MKT 300 Quiz 6
A firm will often employ a ___ which is comprised of both people and procedures dedicated to assessing information needs, developing the needed information, and helping decision makers information to generate and validate actionable customer and market insights
MIS
A firm will often employ___ which is comprised of both people and procedures dedicated to assessing information needs, developing the needed information, and helping decision makers get information to generate and validate actionable customer market insights
MIS
The type of focus group research conducted by Dominos leverages what type of contact method?
Personal
When Domino's sat down with focus groups to talk with consumers and hear feedback on its pizza, the company was gathering___
Primary data
Lou Gerstner's leadership of IBM through "Operation Bear Hug" is an example of which of the benefits of community-centric marketing strategy?
Supports natural reinvention
An MIS user should most likely be able to ___
develop customer insights
Essentially, the marketing research process encompasses four steps. ___ is not a step in the research process
developing the MIS
Marketing managers, overloaded with data and often overwhelmed by it, face the issue of___, which refers to the huge and complex data sets generated by today's sophisticated information technologies
Big data
___integrates everything that a company's sales, service, and marketing teams know about individual customers, providing a 360-degree view of the customer relationship
CRM
Based on the findings of focus groups, Dominos gained valuable ___, which ultimately led to Dominos improving the ingredients used to make its pizzas
Customer insights
Ralph Goldsmith, works for Zenith Inc, a leading cosmetic company based in Illinois. At Zenith, Ralph's primary responsibility revolves around digging deeply into customer data to gain valuable insights about customer needs, motives and attitudes. This data is, in turn, used by Zenith to personalize its customer' shopping experiences. Ralph's position at Zenith requires him to focus primarily on ____
Customer relationship management
To develop needed information, marketing information systems utilize___
Internal databases, marketing intelligene and marketing research
Dominos identified that its pizza was unsatisfactory in the eyes of its customers. As a result, it sought to conduct formal research to find the best ingredients to improve the quality of its pizza. In the marketing research process, this would be which of the following steps?
Defining the problem and research objectives
Which of the following is not one of the benefits of a community-centric marketing strategy?
Diversity
Dominos pursued the approach of___to determine the best combination of pizza, sauce and cheese.
Experimental research
Many firms securely share relevant sales, inventory, product development and marketing information with suppliers and other external partners via its___
Extranet
Kei, a senior marketing manager of a pizzeria in North Florida, is currently researching electronic collections of consumer information within the company network to arrive at crucial marketing decisions in this instance, Kei is using____
Internal databases
Which of the following statements about competitive marketing intelligence is correct?
The goal of competitive marketing intelligence is to improve strategic decision making
A data warehouse is a database of finely detailed customer and market information that needs to be sifted through for significant pieces of information and trends. The data warehouse operates at which level?
company wide
Companies use___to sift through large amounts of big data and dig out interesting findings relevant to creating customer value
data mining
Companies use____to gather company wide, finely detailed customer and market information and store it in a centralized and accessible location
data warehouses
Companies set up___, which allow key customers and value-network members to access product, account and other data anytime they need to
extranets
Many firms use company intranet and internal CRM systems to facilitate the process of granting access to research and intelligence information, customer contact information, and reports within the firm. Some or all of this data might also be shared with suppliers, customers, resellers and select other network members via what delivery mechanism?
extranets
Customer relationship management (CRM) helps____
firms create artificial demand in the market
Customer relationship management (CRM) helps
firms manage customer touch points to maximize customer loyalty
Competitive marketing intelligence uses___data sources
publicly available
Any contact between a customer and a company is called a ____
touch point