KotlerChapter4.docx
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KotlerChapter4
Chapter4ManagingMarketingInformationtoGainCustomerInsights
1）Despitethedataglutthatmarketingmanagersreceive,theyfrequentlycomplainthattheylack________.
A）enoughinformationoftherightkind
B）timelyinformation
C）accurateinformation
D）reliableinformation
E）validinformation
Answer:
A
Diff:
2PageRef:
100
AACSB:
Communication
Skill:
Concept
Objective:
4-1
2）Amarketinginformationsystem（MIS）consistsofpeopleandprocedurestoassessinformationneeds,________,andhelpdecisionmakersanalyzeandusetheinformation.
A）experimenttodevelopinformation
B）testmarkettheinformation
C）developtheneededinformation
D）critiquetheneededinformation
E）questiontheneededinformation
Answer:
C
Diff:
1PageRef:
101
AACSB:
Communication
Skill:
Concept
Objective:
4-1
3）AgoodMISbalancestheinformationuserswould________againstwhattheyreally________andwhatis________.
A）need;like;feasible
B）like;canafford;needed
C）liketohave;need;feasibletooffer
D）need;canafford;useful
E）use;havetouse;available
Answer:
C
Diff:
3PageRef:
102
Skill:
Concept
Objective:
4-2
4）Marketersmustweighcarefullythecostsofadditionalinformationagainstthe________resultingfromit.
A）organization
B）benefits
C）creativity
D）ethicalissues
E）cost
Answer:
B
Diff:
1PageRef:
102
Skill:
Concept
Objective:
4-2
5）Fourcommonsourcesofinternaldataincludetheaccountingdepartment,operations,thesalesforce,andthe________.
A）owners
B）stockholders
C）marketingdepartment
D）competition
E）Web
Answer:
C
Diff:
2PageRef:
103
AACSB:
Communication
Skill:
Concept
Objective:
4-2
6）________isthesystematiccollectionandanalysisofpubliclyavailableinformationaboutconsumers,competitors,anddevelopmentsinthemarketingenvironment.
A）Marketingdata
B）Marketingintelligence
C）Salesmanagement
D）Customerintelligence
E）Competitiveintelligence
Answer:
B
Diff:
1PageRef:
103
Skill:
Concept
Objective:
4-2
7）WhichofthefollowingisNOTconsideredasourceofmarketingintelligence?
A）suppliers
B）resellers
C）keycustomers
D）causalresearch
E）activitiesofcompetitors
Answer:
D
Diff:
2PageRef:
104
Skill:
Concept
Objective:
4-2
8）WhichofthefollowingisNOTapotentialsourceformarketingintelligence?
A）lookingthroughcompetitors'garbage
B）purchasingcompetitors'products
C）monitoringcompetitors'sales
D）collectingprimarydata
E）talkingwithpurchasingagents
Answer:
D
Diff:
2PageRef:
104
Skill:
Concept
Objective:
4-2
9）Whatisthefirststepinthemarketingresearchprocess?
A）developingamarketinginformationsystem
B）definingtheproblemandresearchobjectives
C）developingtheresearchplanforcollectinginformation
D）implementingtheresearchplan
E）hiringanoutsideresearchspecialist
Answer:
B
Diff:
2PageRef:
105
Skill:
Concept
Objective:
4-3
10）Whichstepinthefour-stepmarketingresearchprocesshasbeenleftoutofthefollowinglist:
definingtheproblemsandresearchobjectives,implementingtheresearchplan,andinterpretingandreportingthefindings?
A）developingtheresearchbudget
B）choosingtheresearchagency
C）choosingtheresearchmethod
D）developingtheresearchplan
E）comparingandcontrastingprimaryandsecondarydata
Answer:
D
Diff:
2PageRef:
105
Skill:
Concept
Objective:
4-3
11）Managersoftenstartwith________researchandlaterfollowwith________research.
A）exploratory;causal
B）descriptive;causal
C）descriptive;exploratory
D）causal;descriptive
E）causal;exploratory
Answer:
A
Diff:
3PageRef:
106
Skill:
Concept
Objective:
4-3
12）Yourcolleagueisconfusedaboutusingthemarketingresearchprocess,asheknowsthatsomethingiswrongbutisnotsureofthespecificcausestoinvestigate.Heseemstobehavingproblemswith________,whichisoftenthehardeststeptotake.
A）developingtheresearchplan
B）determiningaresearchapproach
C）definingtheproblemandresearchobjectives
D）selectingaresearchagency
E）CandD
Answer:
C
Diff:
2PageRef:
106
Skill:
Concept
Objective:
4-3
13）Secondarydataconsistsofinformation________.
A）thatalreadyexistssomewherebutisoutdated
B）thatdoesnotcurrentlyexistinanorganizedform
C）thatalreadyexistsbutwascollectedforadifferentpurpose
D）usedbycompetitors
E）thatresearcherscanonlyobtainthroughsurveysandobservation
Answer:
C
Diff:
1PageRef:
107
Skill:
Concept
Objective:
4-3
14）Informationcollectedfromonlinedatabasesisanexampleof________data.
A）primary
B）secondary
C）observational
D）experimental
E）ethnographic
Answer:
B
Diff:
2PageRef:
107
AACSB:
UseofIT
Skill:
Concept
Objective:
4-3
15）Whichformofdatabelowcanusuallybeobtainedmorequicklyandatalowercostthantheothers?
A）primary
B）surveyresearch
C）experimentalresearch
D）secondary
E）observationalresearch
Answer:
D
Diff:
2PageRef:
108
Skill:
Concept
Objective:
4-3
16）Secondarydataare________.
A）collectedmostlyviasurveys
B）expensivetoobtain
C）neverpurchasedfromoutsidesuppliers
D）alwaysnecessarytosupportprimarydata
E）notalwaysveryusable
Answer:
E
Diff:
2PageRef:
109
Skill:
Concept
Objective:
4-3
17）Forprimarydatatobeusefultomarketers,itmustberelevant,current,unbiased,and________.
A）complete
B）accurate
C）inexpensive
D）collectedbeforesecondarydata
E）experimental
Answer:
B
Diff:
2PageRef:
109
Skill:
Concept
Objective:
4-3
18）Focusgroupinterviewinghasbecomeoneofthemajormarketingresearchtoolsforgettinginsightintoconsumerthoughtsandfeelings.However,ifthesamplesizeistoosmall,itislikelytobedifficultto________.
A）findenoughsecondarydatatosupportthefindings
B）orchestratecooperationamongparticipants
C）encouragehonestresponsestoquestions
D）generalizefromtheresults
E）findarepresentativesample
Answer:
D
Diff:
2PageRef:
112
Skill:
Concept
Objective:
4-3
19）Marketingresearchersusuallydrawconclusionsaboutlargegroupsofconsumersbystudyingasmall________ofthetotalconsumerpopulation.
A）group
B）targetgroup
C）population
D）sample
E）audience
Answer:
D
Diff:
1PageRef:
115
Skill:
Concept
Objective:
4-3
20）Themostcommonresearchinstrumentusedisthe________.
A）mechanicaldevice
B）liveinterviewer
C）questionnaire
D）focusgroup
E）peoplemeter
Answer:
C
Diff:
2PageRef:
118
Skill:
Concept
Objective:
4-3
21）Inmarketingresearch,the________phaseisgenerallythemostexpensiveandmostsubjecttoerror.
A）exploratoryresearch
B）planning
C）interpretingthefindings
D）reportingthefindings
E）datacollection
Answer:
E
Diff:
2PageRef:
119
Skill:
Concept
Objective:
4-3
22）AMFResearchGroupmustguardagainstproblemsduringtheimplementationphaseofmarketingresearchforitsclients.WhichofthefollowingisNOTaproblemthatshouldbeanticipatedduringthisphase?
A）contactingrespondents
B）respondentswhogivebiasedanswers
C）interviewerswhotakeshortcuts
D）interpretingandreportingthefindings
E）interviewerswhomakemistakes
Answer:
D
Diff:
2PageRef:
119
Skill:
Concept
Objective:
4-3
23）Typically,customerinformationisburieddeepinseparatedatabases,plans,andrecordsofmanydifferentcompanyfunctionsanddepartments.Toovercomesuchproblems,whichofthefollowingshouldyoutry?
A）customersatisfactionmanagement
B）moresophisticatedhardware
C）customerrelationshipmanagement
D）decreasedmarketingintelligence
E）amarketinginformationsystem
Answer:
C
Diff:
1PageRef:
120
Skill:
Concept
Objective:
4-4
24）Whichofthefollowingistrueaboutcustomerrelationshipmanagement（CRM）?
A）Itreliesoninformationproducedthroughprimaryresearch.
B）Itsaimistomaximizeprofitmargins.
C）Itsaimistoincreasetheefficiencyofeachcustomertouchpoint.
D）Itsaimistomaximizecustomerloyalty.
E）MostcompanieswhofirstimplementedCRMhavegreatlybenefitedfromtheresults.
Answer:
D
Diff:
2PageRef:
120
AACSB:
Communication
Skill:
Concept
Objective:
4-4
25）Whatsourceofmarketinginformationprovidesthosewithinthecompanyreadyaccesstoresearchinformation,storedreports,sharedworkdocuments,contactinformationforemployeesandotherstakeholders,andmore?
A）anintranet
B）anextranet
C）theInternet
D）marketingresearch
E）marketingintelligence
Answer:
A
Diff:
2PageRef:
122
AACSB:
UseofIT
Skill:
Concept
Objective:
4-3
26）Marketinginformationisonlyvaluablewhenitisusedto________.
A）simplifymanagement'sjob
B）identifyatargetmarket
C）pleaseshareholders
D）increaseefficienciesinthesupplychain
E）makebettermarketingdecisions
Answer:
E
Diff:
2PageRef:
122
Skill:
Concept
Objective:
4-4
27）Smallorganizationscanobtain,withminimaleffort,mostofwhichtypeofdataavailabletolargebusinesses?
A）observational
B）experimental
C）touchpoint
D）primary
E）secondary
Answer:
E
Diff:
2PageRef:
123
Skill:
Concept
Objective:
4-5
28）Theavailabilityofwhichofthefollowingismostproblematicininternationalmarketingresearch?
A）primarydata
B）researchspecialists
C）secondarydata
D）intelligencelimitations
E）consumerswillingtoanswersurveyquestions
Answer:
C
Diff:
2PageRef:
124
AACSB:
MulticulturalandDiversity
Skill:
Concept
Objective:
4-5
29）AneffectiveMISassessesinformationneeds,developsneededinformation,andhelpsdecisionmakersusetheinformation.
Answer:
TRUE
Diff:
1PageRef:
101
AACSB:
Communication
Skill:
Concept
Objective:
4-1
30）Toomuchmarketinginformationcanbeasharmfulastoolittle.
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