Principles of Marketing, 15 Edition (KotlerArmstrong) midterm help
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Principles of Marketing, 15 Edition (KotlerArmstrong) midterm help
Principles of Marketing, 15e (Kotler/Armstrong)
Chapter 4 Managing Marketing Information to Gain Customer Insights
1) With the recent explosion of information technologies, ________.
A) most marketing managers are overloaded wit...
chapter 4 managing marketing information to gain customer insights
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Principles of Marketing, 15e (Kotler/Armstrong)
Chapter 4 Managing Marketing Information to Gain Customer Insights
1) With the recent explosion of information technologies, ________.
A) most marketing managers are overloaded with data and often overwhelmed by it
B) most marketing managers are concerned solely about the duplication of content
C) companies have ceased to feel the need for marketing information systems
D) companies have ceased to maintain internal databases
E) it has become more difficult and expensive to obtain primary data
Answer: A
Page Ref: 99
Skill: Concept
Objective: 4-1
Difficulty: Easy
2) Brad works with a reputed retailer and leads a team that collects market information from a wide variety of
sources ranging from marketing research studies to monitoring online conversations where consumers discuss
Brad's firm or its products. Brad's team uses this information to arrive at a better understanding of consumer
behavior and their buying motives. This, in turn, allows Brad's firm to successfully generate more value for
consumers. Brad leads the ________ team.
A) product development
B) strategy implementation
C) human resource
D) customer relationship management
E) customer insights
Answer: E
Page Ref: 99
Skill: Application
Objective: 4-1
Difficulty: Moderate
3) A(n) ________ consists of people and procedures dedicated to assessing information needs, developing the
needed information, and helping decision makers use the information to generate and validate actionable
customer and market insights.
A) enterprise planning system (EPS)
B) enterprise information system (EIS)
C) marketing information system (MIS)
D) corporate performance management (CPM)
E) geographic information system (GIS)
Answer: C
Page Ref: 99
Skill: Concept
Objective: 4-1
Difficulty: Easy
,4) An MIS is used to ________.
A) generate product interest
B) develop marketing plans
C) identify demographic trends
D) assess information needs
E) test hypotheses about cause-and-effect relationships
Answer: D
Page Ref: 99
Skill: Concept
Objective: 4-1
Difficulty: Easy
5) An MIS user should most likely be able to ________.
A) implement new technology
B) increase order requests
C) develop customer insights
D) analyze employee turnover
E) establish short-term objectives
Answer: C
Page Ref: 100
Skill: Concept
Objective: 4-1
Difficulty: Easy
6) The market researchers at HoneyCamp Foods gather daily sales data and sort it by product line and region.
With the help of sophisticated tools and techniques, they develop the data needed by marketing managers to
evaluate the market share of the company's different products and also to gain valuable market insights. This
mix of people and procedures at HoneyCamp Foods that generate actionable marketing insights represents a(n)
________.
A) enterprise planning system
B) product mix
C) underground economy
D) marketing information system
E) niche market
Answer: D
Page Ref: 99
Skill: Application
Objective: 4-1
Difficulty: Moderate
,7) Diana, a senior marketing manager of a pizzeria in North Florida, is currently researching electronic
collections of consumer information within the company network to arrive at crucial marketing decisions. In
this instance, Diana is using ________.
A) ethnographic research
B) internal databases
C) netnographic research
D) data warehouses
E) spatial databases
Answer: B
Page Ref: 100
AACSB: Use of Information Technology
Skill: Application
Objective: 4-2
Difficulty: Moderate
8) Information in a company's database can come from many sources. An advantage of harnessing such
information is to ________.
A) eliminate employee turnover
B) achieve a high degree of employee empowerment
C) gain competitive advantage
D) gain access to mass markets
E) eliminate resource dependency
Answer: C
Page Ref: 100
AACSB: Use of Information Technology
Skill: Concept
Objective: 4-2
Difficulty: Easy
9) Which of the following is an advantage of using an internal database?
A) Data always remains current in internal databases.
B) Highly sophisticated equipment and techniques are not required for maintaining internal databases.
C) Internal databases can be accessed more quickly and cheaply than other information sources.
D) Internal databases require less maintenance efforts.
E) Information obtained from internal databases is almost always sufficient for making marketing decisions.
Answer: C
Page Ref: 100
AACSB: Use of Information Technology
Skill: Concept
Objective: 4-2
Difficulty: Easy
, 10) Which of the following is a disadvantage of using information from internal databases?
A) Obtaining information from internal databases is both time consuming as well as expensive.
B) It is impossible to verify information obtained from internal databases.
C) Using information from internal databases leads to biased research findings.
D) Internal information may be incomplete or in the wrong form for making marketing decisions.
E) Internal databases do not support highly sophisticated technologies which makes it difficult to store large
volumes of data.
Answer: D
Page Ref: 101
AACSB: Use of Information Technology
Skill: Concept
Objective: 4-2
Difficulty: Moderate
11) ________ is the systematic collection and analysis of publicly available information about consumers,
competitors, and developments in the marketing environment.
A) Data warehousing
B) Competitive marketing intelligence
C) SWOT analysis
D) Ethnographic research
E) Customer relationship management
Answer: B
Page Ref: 101
Skill: Concept
Objective: 4-2
Difficulty: Easy
12) The marketing department of a reputed firm wants to improve strategic decision making, track the actions of
other players in the market, and provide early warning of opportunities and threats. Which of the following
would help the firm achieve its objectives?
A) ethnographic research
B) blindspots analysis
C) data warehousing
D) competitive marketing intelligence
E) customer relationship management
Answer: D
Page Ref: 101
AACSB: Analytic Skills
Skill: Application
Objective: 4-2
Difficulty: Moderate
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