FULL NAME: ……………………………….

DURATION: 15 minutes
Marketing Information Technologies Quiz
1. What is the concept of "big data" in the marketing world primarily
about?
a. Lack of sufficient data for marketing managers
b. Huge and complex data sets generated by advanced technologies
c. Limited availability of customer insights
d. Minimal customer interactions through digital means
2. How much data is estimated to be generated by people and systems of
the world annually?
a. 500 gigabytes
b. 750 terabytes
c. 1 trillion gigabytes
d. 5 petabytes
3. What do marketers aim to achieve by effectively utilizing big data
according to the passage?
a. Gain insignificant customer insights
b. Access and store data without analysis
c. Develop rich and timely customer insights
d. Ignore customer-generated information
4. How have companies like PepsiCo restructured their marketing
information functions?
a. By decentralizing decision-making processes
b. By reducing customer insights teams
c. By avoiding digital and social media data
d. By forming customer insights teams for actionable insights
5. What does a good marketing information system primarily focus on?
a. Providing excessive data to decision makers
b. Balancing desired information with necessary insights
c. Limiting the access to external partners
d. Ignoring the costs of obtaining information
6. What is the goal of competitive marketing intelligence?
a. Selling products to consumers
b. Improving strategic decision making
c. Participating in social media activities
d. Hiring more employees
7. How can marketing intelligence techniques help marketers?
a. By increasing product prices
b. By decreasing product quality
c. By gaining insights into consumer behavior
d. By avoiding consumer feedback
8. What is one marketing intelligence technique mentioned in the text?
a. Ignoring consumers' opinions
b. Benchmarking competitors' products
c. Avoiding online research
d. Eliminating social media presence
9. How do some companies engage with consumers according to the text?
a. Sending out spam emails
b. Conducting surveys without permission
c. Observing and mingling with customers personally
d. Ignoring customer feedback
10. What do digital command centers do for companies like PepsiCo,
Mastercard, Kraft, and Dell?
a. Create confusion among consumers
b. Monitor brand-related online consumer and marketplace activity
c. Close down online platforms
d. Increase product prices
11. What is the purpose of setting up social media command centers by
organizations?
a. To track only competitor information
b. To monitor brand-related social media activity and engage with customers
c. To focus solely on financial institutions
d. To generate humorous responses on social media
12. Which organization was mentioned as one of the first to set up a
social media command center?
a. Coca-Cola
b. PepsiCo's Gatorade
c. Mastercard
d. Jaguar
13. How do companies like Gatorade utilize information from their social
media command centers?
a. They ignore all feedback received
b. They produce traditional media adverts
c. They improve products, marketing, and interactions with customers
d. They only monitor web traffic
14. What is the main advantage of using a social media command center
for organizations?
a. To reduce customer engagement
b. To avoid monitoring online conversations
c. To quickly and appropriately respond to brand-related conversations
d. To limit insights gathered from social media
15. Which organization partnered with Dell to create its Digital
Operations Center in Washington, DC?
a. Mastercard
b. Jaguar
c. Coca-Cola
d. American Red Cross
16. How do social media command centers help organizations during major
disasters?
a. By avoiding social media activity altogether
b. By relying solely on government partners for data
c. By scanning the social space for people who need information and emotional
support
d. By using the center for entertainment purposes
17. What crucial role did the Digital Operations Center play during
Hurricane Sandy?
a. It directed relief efforts and analyzed millions of online conversations
b. It solely relied on traditional media reports
c. It responded directly to thousands of people
d. It responded with funny memes on social media
18. What does the Red Cross do when it identifies a social media "black hole"
in a specific area?
a. It does nothing as it is not a concern
b. It assumes that the area is trouble-free
c. It indicates that people in that area need help
d. It increases social media advertising
19. How does Mastercard use insights from the Conversation Suite?
a. To avoid responding to customers
b. To track only brand competition
c. To spark meaningful customer conversations and engagement
d. To ignore customer feedback
20. What was Wells Fargo's Director of Social Media's perspective on
consumer involvement?
a. Consumers are not interested in how companies serve them
b. Consumers prefer not to offer feedback
c. Consumers want to be part of how companies serve them
d. Consumers expect companies to ignore their ideas