科特勒市场营销第四章习题答案.pdfVIP

科特勒市场营销第四章习题答

案

Chapter4ManagingMarketingInformationtoGainCustomerInsights

1)Despitethedataglutthatmarketingmanagersreceive,theyfrequentlycomplainthat

theylack________.

A)enoughinformationoftherightkind

B)timelyinformation

C)accurateinformation

D)reliableinformation

E)validinformation

Answer:A

Diff:2PageRef:100

AACSB:Communication

Skill:Concept

Objective:4-1

2)Amarketinginformationsystem(MIS)consistsofpeopleandprocedurestoassess

informationneeds,________,andhelpdecisionmakersanalyzeandusetheinformation.

A)experimenttodevelopinformation

B)testmarkettheinformation

C)developtheneededinformation

D)critiquetheneededinformation

E)questiontheneededinformation

Answer:C

Diff:1PageRef:101

AACSB:Communication

Skill:Concept

Objective:4-1

3)AgoodMISbalancestheinformationuserswould________againstwhattheyreally

________andwhatis________.

A)need;like;feasible

B)like;canafford;needed

C)liketohave;need;feasibletooffer

D)need;canafford;useful

E)use;havetouse;available

Answer:C

Diff:3PageRef:102

Skill:Concept

Objective:4-2

4)Marketersmustweighcarefullythecostsofadditionalinformationagainstthe________

resultingfromit.

A)organization

B)benefits

C)creativity

D)ethicalissues

E)cost

Answer:B

Diff:1PageRef:102

Skill:Concept

Objective:4-2

5)Fourcommonsourcesofinternaldataincludetheaccountingdepartment,operations,

thesalesforce,andthe________.

A)owners

B)stockholders

C)marketingdepartment

D)competition

E)Web

Answer:C

Diff:2PageRef:103

AACSB:Communication

Skill:Concept

Objective:4-2

6)________isthesystematiccollectionandanalysisofpubliclyavailableinformation

aboutconsumers,competitors