MKT1014_Chapter 4

The real value of marketing information lies in how it is used ________.

• in determining selling prices for products

• in analyzing budgets

• in creating advertising campaigns

• in the customer insights that it provides

A(n) ________ consists of people and procedures dedicated to assessing information needs, developing the needed information, and helping decision makers use the information to generate and validate actionable customer and market insights.

• enterprise planning system

• enterprise information system

• marketing information system

• corporate performance management system

An MIS is used to ________.

• generate product interest

• develop marketing plans

• identify demographic trends

• assess information needs

An MIS user should most likely be able to ________.

• implement new technology

• increase order requests

• develop customer insights

• analyze employee turnover

A management information system assesses information needs, develops needed information, and helps decision makers use the information.

• TRUE

• FALSE

The advantages of gathering Secondary Data are as the followings except:

• Lower cost

• Cannot collect otherwise

• Obtain quickly

• Accurate

The first step of Marketing Research Process is

• Developing the research plan for collecting information

• Defining the problem and research objectives

• Implementing research plan

• Interpreting reports and findings

Kei, a senior marketing manager of a pizzeria in North Florida, is currently researching electronic collections of consumer information within the company network to arrive at crucial marketing decisions. In this instance, Kei is using ________.

• ethnographic research

• internal databases

• descriptive research

• causal research

________ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.

• Data warehousing

• Competitive marketing intelligence

• SWOT analysis

• Ethnographic research

The marketing department of a reputable firm wants to improve strategic decision making, track the actions of other players in the market, and provide early warning of opportunities and threats. Which of the following would help the firm achieve its objectives?

• ethnographic research

• strategic planning

• data warehousing

• competitive marketing intelligence