4.03A

1. The Thirst Quenchers beverage company is surveying prospective customers to determine demand for its newest soft drink. Thirst Quenchers is collecting ______________________ data .

Primary

Secondary

Irrelevant

Economic

2. Which function of a marketing-information management system involves the distribution of marketing information to those who make marketing decisions?

Data processing

Information reporting

Data gethering

Marketing research

3. What is the relationship between data and information?

Data and information are the same thing

Data are used to create information

Information is used to create data

Data and information are not related

4. External marketing data comes from sources outside the business such as"

Trade journals

Inventory records

Customer complaints

Sales forecasts

5. Which of the following statements regarding marketing research is true:

Marketing research is a component of marketing-information management

Marketing-information management is a component of marketing research

Marketing research occurs on an ongoing basis and never ends

Marketing research and marketing intelligence are the same thing

6. The Phineas Corporation is using internal and external information from its marketing-information management system to determine the strength of the company's current business position. What is the company conducting?

Sales forecasting

A situation analysis

An enterprise research plan

Risk Management

7. One advantage of information generated by a marketing-information management system is that the information:

Does not need to be stored

Is presented in an organized fashion

Provides a narrow perspective of the market

Will probably be used only once

8. Brandi is reviewing marketing information about the possible demand for a new product. In this instance, Brandi's marketing-information management system is most likely to be helping her to:

Evaluate current promotional strategies

Reduce the risk of product failure

Determine the competitor's market share

Develop a sales forecast for the company

9. One basic requirement of a marketing-information management system is that it should be able to:

Collect, process, and store data

Be used by all personnel

Operate only when needed

Discard data after they are analyzed

10. Which function of a marketing-information management system involves changing the format of facts and figures to make them more useful?

Data processing

Information reporting

Data gethering

Marketing research

11. Which characteristic of useful marketing information is represented by the statement, "The benefits of using the information should be greater than the expense of gathering the data used to generate the information."

Timeliness

Accessibility

Cost-effectiveness

Relvancy

12. When a marketing-information management system compares financial information from one time period with the financial data from another time period, it provides a picture of the business's:

Sales forecast

Situation analysis

Profitability

Competition

13. Which function of a marketing-information management system involves collecting facts and figures from internal and external sources on an ongoing basis?

Data processing

Information reporting

Data gathering

Marketing research

14. Jerry, a computer salesperson, asks each interested customer to tell him what her/his experiences have been at competing computer stores. Jerry is gathering ____________________ about the competition from his customers.

Quantitative data

Economic data

Marketing intelligence

Emotional intelligence

15. Which of the following is most likely to help a marketer in setting up the marketing budget:

Current economic information

Marketing intelligence

Next quarter's sales forecast

Personal interviews with customers

16. A marketing-information management system should meet the requirements of the:

Marketing researcher

Salesperson

Computer operator

Individual business

17. A marketing-information management system can help businesses to:

Motivate employees

Discover employee potential

Practice good business ethics

Discover new markets

18. Which of the following is a good source of internal data?

Commercial Internet databases

Professional marketing research firms

Government planning agencies

Enterprise resource planning systems

19. What characteristic of useful marketing information requires the information to be closely related to the situation in order to be of the most use?

Timeliness

Accessibility

Cost-effectiveness

Relevancy

20. Marketers at GG Unlimited are using the company's marketing information management system (called Mkt$) to learn more about the effectiveness of the company's latest advertising campaign. This is an example of how the Mkt$ can be used to evaluate:

Competitor's products

Marketing intelligence

Market opportunities

Promotional strategies

4.03a

1. The Thirst Quenchers beverage company is surveying prospective customers to determine demand for its newest soft drink. Thirst Quenchers is collecting ______________________ data .

2.

What first name or nickname would you like us to use?

2. Which function of a marketing-information management system involves the distribution of marketing information to those who make marketing decisions?

3. What is the relationship between data and information?

4. External marketing data comes from sources outside the business such as"

5. Which of the following statements regarding marketing research is true:

6. The Phineas Corporation is using internal and external information from its marketing-information management system to determine the strength of the company's current business position. What is the company conducting?

7. One advantage of information generated by a marketing-information management system is that the information:

8. Brandi is reviewing marketing information about the possible demand for a new product. In this instance, Brandi's marketing-information management system is most likely to be helping her to:

9. One basic requirement of a marketing-information management system is that it should be able to:

10. Which function of a marketing-information management system involves changing the format of facts and figures to make them more useful?

11. Which characteristic of useful marketing information is represented by the statement, "The benefits of using the information should be greater than the expense of gathering the data used to generate the information."

12. When a marketing-information management system compares financial information from one time period with the financial data from another time period, it provides a picture of the business's:

13. Which function of a marketing-information management system involves collecting facts and figures from internal and external sources on an ongoing basis?

14. Jerry, a computer salesperson, asks each interested customer to tell him what her/his experiences have been at competing computer stores. Jerry is gathering ____________________ about the competition from his customers.

15. Which of the following is most likely to help a marketer in setting up the marketing budget:

16. A marketing-information management system should meet the requirements of the:

17. A marketing-information management system can help businesses to:

18. Which of the following is a good source of internal data?

19. What characteristic of useful marketing information requires the information to be closely related to the situation in order to be of the most use?

20. Marketers at GG Unlimited are using the company's marketing information management system (called Mkt$) to learn more about the effectiveness of the company's latest advertising campaign. This is an example of how the Mkt$ can be used to evaluate: