Transcript A marketing information system - AUEB e

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QUIZ
09/11/2015
GENERAL CONCEPT QUESTIONS
Marketing management is ________.
1. managing the marketing process
2. monitoring the profitability of the company’s
products and services
3. selecting target markets
4. developing marketing strategies to move the
company forward
5. the art and science of choosing target markets
and getting, keeping, and growing customers
through creating, delivering, and communicating
superior customer value
Marketing management is ________.
1. managing the marketing process
2. monitoring the profitability of the company’s
products and services
3. selecting target markets
4. developing marketing strategies to move the
company forward
5. the art and science of choosing target markets
and getting, keeping, and growing customers
through creating, delivering, and
communicating superior customer value
A ________ is someone seeking a
response (attention, a purchase, a
vote, a donation) from another party,
called the ________.
1.
2.
3.
4.
5.
salesperson; customer
fund-raiser; contributor
politician; voter
marketer; prospect
celebrity; audience
A ________ is someone seeking a
response (attention, a purchase, a
vote, a donation) from another party,
called the ________.
1.
2.
3.
4.
5.
salesperson; customer
fund-raiser; contributor
politician; voter
marketer; prospect
celebrity; audience
________ reflects a customer’s
judgment of a product’s performance
in relation to his or her expectations.
1.
2.
3.
4.
5.
Loyalty
Satisfaction
Value
Expectations
Comparison shopping
________ reflects a customer’s
judgment of a product’s performance
in relation to his or her expectations.
1.
2.
3.
4.
5.
Loyalty
Satisfaction
Value
Expectations
Comparison shopping
________ consists of people, equipment,
and procedures to gather, sort, analyze,
evaluate, and distribute needed, timely,
and accurate information to marketing
decision makers.
1.
2.
3.
4.
5.
A marketing information system
A marketing research system
A marketing intelligence system
A promotional campaign
A marketing database
________ consists of people, equipment,
and procedures to gather, sort, analyze,
evaluate, and distribute needed, timely,
and accurate information to marketing
decision makers.
1.
2.
3.
4.
5.
A marketing information system
A marketing research system
A marketing intelligence system
A promotional campaign
A marketing database
The ________ environment consists of
laws, government agencies, and
pressure groups that influence and
limit various organizations and
individuals.
1.
2.
3.
4.
5.
natural
technological
social-cultural
economic
political-legal
The ________ environment consists of
laws, government agencies, and
pressure groups that influence and
limit various organizations and
individuals.
1.
2.
3.
4.
5.
natural
technological
social-cultural
economic
political-legal
________ is the systematic design,
collection, analysis, and reporting of
data and findings relevant to a specific
marketing situation facing the
company.
1.
2.
3.
4.
5.
Marketing intelligence
MIS (marketing information system)
Marketing research
Demographics
Marketing management
________ is the systematic design,
collection, analysis, and reporting of
data and findings relevant to a specific
marketing situation facing the
company.
1.
2.
3.
4.
5.
Marketing intelligence
MIS (marketing information system)
Marketing research
Demographics
Marketing management
________ are data that were collected
for another purpose and already exist.
1.
2.
3.
4.
5.
Primary data
Secondary data
Tertiary data
Inordinate data
Ordinate data
________ are data that were collected
for another purpose and already exist.
1.
2.
3.
4.
5.
Primary data
Secondary data
Tertiary data
Inordinate data
Ordinate data
Primary data can be collected in several
ways. Which of the following primary data
collection methods would be exemplified
by constructing see-through mirrors in a
retail store whereby consumers’ actions
could be recorded?
1.
2.
3.
4.
5.
Focus groups
Surveys
Observation
Trade surveys
Experiments
Primary data can be collected in several
ways. Which of the following primary data
collection methods would be exemplified
by constructing see-through mirrors in a
retail store whereby consumers’ actions
could be recorded?
1.
2.
3.
4.
5.
Focus groups
Surveys
Observation
Trade surveys
Experiments
________ is the difference between
the prospective customer’s evaluation
of all the benefits and all the costs of
an offering and the perceived
alternatives.
1.
2.
3.
4.
5.
Perceived usefulness
Failure avoidance rate
Report rating
Customer-perceived value
Competitors’ market share rate
________ is the difference between
the prospective customer’s evaluation
of all the benefits and all the costs of
an offering and the perceived
alternatives.
1.
2.
3.
4.
5.
Perceived usefulness
Failure avoidance rate
Report rating
Customer-perceived value
Competitors’ market share rate
________ is the totality of features
and characteristics of a product or
service that bear on its ability to
deliver value.
1.
2.
3.
4.
5.
Performance
Value
Quality
Customer retention
Customer loyalty
________ is the totality of features
and characteristics of a product or
service that bear on its ability to
deliver value.
1.
2.
3.
4.
5.
Performance
Value
Quality
Customer retention
Customer loyalty
________ is the study of how
individuals, groups, and organizations
select, buy, use, and dispose of goods,
services, ideas, or experiences to
satisfy their needs and wants.
1.
2.
3.
4.
5.
Target marketing
Psychographic segmentation
Psychology
Consumer behavior
Product differentiation
________ is the study of how
individuals, groups, and organizations
select, buy, use, and dispose of goods,
services, ideas, or experiences to
satisfy their needs and wants.
1.
2.
3.
4.
5.
Target marketing
Psychographic segmentation
Psychology
Consumer behavior
Product differentiation
APPLICATION QUESTIONS
Walt Disney’s Magic Kingdom
represents ________ marketing:
Customers visit a fairy kingdom, a
pirate ship, or a haunted house.
1.
2.
3.
4.
5.
experiential
services
event
celebrity
goods
Walt Disney’s Magic Kingdom
represents ________ marketing:
Customers visit a fairy kingdom, a
pirate ship, or a haunted house.
1.
2.
3.
4.
5.
experiential
services
event
celebrity
goods
Sony’s former president, Akio Morita,
wanted everyone to have access to
“personal portable sound,” so his company
created the Walkman and portable CD
player. This vision was reflected in the
company’s ________.
1.
2.
3.
4.
5.
mission statement
SWOT analysis
consumer intelligence
database marketing
marketing management
Sony’s former president, Akio Morita,
wanted everyone to have access to
“personal portable sound,” so his company
created the Walkman and portable CD
player. This vision was reflected in the
company’s ________.
1.
2.
3.
4.
5.
mission statement
SWOT analysis
consumer intelligence
database marketing
marketing management
Bank of America’s research following babyboomer women at home and while they
shopped yielded two insights—they
rounded up financial transactions because
it was more convenient, and those with
children found it difficult to save. In what
category of research would this study fall?
1.
2.
3.
4.
5.
Quantitative research
Ethnographic research
Customer and cash-flow metrics
Projective visualization research
Survey research
Bank of America’s research following babyboomer women at home and while they
shopped yielded two insights—they
rounded up financial transactions because
it was more convenient, and those with
children found it difficult to save. In what
category of research would this study fall?
1.
2.
3.
4.
5.
Quantitative research
Ethnographic research
Customer and cash-flow metrics
Projective visualization research
Survey research
Field Grocery is considering using
_________ to pose as customers and
report on strong and weak points in
customer service at Field Grocery
stores.
1.
2.
3.
4.
5.
market intelligence agencies
covert competitors
mystery shoppers
marketing students
opinion leaders
Field Grocery is considering using
_________ to pose as customers and
report on strong and weak points in
customer service at Field Grocery
stores.
1.
2.
3.
4.
5.
market intelligence agencies
covert competitors
mystery shoppers
marketing students
opinion leaders
When Bob, who owns a Ford car and is very
happy with it, found out his friend John was
thinking about buying a new car, he strongly
recommended that John look into the newest
line of Ford sedans. Bob is best characterized as
a(n) ________ for Ford.
1. customer
2. salesman
3. partner
4. advocate
5. prospect
When Bob, who owns a Ford car and is very
happy with it, found out his friend John was
thinking about buying a new car, he strongly
recommended that John look into the newest
line of Ford sedans. Bob is best characterized as
a(n) ________ for Ford.
1. customer
2. salesman
3. partner
4. advocate
5. prospect