kotler03_tif - Chapter 3: Gathering Information and...

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Chapter 3: Gathering Information and Scanning the Environment GENERAL CONCEPT QUESTIONS Multiple Choice 1. The major responsibility for identifying significant marketplace changes falls to the ________. a. U.S. Department of Labor b. company’s marketers c. American Marketing Association d. industry lobby groups found in Washington, D.C. e. marketing research industry Answer: b Page: 72 Level of difficulty: Easy 2. Marketers have extensive information about how consumption patterns vary across countries. On a per capita basis within Western Europe, the ________ smoke the most cigarettes. a. Swiss b. Greeks c. Irish d. Austrians e. French Answer: d Page: 72 Level of difficulty: Hard 3. All of the following questions EXCEPT ________, would be considered to be forms of information needs probes. a. What decisions do you regularly make? b. What information do you need to make decisions? c. What data analysis programs would you want? d. What magazines and trade reports would you like to see on a regular basis? e. What products would be most closely matched to consumer needs? Answer: e Page: 73 Level of difficulty: Medium 60
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Part 2: Capturing Marketing Insights 4. ________ consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. a. A marketing information system b. A marketing research system c. A marketing intelligence system d. A promotional campaign e. A marketing database Answer: a Page: 73 Level of difficulty: Medium 5. The company’s marketing information system should be a cross between what managers think they need, what managers really need, and ________. a. what the marketing research department is able to do b. what consumers are willing to share c. what the competition is doing d. what is acceptable industry practice e. what is economically feasible Answer: e Page: 73 Level of difficulty: Medium 6. Marketing managers rely on internal reports. By analyzing this information, they can spot ________. a. micro-markets b. opportunities and problems c. macro-markets d. competitive strategies e. consumer demographic units Answer: b Page: 73 Level of difficulty: Easy 7. The heart of the internal records system is the ________. a. database b. asset acquisition process c. order-to-payment cycle d. service consideration e. information liquidity ratio Answer: c Page: 73 Level of difficulty: Hard 8. When a marketer “mines” his or her company’s database, fresh insights can be gained into neglected customer segments, ________, and other useful information. a. recent customer trends b. long-term competitive trends c. possible new inventions d. possible new technologies e. new primary data possibilities Answer: a Page: 74 Level of difficulty: Medium 61
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Chapter 3: Gathering Information and Scanning the Environment 9. The internal records system supplies results data, but the marketing intelligence system supplies ________ data.
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kotler03_tif - Chapter 3: Gathering Information and...

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