ACC 303 MIDTERM TEST PREP Principles of Marketing

Principles of Marketing, 15e (Kotler/Armstrong) Chapter 4 Managing Marketing Information to Gain Customer Insights 1) With the recent explosion of information technologies, ________. A) most marketing managers are overloaded with data and often overwhelmed by it B) most marketing managers are concerned solely about the duplication of content C) companies have ceased to feel the need for marketing information systems D) companies have ceased to maintain internal databases E) it has become more difficult and expensive to obtain primary data Answer: A Page Ref: 99 Skill: Concept Objective: 4-1 Difficulty: Easy 2) Brad works with a reputed retailer and leads a team that collects market information from a wide variety of sources ranging from marketing research studies to monitoring online conversations where consumers discuss Brad's firm or its products. Brad's team uses this information to arrive at a better understanding of consumer behavior and their buying motives. This, in turn, allows Brad's firm to successfully generate more value for consumers. Brad leads the ________ team. A) product development B) strategy implementation C) human resource D) customer relationship management E) customer insights Answer: E Page Ref: 99 Skill: Application Objective: 4-1 Difficulty: Moderate 3) A(n) ________ consists of people and procedures dedicated to assessing information needs, developing the needed information, and helping decision makers use the information to generate and validate actionable customer and market insights. A) enterprise planning system (EPS) B) enterprise information system (EIS) C) marketing information system (MIS) D) corporate performance management (CPM) E) geographic information system (GIS) Answer: C Page Ref: 99 Skill: Concept Objective: 4-1 Difficulty: Easy 4) An MIS is used to ________. A) generate product interest B) develop marketing plans C) identify demographic trends D) assess information needs E) test hypotheses about caus