Page Ref: 105Skill: ConceptObjective: 4-311) Managers often start with _ research and later follow with _ research.A) exploratory; causalB)
12、descriptive; causalC) descriptive; exploratoryD) causal; descriptiveE) causal; exploratoryAnswer: ADiff: 3Page Ref: 106Skill: ConceptObjective: 4-312) Your colleague is confused about using the marketing research process, as he knows that something is wrong but is not sure of the specific causes to
13、investigate. He seems to be having problems with _, which is often the hardest step to take.A) developing the research planB) determining a research approachC) defining the problem and research objectivesD) selecting a research agencyE) C and DAnswer: CDiff: 2Page Ref: 106Skill: ConceptObjective: 4-
14、313) Secondary data consists of information _.A) that already exists somewhere but is outdatedB) that does not currently exist in an organized formC) that already exists but was collected for a different purposeD) used by competitorsE) that researchers can only obtain through surveys and observation
15、Answer: CDiff: 1Page Ref: 107Skill: ConceptObjective: 4-314) Information collected from online databases is an example of _ data.A) primaryB) secondaryC) observationalD) experimentalE) ethnographicAnswer: BDiff: 2Page Ref: 107AACSB: Use of ITSkill: ConceptObjective: 4-315) Which form of data below can usually be obta
