Mount Sinai High School

MKT 310

Marketing-Chapter 4 Review

1)Which of the following statements discussing big data is not true?

1. 1. Companies that effectively tap the available glut of data can gain rich, customer insights.

1. 2. Marketers can access and easily sift through the data once it is available.
   3. Companies can gain timely customer information.

D.Big data provides a lot more information than the managers can digest. E.Data can be collected from blogs, tweets, and social media.

2. What is the overall purpose of customer insight teams?
   1. To monitor social media while other research teams mine big data
   2. To develop customer insights from which the company can create more value for customers
   3. To use information to increase company profits
   4. To collect information from a narrow range of data sources
   5. To identify underperforming products
3. MIS interacts with information users in several ways which include all of the following except

                  .

1. 1. providing concise information
   2. helping to develop customer insights C.providing marketing intelligence activities D.assessing information needs

E.helping to conduct marketing research

4. Which of the following statements about big data is correct?
   1. One result of big data is that marketing managers are often overloaded and overwhelmed with information.

B.Big data actually refers to very small data sets.

C.Big data is important because marketers today need more information to make good decisions. D.Analyzing big data always leads to useful customer insights.

E.Analyzing big data is an easy task.

5. Much of Pinterest's success is due to how it used marketing information to             . A.increase its profits

2. understand that its site was not useful to businesses
3. identify a unique customer insight
4. send targeted email to key customers
5. change the name of its website

6. Competitive marketing intelligence uses               data sources. A.competitor's internal

B.expensive C.private D.internal

E.publicly available

7. Which of the following statements about competitive marketing intelligence is correct?
   1. The goal of competitive marketing intelligence is to improve strategic decision making. B.Companies should not be concerned about competitors accessing publicly available information about them.

C.Monitoring a competitor's website is unethical.

D.Marketing intelligence information is not available from the U.S. government. E.Marketing intermediaries are not good sources of competitive marketing intelligence.

8.                    is the systematic monitoring, collection, and analysis of publicly available information about consumers, competitors, and developments in the marketplace.

A.Big data

B.Competitive marketing intelligence

C.Competitor database D.USAA database E.Internal database

9. To develop needed information, marketing information systems utilize              . A.internal databases, big data, and market research

B.marketing intelligence, marketing research, and the marketing environment C.marketing managers, information users, and internal databases

D.internal databases, marketing research, and marketing managers

E.internal databases, marketing intelligence, and marketing research

10. One advantage to using internal databases for information is that                                                               .
    1. they can be accessed quickly and cheaply
    2. the information stored in internal databases is always current
    3. internal information is in a form that is useful for making marketing decisions
    4. internal information is accurate and complete
    5. internal information sources are easy to manage

11. Which of the following statements about online research is correct?
    1. Online surveys generally have higher response rates than those conducted by mail or phone.
    2. Online research is feasible only for large companies.
    3. Focus groups are rarely conducted online.
    4. It is more expensive to conduct online research than to do a mail, phone, or personal interview.

E.Experiments cannot be conducted online.

12. You and seven other people are talking with a trained moderator about your feelings and thoughts regarding a potential new product. For doing this, you receive a small payment. You are participating in a(n)               .
    1. focus group interview B.experiment C.immersion group D.individual interview E.ethnographic study
13. What is the first step in marketing research process? A.Interpret the findings.

B.Implement the research plan. C.Develop a research plan.

D.Define the problem.

E.Report the findings.

14. The objective of          research is to gather preliminary information that will help define the problem and suggest hypotheses.
    1. primary B.exploratory C.secondary D.causal E.descriptive
15.           is the first step in the marketing research process. A.Analyzing data

2. Defining the problem and research objectives
3. Interpreting and reporting the findings

4. Collecting data
5. Developing the research plan

16. Any contact between a customer and a company is called a                                 . A.service call

2. purchase
3. touch point
4. sales call E.satisfaction survey

17. Companies set up          , which allow key customers and value-network members to access product, account, and other data anytime they need to.
    1. websites B.extranets C.social media

D.wireless networks E.intranets

18. Companies use       to manage detailed information about individual customers. A.questionnaires

2. big data
3. social media
4. touch points

E.CRM

19. Companies can allow key customers and value-network members to access account, product, and other data through        .

A.MIS B.CRM

C.intranets D.big data E.extranets

20. Many companies manage detailed information about individual customers by using all of the following methods except          .
    1. collecting and storing huge amounts of data
    2. marketing analytics C.customer touch points

D.customer relationship management

E.big data analytics

21. According to the text, two major public policy and ethical issues in marketing research are                                 .
    1. intrusions on consumer privacy and the misuse of research findings
    2. improper sampling procedures and the misuse of research findings
    3. the misuse of research findings and deceptive advertising D.international research and intrusions on consumer privacy E.intrusions on consumer privacy and unsafe products
22. Which of the following would be good advice for someone that is conducting marketing research in a foreign country?
    1. Reaching respondents in other parts of the world is more difficult than it is in the United States.
    2. Globalization has slowed down, so international research is no longer necessary.