Marketing Information System

30 Questions

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

Leading the marketing department with a focus on customer-centricity

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

Geographic organization

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

Measuring performance against goals

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

By tailoring to specific customer segments or markets

What is the purpose of operating control in an organization?

Monitoring ongoing performance against annual plan and profitability

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.

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

To manage customer touch points to maximize customer loyalty

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

Interviews

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

Helping machines think and learn like humans with analytical capacity

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

Physical responses

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

To gain customer insights and measure marketing performance

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

Web-based experiments

What is the primary purpose of exploratory research?

Gather preliminary information to define problems

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

Customers' buying patterns, store inventory levels, and sales data

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

Descriptive research

What is the primary purpose of competitive marketing intelligence?

Improve strategic decision making by understanding the consumer environment

What is the key characteristic of primary data?

It is collected for the specific purpose at hand

What is the role of marketing research in an organization?

Systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation

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

Experimental research

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

Developing the research plan

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

What distinguishes secondary data from primary data?

Primary data already exists and was collected for another purpose

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

Internal databases

How does competitive marketing intelligence support strategic decision making?

By providing early warnings of opportunities and threats

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

Decider

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

Controller

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

Flow of information

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

Influencer

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

Demographics

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