Question 1

A company can take several steps to improve the quality of its marketing intelligence.If the company purchases competitive products for study,attends open houses and trade shows,and reads competitors' published reports and stockholder information,the company is using ________ to improve the quality of its marketing intelligence.

Accepted Answer

A)   sales-force surrogates
B)   intermediaries
C)   external networks
D)   advisory panels
E)   customer feedback systems C

Question 2

More than any other group,the ________ cohort accepts cultural diversity and puts personal life ahead of work life.

Accepted Answer

A)   World War II
B)   postwar
C)   leading-edge baby boomer
D)   trailing-edge baby boomer
E)   Generation X E

Question 3

Today,corporations need to make sure that they are good corporate citizens and that their consumer messages are honest in order to positively align themselves with consumers' ________.

Accepted Answer

A)   views of others
B)   views of organizations
C)   views of themselves
D)   views of the universe
E)   views of society B

Question 4

A study by management consulting firm McKinsey identified the potential emergence of a new global industry structure as a key trend to watch in the coming years.Discuss this trend and what it means for marketers.

Accepted Answer

The answer of A study by management consulting firm McKinsey...

Question 5

Define a successful green product in the context of the problems typically encountered in green marketing campaigns.

Accepted Answer

The answer of Define a successful green product in the...

Question 6

Marketers are particularly interested in the consumption of ________,as developing brand loyalty in this age group is likely to lead to the highest consumer lifetime value.

Accepted Answer

A)   infants
B)   young children
C)   teens
D)   parents
E)   retirees

Question 7

According to studies of minority markets,the disabled market is 10 times more likely to be in a professional job,almost twice as likely to own a vacation home,8 times more likely to own a notebook computer,and twice as likely to own individual stocks as compared to the general population.

Accepted Answer

A) True 
 B)False

Question 8

Describe the differences between a core belief and secondary belief.Provide an example to illustrate your description.

Accepted Answer

The answer of Describe the differences between a core belief...

Question 9

Markets with a segment of very wealthy consumers,but high income disparity,present few opportunities to marketers.

Accepted Answer

A) True 
 B)False

Question 10

According to principles found in database construction and usage,a "carpet bombing" mailing of a new offer is usually the most successful strategy.

Accepted Answer

A) True 
 B)False

Question 11

Population growth is highest in countries and communities that can least afford it.

Accepted Answer

A) True 
 B)False

Question 12

The United States has one of the highest percentages of college-educated citizens,which spells a high demand for quality books,magazines,and travel.

Accepted Answer

A) True 
 B)False

Question 13

Explain the statement that "internal records systems supply results data and marketing intelligence systems supply happenings data."

Accepted Answer

The answer of Explain the statement that "internal records systems...

Question 14

Which of the following best describes the practice used by McDonald's when it hired mystery shoppers to assess stores' internal speed standards

Accepted Answer

A)   Training and motivating the sales force to spot and report new developments
B)   Motivating intermediaries to pass along important intelligence
C)   Networking externally
D)   Setting up an advisory panel
E)   Taking advantage of government data sources

Question 15

The ________ is the process that starts with sales representatives,dealers,and customers sending orders to the firm,ends with item shipment and bill payment,and includes the preparation of invoices and the back-order of out-of-stock items.

Accepted Answer

A)   sales information cycle
B)   order-to-payment cycle
C)   demographic trend
D)   marketing information system
E)   marketing intelligence

Question 16

What typically would be the function of a sales information system Think of an example to illustrate such a function.

Accepted Answer

The answer of What typically would be the function of...

Question 17

The basis of cohort segmentation is that the occurrence of key defining moments while a person comes of age imprints core values that remain largely intact throughout life.

Accepted Answer

A) True 
 B)False

Question 18

As the manager of an organization that is attempting to build a MIS,you have been informed that a MIS is built upon three fundamental information sources.The sources are ________,marketing intelligence activities,and marketing research.

Accepted Answer

A)   external records and documents
B)   databases found on the Internet
C)   consultant reports
D)   internal company records
E)   secondary data from government sources such as the Better Business Bureau

Question 19

According to information provided in the text,________ is an example of a country with a very young and rapidly expanding population where products such as milk,diapers,school supplies,and toys would be important.

Accepted Answer

A)   Japan
B)   France
C)   Spain
D)   Mexico
E)   the United Kingdom

Question 20

In which of the following economies would we expect to find the fewest opportunities for marketers

Accepted Answer

A)   Industrializing economies
B)   Land-locked economies
C)   Raw-material-exporting economies
D)   Industrial economies
E)   Subsistence economies

Exam 3: Gathering Information and Scanning the Environment

More than any other group,the ________ cohort accepts cultural diversity and puts personal life ahead of work life.

Today,corporations need to make sure that they are good corporate citizens and that their consumer messages are honest in order to positively align themselves with consumers' ________.

A study by management consulting firm McKinsey identified the potential emergence of a new global industry structure as a key trend to watch in the coming years.Discuss this trend and what it means for marketers.

Define a successful green product in the context of the problems typically encountered in green marketing campaigns.

Marketers are particularly interested in the consumption of ________,as developing brand loyalty in this age group is likely to lead to the highest consumer lifetime value.

According to studies of minority markets,the disabled market is 10 times more likely to be in a professional job,almost twice as likely to own a vacation home,8 times more likely to own a notebook computer,and twice as likely to own individual stocks as compared to the general population.

Describe the differences between a core belief and secondary belief.Provide an example to illustrate your description.

Markets with a segment of very wealthy consumers,but high income disparity,present few opportunities to marketers.

According to principles found in database construction and usage,a "carpet bombing" mailing of a new offer is usually the most successful strategy.

Population growth is highest in countries and communities that can least afford it.

The United States has one of the highest percentages of college-educated citizens,which spells a high demand for quality books,magazines,and travel.

Explain the statement that "internal records systems supply results data and marketing intelligence systems supply happenings data."

Which of the following best describes the practice used by McDonald's when it hired mystery shoppers to assess stores' internal speed standards

The ________ is the process that starts with sales representatives,dealers,and customers sending orders to the firm,ends with item shipment and bill payment,and includes the preparation of invoices and the back-order of out-of-stock items.

What typically would be the function of a sales information system Think of an example to illustrate such a function.

The basis of cohort segmentation is that the occurrence of key defining moments while a person comes of age imprints core values that remain largely intact throughout life.

As the manager of an organization that is attempting to build a MIS,you have been informed that a MIS is built upon three fundamental information sources.The sources are ________,marketing intelligence activities,and marketing research.

According to information provided in the text,________ is an example of a country with a very young and rapidly expanding population where products such as milk,diapers,school supplies,and toys would be important.

In which of the following economies would we expect to find the fewest opportunities for marketers