1. Which of the following is a primary function of a Marketing Information System (MIS)?
A. Developing new product prototypes.
B. Managing financial investments and accounting.
C. Gathering, analyzing, and disseminating marketing information.
D. Directly controlling sales force compensation.
2. What is the main objective of the internal records component of an MIS?
A. To conduct global market trend analysis.
B. To process customer orders, sales, invoices, and accounts.
C. To design advertising campaigns.
D. To manage supply chain logistics.
3. Which of the following best describes the marketing intelligence system in an MIS?
A. Analyzing past sales performance reports.
B. Systematically collecting and analyzing public available information about competitors, market trends, and other environmental factors.
C. Developing new marketing strategies and tactics.
D. Managing the company's social media presence.
4. What role does the marketing research system play within an MIS?
A. Processing daily sales transactions.
B. Providing detailed information on the firm's own performance.
C. Collecting data systematically for specific marketing problems or opportunities.
D. Monitoring the economic climate.
5. The marketing decision support system (MDSS) component of an MIS primarily helps marketers to:
A. Automate customer service interactions.
B. Analyze market data and make better marketing decisions.
C. Create visual marketing materials.
D. Manage employee performance.
6. Which type of data would most likely be collected by the marketing intelligence system?
A. Customer purchase history for product X.
B. Sales volume of product Y last quarter.
C. New advertising campaign launched by a major competitor.
D. Employee absenteeism rates.
7. company conducts a survey to understand customer perceptions of its new product. Which part of the MIS is primarily involved?
A. Internal records system.
B. Marketing research system.
C. Marketing intelligence system.
D. Marketing decision support system.
8. What is a key advantage of using an MIS for marketing research?
A. It eliminates the need for human judgment in decision-making.
B. It provides timely and relevant information for decision-making.
C. It guarantees 100% accuracy in all collected data.
D. It automatically generates innovative marketing ideas.
9. Which of the following is NOT typically considered a subsystem of an MIS?
A. Internal records system.
B. Marketing research system.
C. Production planning system.
D. Marketing intelligence system.
10. What is the primary goal of analyzing competitor information within the marketing intelligence system?
A. To imitate competitor strategies without modification.
B. To identify potential threats and opportunities presented by competitors.
C. To develop a monopoly in the market.
D. To reduce product quality to match competitors.
11. In the context of MIS, 'data mining' is most closely associated with:
A. Collecting raw data from social media.
B. Analyzing large datasets to discover patterns and insights.
C. Designing the database structure.
D. Automating report generation.
12. What is the main challenge in effectively implementing an MIS?
A. Lack of available marketing software.
B. Over-reliance on manual data entry.
C. Ensuring data accuracy, timeliness, and relevance for decision-making.
D. High cost of employee training.
13. Which component of the MIS helps predict the impact of different marketing strategies on sales?
A. Internal records system.
B. Marketing research system.
C. Marketing intelligence system.
D. Marketing decision support system (MDSS).
14. What is the purpose of defining 'user needs' in the initial stages of developing an MIS?
A. To determine the budget for the MIS.
B. To ensure the system provides information that is useful and actionable for marketing managers.
C. To select the most advanced technological hardware.
D. To establish employee performance metrics.
15. firm uses an MIS to track customer complaints and feedback. This data is primarily used to:
A. Forecast future stock market trends.
B. Improve product quality and customer service.
C. Develop new financial accounting models.
D. Manage employee recruitment.
16. Which of the following best exemplifies the 'dissemination' aspect of an MIS?
A. Entering sales data into the company database.
B. Sending weekly sales reports to regional managers.
C. Conducting a focus group with target consumers.
D. Analyzing competitor pricing strategies.
17. What is a potential drawback of relying solely on internal records for marketing information?
A. It provides too much detailed information about competitors.
B. It does not capture external market dynamics and opportunities.
C. It is too expensive to maintain.
D. It offers an overly optimistic view of the market.
18. The 'systematic' nature of marketing research within an MIS implies:
A. Using intuition and gut feelings for data analysis.
B. Following a structured and logical approach to data collection and analysis.
C. Gathering data only when problems arise unexpectedly.
D. Focusing solely on qualitative data sources.
19. What is the role of the environment scanning function within the marketing intelligence system?
A. To analyze internal sales data.
B. To monitor and identify changes in the external marketing environment (e.g., economic, political, social, technological).
C. To manage employee training programs.
D. To develop product pricing strategies.
20. marketing manager uses an MIS to generate a report on the demographic profile of recent buyers. This report is most likely used for:
A. Evaluating the effectiveness of the production line.
B. Refining target market selection and communication strategies.
C. Assessing the company's financial liquidity.
D. Planning the annual employee bonus structure.
21. What distinguishes Marketing Intelligence from Marketing Research?
A. Marketing intelligence is always qualitative, while marketing research is always quantitative.
B. Marketing intelligence is ongoing and general, while marketing research is episodic and specific to a problem.
C. Marketing intelligence is conducted internally, while marketing research is outsourced.
D. Marketing intelligence focuses on past data, while marketing research focuses on future predictions.
22. The 'analysis' subsystem of an MIS involves:
A. Simply collecting raw data from various sources.
B. Transforming raw data into meaningful information for decision-making.
C. Storing data in physical filing cabinets.
D. Automating the sales process.
23. Which scenario best illustrates the application of a Marketing Decision Support System (MDSS)?
A. manager manually counting inventory at the end of the fiscal year.
B. marketing team using a simulation model to forecast the sales impact of a proposed price change.
C. An accountant preparing the quarterly tax returns.
D. human resources department conducting employee performance reviews.
24. What is the primary ethical concern associated with collecting customer data for an MIS?
A. Data being too difficult to analyze.
B. Potential for misuse of personal information and privacy violations.
C. High cost of data storage.
D. Lack of relevant data sources.
25. Which of the following is a key characteristic of effective marketing information?
A. It should be overly complex to ensure depth.
B. It must be relevant to the specific marketing decision being made.
C. It should be collected only from internal sources.
D. It is best kept confidential and not shared.
26. What is the ultimate purpose of integrating various data sources (internal, intelligence, research) within an MIS?
A. To create a large, complex database for IT professionals.
B. To provide a comprehensive and holistic view for effective marketing strategy formulation and implementation.
C. To reduce the need for market research entirely.
D. To automate all marketing communication channels.
27. company observes a consistent decline in repeat purchases from a specific customer segment. This observation is most likely derived from which part of the MIS?
A. Marketing intelligence system.
B. Marketing research system.
C. Internal records system (specifically, sales and customer transaction data).
D. Marketing decision support system.
28. Which of the following is a primary benefit of using an MIS for competitive analysis?
A. It eliminates the need to understand competitor product features.
B. It provides proactive insights into competitor strategies and potential market shifts.
C. It allows the company to ignore competitor actions.
D. It guarantees that the company will always be the market leader.
29. When a marketing manager asks 'What are our sales figures for the last quarter?' they are primarily accessing data from the:
A. Marketing intelligence system.
B. Marketing research system.
C. Internal records system.
D. Marketing decision support system.
30. What is a crucial step after collecting and analyzing data in the marketing research process within an MIS?
A. Discarding the data to avoid confusion.
B. Reporting and presenting the findings to management.
C. Starting the data collection process again.
D. Ignoring any unexpected results.