armstrong04_tif - Chapter 4 Managing Marketing Information...

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Chapter 4 Managing Marketing Information Multiple-Choice 1. In the mid-1980s, Coca-Cola made a big marketing blunder by replacing the original formula with New Coke. Looking back it seems that Coke _____. a. made a mistake with the research plan for collecting information b. made a mistake implementing the research plan c. made a mistake analyzing the data d. defined its marketing research problem too narrowly Answer: (d) Difficulty: (2) Page: 108 2. All of the following are steps in the marketing research process, except which one? a. defining the research problem and research objectives b. defining the marketing information system c. implementing the research plan d. interpreting and reporting the findings Answer: (b) Difficulty: (2) Page: 114 3. In order to produce superior value and satisfaction for customers, companies need _____ on competitors, resellers, and other forces in the marketplace. a. marketing plans b. pricing data c. secrets d. marketing information Answer: (d) Difficulty: (1) Page: 109 4. The marketing information system serves _____. a. marketing managers b. internal partners c. external partners such as suppliers, resellers, or marketing services agencies d. all users of marketing information Answer: (d) Difficulty: (2) Page: 109 5. _____ (is/are) electronic collections of information obtained from data sources within the company. a. Marketing intelligence b. Marketing research c. Internal databases d. External databases Answer: (c) Difficulty: (1) Page: 111 76
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6. Information contained in internal databases can come from many sources. All of the following are examples of vital internal sources, except which one? a. The accounting department prepares financial statements and keeps records of sales, costs, cash flows. b. The operations department prepares reports on production schedules, shipments and inventories. c. The marketing department furnishes information on customer demographics, psychographics, and buying behavior. d. Important intelligence information from suppliers. Answer: (d) Difficulty: (1) Page: 111 7. All of the following statements point toward problems associated with internal databases, except which one? a. Internal databases can be accessed more cheaply than other information sources. b. Internal databases can be accessed less quickly than other information sources. c. Internal information may be incomplete or in the wrong form for marketing decision making. d. Data ages quickly; hence, it is imperative to keep the database current. Answer: (a) Difficulty: (2) Page: 111 8. _____ is systematic collection and analysis of publicly available information about competitors and developments in the marketplace. a. Market research b. Marketing intelligence c. Internal database d. Marketing research Answer: (b) Difficulty: (2) Page: 112 9. The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization is called _____.
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This note was uploaded on 11/08/2009 for the course MEP 3345 taught by Professor Trappey during the Spring '09 term at National Taiwan University.

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armstrong04_tif - Chapter 4 Managing Marketing Information...

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