科特勒市场营销习题答案.doc

Chapter4ManagingMarketingInformationtoGainCustomerInsights1)Despitethedataglutthatmarketingmanagersreceive,)enoughinformationoftherightkindB)timelyinformationC)accurateinformationD)reliableinformationE)validinformationAnswer:ADiff:2 PageRef:municationSkill:ConceptObjective:4-12)Amarketinginformationsystem(MIS)consistsofpeopleandprocedurestoassessinformationneeds,________,)experimenttodevelopinformationB)testmarkettheinformationC)developtheneededinformationD)critiquetheneededinformationE)questiontheneededinformationAnswer:CDiff:1 PageRef:municationSkill:ConceptObjective:4-13))need;like;feasibleB)like;canafford;neededC)liketohave;need;feasibletoofferD)need;canafford;usefulE)use;havetouse;availableAnswer:CDiff:3 PageRef:102Skill:ConceptObjective:4-24))benefitsC)creativityD)ethicalissuesE)costAnswer:BDiff:1 PageRef:102Skill:ConceptObjective:4-25)ountingdepartment,operations,thesalesforce,)ownersB)stockholdersC)petitionE)WebAnswer:CDiff:2 PageRef:municationSkill:ConceptObjective:4-26)petitors,)MarketingdataB)MarketingintelligenceC)SalesmanagementD)petitive