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Which of the MIS systems uses both informal and formal information-gathering procedures? Informal information-gathering procedures involve activities such as scanning newspapers,magazines,and trade publications.


A) Marketing intelligence system
B) External environment reports system
C) Internal reports system
D) Consumer information support system

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Collected data that may be accessed and analyzed using tools and techniques that assist managers in decision-making is the:


A) Marketing research system.
B) Decision support system.
C) Marketing intelligence system.
D) Consumer information support system.

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According to the American Marketing Association(AMA) ,what is the function of marketing research?


A) To link the consumer to the marketer
B) To link the marketer to global markets
C) To link consumers and customers
D) To link consumers,customers,and markets

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Which of the following is a short definition of marketing?


A) Meeting needs profitably
B) Meeting wants profitably
C) Meeting consumer demands profitably
D) Meeting business-to-business wants profitably

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Creating the proper mix of product/service,price,promotion,and distribution for a market begins with:


A) Selecting the global market strategies and targets.
B) Selecting the segment of the market as a company's target.
C) Creating promotion for the target market..
D) Incentives to allow a large percentage of the target market to purchase goods and services from the company.

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A ________ is a structure consisting of people,equipment,and procedures to gather,sort,analyze,evaluate,and distribute needed,timely,and accurate information to marketing decision makers.


A) customer relationship management system
B) sales information management system
C) marketing relationship management system
D) marketing information system

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A great deal of marketing research is conducted to determine the size of various market segments.Not only are managers interested in knowing the size of a market segment but also:


A) If that segment is shrinking and why competitors did not fulfill the wants and needs of that segment.
B) If that segment is growing and how well competitors are fulfilling the needs of that segment.
C) If that segment is growing and how well competitors are fulfilling the wants and needs of that segment.
D) If that segment is growing or shrinking and how well competitors are fulfilling the wants and needs of that segment.

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The ________ goes on continuously and searches a broad range of information sources to bring pertinent information to decision makers.


A) consumer information support system
B) marketing research system
C) marketing intelligence system
D) decision support system

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Management information systems typically have subsystems to provide the information necessary for a functional area within an organization.Such subsystems are the accounting information system,financial information system,production information system,human resources information system,and marketing information system.

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New technologies continue to change the competitive landscape with less frequency than before.

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To fully appreciate the role of marketing research,it is helpful to understand its role in and relationship to marketing.Discuss the role of marketing research and its role in and relationship to marketing.

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Answers should mention either the short ...

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General Motors did research on what became the minivan-a small van suitable for families.The research did not convince them to produce it.Later,Chrysler introduced the Dodge Caravan and Plymouth Voyager minivans,which turned out to be among the most successful models in automotive history.This example most closely demonstrates that:


A) Marketing research does not always provide management with the right answer.
B) Marketing research does not provide correct answers most of the time.
C) Management should question the methods used to conduct product market research.
D) Marketing research is not as reliable as management's intuition.

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Marketing research is defined as a process that reports information that can be used to solve a marketing problem,such as determining price or identifying the most effective advertising media.

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Marketing research can also be used to refine and evaluate a potential marketing action such as strategies,campaigns,programs,or tactics.

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In many examples of failed products and services,managers could have avoided the associated losses if they had conducted proper marketing research.

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Applying marketing research to a specific geographical marketing area is referred to as:


A) Geocentric research.
B) Market research.
C) Area marketing research.
D) Geographical zone research.

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The marketing research system aggregates information gathered by the other MIS component subsystems: Marketing research studies are conducted for all non-specific situations facing the company.

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The purpose of market research is best described by which of the following statements?


A) To provide consumers with information they need to evaluate products and services at a profit
B) To link external environments to the firm
C) To link target markets to specific decision makers at all levels within firms
D) To link the consumer to the marketer by providing information that can be used in making marketing decisions

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What is the definition of marketing research?


A) The process of analyzing secondary information and providing executives with timely reports to solve a marketing problem.
B) The process of designing experiments that provides decision makers with causal information.
C) The process of analyzing existing information so decision makers can make better decisions.
D) The process of designing,gathering,analyzing,and reporting information that may be used to solve a specific marketing problem.

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Managers must determine what products to make or what services to offer,which methods of advertising are most effective,which prices will help their firm realize its target return on investment(ROI),and which distribution system will add the greatest value to the supply chain.

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