科特勒市场营销第四章习题答案.doc
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科特勒市场营销第四章习题答案.doc
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Chapter4ManagingMarketingInformationtoGainCustomerInsights
1)Despitethedataglutthatmarketingmanagersreceive,theyfrequentlycomplainthattheylack________.
A)enoughinformationoftherightkind
B)timelyinformation
C)accurateinformation
D)reliableinformation
E)validinformation
Answer:
A
Diff:
2 PageRef:
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:
1 PageRef:
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:
3 PageRef:
102
Skill:
Concept
Objective:
4-2
4)Marketersmustweighcarefullythecostsofadditionalinformationagainstthe________resultingfromit.
A)organization
B)benefits
C)creativity
D)ethicalissues
E)cost
Answer:
B
Diff:
1 PageRef:
102
Skill:
Concept
Objective:
4-2
5)Fourcommonsourcesofinternaldataincludetheaccountingdepartment,operations,thesalesforce,andthe________.
A)owners
B)stockholders
C)marketingdepartment
D)competition
E)Web
Answer:
C
Diff:
2 PageRef:
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:
1 PageRef:
103
Skill:
Concept
Objective:
4-2
7)WhichofthefollowingisNOTconsideredasourceofmarketingintelligence?
A)suppliers
B)resellers
C)keycustomers
D)causalresearch
E)activitiesofcompetitors
Answer:
D
Diff:
2 PageRef:
104
Skill:
Concept
Objective:
4-2
8)WhichofthefollowingisNOTapotentialsourceformarketingintelligence?
A)lookingthroughcompetitors'garbage
B)purchasingcompetitors'products
C)monitoringcompetitors'sales
D)collectingprimarydata
E)talkingwithpurchasingagents
Answer:
D
Diff:
2 PageRef:
104
Skill:
Concept
Objective:
4-2
9)Whatisthefirststepinthemarketingresearchprocess?
A)developingamarketinginformationsystem
B)definingtheproblemandresearchobjectives
C)developingtheresearchplanforcollectinginformation
D)implementingtheresearchplan
E)hiringanoutsideresearchspecialist
Answer:
B
Diff:
2 PageRef:
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:
2 PageRef:
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:
3 PageRef:
106
Skill:
Concept
Objective:
4-3
12)Yourcolleagueisconfusedaboutusingthemarketingresearchprocess,asheknowsthatsomethingiswrongbutisnotsureofthespecificcausestoinvestigate.Heseemstobehavingproblemswith________,whichisoftenthehardeststeptotake.
A)developingtheresearchplan
B)determiningaresearchapproach
C)definingtheproblemandresearchobjectives
D)selectingaresearchagency
E)CandD
Answer:
C
Diff:
2 PageRef:
106
Skill:
Concept
Objective:
4-3
13)Secondarydataconsistsofinformation________.
A)thatalreadyexistssomewherebutisoutdated
B)thatdoesnotcurrentlyexistinanorganizedform
C)thatalreadyexistsbutwascollectedforadifferentpurpose
D)usedbycompetitors
E)thatresearcherscanonlyobtainthroughsurveysandobservation
Answer:
C
Diff:
1 PageRef:
107
Skill:
Concept
Objective:
4-3
14)Informationcollectedfromonlinedatabasesisanexampleof________data.
A)primary
B)secondary
C)observational
D)experimental
E)ethnographic
Answer:
B
Diff:
2 PageRef:
107
AACSB:
UseofIT
Skill:
Concept
Objective:
4-3
15)Whichformofdatabelowcanusuallybeobta
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