科特勒市場營銷第四章習(xí)題的答案

1、.wd.wdPAGE141 / NUMPAGES9.wdChapter 4 Managing Marketing Information to Gain Customer Insights1) Despite the data glut that marketing managers receive, they frequently complain that they lack _.A) enough information of the right kindB) timely informationC) accurate informationD) reliable information

2、E) valid informationAnswer: ADiff: 2Page Ref: 100AACSB: CommunicationSkill: ConceptObjective: 4-12) A marketing information system (MIS) consists of people and procedures to assess information needs, _, and help decision makers analyze and use the information.A) experiment to develop informationB) t

3、est market the informationC) develop the needed informationD) critique the needed informationE) question the needed informationAnswer: CDiff: 1Page Ref: 101AACSB: CommunicationSkill: ConceptObjective: 4-13) A good MIS balances the information users would _ against what they really _ and what is _.A)

4、 need; like; feasibleB) like; can afford; neededC) like to have; need; feasible to offerD) need; can afford; usefulE) use; have to use; availableAnswer: CDiff: 3Page Ref: 102Skill: ConceptObjective: 4-24) Marketers must weigh carefully the costs of additional information against the _ resulting from

5、 it.A) organizationB) benefitsC) creativityD) ethical issuesE) costAnswer: BDiff: 1Page Ref: 102Skill: ConceptObjective: 4-25) Four common sources of internal data include the accounting department, operations, the sales force, and the _.A) ownersB) stockholdersC) marketing departmentD) competitionE

6、) WebAnswer: CDiff: 2Page Ref: 103AACSB: CommunicationSkill: ConceptObjective: 4-26) _ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.A) Marketing dataB) Marketing intelligenceC) Sales management

7、D) Customer intelligenceE) Competitive intelligenceAnswer: BDiff: 1Page Ref: 103Skill: ConceptObjective: 4-27) Which of the following is NOT considered a source of marketing intelligence?A) suppliersB) resellersC) key customersD) causal researchE) activities of competitorsAnswer: DDiff: 2Page Ref: 1

8、04Skill: ConceptObjective: 4-28) Which of the following is NOT a potential source for marketing intelligence?A) looking through competitors garbageB) purchasing competitors productsC) monitoring competitors salesD) collecting primary dataE) talking with purchasing agentsAnswer: DDiff: 2Page Ref: 104

9、Skill: ConceptObjective: 4-29) What is the first step in the marketing research process? A) developing a marketing information systemB) defining the problem and research objectivesC) developing the research plan for collecting informationD) implementing the research planE) hiring an outside research

10、 specialistAnswer: BDiff: 2Page Ref: 105Skill: ConceptObjective: 4-310) Which step in the four-step marketing research process has been left out of the following list: defining the problems and research objectives, implementing the research plan, and interpreting and reporting the findings?A) develo

11、ping the research budgetB) choosing the research agencyC) choosing the research methodD) developing the research planE) comparing and contrasting primary and secondary dataAnswer: DDiff: 2Page Ref: 105Skill: ConceptObjective: 4-311) Managers often start with _ research and later follow with _ resear

12、ch.A) exploratory; causalB) descriptive; causalC) descriptive; exploratoryD) causal; descriptiveE) causal; exploratoryAnswer: ADiff: 3Page Ref: 106Skill: ConceptObjective: 4-312) Your colleague is confused about using the marketing research process, as he knows that something is wrong but is not sur

13、e of the specific causes to investigate. He seems to be having problems with _, which is often the hardest step to take.A) developing the research planB) determining a research approachC) defining the problem and research objectivesD) selecting a research agencyE) C and DAnswer: CDiff: 2Page Ref: 10

14、6Skill: ConceptObjective: 4-313) Secondary data consists of information _.A) that already exists somewhere but is outdatedB) that does not currently exist in an organized formC) that already exists but was collected for a different purposeD) used by competitorsE) that researchers can only obtain thr

15、ough surveys and observationAnswer: CDiff: 1Page Ref: 107Skill: ConceptObjective: 4-314) Information collected from online databases is an example of _ data.A) primaryB) secondaryC) observationalD) experimentalE) ethnographicAnswer: BDiff: 2Page Ref: 107AACSB: Use of ITSkill: ConceptObjective: 4-315

16、) Which form of data below can usually be obtained more quickly and at a lower cost than the others?A) primaryB) survey researchC) experimental researchD) secondaryE) observational researchAnswer: DDiff: 2Page Ref: 108Skill: ConceptObjective: 4-316) Secondary data are _.A) collected mostly via surve

17、ysB) expensive to obtainC) never purchased from outside suppliersD) always necessary to support primary dataE) not always very usableAnswer: EDiff: 2Page Ref: 109Skill: ConceptObjective: 4-317) For primary data to be useful to marketers, it must be relevant, current, unbiased, and _.A) completeB) ac

18、curateC) inexpensiveD) collected before secondary dataE) experimentalAnswer: BDiff: 2Page Ref: 109Skill: ConceptObjective: 4-318) Focus group interviewing has become one of the major marketing research tools for getting insight into consumer thoughts and feelings. However, if the sample size is too

19、small, it is likely to be difficult to _.A) find enough secondary data to support the findingsB) orchestrate cooperation among participantsC) encourage honest responses to questionsD) generalize from the resultsE) find a representative sampleAnswer: DDiff: 2Page Ref: 112Skill: ConceptObjective: 4-31

20、9) Marketing researchers usually draw conclusions about large groups of consumers by studying a small _ of the total consumer population.A) groupB) target groupC) populationD) sampleE) audienceAnswer: DDiff: 1Page Ref: 115Skill: ConceptObjective: 4-320) The most common research instrument used is th

21、e _.A) mechanical deviceB) live interviewerC) questionnaireD) focus groupE) people meterAnswer: CDiff: 2Page Ref: 118Skill: ConceptObjective: 4-321) In marketing research, the _ phase is generally the most expensive and most subject to error.A) exploratory researchB) planningC) interpreting the find

22、ingsD) reporting the findingsE) data collectionAnswer: EDiff: 2Page Ref: 119Skill: ConceptObjective: 4-322) AMF Research Group must guard against problems during the implementation phase of marketing research for its clients. Which of the following is NOT a problem that should be anticipated during

23、this phase?A) contacting respondentsB) respondents who give biased answersC) interviewers who take shortcutsD) interpreting and reporting the findingsE) interviewers who make mistakesAnswer: DDiff: 2Page Ref: 119Skill: ConceptObjective: 4-323) Typically, customer information is buried deep in separa

24、te databases, plans, and records of many different company functions and departments. To overcome such problems, which of the following should you try?A) customer satisfaction managementB) more sophisticated hardwareC) customer relationship managementD) decreased marketing intelligenceE) a marketing

25、 information systemAnswer: CDiff: 1Page Ref: 120Skill: ConceptObjective: 4-424) Which of the following is true about customer relationship management (CRM)?A) It relies on information produced through primary research.B) Its aim is to maximize profit margins.C) Its aim is to increase the efficiency

26、of each customer touchpoint.D) Its aim is to maximize customer loyalty.E) Most companies who first implemented CRM have greatly benefited from the results.Answer: DDiff: 2Page Ref: 120AACSB: CommunicationSkill: ConceptObjective: 4-425) What source of marketing information provides those within the c

27、ompany ready access to research information, stored reports, shared work documents, contact information for employees and other stakeholders, and more? A) an intranetB) an extranetC) the InternetD) marketing researchE) marketing intelligenceAnswer: ADiff: 2Page Ref: 122AACSB: Use of ITSkill: Concept

28、Objective: 4-326) Marketing information is only valuable when it is used to _.A) simplify managements jobB) identify a target marketC) please shareholdersD) increase efficiencies in the supply chainE) make better marketing decisionsAnswer: EDiff: 2Page Ref: 122Skill: ConceptObjective: 4-427) Small o

29、rganizations can obtain, with minimal effort, most of which type of data available to large businesses?A) observationalB) experimentalC) touch pointD) primaryE) secondaryAnswer: EDiff: 2Page Ref: 123Skill: ConceptObjective: 4-528) The availability of which of the following is most problematic in int

30、ernational marketing research? A) primary dataB) research specialistsC) secondary dataD) intelligence limitationsE) consumers willing to answer survey questionsAnswer: CDiff: 2Page Ref: 124AACSB: Multicultural and DiversitySkill: ConceptObjective: 4-529) An effective MIS assesses information needs,

31、develops needed information, and helps decision makers use the information.Answer: TRUEDiff: 1Page Ref: 101AACSB: CommunicationSkill: ConceptObjective: 4-130) Too much marketing information can be as harmful as too little.Answer: TRUEDiff: 2Page Ref: 102Skill: ConceptObjective: 4-231) Your manager a

32、sked you to go through three of your competitors garbage bins to gather marketing intelligence from their discarded paperwork. One of them caught you in the act and has summoned you to court. The judge will most likely rule this to be an illegal activity and fine you and your company.Answer: FALSEDi

33、ff: 3Page Ref: 104AACSB: Ethical ReasoningSkill: ApplicationObjective: 4-232) Because secondary data provide good starting points and often help to define problems and research objectives, most companies do not also need to collect primary data.Answer: FALSEDiff: 2Page Ref: 109Skill: ConceptObjective: 4-333) Ideally, a sample should be representative so that the researcher can make accurate estimates of the thoughts and behaviors of the larger population.Answer: TRUEDiff: 1Page Ref: 116Skill: ConceptObjective: 4-334) A researcher who wants to calculate confidence limits for sampling e