KotlerChapter4.docx

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.