Chap 4

Despite the data glut that marketing managers receive, they frequently complain that they lack

• enough information of the right kind

• timely information

• accurate information

• reliable information

• valid information

Which of the following statements is NOT true regarding information collected for marketers?

• Many managers lack information of the right kind.

• Most managers do not need more information.

• Most managers need better information.

• Many managers are burdened by data overload.

• Managers have enough of the right information.

A marketing information system (MIS) consists of people and procedures to assess information needs, ________, and help decision makers analyze and use the information.

• experiment to develop information

• test market the information

• develop the needed information

• critique the needed information

• question the needed information

A good MIS balances the information users would ________ against what they really ________ and what is ________.

• need; like; feasible

• like; can afford; needed

• like to have; need; feasible to offer

• need; can afford; useful

• use; have to use; available

Marketers must weigh carefully the costs of additional information against the ________ resulting from it.

• organization

• benefits

• creativity

• ethical issues

• cost

Four common sources of internal data include the accounting department, operations, the sales force, and the ________

• owners

• stockholders

• marketing department

• competition

• Web

Marketing information from which type of database usually can be accessed more quickly and cheaply than other information sources?

• external

• LexisNexis

• Dun & Bradstreet's

• internal

• Hoover's

________ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.

• Marketing data

• Marketing intelligence

• Sales management

• Customer intelligence

• Competitive intelligence

Which of the following statements regarding marketing intelligence is true?

• The advantage of using competitive intelligence is negligible.

• All marketing intelligence is available for free.

• Marketing intelligence relies upon privately held information.

• Marketing intelligence relies upon publicly available information.

• Marketing intelligence gathering is more focused on gaining insights into consumer activities than competitors' activities.

Which of the following is NOT considered a source of marketing intelligence?

• suppliers

• resellers

• key customers

• causal research

• activities of competitors