Chapter 2
Alternative Approaches to Marketing Intelligence
a. it can only be used by marketing managers.
b. information is collected on a regular basis.
c. it is used for a more limited set of problems.
d. the information is accurate.
e. the information is used in making marketing decisions.
intelligence has been
a. its lack of validity.
b. the lack of trained researchers.
c. its “crisis response” orientation.
d. misinterpretation of data by decision makers.
e. the lack of computer resources.
rather than a project perspective on research is needed?
a. an investigation of the potential demand for a new product the firm is developing
b. an examination of the structure of the channels of distribution serving a market the
firm is considering entering
c. an examination of each salesperson’s performance versus the individual’s sales quota
for last year
d. the investigation of which of two pieces of advertising copy is more favorably
received by consumers
e. an investigation to determine which of three package designs produces the greatest
sales
a. A marketing information system is a set of procedures and methods for the regular
planned collection, analysis, and presentation of information for use in making
marketing decisions.
b. The primary difference between traditional marketing research and marketing
intelligence is that the intelligence system is computer-based while the research
project is a written survey.
c. The emphasis in traditional marketing research is on continuously monitoring
normal business activities such as sales, market share, and product positioning
through a series of recurring research steps.
d. The rapid growth of databases, on-line informational services, and DSS systems will
eventually replace the traditional project approach to market research.
e. They are all false.
a. the form in which managers need information.
b. the types of information managers need.
c. the types of decisions managers make.
d. b and c.
e. a, b, and c.
a. sales data.
b. market data.
c. product data.
d. a, b and c.
e. MIS systems have only one data bank.
a. what types of decisions each decision maker regularly makes.
b. what information is necessary to make decisions.
c. the frequency with which information is expected.
d. what types of special studies are periodically requested.
e. all of the above.
a. They have large data storage needs.
b. Programmers are able to develop decision-calculus models that exactly replicate
managers‘ decision-making processes.
c. They can forecast future economic trends.
d. They can easily be adapted to new managers’ needs.
e. b and c
a. managers‘ reluctance to disclose their decision processes.
b. the enthusiastic support of high-level management.
c. the cost of the MIS system.
d. underestimation of time necessary to complete the system.
e. All of the above have tended to restrict the adoption of MIS systems.
a. determining which decision makers will use the system.
b. collecting as much data as possible.
c. selecting the computer hardware needed for the system.
d. hiring a special design team to put the system together.
e. identifying possible sources of the necessary data.
a. dialog systems.
b. model systems.
c. data systems.
d. b and c.
e. a, b, and c.
a. from a standard source in a standard form.
b. from a standard source in a variety of forms.
c. from a variety of sources in a standard form.
d. from a variety of sources in a variety of forms.
e. from none of the above.
a. processes used to retrieve data from internal sources.
b. methods of receiving data from external sources.
c. languages that allow managers to produce reports from the data.
d. modules containing customer and competitive information.
e. modules containing industry trend information.
a. to provide each manager with the information the person needs in the exact form in
which the person needs it.
b. to capture relevant marketing data in reasonable detail and put that data in a truly
accessible form.
c. to provide information to managers on a regular basis.
d. to structure a problem so that is can be easily solved by a manager.
e. to retrieve data from internal sources.
of analysis the individual desires are known as
a. the data system.
b. the model system.
c. the dialog system.
d. a and c.
e. all of the above.
EXCEPT
a. who uses the product.
b. where the customer buys the product.
c. unemployment information.
d. how often the customer buys the product.
e. when the customer uses the product.
advertised product would normally be contained in which data system module?
a. customer information module
b. economic and demographic information module
c. product information module
d. industry information module
e. competitor information module
a. What has happened?
b. What would happen if?
c. Why did it happen?
d. Where is it likely to happen?
e. When will it happen?
a. include the procedures used to capture and the methods used to store the data.
b. include all the routines that allow the user to manipulate the data to conduct the kind
of analysis the individual desires
c. are also called language systems.
d. are computer based artificial intelligence systems.
e. none of the above.
a. appears good given the explosion of databases.
b. means the end for traditional marketing research projects.
c. is enhanced by the problems with MIS systems.
d. a and c.
e. a, b, and c.
a. Data mining is different from data analysis.
b. Data mining is conducted on large numbers of consumers.
c. Data mining is conducted on large numbers of variables.
d. Data mining attempts to find “nuggets” of marketing information amidst data.
e. Data mining requires tremendous data storage system and fast data access.
which of the following conditions:
a. Consumers are told if they are “red–lined.”
b. Consumer participation is voluntary.
c. Consumers are informed that they may be recorded.
d. Consumers’ data are not used for cross–selling.
e. Consumers’ names are not stored in the same data base as their personal data.
a. Misusing statistics
b. With-holding benefits from control groups
c. Charging high fees
d. Unethical behavior by a marketing research team member
e. Preserving the research participants’ anonymity