Marketing Information Management Flashcard

Front

Determine whether the following statement is true or false: In collecting information for marketing decision making, it is necessary to conduct research outside the firm.

Back

False

Front

In which general category of internal marketing information would day-to-day business expenses such as utilities expense be found?

Back

Operating

Front

What function of a marketing-information management system involves the distribution of marketing information to those who make marketing decisions?

Back

Information reporting

Front

How can researchers protect the integrity of the marketing information they collect? Options: By interpreting it correctly, By reviewing it frequently, By publishing it openly, By organizing it logically

Back

By organizing it logically

Front

ABC Corporation is preparing to print the results of a marketing-research project conducted by an external research company. The researcher believes the conclusions that ABC has drawn from the report are not supported by the data. What should the researcher do?

Back

The researcher should tell ABC's managers that the data do not support their conclusions.

Front

Which of the following is the primary ethical consideration if one business sells a customer list to another business? Exaggeration, Publicity, Privacy, Exclusivity

Back

Privacy

Front

Which of the following is most likely to occur if a business intentionally presents marketing information in an unethical or deceptive way?
Decreased visibility, Higher integrity, Increased loyalty, Lower credibility

Back

Lower credibility

Front

One advantage to marketing-information managers of using the Internet to do research and gather data is that the process is

Back

inexpensive.

Front

Why do some businesses' servers place a "cookie" on a visitor's hard drive when the visitor accesses the business's website?

Back

To track usage

Front

What technological tool can a business use to retrieve current customer and internal marketing information from a central location? Options: Opt-in e-mail, Presentation software, A database, A CAD program

Back

A database