SOLVED

6. When a marketer “mines” his or her company’s database, fresh insights can be gained into neglected customer segments, ________, and other useful information. a. recent customer trends b. long-term competitive trends c. possible new inventions d. possible new technologies e. new primary data possibilities 7. The internal records system supplies results data, but the marketing intelligence system supplies ________ data. a. concurrent b. secondary c. research d. happenings e. premium 8. A ________ is a set of procedures and sources managers use to obtain everyday information about developments in the marketing environment. a. marketing research system b. marketing information system c. product management system d. marketing intelligence system e. vertical system 9. A company can take several steps to improve the quality of its marketing intelligence. If the company purchases competitive products for study, attends open houses and trade shows, and reads competitors’ published reports and stockholder information, the company is using ________ to improve the quality of its marketing intelligence. a. sales-force surrogates b. intermediaries c. external networks d. advisory panels e. customer feedback systems 10. All of the following would be considered to be steps to improve the quality of marketing intelligence in a company EXCEPT ________. a. training and motivating the sales force to spot and report new developments b. using guerrilla tactics such as going through a competitor’s trash c. motivating intermediaries to pass along important information d. networking externally e. purchasing information from outside suppliers Â