Exam 6: Global Information Systems and Market Research

Global competition intensifies the need for effective MIS and business intelligence that are accessible throughout the company.How can IT provide valuable tools in in fulfilling this need as well as conducting global marketing research?

The relatively low profit potential in smaller markets justifies only modest expenditures for marketing research.

EDI links with vendors to enable retailers to improve inventory management and restock hot-selling products in a timely, cost-effective manner.

Many of the fast food operations are entering markets in Middle Eastern countries.In the United States, breakfast items are very popular and are responsible for a bulk of profit from sales, primarily through drive-in customers.However, to their dismay, managers found that there was practically no demand for breakfast items.Firstly, due to hot weather conditions, people sleep late and wake up late.Secondly, they do not eat burgers, and sausage or bacon is prohibited food.Also, drive-in business is not popular since people go to work at different periods of time.Explain the possible reason(s)behind such a decision and account for its/their failure.

The decision by Toyota executives to introduce the Sienna minivan in the U.S.market was based on their study of a(n)________ market.

Grey China Advertising agency gathers a wealth of information about attitudes and buying patterns of the Chinese in its Grey China Base Annual Consumer Study.Recent findings point to growing concerns about the future, Westernization of grocery purchases, growing market saturation, increasingly discerning customers and a rise in consumer willingness to try new products.These data can be very inconsistent since conflicting findings were reported by different agencies.For example, data gathered by Euromonitor International estimates soft-drink consumption at 23 billion liters in China, while Coca- Cola's in-house marketing research team places the figure at 39 billion liters.Similar differences were noted in other data published by different agencies.What is the best approach in such situations so that finite decisions can be made? What are the differences between latent and incipient markets?

A(n)________ system allows a company's business units to submit orders, issue invoices, and conduct business electronically with other company units as well as outside companies.

CRM tools allow companies like American Express, Dell, Sharp, and Sony to determine which customers are most valuable and to react in a timely manner with customized products and service offerings that closely match customer needs.

What is meant by Comparative Analysis and Market Estimation by Analogy? How can these be helpful in marketing research?

One of the key advantages of an EDI (Electronic Data Interchange)system is:

Japan is Coach's second largest market, representing about 20% of global sales.All of the following statements are true regarding the market for Coach's products compared to that in America except:

According to David Arnold, there are four possible approaches to forecasting by analogy, which does not include which of the following?

Market research is the project-specific, systematic gathering of data and is the activity that links the consumer, customer, and public to the marketer through information.

A market researcher who uses multidimensional scaling (MDS)will:

Campbell is the world's largest soup company, commanding about 80% of the U.S.canned soup market.However, the company has a presence in only 6% of the world's soup markets.Russians eat 32 billion servings of soup each year, and the Chinese consume 300 billion! By contrast, Americans eat 15 billion servings each year.Sensing a huge opportunity, Campbell has dispatched teams to observe Russian and Chines habits.This type of interpretation and decision is based on:

A market research study of soft drink consumption and distribution in Hungary commissioned by an American company indicated that soft drinks were available in drugstores.However, Western-style drugstores do not exist in Hungary.This illustrates an important issue in global marketing research, namely:

When Mattel first introduced Barbie in Japan, managers assumed that Japanese girls would find the doll's design just as appealing as American girls did.This may be due to:

Tools that can be used for collecting primary data include:

Marketers must be aware of the impact of SRC and other cultural assumptions since:

It will be convenient to do a telephone survey in rural areas in China since, according to the Ministry of Information Industry reports, 40% of households have at least one fixed-line telephone.