100% satisfaction guarantee Immediately available after payment Both online and in PDF No strings attached
Previously searched by you
Test Bank for Chapter 4 Managing Marketing Information to Gain Customer Insights [Principles of Marketing, 17e, Global Edition (Kotler/Armstrong]$9.99
Add to cart
Principles of Marketing, 17e, Global Edition (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
AACSB: Information technology
Skill: Concept
Objective: LO 4.1: Explain the importance of information in gaining insights about the
marketplace and customers.
Difficulty: Easy
2) The real value of marketing information lies in how it is used ________.
A) in determining selling prices for products
B) in analyzing budgets
C) in creating advertising campaigns
D) in the customer insights that it provides
E) in introducing a new product to the marketplace
Answer: D
Skill: Concept
Objective: LO 4.1: Explain the importance of information in gaining insights about the
marketplace and customers.
Difficulty: Easy
3) Brad works with a reputable 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 consumers' 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
AACSB: Information technology
Skill: Application
Objective: LO 4.1: Explain the importance of information in gaining insights about the
marketplace and customers.
Difficulty: Moderate
4) The term big data refers to the ________ generated by today's sophisticated information
generation, collection, storage, and analysis technologies.
A) large reports
B) huge and complex data sets
C) information requests
D) social media contacts
E) e-mail messages
Answer: B
Skill: Concept
Objective: LO 4.1: Explain the importance of information in gaining insights about the
marketplace and customers.
Difficulty: Easy
5) Challenges of managing big data include ________.
A) determining what information to request
B) investing in appropriate technology
C) hiring enough software engineers
D) properly routing the information after gathering it
E) accessing and sifting through so much data
Answer: E
Skill: Concept
Objective: LO 4.1: Explain the importance of information in gaining insights about the
marketplace and customers.
Difficulty: Moderate
6) 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
B) enterprise information system
C) marketing information system
D) corporate performance management system
E) geographic information system
Answer: C
Skill: Concept
Objective: LO 4.1: Explain the importance of information in gaining insights about the
marketplace and customers.
Difficulty: Easy
7) 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
Skill: Concept
Objective: LO 4.1: Explain the importance of information in gaining insights about the
marketplace and customers.
Difficulty: Easy
8) 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
AACSB: Analytical thinking
Skill: Concept
Objective: LO 4.1: Explain the importance of information in gaining insights about the
marketplace and customers.
Difficulty: Easy
9) 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) strategic planning system
D) marketing information system
E) business portfolio
Answer: D
AACSB: Information technology
Skill: Application
Objective: LO 4.1: Explain the importance of information in gaining insights about the
marketplace and customers.
Difficulty: Moderate
10) With the recent explosion of information technologies, companies are finding it difficult to
generate marketing information in great quantities.
Answer: FALSE
AACSB: Information technology
Skill: Concept
Objective: LO 4.1: Explain the importance of information in gaining insights about the
marketplace and customers.
Difficulty: Easy
11) The real value of marketing research lies in the customer insights that it provides.
Answer: TRUE
AACSB: Analytical thinking
Skill: Concept
Objective: LO 4.1: Explain the importance of information in gaining insights about the
marketplace and customers.
Difficulty: Easy
12) With current technology systems, marketers find it simple to access and sift through the
data that is gathered.
Answer: FALSE
AACSB: Information technology
Skill: Concept
Objective: LO 4.1: Explain the importance of information in gaining insights about the
marketplace and customers.
Difficulty: Easy
13) A management information system assesses information needs, develops needed
information, and helps decision makers use the information.
Answer: TRUE
AACSB: Information technology
Skill: Concept
Objective: LO 4.1: Explain the importance of information in gaining insights about the
marketplace and customers.
Difficulty: Easy
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller NurseBernie. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $9.99. You're not tied to anything after your purchase.
