科特勒市场营销第四章习题答案.docVIP

Chapter 4 Managing Marketing Information to Gain Customer Insights 1) Despite the data glut that marketing managers receive, they frequently complain that they lack ________. A) enough information of the right kind B) timely information C) accurate information D) reliable information E) valid information Answer: A Diff: 2 Page Ref: 100 AACSB: Communication Skill: Concept Objective: 4-1 2) A marketing information system (MIS) consists of people and procedures to assess information needs, ________, and help decision makers analyze and use the information. A) experiment to develop information B) test market the information C) develop the needed information D) critique the needed information E) question the needed information Answer: C Diff: 1 Page Ref: 101 AACSB: Communication Skill: Concept Objective: 4-1 3) A good MIS balances the information users would ________ against what they really ________ and what is ________. A) need; like; feasible B) like; can afford; needed C) like to have; need; feasible to offer D) need; can afford; useful E) use; have to use; available Answer: C Diff: 3 Page Ref: 102 Skill: Concept Objective: 4-2 4) Marketers must weigh carefully the costs of additional information against the ________ resulting from it. A) organization B) benefits C) creativity D) ethical issues E) cost Answer: B Diff: 1 Page Ref: 102 Skill: Concept Objective: 4-2 5) Four common sources of internal data include the accounting department, operations, the sales force, and the ________. A) owners B) stockholders C) marketing department D) competition E) Web Answer: C Diff: 2 Page Ref: 103 AACSB: Communication Skill: Concept Objective: 4-2 6) ________ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment. A) Marketing data B) Marketing intelligence C) Sales management D) Customer intelligence E) Competitive intelligence Answer: B Diff: 1 Page Ref: 1