Question 1

A satisfied customer is a profitable customer

Accepted Answer

A) True 
 B)False

Question 2

Competitive position is assessed in which stage of the marketing planning process?

Accepted Answer

A) Implementation 
B) Marketing program development 
C) Situation analysis 
D) Strategy development 
A) Implementation 
B) Marketing program development 
C) Situation analysis 
D) Strategy development

Question 3

International marketing research can be defined as marketing research conducted to aid in making decisions in more than one country.

Accepted Answer

A) True 
 B)False

Question 4

Marketing research is the link between the organization and its market environment.It involves the specification, gathering, analyzing, and interpretation of information to help management understand the environment, identify problems and opportunities, and develop and evaluate alternative courses of marketing action.

Accepted Answer

A) True 
 B)False

Question 5

In situation analysis, performance objectives are set.

Accepted Answer

A) True 
 B)False

Question 6

Marketing research involves the gathering and analysis of data for the purpose of evaluating decisions which have been made in the public or private sector.

Accepted Answer

A) True 
 B)False

Question 7

Strategy development, in a marketing planning process, pertains to defining the business scope, setting performance objectives, and establishing competitive advantages.

Accepted Answer

A) True 
 B)False

Question 8

Marketing research is

Accepted Answer

A) an informational input to decisions. 
B) a link between the organization and its market environment. 
C) the specification, gathering, analyzing, and interpretation of information to help management make decisions. 
D) all of these. 
A) an informational input to decisions. 
B) a link between the organization and its market environment. 
C) the specification, gathering, analyzing, and interpretation of information to help management make decisions. 
D) all of these.

Question 9

Marketing intelligence is a form of business intelligence used in strategic planning and problem solving.

Accepted Answer

A) True 
 B)False

Question 10

The identification of problems, opportunities in the market, and plans for the launching of a new product, are all parts of the strategic planning activity of the firm.

Accepted Answer

A) True 
 B)False

Question 11

Obtaining information about customer needs and gather marketing intelligence helps organizations to satisfy customer needs efficiently.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following can be applications of Marketing Intelligence

Accepted Answer

A) Market opportunity identification to build profitable businesses 
B) Marketing mix creation; acquisition and retention of customers 
C) Planning, organization, evaluation and control market performance 
D) All of the above. 
A) Market opportunity identification to build profitable businesses 
B) Marketing mix creation; acquisition and retention of customers 
C) Planning, organization, evaluation and control market performance 
D) All of the above.

Question 13

The following should be included in the development phase of a company's marketing program:

Accepted Answer

A) identifying problems and planning advertising. 
B) identifying problems and monitoring performance. 
C) making product and price decisions. 
D) performance evaluation and promotion decisions. 
A) identifying problems and planning advertising. 
B) identifying problems and monitoring performance. 
C) making product and price decisions. 
D) performance evaluation and promotion decisions.

Question 14

Market intelligence MI) is

Accepted Answer

A) The process of acquiring and analyzing information in order to understand the market both existing and potential customers) 
B) Determining the current and future needs and preferences, attitudes and behavior of the market 
C) Assessing changes in the business environment that may affect the size and nature of the market in future. 
D) All of the above 
A) The process of acquiring and analyzing information in order to understand the market both existing and potential customers) 
B) Determining the current and future needs and preferences, attitudes and behavior of the market 
C) Assessing changes in the business environment that may affect the size and nature of the market in future. 
D) All of the above

Question 15

Producers and Channels have varying knowledge about customer attitudes, preferences and changing tastes

Accepted Answer

A) True 
 B)False

Question 16

Business Intelligence is the actionable information that comes out of data analytics techniques

Accepted Answer

A) True 
 B)False

Question 17

In a marketing research study, relevance comes through anticipating the kinds of information that will be required.

Accepted Answer

A) True 
 B)False

Question 18

The information needs for strategy development and marketing program developments are the same.

Accepted Answer

A) True 
 B)False

Question 19

Marketing research can be used for acquisition studies and for market segmentation and product positioning analyses.

Accepted Answer

A) True 
 B)False

Question 20

Marketing Intelligence does not focus on creating and managing profitable and long term relationships with customers

Accepted Answer

A) True 
 B)False

Exam 1: A Decision Making Perspective on Marketing Intelligence

A satisfied customer is a profitable customer

Competitive position is assessed in which stage of the marketing planning process?

International marketing research can be defined as marketing research conducted to aid in making decisions in more than one country.

In situation analysis, performance objectives are set.

Marketing research involves the gathering and analysis of data for the purpose of evaluating decisions which have been made in the public or private sector.

Strategy development, in a marketing planning process, pertains to defining the business scope, setting performance objectives, and establishing competitive advantages.

Marketing research is

Marketing intelligence is a form of business intelligence used in strategic planning and problem solving.

The identification of problems, opportunities in the market, and plans for the launching of a new product, are all parts of the strategic planning activity of the firm.

Obtaining information about customer needs and gather marketing intelligence helps organizations to satisfy customer needs efficiently.

Which of the following can be applications of Marketing Intelligence

The following should be included in the development phase of a company's marketing program:

Market intelligence MI) is

Producers and Channels have varying knowledge about customer attitudes, preferences and changing tastes

Business Intelligence is the actionable information that comes out of data analytics techniques

In a marketing research study, relevance comes through anticipating the kinds of information that will be required.

The information needs for strategy development and marketing program developments are the same.

Marketing research can be used for acquisition studies and for market segmentation and product positioning analyses.

Marketing Intelligence does not focus on creating and managing profitable and long term relationships with customers

Marketing Research in Practice

The Marketing Research Process

Research Design and Implementation

Secondary Sources of Marketing Data

Standardized Sources of Marketing Data

Marketing Research on the Internet

Information Collection: Qualitative and Observational Methods

Information From Respondents: Issues in Data Collection

Information From Respondents: Survey Methods

Attitude Measurement

Designing the Questionnaire

Experimentation

Sampling Fundamentals

Sample Size and Statistical Theory

Fundamentals of Data Analysis

Hypothesis Testing: Basic Concepts and Tests of Association

Hypothesis Testing: Means and Proportions

Correlation Analysis and Regression Analysis

Discriminant, Factor and Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Presenting the Results

Marketing-Mix Measures

Brand and Customer Metrics

New Age Strategies

Filters