MARKETING KERNSTOF
NIMA-A - HBO,
MARKETING EN SALES
1) Despite the data glut that market-
ing managers receive, they frequently
complain that they lack ________.
A) enough information
of the right kind
B) reliable information
C) timely information D)
accurate information E)
valid information
2) Which of the following statements
is NOT true regarding information
col-lected by marketers?
A) Managers lack
information of the right kind.
B) Most managers do not
need more information.
C) Most managers need
better infor-mation.
D) Many managers are
burdened by data overload.
, Answer: E
Answer: A Diff: 1 Page Ref: 101
Diff: 1 Page Ref: 101
Skill: Concept
Skill: Concept AACSB: Communication
AACSB: Communication
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, MARKETING KERNSTOF NIMA-A - HBO,
MARKETING EN SALES
E) Managers have the right informa-
tion and they have enough of it.
3) A marketing information system
(MIS) consists of people and proce-
dures to assess information needs,
________, and help decision makers Answer: C
analyze and use the information. Diff: 1 Page Ref: 102
A) experiment to develop information Skill: Concept
B) test market the information AACSB: Communication
C) develop the needed information
D) critique the needed information
E) compare the needed information
4) The real value of a company's mar-
keting research and information sys-
tem lies in the ________. Answer: D
A) amount of data it generates Diff: 2 Page Ref: 102
B) variety of contact methods it uses Skill: Concept
C) efficiency with which it completes AACSB:
Communication
studies
D) quality of customer insights it pro-
2/40
, MARKETING KERNSTOF
NIMA-A - HBO,
MARKETING EN SALES
vides
E)marketing information system it
fol-lows
5) The marketing information
system can serve ________.
Answer: E
A)the company's marketing
Diff: 2 Page Ref: 102
man-agers
Skill: Concept
B)suppliers
C)resellers
D) marketing services agencies
E)all of the above
6) A good MIS balances the
informa-tion users would
Answer: C
________ against what they really
Diff: 2 Page Ref: 103
________ and what is ________.
Skill: Concept
A)need: like: feasible
AACSB: Communication
B)like: can afford: needed
C) like to have: need: feasible to offer
D)need: can afford: useful
E)use: have to use: available
3/40
NIMA-A - HBO,
MARKETING EN SALES
1) Despite the data glut that market-
ing managers receive, they frequently
complain that they lack ________.
A) enough information
of the right kind
B) reliable information
C) timely information D)
accurate information E)
valid information
2) Which of the following statements
is NOT true regarding information
col-lected by marketers?
A) Managers lack
information of the right kind.
B) Most managers do not
need more information.
C) Most managers need
better infor-mation.
D) Many managers are
burdened by data overload.
, Answer: E
Answer: A Diff: 1 Page Ref: 101
Diff: 1 Page Ref: 101
Skill: Concept
Skill: Concept AACSB: Communication
AACSB: Communication
1/40
, MARKETING KERNSTOF NIMA-A - HBO,
MARKETING EN SALES
E) Managers have the right informa-
tion and they have enough of it.
3) A marketing information system
(MIS) consists of people and proce-
dures to assess information needs,
________, and help decision makers Answer: C
analyze and use the information. Diff: 1 Page Ref: 102
A) experiment to develop information Skill: Concept
B) test market the information AACSB: Communication
C) develop the needed information
D) critique the needed information
E) compare the needed information
4) The real value of a company's mar-
keting research and information sys-
tem lies in the ________. Answer: D
A) amount of data it generates Diff: 2 Page Ref: 102
B) variety of contact methods it uses Skill: Concept
C) efficiency with which it completes AACSB:
Communication
studies
D) quality of customer insights it pro-
2/40
, MARKETING KERNSTOF
NIMA-A - HBO,
MARKETING EN SALES
vides
E)marketing information system it
fol-lows
5) The marketing information
system can serve ________.
Answer: E
A)the company's marketing
Diff: 2 Page Ref: 102
man-agers
Skill: Concept
B)suppliers
C)resellers
D) marketing services agencies
E)all of the above
6) A good MIS balances the
informa-tion users would
Answer: C
________ against what they really
Diff: 2 Page Ref: 103
________ and what is ________.
Skill: Concept
A)need: like: feasible
AACSB: Communication
B)like: can afford: needed
C) like to have: need: feasible to offer
D)need: can afford: useful
E)use: have to use: available
3/40
