全球营销-基坎-第六版-第六章题库-答案

Global Marketing, 6e (Keegan/Green)

Chapter 6 Global Information Systems and Market Research

1) One component of a firm's MIS is a business intelligence (BI) network that helps managers make decisions; one of its major objectives is to enable manipulation of the data obtained by interactive access.

Answer: TRUE

Diff: 1 Page Ref: 171

2) Intranet is a private network that allows authorized company personnel or outsiders to share information electronically in a secure fashion.

Answer: TRUE

Diff: 2 Page Ref: 172

AACSB: Use of IT

3) EDI links with vendors to enable retailers to improve inventory management and restock

hot-selling products in a timely, cost-effective manner.

Answer: TRUE

Diff: 2 Page Ref: 172

AACSB: Use of IT

4) ECR is a joint initiative by members of the supply chain to work towards improving and optimizing aspects of the supply chain to benefit managers.

Answer: FALSE

Diff: 2 Page Ref: 172-173

AACSB: Use of IT

5) Supply chain innovations, such as radio frequency identification tags (RFID), are likely to provide increased momentum for ECR.

Answer: TRUE

Diff: 2 Page Ref: 172-173

AACSB: Use of IT

6) CRM tools allow companies like Credit Suisse, AT&T, and Hewlett-Packard to determine which customers are most valuable and to react in a timely manner with customized products and service offerings that closely match customer needs.

Answer: TRUE

Diff: 2 Page Ref: 173

AACSB: Use of IT

7) In the EU companies that use CRM to collect data about individual consumers must satisfy the regulations in each of the member countries.

Answer: TRUE

Diff: 2 Page Ref: 173

AACSB: Use of IT

8) The term "safe harbor agreement" applies to privacy issues pertaining to the companies that gather information about consumers.

Answer: TRUE

Diff: 2 Page Ref: 173-174

AACSB: Reflective Thinking

9) Direct sensory perception such as seeing, feeling, hearing, smelling, or tasting is the best way to know what is going on in a country rather than taking information from secondary sources. Answer: TRUE

Diff: 2 Page Ref: 175

AACSB: Reflective Thinking

10) Market research is the project-specific, systematic gathering of data and is the activity that links the consumer, customer, and public to the marketer through information.

Answer: TRUE

Diff: 2 Page Ref: 176

AACSB: Reflective Thinking

11) Market research may prevent psychological overload that may be faced by a company entering more than one new geographic market.

Answer: TRUE

Diff: 2 Page Ref: 176

AACSB: Reflective Thinking

12) The first step in global marketing research is the collection of data.

Answer: FALSE

Diff: 2 Page Ref: 176

AACSB: Reflective Thinking

13) Market research should focus on finding out how a potential customer can be changed into an actual customer.

Answer: TRUE

Diff: 2 Page Ref: 178

AACSB: Reflective Thinking

14) Mattel toys thought that Barbie would be as popular in Japan as it is the United States. This assumption was due to the self-reference criterion (SRC).

Answer: TRUE

Diff: 2 Page Ref: 180

AACSB: Reflective Thinking

15) An awareness of SRC can help ensure that the research effort is designed with minimal home-country or second-country bias.

Answer: TRUE

Diff: 2 Page Ref: 180

AACSB: Reflective Thinking