Marketing chapter 4

Many companies build extensive electronic collections of consumer and market information obtained from data sources within the​ company's network. This is known as​ ___________. A. an intranet B. an internal database C. marketing intelligence D. online marketing research E. marketing research

B. an internal database

Sky owns a small hot air balloon company in​ Albuquerque, New Mexico. He recently started a Facebook page for his company and many of his customers are asking for​ store-sponsored hot air balloon trips. They believe​ Sky's expertise would make him the perfect guide. Sky decides to host quarterly hot air balloon trips and experiences a huge increase in sales and customer satisfaction. Which of the following is the BEST conclusion that can be drawn from​ Sky's situation? Customer insights are not dependable. B. Most small businesses have no way of easily accessing customer insights. C. Customer insights are emotional and often irrelevant to a small business. D. Customer insights can provide valuable information to a small businesses. .E. Customer insights can be gained only through costly market research.

D. Customer insights can provide valuable information to a small businesses.

To develop needed​ information, marketing information systems utilize​ _________. A. internal​ databases, marketing​ research, and marketing managers B. marketing​ managers, information​ users, and internal databases C. internal​ databases, big​ data, and market research D. marketing​ intelligence, marketing​ research, and the marketing environment E. internal​ databases, marketing​ intelligence, and marketing research

E. internal​ databases, marketing​ intelligence, and marketing research

The role of a​ company's marketing information system​ (MIS) is important because​ ______________. a. it increases the likelihood that a customer will buy a product B. it maintains the​ company's internal database of customers C. it allows a company to outperform its competitors in the marketplace D. it ensures that the company will have good customer service E. it enables a company to use customer insights to improve relationships with customers

E. it enables a company to use customer insights to improve relationships with customers

Which of the following statements about big data is​ correct? a. big data actually refers to small data sets b. one result of big data is that marketing managers are often overloaded and overwhelmed with information c. analyzing big data is a very easy task d. big data is very important because marketers today need more information to make good decisions e. analyzing big data will always lead to useful customer insights

b. one result of big data is that marketing managers are often overloaded and overwhelmed with information

Competitive marketing intelligence is primarily responsible for​ _____________. a. defining the problem b. the systematic collection and analysis of publicly available information c. developing the research plan e. using primary data over secondary

b. the systematic collection and analysis of publicly available information

What is MIS? a. Customer relationship management b. customer insights team c. marketing information system d. competitive marketing intelligence e. internal database

c. marketing information system

Which of the following BEST describes the purpose of the customer insights​ team? a. to represent the company to its customers b. to develop new markets of customers for the company c. to advertise new products to customer bases d. to create more value for customers e. to instruct other company departments in customer service

d. to create more value for customers

Cupcakes by Cindy 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? a. conduct surveys or focus groups to gather information b. analyze the information gathered in market research c. determine how to use the information gathered by market research d. distribute necessary information to the marketing team e. assess the information needs of the company

e. assess the information needs of the company

Competitive marketing intelligence uses​ _________ data sources. a. competitor's internal b. expensive c. private d. internal e. publicly available

e. publicly available

A colleague needs to collect descriptive data about his​ customer's attitudes. He has not done this type of research before. What research approach would you recommend to best suit this research​ project? a. an ethnographic study b. secondary data c. an experiment d. observation e. survey

e. survey