Strauss_5e_TIF_06网络营销英文版.docxVIP

CHAPTER SIXE-MARKETING RESEARCHMultiple ChoiceKnowledge management is the process of managing ________.the creation, use, and dissemination of knowledgedatabasesdata warehouseslearning(a; Easy; p. 121; Analytic Skills)A complete marketing knowledge database includes all the data about ________.customersprospects competitorsall of the above(d; Easy; p. 121; Use of Information Technology)Which of the following is not a part of the marketing information system (MIS)?assessing information needsgathering informationmanipulating information to align with the company’s visiondisseminating information to marketing decision makers(c; Moderate; p. 121-22; Use of Information Technology)Internal records ________.focus entirely on customer characteristics and behaviorare not readily available to marketerscan help marketers improve order-to-deliver and payment cyclesare of little importance to marketers(c; Difficult; p.123; LO1; Analytic Skills)Secondary data is ________.less important than primary datais always publicly generated and availableis more difficult to gather than primary datacan be collected more quickly and less expensively than primary data(d; Easy; p. 125; LO1; Analytic Skills)Primary data ________.is gathered for the first time to solve a specific problemcan be collected online using focus groups, observation, interviews, and survey researchis more expensive and time consuming than secondary data collectionall of the above(d; Moderate; p. 130; LO1; Analytic Skills)All of the following are reasons that the internet is fertile ground for primary data collection except________.internet research can only collect information from people who use the internet, leaving out a huge part of the populationthe cooperation of consumers using traditional research approaches is decliningthe internet is a quick and inexpensive method of collecting datathe internet allows for the sampling of consumers from diverse geographic areas(a; Difficult; p. 131; LO3; Analytic Skills)Which o