kotler03 tif

Topics: Marketing, Demographics, Marketing research Pages: 30 (7324 words) Published: December 4, 2014
Chapter 3:
Gathering Information and Scanning the Environment


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: bPage: 72Level 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
Answer: dPage: 72Level 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: ePage: 73Level of difficulty: Medium

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: aPage: 73Level 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: ePage: 73Level of difficulty: Medium

6.Marketing managers rely on internal reports. By analyzing this information, they can spot ________. a.micro-markets
b.opportunities and problems
d.competitive strategies
e.consumer demographic units
Answer: bPage: 73Level 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: cPage: 73Level 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: aPage: 74Level of difficulty: Medium

9.The internal records system supplies results data, but the marketing intelligence system supplies ________ data. a.concurrent
Answer: dPage: 74Level of difficulty: Medium

10.A ________ is a set of procedures and sources managers use to obtain everyday information about developments in the marketing environment. a.marketing research system
b.marketing information system
c.product management system
d.marketing intelligence system
e.vertical system
Answer: dPage: 74Level of difficulty: Medium

11. A company can take several steps to improve the quality of its marketing intelligence. If the company purchases competitive products for study, attends open houses and trade shows, and reads competitors’ published reports and stockholder information, the company is using ________ to improve the quality of its marketing intelligence. a.sales force surrogates

c.external networks
d.advisory panels
e.customer feedback systems
Answer: cPages: 74–75Level of difficulty: Hard

12. All of the following would be...
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