Marketing Management Study Set 4

Business

Quiz 3 :
Manage Marketing Information

Quiz 3 :
Manage Marketing Information

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A major problem for most managers today is not having enough information.
Free
True False
Answer:

Answer:

False
Explanation: Market research is the methodical identification, collection, analysis, and distribution of data related to discovering, then solving marketing problems or opportunities and enhancing good decision making.

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A market information system (MIS)is a software package that companies purchase to help decision makers cope with critical information.
Free
True False
Answer:

Answer:

False
Explanation: A market information system (MIS) is not a software package but a continuing process of identifying, collecting, analyzing, accumulating, and dispensing critical information to marketing decision makers.

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Market information systems serve as a warehouse where important information is stored until it is needed.
Free
True False
Answer:

Answer:

True
Explanation: The MIS is really an "information bank" where data relevant to the company's marketing efforts are collected and stored until such time as management needs to "withdraw" it.

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Sales information systems are especially useful in a retail setting because of the customer contact of the salespeople.
True False
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Technology companies like Apple use market research to understand product users' needs and also to understand the competition.
True False
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Managers are typically aware of all the information in their own company.
True False
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Secondary data were collected for some other purpose than the problem currently being considered,but has relevance to the current problem.
True False
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Research almost always involves secondary data collection.
True False
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Demographics are easy to obtain,and many companies do a good job of learning about demographic trends and responding to them.
True False
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Post introduced Honey Bunches of Oats Greek Honey Crunch cereal because market research showed sales of its traditional Honey Bunches of Oats were down and sales of Greek yogurt were on the rise.
True False
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When planning the product mix,marketing managers should assess packaging trends in the marketplace.
True False
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The market research problem defines exactly what information is needed to help management make their decision.
True False
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Causal research is useful for identifying characteristics of a target market or determining how customers use a product.
True False
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Primary data are data collected for some other purpose before the current problem was known.
True False
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An in-depth interview is an unstructured conversation with an individual who was specifically selected,often because he or she has a specific demographic attribute.
True False
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Most companies do a good job of maximizing their existing information.
True False
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Open-ended questions allow respondents to express themselves freely,which tend to result in more detailed responses that are useful for exploratory research.
True False
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Companies can use demographic data to create profiles of current customers and identify new market opportunities.
True False
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Conducting an online focus group is an appropriate alternative to a traditional focus group format,and it offers cost-efficiency and convenience advantages.
True False
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Salespeople's reports summarizing each sales call are a source of internal data.
True False
Answer:
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