Mkt/571

1) A marketing information system (MIS) consists of ___________.

A. A set of procedures and sources used by managers to obtain everyday information and relevant developments in the marketing environment.

B. The systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation.

C. An organized collection of comprehensive data about individual customers, prospects, or suspects that is currently accessible for marketing purposes.

D. The people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.

2) When Molly’s parents retired, they decided they wanted to travel. They found an ideal job that allows them to travel for free, but the only catch is they have to stay at Holiday Inns. During each stay, they test all the amenities offered by the motel and evaluate each. The evaluation forms are sent to the motel headquarters where it becomes part of the motel’s __________ systems.

A. Marketing research

B. Experiential research data

C. Accountability information system (AIS)

D. Marketing intelligence

3) The systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company is termed _______________.

A. The sales reporting system

B. Marketing research

C. Marketing intelligence

D. Top management

4) The second step in the marketing research process is ______________.

A. Development of the research plan

B. Define the problem and research objectives

C. Decision regarding the research tools and target group

D. Collection of the available sources for information needed

5) Rita Jenkins, president of the local Chamber of Commerce, had difficulty getting members to assist in running the organization. She felt it was because of lack of commitment to the Chamber. Her vice-president felt it was due to having too many...