科特勒市场营销第四章习题答案.doc

Chapter 4 Managing Marketing Information to Gain Customer Insights

1) Despite the data glut that marketing managers receive, they frequently complain that they lack ________.
A) enough information of the right kind
B) timely information
C) accurate information
D) reliable information
E) valid information
Answer: A
Diff: 2 Page Ref: 100
AACSB: Communication
Skill: Concept
Objective: 4-1

2) A marketing information system (MIS) consists of people and procedures to assess information needs, ________, and help decision makers analyze and use the information.
A) experiment to develop information
B) test market the information
C) develop the needed information
D) critique the needed information
E) question the needed information
Answer: C
Diff: 1 Page Ref: 101
AACSB: Communication
Skill: Concept
Objective: 4-1
3) A good MIS balances the information users would ________ against what they really ________ and what is ________.
A) need; like; feasible
B) like; can afford; needed
C) like to have; need; feasible to offer
D) need; can afford; useful
E) use; have to use; available
Answer: C
Diff: 3 Page Ref: 102
Skill: Concept
Objective: 4-2

4) Marketers must weigh carefully the costs of additional information against the ________ resulting from it.
A) organization
B) benefits
C) creativity
D) ethical issues
E) cost
Answer: B
Diff: 1 Page Ref: 102
Skill: Concept
Objective: 4-2

5) Four common sources of internal data include the accounting department, operations, the sales force, and the ________.
A) owners
B) stockholders
C) marketing department
D) competition
E) Web
Answer: C
Diff: 2 Page Ref: 103
AACSB: Communication
Skill: Concept
Objective: 4-2

6) ________ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.
A) Marketing data
B) Marketing intelligence
C) Sales management
D) Customer intelligence
E) Competitive intelligence
Answer: B
Diff: 1 Page Ref: 103
Skill: Concept
Objective: 4-2

7) Which of the following is NOT considered a source of marketing intelligence?
A) suppliers
B) resellers
C) key customers
D) causal research
E) activities of competitors
Answer: D
Diff: 2 Page Ref: 104
Skill: Concept
Objective: 4-2

8) Which of the following is NOT a potential source for marketing intelligence?
A) looking through competitors' garbage
B) purchasing competitors' products
C) monitoring competitors' sales
D) collecting primary data
E) talking with purchasing agents
Answer: D
Diff: 2 Page Ref: 104
Skill: Concept
Objective: 4-2
9) What is the first step in the marketing research process?
A) developing a marketing information system
B) defining the problem and research objectives
C) developing the research plan for collecting information
D) implementing the research plan
E) hiring an outside research specialist
Answer: B
Diff: 2 Page Ref: 105
Skill: Concept
Objective: 4-3

10) Which step in the four-step marketing research process has been left out of the following list: defining the problems and research objectives, implementing the research plan, and interpreting and reporting the findings?
A) developing the research budget
B) choosing the research agency
C) choosing the research method
D) developing the research plan
E) comparing and contrasting primary and secondary data
Answer: D
Diff: 2 Page Ref: 105
Skill: Concept
Objective: 4-3

11) Managers often start with ________ research and later follow with ________ research.
A) exploratory; causal
B) descriptive; causal
C) descriptive; exploratory
D) causal; descriptive
E) causal; exploratory
Answer: A
Diff: 3 Page Ref: 106
Skill: Concept
Objective: 4-3
12) Your colleague is confused about using the marketing research process, as he knows that something is wrong but is not sure of the specific causes to investigate. He seems to be having problems with ________, which is often the hardest step to take.
A) developing the research plan
B) determining a research approach
C) defining the problem and research objectives
D) selecting a research agency
E) C and D
Answer: C
Diff: 2 Page Ref: 106
Skill: Concept
Objective: 4-3

13) Secondary data consists of information ________.
A) that already exists somewhere but is outdated
B) that does not currently exist in an organized form
C) that already exists but was collected for a different purpose
D) used by competitors
E) that researchers can only obtain through surveys and observation
Answer: C
Diff: 1 Page Ref: 107
Skill: Concept
Objective: 4-3
14) Information collected from online databases is an example of ________ data.
A) primary
B) secondary
C) observational
D) experimental
E) ethnographic
Answer: B
Diff: 2 Page Ref: 107
AACSB: Use of IT
Skill: Concept
Objective: 4-3

15) Which form of data below can usually be obtained more quickly and at a lower cost than the others?
A) primary
B) survey research
C) experimental research
D) secondary
E) observational research
Answer: D
Diff: 2 Page Ref: 108
Skill: Concept
Objective: 4-3

16) Secondary data are ________.
A) collected mostly via surveys
B) expensive to obtain
C) never purchased from outside suppliers
D) always necessary to support primary data
E) not always very usable
Answer: E
Diff: 2 Page Ref: 109
Skill: Concept
Objective: 4-3

17) For primary data to be useful to marketers, it must be relevant, current, unbiased, and ________.
A) complete
B) accurate
C) inexpensive
D) collected before secondary data
E) experimental
Answer: B
Diff: 2 Page Ref: 109
Skill: Concept
Objective: 4-3

18) Focus group interviewing has become one of the major marketing research tools for getting insight into consumer thoughts and feelings. However, if the sample size is too small, it is likely to be difficult to ________.
A) find enough secondary data to support the findings
B) orchestrate cooperation among participants
C) encourage honest responses to questions
D) generalize from the results
E) find a representative sample
Answer: D
Diff: 2 Page Ref: 112
Skill: Concept
Objective: 4-3

19) Marketing researchers usually draw conclusions about large groups of consumers by studying a small ________ of the total consumer population.
A) group
B) target group
C) population
D) sample
E) audience
Answer: D
Diff: 1 Page Ref: 115
Skill: Concept
Objective: 4-3

20) The most common research instrument used is the ________.
A) mechanical device
B) live interviewer
C) questionnaire
D) focus group
E) people meter
Answer: C
Diff: 2 Page Ref: 118
Skill: Concept
Objective: 4-3

21) In marketing research, the ________ phase is generally the most expensive and most subject to error.
A) exploratory research
B) planning
C) interpreting the findings
D) reporting the findings
E) data collection
Answer: E
Diff: 2 Page Ref: 119
Skill: Concept
Objective: 4-3

22) AMF Research Group must guard against problems during the implementation phase of marketing research for its clients. Which of the following is NOT a problem that should be anticipated during this phase?
A) contacting respondents
B) respondents who give biased answers
C) interviewers who take shortcuts
D) interpreting and reporting the findings
E) interviewers who make mistakes
Answer: D
Diff: 2 Page Ref: 119
Skill: Concept
Objective: 4-3
23) Typically, customer information is buried deep in separate databases, plans, and records of many different company functions and departments. To overcome such problems, which of the following should you try?
A) customer satisfaction management
B) more sophisticated hardware
C) customer relationship management
D) decreased marketing intelligence
E) a marketing information system
Answer: C
Diff: 1 Page Ref: 120
Skill: Concept
Objective: 4-4

24) Which of the following is true about customer relationship management (CRM)?
A) It relies on information produced through primary research.
B) Its aim is to maximize profit margins.
C) Its aim is to increase the efficiency of each customer touchpoint.
D) Its aim is to maximize customer loyalty.
E) Most companies who first implemented CRM have greatly benefited from the results.
Answer: D
Diff: 2 Page Ref: 120
AACSB: Communication
Skill: Concept
Objective: 4-4

25) What source of marketing information provides those within the company ready access to research information, stored reports, shared work documents, contact information for employees and other stakeholders, and more?
A) an intranet
B) an extranet
C) the Internet
D) marketing research
E) marketing intelligence
Answer: A
Diff: 2 Page Ref: 122
AACSB: Use of IT
Skill: Concept
Objective: 4-3

26) Marketing information is only valuable when it is used to ________.
A) simplify management's job
B) identify a target market
C) please shareholders
D) increase efficiencies in the supply chain
E) make better marketing decisions
Answer: E
Diff: 2 Page Ref: 122
Skill: Concept
Objective: 4-4

27) Small organizations can obtain, with minimal effort, most of which type of data available to large businesses?
A) observational
B) experimental
C) touch point
D) primary
E) secondary
Answer: E
Diff: 2 Page Ref: 123
Skill: Concept
Objective: 4-5
28) The availability of which of the following is most problematic in international marketing research?
A) primary data
B) research specialists
C) secondary data
D) intelligence limitations
E) consumers willing to answer survey questions
Answer: C
Diff: 2 Page Ref: 124
AACSB: Multicultural and Diversity
Skill: Concept
Objective: 4-5

29) An effective MIS assesses information needs, develops needed information, and helps decision makers use the information.
Answer: TRUE
Diff: 1 Page Ref: 101
AACSB: Communication
Skill: Concept
Objective: 4-1
30) Too much marketing information can be as harmful as too little.
Answer: TRUE
Diff: 2 Page Ref: 102
Skill: Concept
Objective: 4-2

31) Your manager asked you to go through three of your competitors' garbage bins to gather marketing intelligence from their discarded paperwork. One of them caught you in the act and has summoned you to court. The judge will most likely rule this to be an illegal activity and fine you and your company.
Answer: FALSE
Diff: 3 Page Ref: 104
AACSB: Ethical Reasoning
Skill: Application
Objective: 4-2
32) Because secondary data provide good starting points and often help to define problems and research objectives, most companies do not also need to collect primary data.
Answer: FALSE
Diff: 2 Page Ref: 109
Skill: Concept
Objective: 4-3

33) Ideally, a sample should be representative so that the researcher can make accurate estimates of the thoughts and behaviors of the larger population.
Answer: TRUE
Diff: 1 Page Ref: 116
Skill: Concept
Objective: 4-3

34) A researcher who wants to calculate confidence limits for sampling error would use nonprobability samples.
Answer: FALSE
Diff: 3 Page Ref: 116
Skill: Concept
Objective: 4-3

35) Open-ended survey questions are particularly useful in exploratory research.
Answer: TRUE
Diff: 2 Page Ref: 118
AACSB: Communication
Skill: Concept
Objective: 4-3
36) Interpretation of market research data should be the responsibility of the researchers, not the marketing managers.
Answer: FALSE
Diff: 2 Page Ref: 120
Skill: Concept
Objective: 4-3

37) Discuss the makeup and functions of a marketing information system (MIS).
Answer: A typical MIS consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. First, it interacts with information users to assess information needs. Next, it develops needed information from internal company databases, marketing intelligence activities, and marketing research. Finally, it helps users to analyze and use the information to develop customer insights, make marketing decisions, and manage customer relationships.
Diff: 2 Page Ref: 101-102
AACSB: Communication
Skill: Application
Objective: 4-1其中专业理论知识内容包括：保安理论知识、消防业务知识、职业道德、法律常识、保安礼仪、救护知识。作技能训练内容包括：岗位操作指引、勤务技能、消防技能、军事技能。
二．培训的及要求培训目的
安全生产目标责任书
为了进一步落实安全生产责任制，做到“责、权、利”相结合，根据我公司2015年度安全生产目标的内容，现与财务部签订如下安全生产目标：
一、目标值：
1、全年人身死亡事故为零，重伤事故为零，轻伤人数为零。
2、现金安全保管，不发生盗窃事故。
3、每月足额提取安全生产费用，保障安全生产投入资金的到位。
4、安全培训合格率为100%。
二、本单位安全工作上必须做到以下内容：
1、对本单位的安全生产负直接领导责任，必须模范遵守公司的各项安全管理制度，不发布与公司安全管理制度相抵触的指令，严格履行本人的安全职责，确保安全责任制在本单位全面落实，并全力支持安全工作。
2、保证公司各项安全管理制度和管理办法在本单位内全面实施，并自觉接受公司安全部门的监督和管理。
3、在确保安全的前提下组织生产，始终把安全工作放在首位，当“安全与交货期、质量”发生矛盾时，坚持安全第一的原则。
4、参加生产碰头会时，首先汇报本单位的安全生产情况和安全问题落实情况；在安排本单位生产任务时，必须安排安全工作内容，并写入记录。
5、在公司及政府的安全检查中杜绝各类违章现象。
6、组织本部门积极参加安全检查，做到有检查、有整改，记录全。
7、以身作则，不违章指挥、不违章操作。对发现的各类违章现象负有查禁的责任，同时要予以查处。
8、虚心接受员工提出的问题，杜绝不接受或盲目指挥；
9、发生事故，应立即报告主管领导，按照“四不放过”的原则召开事故分析会，提出整改措施和对责任者的处理意见，并填写事故登记表，严禁隐瞒不报或降低对责任者的处罚标准。
10、必须按规定对单位员工进行培训和新员工上岗教育；
11、严格执行公司安全生产十六项禁令，保证本单位所有人员不违章作业。
三、 安全奖惩：
1、对于全年实现安全目标的按照公司生产现场管理规定和工作说明书进行考核奖励；对于未实现安全目标的按照公司规定进行处罚。
2、每月接受主管领导指派人员对安全生产责任状的落

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