11. A company can take several steps to improve the quality of i

Gathering Information and Scanning the Environment

GENERAL CONCEPT QUESTIONS

Multiple Choice

1. The major responsibility for identifying significant marketplace changes falls to the ________.

a. U.S. Department of Labor

b. company’s marketers

c. American Marketing Association

d. industry lobby groups found in Washington, D.C.

e. marketing research industry

2. Marketers have extensive information about how consumption patterns vary across countries. On a per capita basis within Western Europe, the ________ smoke the most cigarettes.

a. Swiss

b. Greeks

c. Irish

d. Austrians

e. French

3. All of the following questions EXCEPT ________, would be considered to be forms of information needs probes.

a. What decisions do you regularly make?

b. What information do you need to make decisions?

c. What data analysis programs would you want?

d. What magazines and trade reports would you like to see on a regular basis?

e. What products would be most closely matched to consumer needs?

4. ________ consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.

a. A marketing information system

b. A marketing research system

c. A marketing intelligence system

d. A promotional campaign

e. A marketing database

5. The company’s marketing information system should be a cross between what managers think they need, what managers really need, and ________.

a. what the marketing research department is able to do

b. what consumers are willing to share

c. what the competition is doing

d. what is acceptable industry practice

e. what is economically feasible

6. Marketing managers rely on internal reports. By analyzing this information, they can spot ________.

a. micro-markets

b. opportunities and problems

c. macro-markets

d. competitive strategies

e. consumer demographic units

7. The heart of the internal records system is the ________.

a. database

b. asset acquisition process

c. order-to-payment cycle

d. service consideration

e. information liquidity ratio

8. When a marketer “mines” his or her company’s database, fresh insights can be gained into neglected customer segments, ________, and other useful information.

a. recent customer trends

b. long-term competitive trends

c. possible new inventions

d. possible new technologies

e. new primary data possibilities

9. The internal records system supplies resultsdata, but the marketing intelligence system supplies ________ data.

a. concurrent

b. secondary

c. research

d. happenings

e. premium

10. A ________ is a set of procedures and sources managers use to obtain everyday information about developments in the marketing environment.

a. marketing research system

b. marketing information system

c. product management system

d. marketing intelligence system

e. vertical system

 

11. A company can take several steps to improve the quality of its marketing intelligence. If the company purchases competitive products for study, attends open houses and trade shows, and reads competitors’ published reports and stockholder information, the company is using ________ to improve the quality of its marketing intelligence.

a. sales force surrogates

b. intermediaries

c. external networks

d. advisory panels

e. customer feedback systems

12. All of the following would be considered to be steps to improve the quality of marketing intelligence in a company EXCEPT ________.

a. a company can train and motivate the sales force to spot and report new developments

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