Question 1

What is a marketing intelligence system? How can marketing intelligence data be collected?

Accepted Answer

A marketing intelligence system is a set

Question 2

Timeseries analysis method of forecasting sales breaks past time series into four components- trend, cycle, seasonal, and ________.

Accepted Answer

A)  regular 
B)  annual 
C)  erratic 
D)  recurring 
E)  periodic 
A)  regular 
B)  annual 
C)  erratic 
D)  recurring 
E)  periodic

Question 3

________ refer to groups of individuals who are born during the same time period and travel through life together.

Accepted Answer

A)  Cohorts 
B)  Populations 
C)  Clans 
D)  Societies 
E)  Ethnic groups 
A)  Cohorts 
B)  Populations 
C)  Clans 
D)  Societies 
E)  Ethnic groups

Question 4

Which of the following organizations is likely to use the multiple-factor index method to estimate the market potential?

Accepted Answer

A)  a firm that manufactures auto parts 
B)  a firm that provides facility management services to large offices 
C)  a company that provides Web site development services for small businesses 
D)  a company that manufactures diagnostic machines for hospitals 
E)  a firm that manufactures fashionable clothes for teenagers 
A)  a firm that manufactures auto parts 
B)  a firm that provides facility management services to large offices 
C)  a company that provides Web site development services for small businesses 
D)  a company that manufactures diagnostic machines for hospitals 
E)  a firm that manufactures fashionable clothes for teenagers

Question 5

Trends in the natural environment for marketers to be aware of include the shortage of raw materials, especially water; increased pollution levels; and the changing role of governments.

Accepted Answer

A) True 
 B)False

Question 6

People vary in their views of society and their consumption patterns often reflect their social attitudes. ________ usually eat, dress, and live well.

Accepted Answer

A)  Makers 
B)  Escapers 
C)  Seekers 
D)  Changers 
E)  Developers 
A)  Makers 
B)  Escapers 
C)  Seekers 
D)  Changers 
E)  Developers

Question 7

Nestle is planning to introduce its new range of breakfast cereals. List the different product levels that it considers while formulating the demand estimates for the new product.

Accepted Answer

The six different product levels that Ne

Question 8

Demand estimates prepared by companies are based on four different time periods.

Accepted Answer

A) True 
 B)False

Question 9

Companies assume that the lower the product-penetration percentage, the lower will be the market potential.

Accepted Answer

A) True 
 B)False

Question 10

The internal records system supplies results data, but the marketing intelligence system supplies ________ data.

Accepted Answer

A)  internal 
B)  revenue 
C)  thematic 
D)  happenings 
E)  process 
A)  internal 
B)  revenue 
C)  thematic 
D)  happenings 
E)  process

Question 11

The consumer environmental segment termed ________ holds the view that the environment is not a huge concern and that business and industry is doing its part to help. This may explain why they don't feel the need to take action themselves-even as they cite lots of barriers to doing so. They are also the largest consumer environmental segment.

Accepted Answer

A)  not me greens 
B)  business first greens 
C)  mean greens 
D)  go-with-the-flow greens 
E)  dream greens 
A)  not me greens 
B)  business first greens 
C)  mean greens 
D)  go-with-the-flow greens 
E)  dream greens

Question 12

The sales forecasting method of ________ builds sets of equations that describe a system and statistically derives the different parameters that make up the equations statistically.

Accepted Answer

A)  timeseries analysis 
B)  statistical demand analysis 
C)  econometric analysis 
D)  cost effectiveness analysis 
E)  exponential smoothing 
A)  timeseries analysis 
B)  statistical demand analysis 
C)  econometric analysis 
D)  cost effectiveness analysis 
E)  exponential smoothing

Question 13

Sim Soon, a manufacturer of air conditioners, finds that its sales potential is less than its market potential even when it spends a sufficient amount on advertisements and after sale services. What is the basic reason behind such an observation by the marketers of Sim Soon?

Accepted Answer

Company sales potential is less than the

Question 14

The company's marketing information system should be a mix of what managers think they need, what managers really need, and ________.

Accepted Answer

A)  what the marketing research department is able to do 
B)  what consumers are willing to consume 
C)  what the government policies allow 
D)  what is acceptable at the industry level 
E)  what is economically feasible 
A)  what the marketing research department is able to do 
B)  what consumers are willing to consume 
C)  what the government policies allow 
D)  what is acceptable at the industry level 
E)  what is economically feasible

Question 15

________________ recognizes the need to integrate environmental issues into the firm's strategic plans.

Accepted Answer

A)  Corporate environmentalism 
B)  Environmentalism 
C)  Social environmentalism 
D)  Recycling 
E)  Corporate culture 
A)  Corporate environmentalism 
B)  Environmentalism 
C)  Social environmentalism 
D)  Recycling 
E)  Corporate culture

What is a marketing intelligence system? How can marketing intelligence data be collected?

Timeseries analysis method of forecasting sales breaks past time series into four components- trend, cycle, seasonal, and ________.

________ refer to groups of individuals who are born during the same time period and travel through life together.

Which of the following organizations is likely to use the multiple-factor index method to estimate the market potential?

Trends in the natural environment for marketers to be aware of include the shortage of raw materials, especially water; increased pollution levels; and the changing role of governments.

People vary in their views of society and their consumption patterns often reflect their social attitudes. ________ usually eat, dress, and live well.

Nestle is planning to introduce its new range of breakfast cereals. List the different product levels that it considers while formulating the demand estimates for the new product.

Demand estimates prepared by companies are based on four different time periods.

Companies assume that the lower the product-penetration percentage, the lower will be the market potential.

The internal records system supplies results data, but the marketing intelligence system supplies ________ data.

The sales forecasting method of ________ builds sets of equations that describe a system and statistically derives the different parameters that make up the equations statistically.

Sim Soon, a manufacturer of air conditioners, finds that its sales potential is less than its market potential even when it spends a sufficient amount on advertisements and after sale services. What is the basic reason behind such an observation by the marketers of Sim Soon?

The company's marketing information system should be a mix of what managers think they need, what managers really need, and ________.

________________ recognizes the need to integrate environmental issues into the firm's strategic plans.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Conducting Marketing Research and Forecasting Demand

Creating Customer Value, Satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Marketing Channels and Value Networks

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations

Managing Personal Communications: Direct Marketing and Personal Selling

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization for the Long Run

Filters

Exam 3: Gathering Information and Scanning the Environment

What is a marketing intelligence system? How can marketing intelligence data be collected?

Timeseries analysis method of forecasting sales breaks past time series into four components- trend, cycle, seasonal, and ________.

________ refer to groups of individuals who are born during the same time period and travel through life together.

Which of the following organizations is likely to use the multiple-factor index method to estimate the market potential?

Trends in the natural environment for marketers to be aware of include the shortage of raw materials, especially water; increased pollution levels; and the changing role of governments.

People vary in their views of society and their consumption patterns often reflect their social attitudes. ________ usually eat, dress, and live well.

Nestle is planning to introduce its new range of breakfast cereals. List the different product levels that it considers while formulating the demand estimates for the new product.

Demand estimates prepared by companies are based on four different time periods.

Companies assume that the lower the product-penetration percentage, the lower will be the market potential.

The internal records system supplies results data, but the marketing intelligence system supplies ________ data.

The sales forecasting method of ________ builds sets of equations that describe a system and statistically derives the different parameters that make up the equations statistically.

Sim Soon, a manufacturer of air conditioners, finds that its sales potential is less than its market potential even when it spends a sufficient amount on advertisements and after sale services. What is the basic reason behind such an observation by the marketers of Sim Soon?

The company's marketing information system should be a mix of what managers think they need, what managers really need, and ________.

________________ recognizes the need to integrate environmental issues into the firm's strategic plans.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Conducting Marketing Research and Forecasting Demand

Creating Customer Value, Satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Marketing Channels and Value Networks

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations

Managing Personal Communications: Direct Marketing and Personal Selling

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization for the Long Run

Filters