MKT101 - Chapter 4 Review

 

 

1. A successful CRM program can be expected to help a company achieve all of the following EXCEPT ________.

• A) providing higher levels of customer service

• B) developing deeper customer relationships

• C) creating offers tailored to specific customer requirements

• D) understanding the competition better

• E) understanding how to better build the marketing mix

 

 

2. Marketing information is only valuable when it is used to ________.

• A) expand management's job

• B) identify a target market

• C) please shareholders

• D) increase efficiencies in the supply chain

• E) make better marketing decisions

 

 

4. When managers use small convenience samples such as asking customers what they think or inviting a small group out to lunch to get reactions, they are using ________.

• A) experiments

• B) informal surveys

• C) observation

• D) marketing intelligence

• E) direct marketing

 

 

3. Which of the following provides those within the company ready access to company research information, stored reports, shared work documents, contact information for employees and other stakeholders, and more?

• A) an intranet

• B) an extranet

• C) the Internet

• D) marketing research

• E) marketing intelligence

5. Small organizations can obtain, with relatively little effort, most of which type of data available to large businesses?

• A) ethnographic

• B) experimental

• C) touch point

• D) primary

• E) secondary

6. You have been asked to locate secondary data for your small organization's research needs. Which of the following is NOT a common source for this type of research?

• A) the U.S. Small Business Administration

• B) the U.S. Census Bureau

• C) competitors' Web sites

• D) online surveys

• E) the Bureau of Economic Analysis

7. Choose a statement that is NOT a typical consumer concern about intrusion on consumer privacy.

• A) Sophisticated researchers probe our deepest feelings.

• B) the U.S. Census Bureau

• C) competitors' Web sites

• D) Marketers make too many products and services available, creating unnecessary consumer wants.

• E) Protecting personal information is increasingly important.

8. Which of the following is true about customer relationship management (CRM)?

• A) It relies on information produced through primary research.

• B) Its aim is to maximize profit margins.

• C) Its aim is to increase the efficiency of each customer touch point.

• D) Its aim is to maximize customer loyalty.

• E) Most companies who first implemented CRM have greatly benefited from the results.

9. AMF Research Group must guard against problems during the implementation phase of marketing research for its clients. Which of the following is NOT a problem that should be anticipated during this phase?

• A) contacting respondents

• B) respondents who give biased answers

• C) interviewers who take shortcuts

• D) interpreting and reporting the findings

• E) interviewers who make mistakes

10. What are the two main types of research instruments used to collect primary data?

• A) surveys and samples

• B) questionnaires and mechanical devices

• C) focus groups and online databases

• D) online panels and experiments

• E) personal interviews and online marketing research