Marketing Ch 3
When is competitive intelligence gathering most effective? A.When the intelligence function gathers data directly related to a product line. B.When the organizations can respond profitably to the data collected by the intelligence function. C.When the intelligence function is online and interactive. D.When the intelligence functions is closely coordinated with the decision-making process. E.When the intelligence data is gathered in a timely fashion.
D.When the intelligence functions is closely coordinated with the decision-making process.
The set of procedures and sources that managers use to obtain everyday information about ________ is called a marketing intelligence system. A.developments in the innovation environment B.developments in the engineering and manufacturing environment C.the sales environment D.developments in the marketing environment E.the prospects for product development
D.developments in the marketing environment
Which of the following most fully lists the types of systems and data that are useful in internal reports? A.Order-to-payment cycle, project management systems, databases, data warehouses, and data mining B.Order-to-payment cycle, databases, data warehouses, and data mining C.Order-to-payment cycle, late-payment cycle, sales information systems, databases, data warehouses, and data mining D.Order-to-payment cycle, sales information systems, databases, data warehouses, and data mining E.Order-to-payment cycle, marketing communication management systems, databases, data warehouses, and data mining
D.Order-to-payment cycle, sales information systems, databases, data warehouses, and data mining
Which of the following is used to organize and distribute continuous information to marketing managers? A. A marketing information system B. A marketing intelligence system C. A needs and trends analysis system D. A sales information system E. A data collection system
A. A marketing information system
Which of the following best defines a cohort? A.Groups of individuals born during the same time period who travel through life together. B.The division of the population into six specific age groups. C.Groups of individuals between the ages of 17 and 24. D.Groups of individuals who are leaders in purchasing new and innovative products. E.Groups of individuals born after the year 2000.
A.Groups of individuals born during the same time period who travel through life together.
Which of the following produces accurate reports on current sales and uses cookies to customize marketing appeals? A.Sales information systems B.Marketing intelligence systems C.Marketing information systems D.Data mining systems E.Order-to-payment cycle systems
A.Sales information systems
Which type of market includes the set of consumers who have interest, income, access, and qualifications for the market offer? A.The qualified available market B.The target market C.The penetrated market D.The available market E.The potential market
A.The qualified available market
To estimate ________, companies survey buyers' intentions, solicit their sales forces' input, gather expert opinions, analyze past sales, or engage in market testing. A.future demand B.market share C.industry sales D.market potential E.current demand
A.future demand
Which of the following is determined by comparing the current and potential levels of market demand? A.Market-penetration index B.Market forecast C.Company sales forecast D.Primary demand E.Share-penetration index
A.Market-penetration index
Within the rapidly changing global picture, marketers must monitor six major forces including ________. A.demographic, economic, social-cultural, natural, technological, and political-legal B.demographic, economic, social-cultural, natural, investment, and political-legal C.scientific, economic, social-cultural, natural, technological, and political-legal D.demographic, economic, social-cultural, natural, sustainable technologies, and political-legal E. demographic, economic, social-cultural, natural, engineering, and political-legal
A.demographic, economic, social-cultural, natural, technological, and political-legal
The ________ identifies all potential buyers in each market and estimates their potential purchases. A.market-buildup method B.North American Industry Classification System (NAICS) C.chain-ratio method D.multiple-factor index method E.total market potential
A.market-buildup method
________ make up the modern marketing information system (MIS). A. An external records system, a customer relationship management system, and a marketing research system B. An internal records system, a marketing intelligence system, and a marketing research system C. An internal records system, a marketing intelligence system, and a marketing communications management system D. An internal records system, a customer relationship management system, and a marketing research system E. An external records system, a marketing intelligence system, and a marketing research system
B. An internal records system, a marketing intelligence system, and a marketing research system
Which of the following best describes the concept of Big Data? A. The tracking of demographic data for future marketing efforts. B. Data sets that cannot be effectively managed with traditional databases. C.Data sets that can only be effectively managed with traditional databases and business intelligence tools. D. Data obtained through the use of cookies. E. Data sets that can only be effectively managed with business intelligence tools.
B. Data sets that cannot be effectively managed with traditional databases.
What is considered to be the heart of an internal records system? A. The data mining systems B. The order-to-payment cycle C. The sales information systems D. The marketing information system E. The marketing intelligence systems
B. The order-to-payment cycle
The internal records system supplies data, but the marketing intelligence system supplies ________ data. A. predictive B. happenings C. initiatives D. probable E. causal
B. happenings
A marketing information system should combine what managers think is needed, and what managers actually need, with ________? A.corporate goals and mission B.what is economically feasible C.informational needs D.sales projections E. what consumers want
B.what is economically feasible
Which of the following does a marketing information system consist of? A.Company records, marketing intelligence activities, and marketing research B.People, equipment, and procedures C.Time, place, and sales D.Customers, product, and profit goals E.People, sales, and profit goals
B.People, equipment, and procedures
An interactive, online, feedback opportunity in which buyers, editors, readers, and others can review products on a website is an example of which source of intelligence data? A.Independent customer goods and service review forums B.Public blogs C.Distributor or sales agent feedback sites D.Combo sites offering customer reviews and expert opinions E.Customer complaint sites
C.Distributor or sales agent feedback sites
To estimate ________, a marketing manager uses total market potential, area market potential, industry sales, and market share. A.the macroenvironment B.the microenvironment C.current demand D.future demand E.past demand
C.current demand
What is the advantage of having the major responsibility for identifying marketplace changes fall to the company's marketers? A. Company marketers have a vested interest in the products they bring to market. B. Company marketers study information about consumption patterns. C. Company marketers spend the majority of their time studying the competition. D. Company marketers have access to marketing information systems. E. Company marketers spend time interacting with customers.
E. Company marketers spend time interacting with customers.
________ represent megatrends that are influential in the macroenvironment. A. Major social, economic, political, governmental, and technological changes that have long-lasting influence B. Major scientific, political, and technological changes that have long-lasting influence C. Major economic, political, and technological changes that have long-lasting influence D. Major social, political, and technological changes that have long-lasting influence E. Major social, economic, political, and technological changes that have long-lasting influence
E. Major social, economic, political, and technological changes that have long-lasting influence
A ________ is a large social, economic, political, and technological change that is slow to form and sustainable for an extended period of time. A.reverse innovation B.trend C.major force D. fad E. megatrend
E. megatrend
Marketing managers need a marketing information system (MIS) ________. A. to perform customer relationship management activities, analysis, and planning responsibilities B. primarily to carry out their marketing communications activities and media placement responsibilities C. to carry out their planning, budgeting, and implementation responsibilities D. to carry out their analysis, planning, implementation, and product development responsibilities E. to carry out their analysis, planning, implementation, and control responsibilities
E. to carry out their analysis, planning, implementation, and control responsibilities
Which of the following most completely lists the specific types of internal records that are useful in an MIS? A. Orders, sales, prices, costs, receivables, and payables B. Orders, sales, costs, inventory levels, and customer relationship management data C. Orders, sales, costs, inventory levels, receivables, and payables D. Orders, sales, costs, contracts, receivables, and payables E. Orders, sales, prices, costs, inventory levels, receivables, and payables
E. Orders, sales, prices, costs, inventory levels, receivables, and payables
Which of the following reflects how we define relationships to ourselves, others, organizations, society, nature, and the universe? A.The demographic environment B.The core cultural values C.The natural environment D.The economic environment E.The sociocultural environment
E.The sociocultural environment
A marketer's first step in evaluating marketing opportunities is to estimate which of the following? A.Marketing sensitivity of demand B.The expansible market C.Market minimum D.Market potential E.Total market demand
E.Total market demand
How can a company encourage and increase the intelligence gathered by the sales force? A.Set up a customer advisory panel. B.Ask distributors, retailers, and other intermediaries to pass along important intelligence. C.Take advantage of government-related data resources. D.Hire external experts to collect intelligence. E.Train the sales force to spot and report new developments.
E.Train the sales force to spot and report new developments.
Under which condition can a growing population become a growing market? A.When the standard of education is improved. B.When the local labor pool is paid lower wages. C.When the company is a multi-national organization. D.When trade agreements are in place. E.When there is sufficient purchasing power.
E.When there is sufficient purchasing power.
Information that is supplied by a marketing intelligence system is ________ data. A.results B.motivating C.real time D.legal E.happenings
E.happenings
What makes Big Data distinctive from other collected data? A.Use of apps, web services, and social networks B.Access, availability, volume, and variety C.Use of cookies and other consumer tracking tools D.Timeliness, intensity, velocity, and volatility E.Volume, velocity, variety, and volatility
E.Volume, velocity, variety, and volatility
