科特勒市場(chǎng)營(yíng)銷(xiāo)第四章習(xí)題答案-在線(xiàn)瀏覽
2025-08-10 23:54本頁(yè)面
【正文】 Diff: 3 Page Ref: 102Skill: ConceptObjective: 424) Marketers must weigh carefully the costs of additional information against the ________ resulting from it.A) organizationB) benefitsC) creativityD) ethical issuesE) costAnswer: BDiff: 1 Page Ref: 102Skill: ConceptObjective: 425) Four mon sources of internal data include the accounting department, operations, the sales force, and the ________.A) ownersB) stockholdersC) marketing departmentD) petitionE) WebAnswer: CDiff: 2 Page Ref: 103AACSB: CommunicationSkill: ConceptObjective: 426) ________ is the systematic collection and analysis of publicly available information about consumers, petitors, and developments in the marketing environment.A) Marketing dataB) Marketing intelligenceC) Sales managementD) Customer intelligenceE) Competitive intelligenceAnswer: BDiff: 1 Page Ref: 103Skill: ConceptObjective: 427) Which of the following is NOT considered a source of marketing intelligence?A) suppliersB) resellersC) key customersD) causal researchE) activities of petitorsAnswer: DDiff: 2 Page Ref: 104Skill: ConceptObjective: 428) Which of the following is NOT a potential source for marketing intelligence?A) looking through petitors39。 usefulE) use。 feasible to offerD) need。 neededC) like to have。 feasibleB) like。.. . . . ..Chapter 4 Managing Marketing Information to Gain Customer Insights1) Despite the data glut that marketing managers receive, they frequently plain that they lack ________.A) enough information of the right kindB) timely informationC) accurate informationD) reliable informationE) valid informationAnswer: ADiff: 2 Page Ref: 100AACSB: CommunicationSkill: ConceptObjective: 412) 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 informationB) test market the informationC) develop the needed informationD) critique the needed informationE) question the needed informationAnswer: CDiff: 1 Page Ref: 101AACSB: CommunicationSkill: ConceptObjective: 413) A good MIS balances the information users would ________ against what they really ________ and what is ________.A) need。 like。 can afford。 need。 can afford。 have to use。 garbageB) purchasing pe
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