Question 1

A company can expect to expand its market share to a large extent when ________.

Accepted Answer

A) it has a high market-penetration index 
B) its share-penetration index is low 
C) its share-penetration index is high 
D) its product-penetration percentage is high 
E) it has a low market potential 
A) it has a high market-penetration index 
B) its share-penetration index is low 
C) its share-penetration index is high 
D) its product-penetration percentage is high 
E) it has a low market potential

Question 2

Give an example of how a company can hire external experts to collect intelligence.

Accepted Answer

Many companies hire specialists to gathe

Question 3

As the manager of an organization that is attempting to build a Marketing Information System (MIS),you have been informed that a MIS is built upon three fundamental information sources.The sources are ________,marketing intelligence activities,and marketing research.

Accepted Answer

A) external records and documents 
B) databases found on the Internet 
C) consultant reports 
D) internal company records 
E) secondary data from government sources such as the Better Business Bureau 
A) external records and documents 
B) databases found on the Internet 
C) consultant reports 
D) internal company records 
E) secondary data from government sources such as the Better Business Bureau

Question 4

Explain "non-traditional" households.

Accepted Answer

In some countries,there may be "non-trad

Question 5

A ________ is a conservative estimate of the expected volume of sales,primarily for making current purchasing,production,and cash flow decisions.

Accepted Answer

A) sales budget 
B) company sales forecast 
C) sales quota 
D) company sales potential 
E) market potential 
A) sales budget 
B) company sales forecast 
C) sales quota 
D) company sales potential 
E) market potential

Question 6

The competitive advantage function works best when it is closely coordinated with the decision-making process.

Accepted Answer

A) True 
 B)False

Question 7

The desire for Asians to upgrade their knowledge and skills spell a high demand for quality books,magazines,and educational programs in the region.

Accepted Answer

A) True 
 B)False

Question 8

When a company acquires consumer-panel data from firms like A.C.Nielsen Company and Taylor Nelson Sofrés,which of the following steps to improve the quality of a company marketing intelligence system is the company resorting to?

Accepted Answer

A) training and motivating the sales force to spot and report new developments 
B) motivating distributors,retailers,and other intermediaries to pass along important intelligence 
C) hiring external experts to collect intelligence 
D) using external network 
E) purchasing information from outside research firms and vendors 
A) training and motivating the sales force to spot and report new developments 
B) motivating distributors,retailers,and other intermediaries to pass along important intelligence 
C) hiring external experts to collect intelligence 
D) using external network 
E) purchasing information from outside research firms and vendors

Question 9

What is a marketing information system (MIS)? From what sources is the MIS developed?

Accepted Answer

A marketing information system (MIS)cons

Question 10

________ is the limit approached by market demand as industry marketing expenditures approach infinity for a given marketing environment.

Accepted Answer

A) Sales budget 
B) Company sales forecast 
C) Sales quota 
D) Company sales potential 
E) Market potential 
A) Sales budget 
B) Company sales forecast 
C) Sales quota 
D) Company sales potential 
E) Market potential

Question 11

There is a global trend toward an aging population.It is the start of what the Japanese are calling the ______ Century.

Accepted Answer

A) Lost 
B) Last 
C) Silver 
D) Gold 
E) Aging 
A) Lost 
B) Last 
C) Silver 
D) Gold 
E) Aging

Question 12

Environmental laws imposed by the government may at times create new business opportunities.

Accepted Answer

A) True 
 B)False

Question 13

________ measures the impact of a set of causal factors (such as income,marketing expenditures,and price)on the sales level.

Accepted Answer

A) Timeseries analysis 
B) Statistical demand analysis 
C) Econometric analysis 
D) Cost effectiveness analysis 
E) Exponential smoothing 
A) Timeseries analysis 
B) Statistical demand analysis 
C) Econometric analysis 
D) Cost effectiveness analysis 
E) Exponential smoothing

Question 14

With an increase in marketing expenditure,market demand ________.

Accepted Answer

A) continues to increase at an increasing rate 
B) initially increases and then declines 
C) increases first at an increasing rate,then at a decreasing rate 
D) decreases first and then spikes 
E) continues to increase at a decreasing rate. 
A) continues to increase at an increasing rate 
B) initially increases and then declines 
C) increases first at an increasing rate,then at a decreasing rate 
D) decreases first and then spikes 
E) continues to increase at a decreasing rate.

Question 15

Philips Lighting's first shot at marketing a standalone compact fluorescent light (CFL)bulb was Earth Light,at $15 each versus 75 cents for incandescent bulbs.The product had difficulty climbing out of its deep green niche,as such marketing efforts of Philips suffered from the "green marketing myopia".Identify the three ways of avoiding this.

Accepted Answer

The three keys to avoiding green marketi

Question 16

List some of the ways in which data mining assists the decision makers of the company.

Accepted Answer

Data mining enables the analysts to garn

Question 17

Which of the following is true about the technology trends that marketers should monitor?

Accepted Answer

A) A growing portion of R&D expenditures are going toward the research side as opposed to the development side. 
B) Today,the time between idea and implementation is expanding. 
C) More single companies rather than consortiums are directing research efforts toward major breakthroughs. 
D) The pace of change is accelerating today. 
E) The government has decreased regulation of technological change. 
A) A growing portion of R&D expenditures are going toward the research side as opposed to the development side. 
B) Today,the time between idea and implementation is expanding. 
C) More single companies rather than consortiums are directing research efforts toward major breakthroughs. 
D) The pace of change is accelerating today. 
E) The government has decreased regulation of technological change.

Question 18

People vary in their views of society and their consumption patterns often reflect their social attitudes.________ usually live more frugally,drive smaller cars,and wear simpler clothing.

Accepted Answer

A) Makers 
B) Escapers 
C) Seekers 
D) Changers 
E) Developers 
A) Makers 
B) Escapers 
C) Seekers 
D) Changers 
E) Developers

Question 19

An intended effect of business legislation is to _____________________.

Accepted Answer

A) restrict fair competition in the market 
B) encourage unbridled business behavior 
C) reduce the social cost of producing a particular commodity 
D) expose consumers to unfair trade practices 
E) protect companies from unfair competition 
A) restrict fair competition in the market 
B) encourage unbridled business behavior 
C) reduce the social cost of producing a particular commodity 
D) expose consumers to unfair trade practices 
E) protect companies from unfair competition

Question 20

A company can take several steps to improve the quality of its marketing intelligence.Which of the following best describes the practice used by McDonald's when it sent mystery shoppers to assess stores' internal speed standards?

Accepted Answer

A) training and motivating the sales force to spot and report new developments 
B) motivating intermediaries to pass along important intelligence 
C) networking externally 
D) purchasing information from outside research firms and vendors 
E) using the sales information system to get accurate sales reports 
A) training and motivating the sales force to spot and report new developments 
B) motivating intermediaries to pass along important intelligence 
C) networking externally 
D) purchasing information from outside research firms and vendors 
E) using the sales information system to get accurate sales reports

Exam 3: Gathering Information and Forecasting Demand

A company can expect to expand its market share to a large extent when ________.

Give an example of how a company can hire external experts to collect intelligence.

As the manager of an organization that is attempting to build a Marketing Information System (MIS),you have been informed that a MIS is built upon three fundamental information sources.The sources are ________,marketing intelligence activities,and marketing research.

Explain "non-traditional" households.

A ________ is a conservative estimate of the expected volume of sales,primarily for making current purchasing,production,and cash flow decisions.

The competitive advantage function works best when it is closely coordinated with the decision-making process.

The desire for Asians to upgrade their knowledge and skills spell a high demand for quality books,magazines,and educational programs in the region.

When a company acquires consumer-panel data from firms like A.C.Nielsen Company and Taylor Nelson Sofrés,which of the following steps to improve the quality of a company marketing intelligence system is the company resorting to?

What is a marketing information system (MIS)? From what sources is the MIS developed?

________ is the limit approached by market demand as industry marketing expenditures approach infinity for a given marketing environment.

There is a global trend toward an aging population.It is the start of what the Japanese are calling the ______ Century.

Environmental laws imposed by the government may at times create new business opportunities.

________ measures the impact of a set of causal factors (such as income,marketing expenditures,and price)on the sales level.

With an increase in marketing expenditure,market demand ________.

List some of the ways in which data mining assists the decision makers of the company.

Which of the following is true about the technology trends that marketers should monitor?

People vary in their views of society and their consumption patterns often reflect their social attitudes.________ usually live more frugally,drive smaller cars,and wear simpler clothing.

An intended effect of business legislation is to _____________________.

A company can take several steps to improve the quality of its marketing intelligence.Which of the following best describes the practice used by McDonald's when it sent mystery shoppers to assess stores' internal speed standards?

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