【正文】 60 Chapter 3: Gathering Information and Scanning the Environment GENERAL CONCEPT QUESTIONS Multiple Choice 1. The major responsibility for identifying significant marketplace changes falls to the ________. a. . Department of Labor b. pany’s marketers c. American Marketing Association d. industry lobby groups found in Washington, . e. marketing research industry Answer: b Page: 72 Level of difficulty: Easy 2. Marketers have extensive information about how consumption patterns vary across countries. On a per capita basis within Western Europe, the ________ smoke the most cigarettes. a. Swiss b. Greeks c. Irish d. Austrians e. French Answer: d Page: 72 Level of difficulty: Hard 3. All of the following questions EXCEPT ________, would be considered to be forms of information needs probes. a. What decisions do you regularly make? b. What information do you need to make decisions? c. What data analysis programs would you want? d. What magazines and trade reports would you like to see on a regular basis? e. What products would be most closely matched to consumer needs? Answer: e Page: 73 Level of difficulty: Medium Chapter 3: Gathering Information and Scanning the Environment 61 4. ________ consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. a. A marketing information system b. A marketing research system c. A marketing intelligence system d. A promotional campaign e. A marketing database Answer: a Page: 73 Level of difficulty: Medium 5. The pany’s marketing information system should be a cross between what managers think they need, what managers really need, and ________. a. what the marketing research department is able to do b. what consumers are willing to share c. what the petition is doing d. what is acceptable industry practice e. what is economically feasible Answer: e Page: 73 Level of difficulty: Medium 6. Marketing managers rely on internal reports. By analyzing this information, they can spot ________. a. micromarkets b. opportunities and problems c. macromarkets d. petitive strategies e. consumer demographic units Answer: b Page: 73 Level of difficulty: Easy 7. The heart of the internal records system is the ________. a. database b. asset acquisition process c. ordertopayment cycle d. service consideration e. information liquidity ratio Answer: c Page: 73 Level of difficulty: Hard 8. When a marketer ―mines‖ his or her pany’s database, fresh insights can be gained into neglected customer segments, ________, and other useful information. a. recent customer trends b. longterm petitive trends c. possible new inventions d. possible new technologies e. new primary data possibilities Answer: a Page: 74 Level of difficulty: Medium Part 2: Capturing Marketing Insights 62 9. The internal records system supplies results data, but the marketing intelligence system supplies ________ data. a. concurrent b. secondary c. research d. happenings e. premium Answer: d Page: 74 Level of difficulty: Medium 10. A ________ is a set of procedures and sources managers use to obtain everyday information about developments in the marketing environment. a. marketing research system b. marketing information system c. product management system d. marketing intelligence system e. vertical system Answer: d Page: 74 Level of difficulty: Medium 11. A pany can take several steps to improve the quality of its marketing intelligence. If the pany purchases petitive products for study, attends open houses and trade shows, and reads petitors’ published reports and stockholder information, the pany is using ________ to improve the quality of its marketing intelligence. a. sales force surrogates b. intermediaries c. external works d. advisory panels e. customer feedback systems Answer: c Pages: 74–75 Level of difficulty: Hard 12. All of the following would be considered to be steps to improve the quality of marketing intelligence in a pany EXCEPT ________. a. a pany can train and motivate the sales force to spot and report new developments b. a pany can use guerrilla tactics such as going through a petitor’s trash c. a pany can motivate intermediaries to pass along important information d. a pany can work externally e. a pany can purchase information from outside suppliers Answer: b Pages: 74–76 Level of difficulty: Easy Chapter 3: Gathering Information and Scanning the Environment 63 13. The 2022 . census provides an indepth look at the population swings, demographic groups, regional migrations, and changing family structure of 281+ million people. Which of the following steps to improve the quality of pany marketing intelligence system would be most closely associated the above illustration? a. A pany can purchase information from outside suppliers. b. A pany can take advantage of government data sources. c. A pany can use online customer feedback systems to collect data. d. A pany can work externally. e. A pany can use its sales force to collect and report data. Answer: b Page: 76 Level of difficulty: Easy 14. There are four main ways that marketers can find relevant online information on petitors’ products and weaknesses, and summary ments and overall performance rating of a product, service, or supplier. ________ is(are) a type of site that is concentrated in financial services and hightech products that require professional knowledge. a. Independent customer goods and service reviews b. Distributor or sales agent feedback sites c. Combosites offering customer reviews and expert opinions d. Customer plaint sites e. Shopping bot serv