0133850730_tb chapter 4

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1、PrinciplesofMarketing,16e(Kotler)Chapter4ManagingMarketingInformationtoGainCustomerInsights1)Withtherecentexplosionofinformationtechnologies,________.A)mostmarketingmanagersareoverloadedwithdataandoftenoverwhelmedbyitB)mostmarketingmanagersareconcernedsolelyabouttheduplicationofcontentC

2、)companieshaveceasedtofeeltheneedformarketinginformationsystemsD)companieshaveceasedtomaintaininternaldatabasesE)ithasbecomemoredifficultandexpensivetoobtainprimarydataAnswer:AAACSB:InformationtechnologySkill:ConceptObjective:LO4.1:Explaintheimportanceofinformationingaininginsightsabout

3、themarketplaceandcustomers.Difficulty:Easy2)BradworkswithareputedretailerandleadsateamthatcollectsmarketinformationfromawidevarietyofsourcesrangingfrommarketingresearchstudiestomonitoringonlineconversationswhereconsumersdiscussBrad'sfirmoritsproducts.Brad'steamusesthisinformationtoarriv

4、eatabetterunderstandingofconsumerbehaviorandtheirbuyingmotives.This,inturn,allowsBrad'sfirmtosuccessfullygeneratemorevalueforconsumers.Bradleadsthe________team.A)productdevelopmentB)strategyimplementationC)humanresourceD)customerrelationshipmanagementE)customerinsightsAnswer:EAACSB:Info

5、rmationtechnologySkill:ApplicationObjective:LO4.1:Explaintheimportanceofinformationingaininginsightsaboutthemarketplaceandcustomers.Difficulty:Moderate3)A(n)________consistsofpeopleandproceduresdedicatedtoassessinginformationneeds,developingtheneededinformation,andhelpingdecisionmakersu

6、setheinformationtogenerateandvalidateactionablecustomerandmarketinsights.A)enterpriseplanningsystemB)enterpriseinformationsystemC)marketinginformationsystemD)corporateperformancemanagementE)geographicinformationsystemAnswer:CSkill:ConceptObjective:LO4.1:Explaintheimportanceofinformation

7、ingaininginsightsaboutthemarketplaceandcustomers.Difficulty:Easy45Copyright©2016PearsonEducation,Inc.4)AnMISisusedto________.A)generateproductinterestB)developmarketingplansC)identifydemographictrendsD)assessinformationneedsE)testhypothesesaboutcause-and-effectrelationshipsAnsw