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Chapter 4

Managing Marketing Information

GENERAL CONTENT: Multiple-Choice Questions

1. Despite the data glut that marketing managers receive, they frequently complain that they lack _____. a.enough information of the right kind
b.quality information
c.timely information
d.accurate and reliable information
e.valid information
(Answer: a; p. 97; Easy)

2. An MIS consists of people, equipment, and procedures to gather, sort, _____, evaluate, and distribute information to marketing decision makers. a. test
b. test market
c. analyze
d. critique
e. assess
(Answer: c; p. 97; Easy)

3. Your firm has just developed its first successful MIS. It interacts with information users to assess information needs, develop needed information, _____ the marketing information, and help managers use it in their decision making. a. distribute

b. collect
c. retrieve
d. store
e. validate
(Answer: a; p. 97; Challenging)

4. The marketing information system is not limited to use by the company it serves. It may also provide information to _____. a. the government
b. external partners
c. various publics
d. competitors
e. none of the above
(Answer: b; p. 97; Moderate)

5. Marketers must weigh carefully the costs of additional information against the _____ resulting from it. a. uses
b. benefits
c. knowledge
d. rewards
e. cost
(Answer: b; p. 98; Easy)

6. Four common sources of internal data include the accounting department, operations, the sales force, and the _____. a. owners
b. stockholders
c. marketing department
d. custodians
e. quality control department
(Answer: c; p. 99; Moderate)

7. Marketing information from this type of database usually can be accessed more quickly and cheaply than other information sources. Which one is it? a. External.
b. MDSS.
c. EIS.
d. Internal.
e. Field representatives.
(Answer: d; p. 99; Easy)

8. This systematic collection and analysis of publicly available information about competitors and developments in the marketing environment is very useful. What is it called? a.Marketing data.

b.Marketing intelligence.
c.Web Master.
d.Sales and sales management.
e.Secondary data.
(Answer: b; p. 99; Moderate)

9. Which of the following was not mentioned in your textbook as a source of marketing intelligence? a.Suppliers.
c.Key customers.
d.Your company reports.
e.Sales force.
(Answer: d; p. 101; Easy)

10. Which of the following was not mentioned in your textbook as a source of marketing intelligence? a.Competitors’ garbage.
b.Buying competitors’ products.
c.Monitoring competitors’ sales.
d.Checking for new goodwill.
e.Purchasing agents.
(Answer: d; p. 101; Moderate)

11. Your competitor may reveal intelligence information through which of these sources of information? a.Annual reports.
b.Trade show exhibits.
c.Web pages.
d.Press releases.
e.All of the above.
(Answer: e; p. 101; Easy)

12. In today’s information age, companies are leaving a paper trail of information _____. the wastebasket annual reports
d.with government agencies
e.that is inaccessible
(Answer: b; p. 101; Moderate)

13. To combat marketing intelligence by competitors, Unilever Corporation is now providing _____ to employees. a.intelligence training
b.privacy blocks
d.less information
e.none of the above
(Answer: a; p. 102; Moderate)

14. Which of the steps in the marketing research process has been left out: defining the problems and research objectives, implementing the research plan, and interpreting and reporting the findings? a.Developing the research budget.

b.Choosing the research agency.
c.Choosing the research method.
d.Developing the research plan.
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