IM-002 Posttest

The Thirst Quenchers beverage company is surveying prospective customers to determine demand for its newest soft drink. Thirst Quenchers is collecting __________ data. A.primary B.irrelevant C.secondary D.economic

A

Which function of a marketing-information management system involves changing the format of facts and figures to make them more useful? A Data processing B Information reporting C Data gathering D Marketing research

A

One basic requirement of a marketing-information management system is that it should be able to A operate only when needed. B discard data after they are analyzed. C be used by all personnel. D collect, process, and store data.

D

What is the relationship between data and information? A.Data and information are not related. B.Information is used to create data. C.Data and information are the same thing. D.Data are used to create information.

D

When a marketing-information management system compares financial information from one time period with the financial data from another time period, it provides a picture of the business's A sales forecasts. B competition. C situation analysis. D profitability.

D

Which of the following is a good source of internal data: A.Government planning agencies B.Professional marketing-research firms C.Local business associations D.Enterprise resource planning systems

D

One advantage of information generated by a marketing-information management system is that the information A is presented in an organized fashion. B provides a narrow perspective of the market. C does not need to be stored. D will probably be used only once.

A

The Phineas Corporation is using internal and external information from its marketing-information management system to determine the strength of the company's current business position. What is the company conducting? A Sales forecasting B situation analysis C Resource planning D Risk management

B

What characteristic of useful marketing information requires the information to be closely related to the situation to be of the most use? A. Timeliness B. Relevancy C. Cost-effectiveness D. Accessibility

B

Which characteristic of useful marketing information is represented by the statement "The benefits of using the information should be greater than the expense of gathering the data used to generate this information"? A.Accessibility B. Cost-effectiveness C. Relevancy D.Timeliness

B

Which function of a marketing-information management system involves collecting facts and figures from internal and external sources on an ongoing basis? A.Information reporting B.Data gathering C.Data processing D.Marketing research

B

Which of the following is most likely to help a marketer in setting up the marketing budget: A Personal interviews with customers B Next quarter's sales forecast C Marketing intelligence D Current economic information

B

A marketing-information management system can help businesses to A discover employee potential. B motivate employees. C discover new markets. D practice good business ethics.

C

A marketing-information management system should meet the requirements of the A computer operator. B marketing researcher. C individual business. D sales manager.

C

Brandi is reviewing marketing information about the possible demand for a new product. In this instance, Brandi's marketing-information management system is most likely to be helping her to A develop a sales forecast for the company. B determine the competition's market share. C reduce the risk of product failure. D evaluate current promotional strategies

C

External marketing data comes from sources outside the business such as A.inventory records. B.customer complaints. C. trade journals. D.sales forecasts.

C

Jerry, a computer salesperson, asks each interested customer to tell him what her/his experiences have been at competing computer stores. Jerry is gathering __________ about the competition from his customers. A. economic data B. emotional intelligence C. marketing intelligence D. quantitative data

C

Marketers at GG Unlimited are using the company's marketing-information management system (MkIS) to learn more about the effectiveness of the company's latest advertising campaign. This is an example of how the MkIS can be used to evaluate A marketing intelligence. B market opportunities. C promotional strategies. D competitors' products.

C

What function of a marketing-information management system involves the distribution of marketing information to those who make marketing decisions? A Data processing B Marketing research C Information reporting D Data gathering

C

Which of the following statements regarding marketing research is true: A. Marketing research occurs on an ongoing basis and never ends. B. Marketing research and marketing intelligence are the same thing. C. Marketing-information management is a component of marketing research. D. Marketing research is a component of marketing-information management.

D