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NEW Marketing 4.05 - 4.08
Test Description: 4.05 - 4.08
Instructions: Answer all questions to get your test result.
1) What is a reason why a businessperson might write a letter of inquiry?
A
To request an appointment
B
To forward a document
C
To complain about a product
D
To acknowledge an order
2) When writing a letter of inquiry, when should you identify the purpose of your letter?
A
After identifying what prompted your inquiry (such as an advertisement)
B
At the beginning of your letter
C
After describing your company
D
Once the recipient has agreed to meet with you
3) In planning marketing activities and in making marketing decisions, marketers use a variety of data gathered by a(n)
A
inventory control system.
B
marketing-information management system.
C
file of employee records.
D
double-entry bookkeeping system.
4) Which characteristic of useful marketing information is represented by the statement The benefits of using the information should be greater than the expense of gathering the data used to generate this information?
A
relevancy
B
accessibility
C
cost-effectiveness
D
Timeliness
5) Your company has asked you to make recommendations for new hardware and software to replace the existing marketing-information system. What should you recommend?
A
Software that everyone in the company can use to collect and process data
B
The largest system available for future expansion
C
Software that is secure and accessible only to you
D
Software that decision makers can use with minimum training
6) What is an internal source of marketing information for a business?
A
Trade journals
B
Public libraries
C
Government planning agencies
D
Inventory records
7) What is an example of marketing information that a business could gather by surveying its customers?
A
Planned product improvements
B
Location of the company's market
C
The company's current market share
D
Financial status of competitors
8) A major credit card company has hired a marketing-research firm to conduct a survey regarding the use of consumer credit. Would it be considered ethical to use the database information collected in a direct marketing campaign?
A
No, the database is probably not a reliable source of marketing information.
B
Yes, the credit card company paid for the research and should be able to use it any way it wants.
C
Yes, the consumers know surveys are just a way to get information for advertising
D
No, businesses should not undertake any non-research activities involving data collected.
9) How can researchers protect the integrity of the marketing information they collect?
A
By organizing it logically
B
By reviewing it frequently
C
By publishing it openly
D
By interpreting it correctly
10) Why do marketers continue to gather information?
A
Marketers are decreasing their geographic scope.
B
Competition in general has decreased
C
Today's consumers are easy to please
D
The marketing environment is constantly changing
11) What is an important ethical issue involved with the collection and use of marketing information?
A
Standardization
B
Commercialization
C
Adaptability
D
Confidentiality
12) So a business can retrieve current customer and internal marketing information from a central location, it may use which of the following technological tools:
A
Opt-in e-mail
B
A CAD program
C
Presentation software
D
A database
13) How can businesses use computerized databases to sort and organize information about customers' purchases, brand preferences, and dollar amounts spent?
A
To develop inventory control plans
B
To maintain sales strategies
C
To customize its marketing efforts
D
To prepare financial reports
14) How can using a database to track its customers' preferences and buying habits help a business?
A
Obtains additional deductions for its semi-annual tax return
B
Builds strong, loyal customer relationships
C
Decreases the need to analyze marketing activities
D
Reduces unnecessary operational expenses
15) Which of the following is a technology tool that allows a business to observe a customer's Internet activities:
A
Spam
B
hyperlink
C
cookie
D
host
16) When a marketing-information management system compares financial information from one time period with the financial data from another time period, it provides a picture of the business's
A
sales forecasts
B
situation analysis
C
competition.
D
profitability
17) One advantage to marketing-information managers of using the Internet to do research and gather data is that the process is
A
regulated
B
protected
C
restrictive
D
inexpensive.
18) Why do many businesses place a cookie on a user's hard drive when the user visits the business's web site?
A
To track the number of times the user buys a product
B
To regulate the user's access to information
C
To guarantee that the web site is secure
D
To make it easy for the user to find the web site
*select an answer for all questions
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