principles-of-marketing-chapter-4-test-bank-answers

Chapter 4 Managing Marketing Information to Gain Customer Insig

1) Despite the data glut that marketing managers receive, they frequently complain
________.
A) enough information of the right kind
B) timely information
C) accurate information
D) reliable information
E) valid information
Answer: A
Diff: 2 Page Ref: 100
AACSB: Communication
Skill: Concept
Objective: 4-1

2) Which of the following statements is NOT true regarding information collected fo
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 ofo f the right information.
Answer: E
Diff: 3 Page Ref: 100
AACSB: Communication
Skill: Concept
Objective: 4-1

3) A mark
market
etin
ing
g info
inform
rmat
atio
ion
n syst
system
em (MIS
(MIS)) cons
consis
ists
ts of peopl
peoplee and
and proc
proced
edur
ur
information needs, ________, and help decision makers analyze and use the inform
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
Answer: C
Diff: 1 Page Ref: 101
AACSB: Communication
Skill: Concept
Objective: 4-1

,4) A good
good MIS
MIS balance
balancess the informat
information
ion users
users would
would ________
________ against
against wha
________ and what is ________.
A) need; like; feasible
B) like; can afford; needed
C) like to have; need; feasible to offer
D) need; can afford; useful
E) use; have to use; available
Answer: C
Diff: 3 Page Ref: 102
Skill: Concept
Objective: 4-2

5) Marketers must weigh carefully the costs of additional information against t
resulting from it.
A) organization
B) benefits
C) creativity
D) ethical issues
E) cost
Answer: B
Diff: 1 Page Ref: 102
Skill: Concept
Objective: 4-2

6) Four common sources of internal data include the accounting department, operati
force, and the ________.
A) owners
B) stockholders
C) marketing department
D) competition
E) Web
Answer: C
Diff: 2 Page Ref: 103
AACSB: Communication
Skill: Concept
Objective: 4-2

,7) Marketing information from which type of database u sually can be accessed mor
cheaply than other information sources?
A) external
B) LexisNexis
C) Dun & Bradstreet's
D) internal
E) Hoover's
Answer: D
Diff: 1 Page Ref: 103
AACSB: Use of IT
Skill: Concept
Objective: 4-2

8) ________ is the systematic collection and analysis of publicly available informat
consumers, competitors, and developments in the marketing environment.
A) Marketing data
B) Marketing intelligence
C) Sales management
D) Customer intelligence
E) Competitive intelligence
Answer: B
Diff: 1 Page Ref: 103
Skill: Concept
Objective: 4-2

9) Which of the following statements regarding marketing intelligence is true?
A) The advantage of using competitive intelligence is negligible.
B) All marketing intelligence is available for free.
C) Marketing intelligence relies upon privately held information.
D) Marketing intelligence relies upon publicly available information.
E) Marketing intelligence gathering is more focused on gaining insights into consum
than competitors' activities.
Answer: D
Diff: 2 Page Ref: 103
Skill: Concept
Objective: 4-2

10) Which of the following is NOT considered a source of marketing intelligence?
A) suppliers
B) resellers
C) key customers
D) causal research
E) activities of competitors
Answer: D

, 11) Which of the following is NOT a potential source for marketing intelligence?
A) looking through competitors' garbage
B) purchasing competitors' products
C) monitoring competitors' sales
D) collecting primary data
E) talking with purchasing agents
Answer: D
Diff: 2 Page Ref: 104
Skill: Concept
Objective: 4-2

12) Through which of these sources of information is a competitor LEAST likely to
intelligence information?
A) annual reports
B) trade show exhibits
C) Web pages
D) press releases
E) internal marketing conferences
Answer: E
Diff: 1 Page Ref: 104-105
AACSB: Communication
Skill: Concept
Objective: 4-2

13) To combat marketing intelligence efforts by competitors, Unilever Corporation
providing ________ to employees.
A) competitive intelligence training
B) privacy blocks
C) protection
D) less information
E) a code of ethics
Answer: A
Diff: 2 Page Ref: 105
Skill: Concept
Objective: 4-2