NEW Marketing 4.05 - 4.08 Question Preview (ID: 22451)

4.05 - 4.08.

One advantage to marketing-information managers of using the Internet to do research and gather data is that the process is
a) inexpensive.
b) restrictive
c) regulated
d) protected

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) competition.
b) situation analysis
c) sales forecasts
d) profitability

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

How can using a database to track its customers' preferences and buying habits help a business?
a) Decreases the need to analyze marketing activities
b) Obtains additional deductions for its semi-annual tax return
c) Reduces unnecessary operational expenses
d) Builds strong, loyal customer relationships

How can businesses use computerized databases to sort and organize information about customers' purchases, brand preferences, and dollar amounts spent?
a) To maintain sales strategies
b) To prepare financial reports
c) To develop inventory control plans
d) To customize its marketing efforts

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) Presentation software
b) A database
c) Opt-in e-mail
d) A CAD program

What is an important ethical issue involved with the collection and use of marketing information?
a) Adaptability
b) Standardization
c) Confidentiality
d) Commercialization

Why do marketers continue to gather information?
a) Today's consumers are easy to please
b) The marketing environment is constantly changing
c) Marketers are decreasing their geographic scope.
d) Competition in general has decreased

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

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, businesses should not undertake any non-research activities involving data collected.
b) Yes, the consumers know surveys are just a way to get information for advertising
c) No, the database is probably not a reliable source of marketing information.
d) Yes, the credit card company paid for the research and should be able to use it any way it wants.

What is an internal source of marketing information for a business?
a) Government planning agencies
b) Inventory records
c) Public libraries
d) Trade journals

What is an example of marketing information that a business could gather by surveying its customers?
a) Planned product improvements
b) The company's current market share
c) Location of the company's market
d) Financial status of competitors

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) The largest system available for future expansion
b) Software that is secure and accessible only to you
c) Software that decision makers can use with minimum training
d) Software that everyone in the company can use to collect and process data

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) Timeliness
b) accessibility
c) relevancy
d) cost-effectiveness

In planning marketing activities and in making marketing decisions, marketers use a variety of data gathered by a(n)
a) inventory control system.
b) double-entry bookkeeping system.
c) file of employee records.
d) marketing-information management system.

What is a reason why a businessperson might write a letter of inquiry?
a) To forward a document
b) To acknowledge an order
c) To request an appointment
d) To complain about a product

When writing a letter of inquiry, when should you identify the purpose of your letter?
a) Once the recipient has agreed to meet with you
b) After describing your company
c) At the beginning of your letter
d) After identifying what prompted your inquiry (such as an advertisement)

Why do many businesses place a cookie on a user's hard drive when the user visits the business's web site?
a) To regulate the user's access to information
b) To make it easy for the user to find the web site
c) To track the number of times the user buys a product
d) To guarantee that the web site is secure

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