Marketing Study Guide

Marketing Study Guide

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1. Which of the following is NOT a step that might be used to improve the quality of a firm’s marketing intelligence?
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A. Watching how the stock market reacts to interest rate changes
B. Motivating distributors to pass along important intelligence from the marketplace.
C. Collecting competitive intelligence by buying a competitor’s products
D. Setting up a consumer panel
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2. When Molly’s parents retired, they decided they wanted to travel. They found an ideal job that allows them to travel for free, but the only catch is they have to stay at Holiday Inns. During each stay, they test all the amenities offered by the motel and evaluate each. The evaluation forms are sent to the motel headquarters where it becomes part of the motel’s __________ systems.
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A. Accountability information system (AIS)
B. Marketing intelligence
C. Experiential research data
D. Marketing research
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3. Which of the following is an example of primary data that would be used by Topps card company to determine popularity of its new hologram baseball card series?
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A. Sales records for baseball cards gathered by the industry’s trade council.
B. Data from sales records kept by exclusive dealers of Topp’s hologram series
C. An article about the hologram cards in a recent issue of Sports Illustrated
D. Input from focus groups that was put together specifically to discuss their perception of popularity of the hologram card series.
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4. A marketing information system (MIS) consists of ___________.
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A. A set of procedures and sources used by managers to obtain everyday information and relevant...

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