Marketing Information System

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What is the role of a Chief Marketing Officer (CMO) in an organization?

Managing different products or brands within the organization

Monitoring ongoing performance against annual plan and profitability

Representing the sales and marketing teams in specific regions or countries

Leading the marketing department with a focus on customer-centricity (correct)

Which organizational structure focuses on assigning sales and marketing activities to specific regions or countries?

Market/customer management organization

Functional organization

Geographic organization (correct)

Product management organization

What is the primary focus of marketing control in an organization?

Setting goals

Evaluating causes of differences

Measuring performance against goals (correct)

Taking corrective action

In market/customer management organization, how are activities managed?

By tailoring to specific customer segments or markets Signup and view all the answers

What is the purpose of operating control in an organization?

Monitoring ongoing performance against annual plan and profitability Signup and view all the answers

How does strategic control differ from operating control in an organization?

Strategic control assesses whether company's strategies match opportunities, while operating control monitors ongoing performance. Signup and view all the answers

What is the purpose of Customer Relationship Management (CRM) in marketing?

To manage customer touch points to maximize customer loyalty Signup and view all the answers

Which of the following is NOT a research instrument commonly used in marketing research?

Interviews Signup and view all the answers

What is the key function of Artificial Intelligence (AI) in marketing?

Helping machines think and learn like humans with analytical capacity Signup and view all the answers

Which method is NOT considered a Contact Method in marketing research?

Physical responses Signup and view all the answers

What is the primary purpose of analyzing and using marketing information?

To gain customer insights and measure marketing performance Signup and view all the answers

Which of the following is a common type of online research instrument?

Web-based experiments Signup and view all the answers

What is the primary purpose of exploratory research?

Gather preliminary information to define problems Signup and view all the answers

What does Walmart's Retail Link system provide key suppliers with access to?

Customers' buying patterns, store inventory levels, and sales data Signup and view all the answers

Which type of research focuses on describing the market potential for a product?

Descriptive research Signup and view all the answers

What is the primary purpose of competitive marketing intelligence?

Improve strategic decision making by understanding the consumer environment Signup and view all the answers

What is the key characteristic of primary data?

It is collected for the specific purpose at hand Signup and view all the answers

What is the role of marketing research in an organization?

Systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation Signup and view all the answers

Which research approach involves giving different treatments to matched groups of subjects and checking for differences in responses?

Experimental research Signup and view all the answers

In the marketing research process, what is the second step after defining the problem and research objectives?

Developing the research plan Signup and view all the answers

Why is it important for a marketing information system to balance users' desired information with their actual needs?

To ensure decision makers have necessary information for key decisions Signup and view all the answers

What distinguishes secondary data from primary data?

Primary data already exists and was collected for another purpose Signup and view all the answers

Which type of information source involves collections of consumer and market information obtained from data sources within the company’s network?

Internal databases Signup and view all the answers

How does competitive marketing intelligence support strategic decision making?

By providing early warnings of opportunities and threats Signup and view all the answers

Who is responsible for the actual purchase, negotiation, and transaction within an organization's buying center?

Decider Signup and view all the answers

Which actor in the macroenvironment is responsible for budgetary control and financial aspects of the purchase?

Controller Signup and view all the answers

What does a Gatekeeper control within the organization's buying center?

Flow of information Signup and view all the answers

Who influences the decision-making process within the organization but may not make the final decision?

Influencer Signup and view all the answers

Which term refers to the study of human populations in terms of various statistics such as size, density, location, and occupation?

Demographics Signup and view all the answers

Who is responsible for ensuring that the purchase aligns with the organization's financial constraints and goals?