科特勒市场营销第四章的习地的题目答案详解

实用标准文档Chapter4 ManagingMarketingInformationtoGainCustomerInsights1)Despitethedataglutthatmarketingmanagersreceive,theyfrequentlycomplainthattheylack________.enoughinformationoftherightkindtimelyinformationaccurateinformationreliableinformationvalidinformationAnswer:ADiff:2 PageRef:100AACSB:CommunicationSkill:ConceptObjective:4-12)Amarketinginformation system(MIS)consists ofpeopleandprocedurestoassessinformation needs, ________, and help decision makersanalyze and usetheinformation.experimenttodevelopinformationtestmarkettheinformationdeveloptheneededinformationcritiquetheneededinformationquestiontheneededinformationAnswer:CDiff:1PageRef:101AACSB:CommunicationSkill:ConceptObjective:4-13)AgoodMISbalancestheinformation userswould________against whattheyreally________andwhatis________.need;like;feasiblelike;canafford;neededliketohave;need;feasibletoofferneed;canafford;usefuluse;havetouse;availableAnswer:CDiff:3 PageRef:102Skill:ConceptObjective:4-2精彩文案实用标准文档4)Marketersmustweighcarefully thecostsofadditional information against the________anizationbenefitscreativityethicalissuescostAnswer:BDiff:1 PageRef:102Skill:ConceptObjective:4-2Fourcommonsourcesofinternaldataincludetheaccountingdepartment,operations,thesalesforce,andthe________.A)ownersB)stockholdersmarketingdepartmentcompetitionWebAnswer:CDiff:2 PageRef:103AACSB:CommunicationSkill:ConceptObjective:4-2________isthesystematiccollectionandanalysisofpubliclyavailableinformationaboutconsumers,competitors,anddevelopmentsinthemarketingenvironment.A)MarketingdataB)MarketingintelligenceC)SalesmanagementD)CustomerintelligenceE)CompetitiveintelligenceAnswer:BDiff:1 PageRef:103Skill:ConceptObjective:4-2WhichofthefollowingisNOTconsideredasourceofmarketingintelligence?A)suppliersB)resellers精彩文案实用标准文档keycustomerscausalresearchactivitiesofcompetitorsAnswer:DDiff:2 PageRef:104Skill:ConceptObjective:4-2WhichofthefollowingisNOTapotentialsourceformarketingintelligence?A)lookingthroughcompetitors'garbageB)purchasingcompetitors'productsC)monitoringcompetitors'salesD)collectingprimarydataE)talkingwithpurchasingagentsAnswer:DDiff:2 PageRef:104Skill:ConceptObjective:4-2Whatisthefirststepinthemarketingresearchprocess?A)developingamarketinginformationsystemB)definingtheproblemandresearchobjectivesdevelopingtheresearchplanforcollectinginformationimplementingtheresearchplanhiringanoutsideresearchspecialistAnswer:BDiff:2PageRef:105Skill:ConceptObjective:4-3Whichstepinthefour-stepmarketingresearchprocesshasbeenleftoutofthefollowinglist:definingtheproblemsandresearchobjectives,implementingtheresearchplan,andinterpretingandreportingthefindings?developingtheresearchbudgetchoosingtheresearchagencychoosingtheresearchmethoddevelopingtheresearchplancomparingandcontrastingprimaryandsecondarydataAnswer:DDiff:2 PageRef:105Skill:Concept精彩文案实用标准文档Objective:4-3Managersoftenstartwith________researchandlaterfollowwith________research.A)exploratory;causalB)descriptive;causalC)descriptive;exploratoryD)causal;descriptiveE)causal;exploratoryAnswer:ADiff:3PageRef:106Skill:ConceptObjective:4-312)Yourcolleagueisconfusedaboutusingthemarketingresearchprocess,asheknowsthatsomethingiswrongbutisnotsureofthespecificcausestoinvestigate.Heseemstobehavingproblemswith________,whichisoftenthehardeststeptotake.developingtheresearchplandeterminingaresearchapproachdefiningtheproblemandresearchobjectivesselectingaresearchagencyCandDAnswer:CDiff:2 PageRef:106Skill:ConceptObjective:4-3Secondarydataconsistsofinformation________.A)thatalreadyexistssomewherebutisoutdatedB)thatdoesnotcurrentlyexistinanorganizedformC)thatalreadyexistsbutwascollectedforadifferentpurposeusedbycompetitorsthatresearcherscanonlyobtainthroughsurveysandobservationAnswer:CDiff:1 PageRef:107Skill:ConceptObjective:4-3Informationcollectedfromonlinedatabasesisanexampleof________data.A)primaryB)secondary精彩文案实用标准文档observationalexperimentalethnographicAnswer:BDiff:2PageRef:107AACSB:UseofITSkill:ConceptObjective:4-3Whichformofdatabelowcanusuallybeobtainedmorequicklyandatalowercostthantheothers?A)primaryB)surveyresearchC)experimentalresearchD)secondaryE)observationalresearchAnswer:DDiff:2 PageRef:108Skill:ConceptObjective:4-3Secondarydataare________.A)collectedmostlyviasurveysB)expensivetoobtainC)neverpurchasedfromoutsidesuppliersD)alwaysnecessarytosupportprimarydataE)notalwaysveryusableAnswer:EDiff:2 PageRef:109Skill:ConceptObjective:4-3Forprimarydatatobeusefultomarketers,itmustberelevant,current,unbiased,and________.A)completeB)accurateC)inexpensiveD)collectedbeforesecondarydataE)experimentalAnswer:BDiff:2 PageRef:109精彩文案实用标准文档Skill:ConceptObjective:4-318)Focusgroupinterviewinghasbecomeoneofthemajormarketingresearchtoolsforgettinginsightintoconsumerthoughtsandfeelings.However,ifthesamplesizeistoosmall,itislikelytobedifficultto________.findenoughsecondarydatatosupportthefindingsorchestratecooperationamongparticipantsencouragehonestresponsestoquestionsgeneralizefromtheresultsfindarepresentativesampleAnswer:DDiff:2 PageRef:112Skill:ConceptObjective:4-319)Marketingresearchersusuallydrawconclusionsaboutlargegroupsofconsumersbystudyingasmall________ofthetotalconsumerpopulation.grouptargetgrouppopulationsampleaudienceAnswer:DDiff:1 PageRef:115Skill:ConceptObjective:4-3Themostcommonresearchinstrumentusedisthe________.A)mechanicaldeviceB)liveinterviewerC)questionnaireD)focusgroupE)peoplemeterAnswer:CDiff:2 PageRef:118Skill:ConceptObjective:4-321)Inmarketing research, the________phaseisgenerally themostexpensiveandmostsubjecttoerror.精彩文案实用标准文档exploratoryresearchplanninginterpretingthefindingsreportingthefindingsdatacollectionAnswer:EDiff:2 PageRef:119Skill:ConceptObjective:4-322)AMFResearchGroupmustguardagainstproblemsduringtheimplementationphaseofmarketingresearchforitsclients.WhichofthefollowingisNOTaproblemthatshouldbeanticipatedduringthisphase?contactingrespondentsrespondentswhogivebiasedanswersinterviewerswhotakeshortcutsinterpretingandreportingthefindingsinterviewerswhomakemistakesAnswer:DDiff:2 PageRef:119Skill:ConceptObjective:4-323)Typically,customerinformationisburieddeepinseparatedatabases,plans,andrecordsofmanydifferentcompanyfunctionsanddepartments.Toovercomesuchproblems,whichofthefollowingshouldyoutry?customersatisfactionmanagementmoresophisticatedhardwarecustomerrelationshipmanagementdecreasedmarketingintelligenceamarketinginformationsystemAnswer:CDiff:1 PageRef:120Skill:ConceptObjective:4-4Whichofthefollowingistrueaboutcustomerrelationshipmanagement(CRM)?A)Itreliesoninformationproducedthroughprimaryresearch.B)Itsaimistomaximizeprofitmargins.C)Itsaimistoincreasetheefficiencyofeachcustomertouchpoint.D)Itsaimistomaximizecustomerloyalty.精彩文案实用标准文档E)MostcompanieswhofirstimplementedCRMhavegreatlybenefitedfromtheresults.Answer:DDiff:2PageRef:120AACSB:CommunicationSkill:ConceptObjective:4-4Whatsourceofmarketinginformationprovidesthosewithinthecompanyreadyaccesstoresearchinformation,storedreports,sharedworkdocuments,contactinformationforemployeesandotherstakeholders,andmore?A)anintranetB)anextranetC)theInternetD)marketingresearchE)marketingintelligenceAnswer:ADiff:2PageRef:122AACSB:UseofITSkill:ConceptObjective:4-3Marketinginformationisonlyvaluablewhenitisusedto________.A)simplifymanagement'sjobB)identifyatargetmarketC)pleaseshareholdersD)increaseefficienciesinthesupplychainE)makebettermarketingdecisionsAnswer:EDiff:2 PageRef:122Skill:ConceptObjective:4-427)Smallorganizations canobtain, withminimaleffort, mostofwhichtypeofdataavailabletolargebusinesses?A)observationalB)experimentalC)touchpointD)primaryE)secondaryAnswer:EDiff:2 PageRef:123精彩文案实用标准文档Skill:ConceptObjective:4-528)Theavailability ofwhichofthefollowing ismostproblematic ininternationalmarketingresearch?primarydataresearchspecialistssecondarydataintelligencelimitationsconsumerswillingtoanswersurveyquestionsAnswer:CDiff:2 PageRef:124AACSB:MulticulturalandDiversitySkill:ConceptObjective:4-529)Aneffective MISassessesinformation needs,developsneededinformation, andhelpsdecisionmakersusetheinformation.Answer:TRUEDiff:1 PageRef:101AACSB:CommunicationSkill:ConceptObjective:4-1Toomuchmarketinginformationcanbeasharmfulastoolittle.Answer:TRUEDiff:2PageRef:102Skill:ConceptObjective:4-231)Yourmanageraskedyoutogothroughthreeofyourcompetitors'garbagebinstogathermarketingintelligencefromtheirdiscardedpaperwork.Oneofthemcaughtyouintheactandhassummonedyoutocourt.Thejudgewillmostlikelyrulethistobeanillegalactivityandfineyouandyourcompany.Answer:FALSEDiff:3PageRef:104AACSB:EthicalReasoningSkill:ApplicationObjective:4-232)Becausesecondarydataprovidegoodstartingpointsandoftenhelptodefineproblemsandresearchobjectives,mostcompaniesdonotalsoneedtocollectprimary精彩文案实用标准文档data.Answer:FALSEDiff:2 PageRef:109Skill:ConceptObjective:4-3Ideally,asampleshouldberepresentativesothattheresearchercanmakeaccurateestimatesofthethoughtsandbehaviorsofthelargerpopulation.Answer:TRUEDiff:1 PageRef:116Skill:ConceptObjective:4-334)Aresearcher whowantstocalculate confidence limits for samplingerror