科特勒市場營銷第四章習題答案_第1頁
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1、133Copyright?2010PearsonEducationInc.PublishingasPrenticeHallChapter4ManagingMarketingInfmationtoGainCustomerInsights1)Despitethedataglutthatmarketingmanagersreceivetheyfrequentlycomplainthattheylack________.A)enoughinfm

2、ationoftherightkindB)timelyinfmationC)accurateinfmationD)reliableinfmationE)validinfmationAnswer:ADiff:2PageRef:100AACSB:CommunicationSkill:ConceptObjective:412)Amarketinginfmationsystem(MIS)consistsofpeopleprocedurestoa

3、ssessinfmationneeds________helpdecisionmakersanalyzeusetheinfmation.A)experimenttodevelopinfmationB)testmarkettheinfmationC)developtheneededinfmationD)critiquetheneededinfmationE)questiontheneededinfmationAnswer:CDiff:1P

4、ageRef:101AACSB:CommunicationSkill:ConceptObjective:413)AgoodMISbalancestheinfmationuserswould________againstwhattheyreally________whatis________.A)needlikefeasibleB)likecanaffdneededC)liketohaveneedfeasibletoofferD)need

5、canaffdusefulE)usehavetouseavailableAnswer:CDiff:3PageRef:102Skill:ConceptObjective:424)Marketersmustweighcarefullythecostsofadditionalinfmationagainstthe________resultingfromit.A)ganizationB)benefitsC)creativityD)ethica

6、lissues135Copyright?2010PearsonEducationInc.PublishingasPrenticeHallD)collectingprimarydataE)talkingwithpurchasingagentsAnswer:DDiff:2PageRef:104Skill:ConceptObjective:429)WhatisthefirststepinthemarketingresearchprocessA

7、)developingamarketinginfmationsystemB)definingtheproblemresearchobjectivesC)developingtheresearchplanfcollectinginfmationD)implementingtheresearchplanE)hiringanoutsideresearchspecialistAnswer:BDiff:2PageRef:105Skill:Conc

8、eptObjective:4310)Whichstepinthefourstepmarketingresearchprocesshasbeenleftoutofthefollowinglist:definingtheproblemsresearchobjectivesimplementingtheresearchplaninterpretingreptingthefindingsA)developingtheresearchbudget

9、B)choosingtheresearchagencyC)choosingtheresearchmethodD)developingtheresearchplanE)comparingcontrastingprimarysecondarydataAnswer:DDiff:2PageRef:105Skill:ConceptObjective:4311)Managersoftenstartwith________researchlaterf

10、ollowwith________research.A)explatycausalB)deivecausalC)deiveexplatyD)causaldeiveE)causalexplatyAnswer:ADiff:3PageRef:106Skill:ConceptObjective:4312)Yourcolleagueisconfusedaboutusingthemarketingresearchprocessasheknowsth

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