Chapter 3:
Gathering Information and Scanning the Environment
GENERAL CONCEPT QUESTIONS
Multiple Choice
1. The major responsibility for identifying significant marketplace changes falls to the ________.
a. U.S. Department of Labor
b. company’s marketers
c. American Marketing Association
d. industry lobby groups found in Washington, D.C.
e. marketing research industry
Answer: b Page: 72 Level of difficulty: Easy
2. Marketers have extensive information about how consumption patterns vary across countries. On a per capita basis within Western Europe, the ________ smoke the most cigarettes.
a. Swiss
b. Greeks
c. Irish
d. Austrians
e. French
Answer: d Page: 72 Level of difficulty: Hard
3. All of the following questions EXCEPT ________, would be considered to be forms of information needs probes.
a. What decisions do you regularly make?
b. What information do you need to make decisions?
c. What data analysis programs would you want?
d. What magazines and trade reports would you like to see on a regular basis?
e. What products would be most closely matched to consumer needs?
Answer: e Page: 73 Level of difficulty: Medium
4. ________ consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.
a. A marketing information system
b. A marketing research system
c. A marketing intelligence system
d. A promotional campaign
e. A marketing database
Answer: a Page: 73 Level of difficulty: Medium
5. The company’s marketing information system should be a cross between what managers think they need, what managers really need, and ________.
a. what the marketing research department is able to do
b. what consumers are willing to share
c. what the competition is doing
d. what is acceptable industry practice
e. what is economically feasible
Answer: e Page: 73 Level of difficulty: Medium
6. Marketing...