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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 complain about a product
B
To request an appointment
C
To acknowledge an order
D
To forward a document
2) When writing a letter of inquiry, when should you identify the purpose of your letter?
A
After describing your company
B
After identifying what prompted your inquiry (such as an advertisement)
C
At the beginning of your letter
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
marketing-information management system.
B
file of employee records.
C
double-entry bookkeeping system.
D
inventory control 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
cost-effectiveness
C
Timeliness
D
accessibility
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 decision makers can use with minimum training
B
Software that is secure and accessible only to you
C
The largest system available for future expansion
D
Software that everyone in the company can use to collect and process data
6) What is an internal source of marketing information for a business?
A
Inventory records
B
Trade journals
C
Public libraries
D
Government planning agencies
7) What is an example of marketing information that a business could gather by surveying its customers?
A
The company's current market share
B
Planned product improvements
C
Location of the company's market
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
Yes, the credit card company paid for the research and should be able to use it any way it wants.
B
No, the database is probably not a reliable source of marketing information.
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 reviewing it frequently
B
By interpreting it correctly
C
By publishing it openly
D
By organizing it logically
10) Why do marketers continue to gather information?
A
Today's consumers are easy to please
B
Marketers are decreasing their geographic scope.
C
Competition in general has decreased
D
The marketing environment is constantly changing
11) What is an important ethical issue involved with the collection and use of marketing information?
A
Adaptability
B
Confidentiality
C
Commercialization
D
Standardization
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
A database
B
Presentation software
C
A CAD program
D
Opt-in e-mail
13) How can businesses use computerized databases to sort and organize information about customers' purchases, brand preferences, and dollar amounts spent?
A
To customize its marketing efforts
B
To develop inventory control plans
C
To prepare financial reports
D
To maintain sales strategies
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
cookie
B
host
C
Spam
D
hyperlink
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
situation analysis
B
profitability
C
sales forecasts
D
competition.
17) One advantage to marketing-information managers of using the Internet to do research and gather data is that the process is
A
inexpensive.
B
protected
C
restrictive
D
regulated
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 make it easy for the user to find the web site
C
To regulate the user's access to information
D
To guarantee that the web site is secure
*select an answer for all questions
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