Chapter5复习.pdf

Chapter 5 Managing Marketing Information Multiple Choice 1. What went wrong with Coke in 1985? a. Management defined its marketing research problem too narrowly. b. The research looked only at taste and not feeling about dropping the old Coke. c. No account of intangibles was taken. d. All of the above (d; Moderate) 2. Despite the data glut that marketing managers receive, they frequently complain that they lack _____. a. enough information of the right kind b. quality information c. timely information d. accurate and reliable information (a; Easy) 3. An MIS consists of people, equipment, and procedures to gather, sort, _____, evaluate, and distribute information to marketing decision makers. a. test b. test market c. analyze d. critique (d; Easy) 4. Your firm has just developed its first successful MIS. It interacts with information users to assess information needs, develop needed information, _____ the marketing information, and help managers use it in their decision making. a. distribute b. collect c. retrieve d. store (a; Challenging) 1 5. The marketing information system is not limited to use by the company it serves. It may also provide information to _____. a. the government b. external partners c. various publics d. none of the above (b; Moderate) 6. 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 (c; Challenging) 7. Harold Young has found that his MIS at work sometimes cannot provide the information his firm needs. If the reasons are not because it is not available, or cost is not a problem, then what must the reason be? a. MIS limitations b. lack of knowledge of using it c. faulty equipment d. none of the above (a; Moderate) 8. Marketers must weigh carefully the costs of additional information against