Question 1

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

Accepted Answer

E

Question 2

The internal records system supplies results data,but the marketing intelligence system supplies ________ data.
A)concurrent
B)secondary
C)research
D)happenings
E)premium

Accepted Answer

D

Question 3

The beginning of the new century brought a series of new challenges.All of the following would be considered to be among those challenges EXCEPT ________.
A)a deterioration of innovative ideas
B)the steep decline of the stock market
C)increasing unemployment
D)corporate scandals
E)the rise of terrorism

Accepted Answer

The other four options are commonly recognized as challenges that emerged in the early 2000s, but there is no evidence to suggest a deterioration of innovative ideas was a significant challenge during this time period.

Question 4

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

Accepted Answer

The company's marketers have the primary responsibility for identifying significant marketplace changes as they are directly involved in studying the market trends and consumer behavior.

Question 5

________ 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

Accepted Answer

This is the definition of a marketing information system, which is used to gather, sort, analyze, evaluate, and distribute information to decision makers in the marketing field. The other options, such as marketing research system, marketing intelligence system, promotional campaign, and marketing database, may be related to marketing information systems, but they do not encompass all of the necessary elements of a marketing information system.

Question 6

One of the difficulties of using chat rooms and blogs to collect competitive intelligence is that ________.
A)their unstructured nature makes it difficult for marketers to find relevant messages
B)people are generally unwilling to share their perspective on products and services without being paid for them
C)they constitute a very expensive form of market research
D)it is difficult to access chat rooms and blogs because of privacy issues
E)All of the above are difficulties experienced when using chat rooms and blogs to collect competitive intelligence.

Accepted Answer

Chat rooms and blogs often lack a structured format, making it difficult for marketers to find relevant information amidst the noise of irrelevant comments and posts. The other options listed are not accurate; people often voluntarily share their opinions on products and services in chat rooms and blogs, they are not an expensive form of market research, and privacy issues do not necessarily prevent access to these platforms.

Question 7

________ have been described as "large social,economic,political and technological changes [that] are slow to form,and once in place,they influence us for some time-between seven and ten years,or longer.
A)Fads
B)Fashions
C)Trends
D)Megatrends
E)Styles

Accepted Answer

Megatrends are defined as large social, economic, political, and technological changes that are slow to form and have a lasting impact on society for at least seven to ten years, if not longer. Fads, fashions, trends, and styles are all shorter-term, more fleeting changes that typically do not have the same scale or impact as megatrends.

Question 8

A significant fact about population growth and population shifts is that in 2005,________.
A)the youth market exceeded that of the adult market
B)people over the age of 60 outnumbered those under five years of age
C)baby boomers were eclipsed by Gen X young adults
D)most age group segments were about equal
E)N Generation young adults surpassed the baby boomers as the largest age segment

Accepted Answer

According to the information given, in 2005, people over the age of 60 outnumbered those under five years of age, which suggests an aging population. None of the other answer choices are supported by the given information.

Question 9

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

Accepted Answer

Attending trade shows, purchasing competitive products, and reading competitors' reports and stockholder information are all examples of using external networks to gather marketing intelligence. This involves gathering information from sources outside the company, such as suppliers, customers, competitors, and other industry experts.

Question 10

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

Accepted Answer

Mining the company's database can provide insights into recent customer trends, enabling marketers to tailor their strategies and offerings to meet the changing needs and preferences of their customers. Neglected customer segments can also be identified and targeted for further engagement and potential revenue growth. While database mining may provide information on long-term competitive trends, possible new inventions, and new technologies, these insights are not necessarily guaranteed and may require additional research and analysis. Similarly, while database mining can uncover new primary data possibilities, this is not the primary focus or benefit of this activity.

Question 11

The main demographic force that marketers monitor is ________.
A)suppliers
B)competitors
C)communication (such as advertising)
D)government reports dealing with birth rates
E)population

Accepted Answer

The main demographic force that marketers monitor is population. Marketers need to analyze the characteristics of the population, such as age, gender, income, education, and ethnicity, as all these factors influence consumer behavior and preferences. Demographic shifts and trends are critical for marketers to identify opportunities and target specific segments of the population. Additionally, population growth rates, birth rates, immigration patterns, and social changes all impact marketers' strategies and can affect demand for products and services.

Question 12

There are several ways marketers can find relevant online information on competitors' products and weaknesses,summary comments,and overall performance rating of a product,service,or supplier.________ is(are)a type of site that is concentrated in financial services and high-tech products that require professional knowledge.
A)Independent customer goods and service reviews
B)Distributor or sales agent feedback sites
C)Combo sites offering customer reviews and expert opinions
D)Customer complaint sites
E)Shopping bot service sites

Accepted Answer

Combo sites offering customer reviews and expert opinions are the best choice for finding relevant online information on competitors' products and weaknesses, summary comments, and overall performance rating of a product, service or supplier. These type of sites usually concentrate on financial services and high-tech products that require professional knowledge.

Question 13

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

Accepted Answer

The answer of The heart of the internal records system...

Question 14

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

Accepted Answer

The answer of A ________ is a set of procedures...

Question 15

A ________ is a direction or sequence of events that has some momentum and durability;the shape of the future is revealed and many opportunities are provided.
A)fad
B)fashion
C)trend
D)megatrend
E)style

Accepted Answer

The answer of A ________ is a direction or sequence...

Question 16

A ________ is "unpredictable,short-lived,and without social,economic,and political significance."
A)fad
B)fashion
C)trend
D)megatrend
E)style

Accepted Answer

A fad is described as something that is unpredictable, short-lived, and without significant impact on society, whereas fashion, trend, megatrend, and style all have varying degrees of social, economic, and political significance and can last for longer periods of time.

Question 17

The 2000 U.S.census provides an in-depth look at the population swings,demographic groups,regional migrations,and changing family structure of 281+ million people.Which of the following steps to improve the quality of a company marketing intelligence system would be most closely associated with this illustration?
A)A company can purchase information from outside suppliers.
B)A company can take advantage of government data sources.
C)A company can use online customer feedback systems to collect data.
D)A company can network externally.
E)A company can use its sales force to collect and report data.

Accepted Answer

The use of government data sources, such as the U.S. census, would provide in-depth information on population swings, demographic groups, regional migrations, and changing family structures. This would improve the quality of a company's marketing intelligence system by providing valuable insights into consumer behaviors and trends.

Question 18

All of the following would be considered to be steps to improve the quality of marketing intelligence in a company EXCEPT ________.
A)training and motivating the sales force to spot and report new developments
B)using guerrilla tactics such as going through a competitor's trash
C)motivating intermediaries to pass along important information
D)networking externally
E)purchasing information from outside suppliers

Accepted Answer

Using guerrilla tactics such as going through a competitor's trash is unethical and illegal, and it would not improve the quality of marketing intelligence in the long run. It could also damage the company's reputation and relationships with competitors and stakeholders. The other options are legitimate ways to improve marketing intelligence.

Question 19

With the rapidly changing global picture,the firm must monitor six major forces.All of the following would be among those forces EXCEPT ________.
A)demographic
B)economic
C)social-cultural
D)natural
E)promotional

Accepted Answer

The six major forces that a firm must monitor are demographic, economic, social-cultural, technological, natural, and political-legal. "Promotional" is not one of these forces.

Question 20

All of the following questions EXCEPT one would be considered to be forms of information needs probes.Which one?
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?

Accepted Answer

The answer of All of the following questions EXCEPT one...

Quiz 3: Gathering Information and Scanning the Environment

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

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

The beginning of the new century brought a series of new challenges.All of the following would be considered to be among those challenges EXCEPT ________.

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

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

One of the difficulties of using chat rooms and blogs to collect competitive intelligence is that ________.

________ have been described as "large social,economic,political and technological changes [that] are slow to form,and once in place,they influence us for some time-between seven and ten years,or longer.

A significant fact about population growth and population shifts is that in 2005,________.

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

The main demographic force that marketers monitor is ________.

The heart of the internal records system is the ________.

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

A ________ is a direction or sequence of events that has some momentum and durability;the shape of the future is revealed and many opportunities are provided.

A ________ is "unpredictable,short-lived,and without social,economic,and political significance."

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

With the rapidly changing global picture,the firm must monitor six major forces.All of the following would be among those forces EXCEPT ________.

All of the following questions EXCEPT one would be considered to be forms of information needs probes.Which one?