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CHAPTER 5 · MANAGING MARKETING INFORMATION · MULTIPLE CHOICE QUESTIONS

Q1. In 1985, Coca-Cola made a major marketing blunder by dropping their flagship brand (Coca-Cola) in favor of New Coke. Quick reaction to the blunder saved the company from potential disaster. Looking back, marketers can now see that a major problem for Coca-Cola was that it:

1. did not spend enough money on advertising to make the new brand work.
2. defined its marketing research problem too narrowly.
3. failed to take into account the growing influence of the Internet on consumer spending.
4. failed to account for the marketing power of rival Pepsi Cola.

Answer: (b) Difficulty: (3) Page: 154

Q2. A _________________ consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.

1. management information system
2. marketing information system
3. financial information system
4. management intelligence plan

Correct answer: marketing information system

Answer: (b) Difficulty: (2) Page: 156

Q3. Marketing information systems begin and end with information users. They _______________, develop needed information, and distribute information.

1. assess information needs
2. forecast problem situations
3. gather marketing intelligence
4. tighten internal security over information

Answer: (a) Difficulty: (2) Page: 156, Figure 5-1

Q4. In a marketing information system, it is necessary to develop needed information. All of the following would be primary sources of this needed information EXCEPT:

1. psychoanalytical models.
2. internal company databases.
3. marketing intelligence.
4. marketing research.

Answer: (a) Difficulty: (2) Page: 157-160

Q5. A good marketing information system balances the information managers would like to have against:

1. information that competitors have.
2. information that is available.
3. what they really need and what is feasible to offer.
4. what is supplied by consultants.

Answer: (c) Difficulty: (2) Page: 157

Q6. One of the greatest problems in obtaining and accessing information that is relevant to a marketing manager is:

1. the intelligence of the manager.
2. the cost of obtaining the information.
3. the number of people that are seeking the information.
4. a cataloging system for the information.

Answer: (b) Difficulty: (2) Page: 157

Q7. A(n) __________________ is a computerized collection of information obtained from data sources within the company.

1. retrieval system
2. marketing research report
3. flow diagram and a PERT chart
4. internal database

Answer: (d) Difficulty: (1) Page: 157

Q8. Information in the company database can come from many sources. Which of the following would not be chief among these sources?

1. the accounting department
2. the manufacturing department
3. the marketing department
4. interviews with stockholders

Answer: (d) Difficulty: (1) Page: 158

Q9. Which of the following information forms available to the marketing manager can usually be accessed more quickly and cheaply than other information sources?

1. marketing intelligence
2. marketing research
3. customer profiles
4. internal databases

Answer: (d) Difficulty: (2) Page: 158

Q10. One of the most common problems with using internal information is that:

1. since it was probably collected for some other purpose, it may be incomplete or wrong.
2. it is usually expensive to retrieve.
3. top executives are usually unwilling to relinquish data, therefore, the data has limits.
4. the data is almost always unsecured and, therefore, suspect as to reliability.

Answer: (a) Difficulty: (2) Page: 158

Q11. ______________ is(are) the systematic collection and analysis of publicly available information about competitors and developments in the marketing environment.

1. Marketing research
2. Internal company records
3. Marketing intelligence
4. Competitor analysis

Answer: (c) Difficulty: (2) Page: 158

Q12. The goal of marketing intelligence is to:

1. improve strategic decision making.
2. improve external security of the organization.
3. prevent regulators from persecuting the company or its officers.
4. monitor employees and ensure the company against leaks or fraud.

Answer: (a) Difficulty: (2) Page: 158

Q13. The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization is called:

1. internal company records.
2. marketing research.
3. marketing implementation.
4. marketing intelligence.

Answer: (b) Difficulty: (1) Page: 160

Q14. If Compaq Computers wants to know how many and what kinds of people or companies will buy its new light-weight super-fast notebook computer, it would probably undertake which of the following?

1. internal company records search
2. marketing research
3. marketing implementation analysis
4. marketing intelligence