Marketing Practice Exam Chapter 4
Having a good MIS is important because _______.
it enables a company to use customer insights to improve relationships with customers
Which of the following best describes the purpose of the customer insights team?
to gather and interpret information about customers and the market
A power tool company wants to give its customers information about how best to use its product in creative ways. What should the company create to provide customers with this information?
A company extranet
What is CRM?
A system of customer management
A company is conducting market research in order to determine the best areas to sell their product. They have already determined their research questions and gathered their data. What is the next step for this company in their research plan?
Analyze the data and apply it to the marketing situation
A company is attempting to gather information about its customers in order to improve its customer service. Which of the following is the best place for this company to start to develop an efficient MIS?
Assess the information needs of the company
Which kind of company needs market research more?
Both large multinationals like Procter & Gamble or small locals truly need market research.
Which of the following is NOT likely to be used as an online database that can be accessed by a company to gain information about competitors?
Cynthia Brin, the CEO of biotech company NeuroSyn, is trying to gather intelligence about the products and plans its competitor, Nucleic Solutions. Which of the following research methods would be most likely to provide valuable information about the product plans of Nucleic Solutions?
Collect information from people who supply and distribute products for Nucleic Solutions
Which of the following is NOT a step in the marketing research process?
Comparing research findings to other studies
What is the overarching goal of CRM?
Customer loyalty
An international company has appointed a CPO in order to ensure that the privacy and confidentiality of the consumer data it collects. Which of the following is the CPO most likely to do as a function of his job?
Inform customers of the privacy policy of the company
Which of the following factors is most important to take into account when developing a good MIS?
The usefulness of the information offered
Why is it important for a company to collect both primary and secondary data when conducting marketing research?
To have a "full picture" of the subject of their study
All of the following can be considered problems with gathering primary data for an international company EXCEPT
Unavailability of resources
