KotlerChapter4Word文档下载推荐.docx
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KotlerChapter4Word文档下载推荐.docx
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C)developtheneededinformation
D)critiquetheneededinformation
E)questiontheneededinformation
C
1PageRef:
101
3)AgoodMISbalancestheinformationuserswould________againstwhattheyreally________andwhatis________.
A)need;
like;
feasible
B)like;
canafford;
needed
C)liketohave;
need;
feasibletooffer
D)need;
useful
E)use;
havetouse;
available
3PageRef:
102
4-2
4)Marketersmustweighcarefullythecostsofadditionalinformationagainstthe________resultingfromit.
A)organization
B)benefits
C)creativity
D)ethicalissues
E)cost
B
5)Fourcommonsourcesofinternaldataincludetheaccountingdepartment,operations,thesalesforce,andthe________.
A)owners
B)stockholders
C)marketingdepartment
D)competition
E)Web
103
6)________isthesystematiccollectionandanalysisofpubliclyavailableinformationaboutconsumers,competitors,anddevelopmentsinthemarketingenvironment.
A)Marketingdata
B)Marketingintelligence
C)Salesmanagement
D)Customerintelligence
E)Competitiveintelligence
7)WhichofthefollowingisNOTconsideredasourceofmarketingintelligence?
A)suppliers
B)resellers
C)keycustomers
D)causalresearch
E)activitiesofcompetitors
D
104
8)WhichofthefollowingisNOTapotentialsourceformarketingintelligence?
A)lookingthroughcompetitors'
garbage
B)purchasingcompetitors'
products
C)monitoringcompetitors'
sales
D)collectingprimarydata
E)talkingwithpurchasingagents
9)Whatisthefirststepinthemarketingresearchprocess?
A)developingamarketinginformationsystem
B)definingtheproblemandresearchobjectives
C)developingtheresearchplanforcollectinginformation
D)implementingtheresearchplan
E)hiringanoutsideresearchspecialist
105
4-3
10)Whichstepinthefour-stepmarketingresearchprocesshasbeenleftoutofthefollowinglist:
definingtheproblemsandresearchobjectives,implementingtheresearchplan,andinterpretingandreportingthefindings?
A)developingtheresearchbudget
B)choosingtheresearchagency
C)choosingtheresearchmethod
D)developingtheresearchplan
E)comparingandcontrastingprimaryandsecondarydata
11)Managersoftenstartwith________researchandlaterfollowwith________research.
A)exploratory;
causal
B)descriptive;
C)descriptive;
exploratory
D)causal;
descriptive
E)causal;
106
12)Yourcolleagueisconfusedaboutusingthemarketingresearchprocess,asheknowsthatsomethingiswrongbutisnotsureofthespecificcausestoinvestigate.Heseemstobehavingproblemswith________,whichisoftenthehardeststeptotake.
A)developingtheresearchplan
B)determiningaresearchapproach
C)definingtheproblemandresearchobjectives
D)selectingaresearchagency
E)CandD
13)Secondarydataconsistsofinformation________.
A)thatalreadyexistssomewherebutisoutdated
B)thatdoesnotcurrentlyexistinanorganizedform
C)thatalreadyexistsbutwascollectedforadifferentpurpose
D)usedbycompetitors
E)thatresearcherscanonlyobtainthroughsurveysandobservation
107
14)Informationcollectedfromonlinedatabasesisanexampleof________data.
A)primary
B)secondary
C)observational
D)experimental
E)ethnographic
UseofIT
15)Whichformofdatabelowcanusuallybeobtainedmorequicklyandatalowercostthantheothers?
B)surveyresearch
C)experimentalresearch
D)secondary
E)observationalresearch
108
16)Secondarydataare________.
A)collectedmostlyviasurveys
B)expensivetoobtain
C)neverpurchasedfromoutsidesuppliers
D)alwaysnecessarytosupportprimarydata
E)notalwaysveryusable
E
109
17)Forprimarydatatobeusefultomarketers,itmustberelevant,current,unbiased,and________.
A)complete
B)accurate
C)inexpensive
D)collectedbeforesecondarydata
E)experimental
18)Focusgroupinterviewinghasbecomeoneofthemajormarketingresearchtoolsforgettinginsightintoconsumerthoughtsandfeelings.However,ifthesamplesizeistoosmall,itislikelytobedifficultto________.
A)findenoughsecondarydatatosupportthefindings
B)orchestratecooperationamongparticipants
C)encouragehonestresponsestoquestions
D)generalizefromtheresults
E)findarepresentativesample
112
19)Marketingresearchersusuallydrawconclusionsaboutlargegroupsofconsumersbystudyingasmall________ofthetotalconsumerpopulation.
A)group
B)targetgroup
C)population
D)sample
E)audience
115
20)Themostcommonresearchinstrumentusedisthe________.
A)mechanicaldevice
B)liveinterviewer
C)questionnaire
D)focusgroup
E)peoplemeter
118
21)Inmarketingresearch,the________phaseisgenerallythemostexpensiveandmostsubjecttoerror.
A)exploratoryresearch
B)planning
C)interpretingthefindings
D)reportingthefindings
E)datacollection
119
22)AMFResearchGroupmustguardagainstproblemsduringtheimplementationphaseofmarketingresearchforitsclients.WhichofthefollowingisNOTaproblemthatshouldbeanticipatedduringthisphase?
A)contactingrespondents
B)respondentswhogivebiasedanswers
C)interviewerswhotakeshortcuts
D)interpretingandreportingthefindings
E)interviewerswhomakemistakes
23)Typically,customerinformationisburieddeepinseparatedatabases,plans,andrecordsofmanydifferentcompanyfunctionsanddepartments.Toovercomesuchproblems,whichofthefollowingshouldyoutry?
A)customersatisfactionmanagement
B)moresophisticatedhardware
C)customerrelationshipmanagement
D)decreasedmarketingintelligence
E)amarketinginformationsystem
120
4-4
24)Whichofthefollowingistrueaboutcustomerrelationshipmanagement(CRM)?
A)Itreliesoninformationproducedthroughprimaryresearch.
B)Itsaimistomaximizeprofitmargins.
C)Itsaimistoincreasetheefficiencyofeachcustomertouchpoint.
D)Itsaimistomaximizecustomerloyalty.
E)MostcompanieswhofirstimplementedCRMhavegreatlybenefitedfromtheresults.
25)Whatsourceofmarketinginformationprovidesthosewithinthecompanyreadyaccesstoresearchinformation,storedreports,sharedworkdocuments,contactinformationforemployeesandotherstakeholders,andmore?
A)anintranet
B)anextranet
C)theInternet
D)marketingresearch
E)marketingintelligence
122
26)Marketinginformationisonlyvaluablewhenitisusedto________.
A)simplifymanagement'
sjob
B)identifyatargetmarket
C)pleaseshareholders
D)increaseefficienciesinthesupplychain
E)makebettermarketingdecisions
27)Smallorganizationscanobtain,withminimaleffort,mostofwhichtypeofdataavailabletolargebusinesses?
A)observational
B)experimental
C)touchpoint
D)primary
E)secondary
123
4-5
28)Theavailabilityofwhichofthefollowingismostproblematicininternationalmarketingresearch?
A)primarydata
B)researchspecialists
C)secondarydata
D)intelligencelimitations
E)consumerswillingtoanswersurveyquestions
124
MulticulturalandDiversity
29)AneffectiveMISassessesinformationneeds,developsneededinformation,andhelpsdecisionmakersusetheinformation.
TRUE
30)Toomuchmarketinginformationcanbeasharmfulastoolittle.
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