1.To design a marketing information system, analysts need to : 1774319
1.To design a marketing information system, analysts need to know
a.what types of decisions each decision maker regularly makes.
b.what types of special studies are periodically requested.
c.what information is necessary to make decisions.
d.the frequency with which information is expected.
e.Analysts need to know all of the above.
2.An MIS needs analysis investigates
a.the form in which managers need information.
b.the types of information managers need.
c.the types of decisions managers make.
d.All of the above are investigated.
e.None of the above are investigated.
3.Which of the following has(have) been (a) problem(s) in implementing marketing information systems?
a.The output of the system is not flexible enough for users.
b.Managers are unwilling to disclose their information needs.
c.Many systems are obsolete by the time they are installed.
d.All of the above represent problems.
e.None of the above represent problems.
4.Which of the following would suggest that more of a marketing information perspective rather than a project perspective on research is needed?
a.An investigation of the potential demand for a new product the firm is developing.
b.An examination of the structure of the channels of distribution serving a market the firm is considering entering.
c.An examination of each salesperson's performance versus the individual's sales quota for last year.
d.The investigation of which of two pieces of advertising copy is more favorably received by consumers.
e.An investigation to determine which of three package designs produces the greatest sales.
5.Many MIS have separate data banks for
d.All of the above are part of many MIS.
e.MIS have only one data bank.
6.Historically, one problem with a research project emphasis to gathering marketing intelligence has been
a.its "crisis response" orientation.
b.its lack of validity.
c.the lack of trained researchers.
d.misinterpretation of data by decision makers.
e.the lack of computer resources.
7.Which of the following is TRUE?
a.A marketing information system is a set of procedures and methods for the regular planned collection, analysis, and presentation of information for use in making marketing decisions.
b.The primary difference between traditional marketing research and marketing intelligence is that the intelligence system is computer-based while the research project is a written survey.
c.The emphasis in traditional marketing research is on continuously monitoring normal business activities such as sales, market share, and product positioning through a series of recurring research steps.
d.The rapid growth of databases, on-line informational services, and DSS systems will eventually replace the traditional project approach to market research.
e.One of the major benefits of an MIS system is that it generates information in a single report format that is useful for most managers.
8.A key distinction of a MIS is that
a.the information is accurate.
b.it can only be used by marketing managers.
c.information is collected on a regular basis.
d.it does not involve focused projects.
e.the information is used in making marketing decisions.
9.Which of the following is TRUE?
a.The most fundamental criterion in designing a marketing information system is an accurate, objective assessment of each manager's decision-making responsibilities, capabilities, and style.
b.The proper way to define what information is to be provided by a marketing information system is to ask each manager what information he or she would like to have and then go about designing a system to provide that information.
c.In a marketing information system it is important that data files be aggregated as much as possible so as to prevent the manager from being inundated with too many bits and pieces of information.
d.Both a and b are true.
e.All of the above are true.
10.The set of procedures and methods for the regular planned collection, analysis and presentation of information for use in making marketing decisions. This describes
a.decision support systems.
b.marketing information systems.