Promotion and Marketing Information Management

1. Promotion and Marketing Information Management 4.03

2. 1. What is an example of marketing information that a business could gather by surveying its customers? • Planned product improvements • The company's current market share • Location of the company's market • Financial status of competitors

3. 2. Which characteristic of useful marketing information is represented by the statement "The benefits of using the information should be greater than the expense of gathering the data used to generate this information"? • Timeliness • Accessibility • Relevancy • Cost-effectiveness

4. 3. Why do marketers continue to gather information? • Today's consumers are easy to please • The marketing environment is constantly changing. • Marketers are decreasing their geographic scope. • Competition in general has decreased.

5. 4. How can researchers protect the integrity of the marketing information they collect? • By organizing it logically • By reviewing it frequently • By publishing it openly • By interpreting it correctly

6. 5. What is an important ethical issue involved with the collection and use of marketing information? • Adaptability • Standardization • Confidentiality • Commercialization

7. 6. A major credit card company has hired a marketing-research firm to conduct a survey regarding the use of consumer credit.  Would it be considered ethical to use the database information collected in a direct marketing campaign? • No, businesses should not undertake any non-research activities involving data collected. • Yes, the consumers know surveys are just a way to get information for advertising • No, the database is probably not a reliable source of marketing information. • Yes, the credit card company paid for the research and should be able to use it any way it wants.

8. 7. Why do many businesses place a cookie on a user’s hard drive when the user visits the business’s web site? • To regulate the user's access to information • To make it easy for the user to find the web site • To track the number of times the user buys a product • To guarantee that the web site is secure

9. 8. How can businesses use computerized databases to sort and organize information about customers’ purchases, brand preferences and dollar amounts spent? • To maintain sales strategies • To prepare financial reports • To develop inventory control plans • To customize its marketing efforts

10. 9. How can using a database to track its customers' preferences and buying habits help a business? • Decreases the need to analyze marketing activities • Obtains additional deductions for its semi-annual tax return • Reduces unnecessary operational expenses • Builds strong, loyal customer relationships

11. 10. Which situation is an example of SUGGING? • A salesperson offers a customer the opportunity to try an expensive product free of charge. • A telemarketer asks a customer if s/he knows anyone who would want to buy a certain product. • A marketer tells a customer that s/he is conducting research and then begins a sales pitch. • A business promotes a product by sending samples to its customers without authorization.