Marketing chapter 4

an important strategic asset and marketing tool

Today's marketers see information not only as a tool for input for better​ decision-making, but also as​ ___________________________.

intrusions on consumer privacy and the misuse of research findings

Two major public policy and ethics issues in marketing research are​ ________.

To make better marketing decisions

Marketing information is of no value until it is used for what​ purpose?

develop customer​ insights, make marketing​ decisions, and manage customer relationships

A marketing information system​ (MIS) helps users analyze and use information to​ ________, ______________, and​ _______________.

Inform customers of the​ company's privacy policy

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 or her​ job?

marketing information system

A​ __________________________ consists of the people and procedures dedicated to assessing information​ needs, developing the needed​ information, and helping decision makers use the information to generate and validate actionable customer and market insights.

enables a company to use customer insights to improve relationships with customers

A​ company's marketing information system​ (MIS) is valuable because it​ ___________________.

big data

Huge and complex data sets generated by​ today's sophisticated information​ generation, collection,​ storage, and analysis technologies are referred to as​ _______.

practice customer relationship management

Software and analytical techniques that​ integrate, analyze, and apply the mountains of individual customer data to gain a​ 360-degree view of customers enable companies to​ ________________________.

levels of economic​ development, cultures and​ customs, buying​ patterns, and scarcity of secondary data

Some marketers face special marketing research​ situations, such as those conducting research in small​ business, not-for-profit, or international situations. International researchers deal with great variances in​ ________, __________,​ __________, and​ ___________.

assesses information needs

The marketing information system​ (MIS) first​ ________.

technology processes only

The most common mistake firms make is to view​ CRM, marketing​ analytics, and AI as​ _______.

internal​ databases, marketing intelligence​ activities, and marketing research

The second critical phase in developing a marketing information system​ (MIS) is developing information. The information is developed from​ ________, __________, and​ ____________.

Exploratory​ research, descriptive​ research, and causal research

There are several types of objectives market researchers might use in a marketing research project. Which of the following are the primary types of​ objectives?

Define the problem and research​ objectives, develop the research​ plan, implement the research​ plan, interpret and report the findings

What is the correct sequence of the four steps of the marketing research​ process?

Touch points

Which of the following correctly describes customer​ purchases, sales force​ contacts, service and support​ calls, web and social media site​ visits, satisfaction​ surveys, credit and payment​ interactions, and market research​ studies?

Assess the information needs of the company

​Calvin's Cupcakes is attempting to gather information about its customers in order to improve its customer service. Which of the following is the BEST path for this company to start to develop an efficient​ MIS?

Marketing analytics

​___________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.

create​ value; build meaningful relationships with them

To​ ________ for customers and​ ________, marketers must first gain​ fresh, deep insights into what customers need and want.

​observation, surveys, and experiments

Which of the following correctly identifies the three research approaches for gathering primary​ data?

Secondary information

Which of the following information must a researcher evaluate to make certain it is​ relevant, accurate, and​ impartial?

The cost of international research is lower.

Which of the following is NOT true regarding international marketing​ research?

To gain early insights into competitor moves and​ strategies, and to prepare quick responses

Which of the following is the primary reason firms use competitive marketing​ intelligence?

Online surveys generally have higher response rates than those conducted by mail or phone.

Which of the following statements about online research is​ correct?

Although the research methods of small businesses and nonprofits are less complex and​ costly, they still must be conducted carefully.

Which one of the following statements about marketing research in small businesses and nonprofit organizations is​ correct?