MKT101 C4A

Despite the data glut that marketing managers receive, they are most likely to complain that they lack which of the following?
A) enough information of the right kind
B) secondary information
C) timely information
D) searchable information
E) primary information

• F) irrelevant information
• G) outdated information
• H) inaccurate information
• A) enough information of the right kind
• I) unorganized information

Which of the following statements is NOT true regarding information collected for marketers?
A) Many managers lack information of the right kind.
B) Most managers do not need more information.
C) Most managers need better information.
D) Many managers are burdened by data overload.
E) Managers have enough of the right information.

• E) Managers have enough of the right information.

• A) Many managers lack information of the right kind.

• B) Most managers do not need more information

• G) Managers are satisfied with the amount of irrelevant information.
• C) Most managers need better information.

A marketing information system (MIS) consists of people and procedures to assess information needs, ________, and help decision makers analyze and use the information.
A) experiment to develop information
B) test market the information
C) develop the needed information
D) critique the needed information
E) question the needed information

• E) question the needed information
• C) develop the needed information
• A) experiment to develop information
• B) test market the information
• D) critique the needed information

The real value of a company's marketing research and information system lies in the ________.
A) amount of data it generates
B) variety of contact methods it uses
C) efficiency with which it completes studies
D) quality of customer insights it provides
E) marketing information system it follows

• A) number of employees it has
• D) quality of customer insights it provides

• E) type of software it uses
• B) color scheme of its logo
• C) number of social media followers it has

A good MIS balances the information users would ________ against what they really ________ and what is ________.
A) need; like; feasible
B) like; can analyze; needed
C) like to have; need; feasible to offer
D) need; can afford; used by the competition
E) use; have to use; available

• E) use; have to use; available
• B) like; can analyze; needed
• A) need; like; feasible

• C) like to have; need; feasible to offer
• D) need; can afford; used by the competition

In general, marketers must weigh carefully the costs of additional information against the ________ resulting from it.
A) organization
B) benefits
C) creativity
D) ethical issues
E) cost

• C
• A
• D
• B
• E

Diana Dion is currently researching data sources from within her company to make marketing decisions. Diana is making use of ________ databases.
A) online
B) internal
C) external
D) public
E) search service

• E) search service
• A) online
• B) internal
• D) public
• C) external

Four common sources of internal data include the accounting department, operations, the sales force, and the ________.
A) online focus groups
B) stockholders
C) marketing department
D) competition
E) Web

• E) Web
• B) stockholders
• C) marketing department
• A) online focus groups
• D) competition

Marketing information from which type of database usually can be accessed more quickly and cheaply than other information sources?
A) external
B) LexisNexis
C) Radian's
D) internal
E) MONITOR

• A
• B
• C
• D

________ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.
A) Marketing data
B) Competitive marketing intelligence
C) Sales management
D) Customer intelligence
E) Value chain management

• A) Marketing data
• B) Competitive marketing intelligence
• C) Sales management
• D) Customer intelligence
• E) Value chain management