Marketing 3150 Chapter 4 Quiz

Competitive marketing intelligence uses​ _________ data sources. A. publicly available B. expensive C. private D. ​competitor's internal E. internal

A

A power tool company wants to give its customers access to​ internal, non-public information about how best to use its product in creative ways. What should the company create to provide customers with this​ information? A. A company extranet B. A company website C. A data warehouse D. A company intranet E. A company data mine

A

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. Assess the information needs of the company. B. Distribute necessary information to the marketing team. C. Determine how to use the information gathered by market research. D. Analyze the information gathered in market research. E. Conduct surveys or focus groups to gather information.

A

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

A

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. Secondary data B. A survey C. An experiment D. Observation E. An ethnographic study

B

A researcher must always evaluate secondary information​ carefully; however, the researcher does not need to ensure the evaluation is​ _________. A. current B. subjective C. impartial D. accurate E. relevant

B

Any contact between a customer and a company is called​ a(n) _________. A. satisfaction survey B. touch point C. purchase D. service call E. sales call

B

What is​ MIS? A. Customer relationship management B. A marketing information system C. Competitive marketing intelligence D. A customer insights team E. An internal database

B

Which of the following is NOT a step in the marketing research​ process? A. Implementing the research plan B. Defining the research problem C. Comparing research findings to other studies D. Interpreting and reporting the findings E. Developing the research plan

C

Which of the following would be good advice for someone that is conducting marketing research in a foreign​ country? A. Globalization has slowed​ down, so international research is no longer necessary. B. You can easily find good secondary data in most foreign markets. C. Reaching respondents in other parts of the world is more difficult than it is in the U.S. D. Language translation will be easy. E. Consumers in foreign markets generally enjoy participating in marketing research.

C

_______ consists of the analysis​ tools, technologies, and processes by which marketers dig out meaningful patterns in big data to gain customer insights and gauge marketing performance. A. CRM B. Touch points C. Marketing analytics D. Big data E. Marketing information

C

​Lydia's Lights wants to extend its market into Mexico. Before jumping​ in, the company needs to conduct some​ in-depth research to gauge​ customer's needs,​ interests, and buying patterns. Which of the following is the BEST option for​ Lydia's Lights? A. Set up a call center to be the base for researchers to telephone the target consumers. B. Send out a survey by mass​ e-mail to the target consumers. C. Send researchers​ door-to-door to collect the data from target consumers. D. Gather only secondary data to minimize expenses. E. Deliver surveys to the target consumers through the mail.

C

An international company has appointed a CPO to ensure 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? A. Compile an exhaustive resource of customer data. B. Use customer data in such a way to convince customers to buy products. C. Scour consumer financial information. D. Inform customers of the​ company's privacy policy. E. Track the clicks of customers on websites.

D

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. marketing research C. marketing intelligence D. online marketing research E. an internal database

E

Which of the following BEST describes the purpose of the customer insights​ team? A. To advertise new products to customer bases B. To instruct other company departments in customer service C. To develop new markets of customers for the company D. To represent the company to its customers E. To create more value for customers

E