kotler pom14e instructor crs 04

5/25/2018 Kotler POM14e Instructor CRS 04

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Chapter 4- slide 1Copyright 2009 Pearson Education, Inc.

Publishing as Prentice Hall

Chapter Four

Managing Marketing Information to

Gain Customer Insights


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Chapter 4- slide 22012 Pearson Education, Inc. publishing as Prentice Hall.

In a marketing information system, the first step is

_____.

1. distributing data to managers

2. forming focus groups

3. developing the needed information

4. assessing users information needs


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In a marketing information system, the first step is

_____.

1. distributing data to managers

2. forming focus groups

3. developing the needed information

4. assessing users information needs


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Which of the following does marketing

information derive its value from?

1. Marketing information itself

2. Databases

3. Technology

4. Customer insights


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Which of the following does marketing

information derive its value from?

1. Marketing information itself

2. Databases

3. Technology

4. Customer insights


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_____ are electronic collections of consumer and

market information obtained from data sources

within a companys network.

1. Internal databases

2. Commercial online databases

3. Data aggregators

4. Secondary databases


7/22Chapter 4- slide 7

2012 Pearson Education, Inc. publishing as Prentice Hall.

_____ are electronic collections of consumer and

market information obtained from data sources

within a companys network.

1. Internal databases

2. Commercial online databases

3. Data aggregators

4. Secondary databases




The systematic collection and analysis of publicly

available information about consumers,

competitors, and developments in the

marketplace is referred to as _____.

1. business intelligence

2. marketing research

3. competitive marketing intelligence

4. industrial espionage




The marketing research process includes four

steps. The final step of this process is _____.

1. defining the problem and research objectives

2. interpreting and reporting the findings

3. developing the research plan

4. implementing the research plan


11/22Chapter 4- slide 112012 Pearson Education, Inc. publishing as Prentice Hall.

The marketing research process includes four

steps. The final step of this process is _____.

1. defining the problem and research objectives

2. interpreting and reporting the findings

3. developing the research plan

4. implementing the research plan



The objective of _____ research methodology is

to gather preliminary information that will help

define the problem and suggest hypotheses.

1. causal

2. quantitative

3. descriptive

4. exploratory



The research approaches used to gather primary

data are _____, _____, and _____.

1. surveys; observations; historic reviews

2. observations; surveys; databases

3. observations; experiments; surveys

4. experiments; databases; surveys


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The research approaches used to gather primary

data are _____, _____, and _____.

1. surveys; observations; historic reviews

2. observations; surveys; databases

3. observations; experiments; surveys

4. experiments; databases; surveys


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Which of the following would a marketer use to

collect large amounts of information at a low cost

per respondent?

1. Personal interviews

2. Mail questionnaires

3. Focus groups

4. Approach interviews


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collect large amounts of information at a low cost

per respondent?



3. Focus groups



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collect information quickly and allow for flexible

answers?

1. Telephone interviews


3. Focus groups



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collect information quickly and allow for flexible

answers?

1. Telephone interviews


3. Focus groups



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Which of the following would be a fast and low-

cost method for an interviewer trying to reach the

teen market?



3. Focus groups

4. Online surveys


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Which of the following would be a fast and low-

cost method for an interviewer trying to reach the

teen market?



3. Focus groups

4. Online surveys


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All rights reserved. No part of this publication may be reproduced, stored in a

retrieval system, or transmitted, in any form or by any means, electronic,

mechanical, photocopying, recording, or otherwise, without the prior written

permission of the publisher. Printed in the United States of America.


kotler pom14e instructor crs 04

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