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1.  In 1985, Coca-Cola made a major marketing blunder by dropping their flagship

     brand (Coca-Cola) in favor of New Coke.  Quick reaction to the blunder saved the

     company from potential disaster.  Looking back, marketers can now see that a

     major problem for Coca-Cola was that it:

     a.  did not spend enough money on advertising to make the new brand work.

     b.  defined its marketing research problem too narrowly.

     c.  failed to take into account the growing influence of the Internet on consumer


     d.  failed to account for the marketing power of rival Pepsi Cola.



2.  A _________________ consists of people, equipment, and procedures to gather,

     sort, analyze, evaluate, and distribute needed, timely, and accurate information to

     marketing decision makers.

     a.  management information system

     b.  marketing information system

     c.  financial information system

     d.  management intelligence plan



3.  Marketing information systems begin and end with information users.  They 

     _______________, develop needed information, and distribute information.

     a.  assess information needs

     b.  forecast problem situations

     c.  gather marketing intelligence

     d.  tighten internal security over information



4.  In a marketing information system, it is necessary to develop needed information.

     All of the following would be primary sources of this needed information EXCEPT:

     a.  psychoanalytical models.

     b.  internal company databases.

     c.  marketing intelligence.

     d.  marketing research.



5.  A good marketing information system balances the information managers would

     like to have against:

     a.  information that competitors have.

     b.  information that is available.

     c.  what they really need and what is feasible to offer.

     d.  what is supplied by consultants.


6.  One of the greatest problems in obtaining and accessing information that is relevant

     to a marketing manager is:

     a.  the intelligence of the manager.

     b.  the cost of obtaining the information.

     c.  the number of people that are seeking the information.

     d.  a cataloging system for the information.



7.  A(n) __________________ is a computerized collection of information obtained

     from data sources within the company.

     a.  retrieval system

     b.  marketing research report

     c.  flow diagram and a PERT chart

     d.  internal database



8.  Information in the company database can come from many sources.  Which of the

     following would not be chief among these sources?

     a.  the accounting department

     b.  the manufacturing department

     c.  the marketing department

     d.  interviews with stockholders



9. Which of the following information forms available to the marketing manager can

     usually be accessed more quickly and cheaply than other information sources?

     a.  marketing intelligence

     b.  marketing research

     c.  customer profiles

     d.  internal databases



10. One of the most common problems with using internal information is that:

a.  since it was probably collected for some other purpose, it may be incomplete or wrong.

     b.  it is usually expensive to retrieve.

     c.  top executives are usually unwilling to relinquish data, therefore, the data has


     d.  the data is almost always unsecured and, therefore, suspect as to reliability.

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