4.

2Define the marketing information

system and discuss its parts. Assessing
Marketing Information Needs; Developing
Marketing Information
Warm-up 4.2.1
The people and procedures dedicated to assessing information needs, developing the needed
information, and helping decision makers use the information to generate and validate
actionable customer and market insights comprise a ________.

A. marketing research department

B. marketing analytic system
C. marketing consulting team
D. marketing technology system
E. marketing information system

What are the three general sources from which marketers can obtain information?

A. Competitors, the Internet, and the media

B. Sales records, the Internet, and internal databases
C. Internal data, marketing intelligence, and marketing research
D. Internal data, big data, and global data
E. Marketing research, surveys, and scanners
The marketing information system (MIS) consists of _______, __________, and
___________to generate and validate actionable customer and market insights.

A. procedures for assessing information needs, developing the needed information, and
helping decision makers use the information
B. people to asses information needs, develop the needed information, and help decision
makers use the information
C. people and procedures for assessing information needs, developing the needed
information, and helping decision makers use the information
D. people and procedures for assessing information needs, developing the needed
information, and helping salespersons use the information
E. developing needed information, helping marketing managers use it, and helping
decision makers use it
The marketing information system (MIS) first ________, which primarily serves the company's
marketing and other managers, but it might also provide information to external partners.
A. creates databases of the data
B. assesses information needs
C. manipulates existing data
D. summarizes existing data
E. creates procedures for data gathering
The second critical phase in developing a marketing information system (MIS) is developing
information. The information is developed from ________, __________, and ____________.

A. internal databases, marketing intelligence activities, and marketing research

B. internal databases, marketing intelligence activities, and secondary research
C. internal databases, marketing intelligence activities, and shopper research
D. internal databases, customer analytics, and marketing intelligence activities
E. internal databases, business analytics, and marketing research
The marketing information system (MIS) helps users analyze and use the information to
________, ______________, _______________.

A. primarily develop customer insights, make marketing decisions, and manage vendors
B. develop customer insights, manage sales strategies, and manage customer
relationships
C. develop customer insights, make marketing decisions, and manage customer
relationships
D. primarily develop customer insights, make select marketing decisions, and manage
vendors
E. primarily make marketing decisions, manage vendor relationships, and manage
customer relationships