Marketing Final Exam

Of competitive intelligence pts 1 ref 155 thinking

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Unformatted text preview: n of competitive intelligence. PTS: 1 REF: 155 Thinking KEY: CB&E Model Research OBJ: 09-7 TOP: AACSB Reflective MSC: BLOOMS Knowledge 125. Which of the following is a source of competitive intelligence? a. A company’s salespeople b. Government agencies c. the Yellow Pages d. Periodicals e. All of these are sources ANS: E All of these are sources of competitive intelligence. PTS: 1 REF: 155 Thinking KEY: CB&E Model Research OBJ: 09-7 TOP: AACSB Reflective MSC: BLOOMS Application Sav-More Supermarkets Observers of the supermarket industry see no letup in the use of checkout-counter–based target marketing. Sav-More supermarkets have installed an electronic marketing system in their stores. The system allows the stores to do more direct mail promotions by combining the current SavMore’s check cashing cards with the new Sav-More’s Bonus Club frequent shopper cards. The new system uses bar-code scanners and magnetic cards issued to shoppers to track all purchases. As with most customer databases, demographic information is gathered for subsequent offers to frequent shopper club members, and psychographic information is tracked whenever customers use the magnetic strip cards to make purchases. Generally, marketing to these consumers achieves better results than freestanding insert (FSI) coupons. 126. Refer to Sav-More Supermarkets. The Sav-More management is continually provided with information to make better marketing decisions. These data are easily accessed and manipulated. This type of system is called a: a. marketing decision support system b. competitive intelligence system c. d. e. single-source system marketing information system marketing research system ANS: A A marketing decision support system is an interactive, flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions. PTS: 1 REF: 139 KEY: CB&E Model Research OBJ: 09-1 TOP: AACSB Technology MSC: BLOOMS Application 127. Refer to Sav-More Supermarkets. The creation of a large computerized file of customers’ demographic and psychographic characteristics through the new Sav-More system is called: a. survey research b. situation analysis c. database marketing d. observation research e. secondary data ANS: C Database marketing is the creation of a large computerized file of customers’ and potential customers’ profiles and purchase patterns. PTS: 1 REF: 140 KEY: CB&E Model Research OBJ: 09-1 TOP: AACSB Technology MSC: BLOOMS Application 128. Refer to Sav-More Supermarkets. Al Edisto, Sav-More’s frozen food manager, decided that the best way to determine what is causing the drop in orange juice sales was to conduct a survey among shoppers in the store’s frozen food section. Edisto collected _____ data. a. single-source b. secondary c. representational d. primary e. dichotomous ANS: D Information collected for the first time for the purpose of solving a particular problem under investigation is c...
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This document was uploaded on 09/29/2013.

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