MAR2011 CH. 4 EXAM QUESTIONS AND ANSWERS WITH
COMPLETE SOLUTIONS GRADED A++
_____ are fresh understandings of customers and the marketplace derived from
marketing information that becomes the basis for creating customer value and
relationships.
customer insights
A _____ consists of people & procedures dedicated to assessing information
needs, developing the needed info, and helping decision makers to use the info
to generate and validate actionable customer and market insights.
marketing information system
_____ are electronic collections of consumer & market info obtained from data
sources within the company network.
internal databases
_____ data can be accessed quicker & cheaper than other info sources, it ages
rapidly & may be incomplete, & maintenance/storage of the data is expensive.
internal data
_____ is the systematic collection & analysis of publicly available info about
consumers, competitors, and developments in the marketing environment.
competitive marketing intelligence
, Observing consumers, quizzing company emps, benchmarking competitors'
products, monitoring internet buzz, & actively monitoring competitors' activities
are all techniques used in what?
competitive marketing intelligence
_____ is the systematic design, collection, analysis, and reporting of data
relevant to a specific marketing situation facing an organization.
marketing research
What are the 4 steps in the marketing research process?
1. define problem & research objectives
2. develop a research plan
3. implement the research plan
4. interpret & report findings
What are 3 types of research used in the marketing research process to define
the problem & research objectives?
exploratory research, descriptive research, casual research
_____ research is gathering preliminary info that will help define the problem and
suggest hypotheses.
exploratoy
_____ research is generating info to better describe marketing probs, situations,
or markets.
descriptive
_____ research is marketing research used to test hypotheses about cause-and-
effect relationships.
COMPLETE SOLUTIONS GRADED A++
_____ are fresh understandings of customers and the marketplace derived from
marketing information that becomes the basis for creating customer value and
relationships.
customer insights
A _____ consists of people & procedures dedicated to assessing information
needs, developing the needed info, and helping decision makers to use the info
to generate and validate actionable customer and market insights.
marketing information system
_____ are electronic collections of consumer & market info obtained from data
sources within the company network.
internal databases
_____ data can be accessed quicker & cheaper than other info sources, it ages
rapidly & may be incomplete, & maintenance/storage of the data is expensive.
internal data
_____ is the systematic collection & analysis of publicly available info about
consumers, competitors, and developments in the marketing environment.
competitive marketing intelligence
, Observing consumers, quizzing company emps, benchmarking competitors'
products, monitoring internet buzz, & actively monitoring competitors' activities
are all techniques used in what?
competitive marketing intelligence
_____ is the systematic design, collection, analysis, and reporting of data
relevant to a specific marketing situation facing an organization.
marketing research
What are the 4 steps in the marketing research process?
1. define problem & research objectives
2. develop a research plan
3. implement the research plan
4. interpret & report findings
What are 3 types of research used in the marketing research process to define
the problem & research objectives?
exploratory research, descriptive research, casual research
_____ research is gathering preliminary info that will help define the problem and
suggest hypotheses.
exploratoy
_____ research is generating info to better describe marketing probs, situations,
or markets.
descriptive
_____ research is marketing research used to test hypotheses about cause-and-
effect relationships.
