The document provides a summary of key concepts from Chapter 3 on gathering information and scanning the environment. It includes 7 multiple choice questions with explanations of the answers that assess understanding of marketing information systems, internal records and intelligence, improving marketing intelligence, examples of trends and fads, demographic and economic environments, and corporate environmentalism. The questions cover identifying the correct components and purpose of a marketing information system, examples of different marketing concepts, and the role of various external factors that shape the marketing environment.

1. TOP 10 Learning Questions for
Chapter 3: Gathering Information
& Scanning the Environment
Marie Ness R. Cabahug
September 16, 2011

2. 1. ________ is an interacting structure of
people, equipment & procedures use by
decision makers in order to improve planning,
implementation & control
A. Sales Information System
B. Marketing Information System
C. Marketing Intelligence System
D. Marketing Research System
E. Internal Reporting System
2

3. Marketing Information System
MIS consists of:
people
procedures
equipment
3

4. Marketing Information System
In order to:
sort
gather analyze & evaluate distribute
Accurate information to marketing decision makers
4

5. 1. ________ is an interacting structure of
people, equipment & procedures use by
decision makers in order to improve planning,
implementation & control
A. Sales Information System
B. Marketing Information System
C. Marketing Intelligence System
D. Marketing Research System
E. Internal Reporting System
5

6. 2. Which of the following is part of the Internal
Records & Marketing Intelligence
A. Order-to-Payment Cycle
B. Marketing Intelligence System
C. Databases, Warehousing, Data Mining
D. Sales Information System
E. All of the above
6

7. Internal Records and Marketing
Intelligence = spot vital opportunities &
problems
Order-to-Payment Sales Information
Cycle System
Databases,
Warehousing, Marketing
Data Mining Intelligence System
7

8. 2. Which of the following is part of the Internal
Records & Marketing Intelligence
A. Order-to-Payment Cycle
B. Marketing Intelligence System
C. Databases, Warehousing, Data Mining
D. Sales Information System
E. All of the above
8

9. 3. Which of the following is NOT a step in
improving quality of marketing intelligence.
A. Network externally
B. Government data sources
C. Purchase information
D. Stock market prices
E. Customer advisory panel
9

10. Steps to Improve Marketing
Intelligence = key progress to
significant information
Train sales force to scan for new developments
Motivate channel members to share intelligence
Network externally
Utilize customer panel advisory
Utilize government data sources
Purchase information
Collect customer feedback online
10

11. Stock market prices is NOT a step to
Marketing Intelligence
STOCK MARKET PRICES is a Market Intelligence
Market intelligence exploit open-source information
gathered from global markets that solely relies on
stock market or financial data
Marketing intelligence is concerned w/ assessing
marketplace for consumer products
11

12. 3. Which of the following is NOT a step in
improving quality of marketing intelligence.
A. Network externally
B. Government data sources
C. Purchase information
D. Stock market prices
E. Customer advisory panel
12

13. 4. Easycall and Pocketbell
beepers/pagers is an example of ________.
A. Trend
B. Fad
C. Need
D. Megatrend
E. Want
13

14. Definition of Concepts:
Trend Sequence of events, predictable & durable
Unpredictable, short-lived & w/out social, Fad
economic & political significance
Need Essential matter, the basics of life
14

15. Definition of Concepts:
Megatrend Large social, economic, political &
technological changes are slow to form
Increase one’s quality of life (e.g. luxury). It
Want
also satisfy the needs.
15

16. Definition of Concepts:
Pagers are example of FADS
because it entered
successfully in the market but
due to emerging innovation of
technology it’s not anymore
seen in the market.
16

17. 4. Easycall and Pocketbell
beepers/pagers is an example of ________.
A. Trend
B. Fad
C. Need
D. Megatrend
E. Want
17

18. 5. ___________ is a marketing environment that
shows population age mix, shifting family
profiles, geographic population shifts
A. Demographic
B. Economic
C. Natural
D. Technological
E. Legal-political
18

19. Demographic Environment keenly
monitors population
Population growth Geographical shifts
Major opportunities thru Migratory Movements
careful analysis
Population age mix
Household patterns
Focus on cohorts that have
“defining moments” that will Traditional & Non-
influence their buying behavior traditional household
19

20. 5. ___________ is a marketing environment that
shows population age mix, shifting family
profiles, geographic population shifts
A. Demographic
B. Economic
C. Natural
D. Technological
E. Legal-political
20

21. 6. ________shapes the beliefs, values & norms
that largely define tastes & preferences.
A. Environment
B. Economy
C. Society
D. Religion
E. Politics
21

22. Society = define consumer taste &
preferences
Society
Beliefs Values Norms
22

23. 6. ________shapes the beliefs, values & norms
that largely define tastes & preferences.
A. Environment
B. Economy
C. Society
D. Religion
E. Politics
23

24. 7. ___________ is a marketing environment that
determines the purchasing power that have a
strong impact on business.
A. Demographic
B. Economic
C. Natural
D. Technological
E. Legal-political
24

25. Economic Environment determines
purchasing power
Income Debt
Purchasing Power
Prices
Credit
Savings
25

26. 7. ___________ is a marketing environment that
determines the purchasing power that have a
strong impact on business.
A. Demographic
B. Economic
C. Natural
D. Technological
E. Legal-political
26

27. 8. ___________ is the recognition of the
importance of environmental issues facing the
firms and the integration of those issues into
the firm’s strategic plans.
A. Corporate Environmentalism
B. Consumer Environmentalism
C. Technological Environmentalism
D. Cultural Environmentalism
E. None of the Above
27

28. Corporate Environmentalism
Kotler define it as the recognition of the
importance of environmental issues facing
the firm & the integration of those issues
into firm’s strategic business plans.
Example: firms create biodegradable/recyclable
packaging products & still meets consumer
demand.
28

29. 8. ___________ is the recognition of the
importance of environmental issues facing the
firms and the integration of those issues into
the firm’s strategic plans.
A. Corporate Environmentalism
B. Consumer Environmentalism
C. Technological Environmentalism
D. Cultural Environmentalism
E. None of the Above
29

30. 9. It is the trend in technological environment
that the government has the power to
investigate and ban unsafe products.
A. Pace of Change
B. Opportunities for Innovation
C. Varying R&D budgets
D. Regulation of Technological change
E. All of the Above
30

31. Technological Environment trends
Pace of change Building smarter chips
Opportunities
for innovation Robotics, computers, etc
Expenditures for
Varying R&D
improvements of style or
budgets
feature
Increased Investigate & ban unsafe
regulation of products
change
31

32. BFAD (Bureau of Food and Drugs)
BFAD is an example of the regulators that develops plan,
policies, programs and strategies for regulating processed
foods, drugs and related products.
32

33. 9. It is the trend in technological environment
that the government has the power to
investigate and ban unsafe products.
A. Pace of Change
B. Opportunities for Innovation
C. Varying R&D budgets
D. Regulation of Technological change
E. All of the Above
33

34. 10. What are the main purpose of business
legislation?
A. To protect companies from unfair competition
B. To protect consumers from unfair business
practices
C. To protect interest of society from unbridled
business behavior
D. To charge business w/ social costs
E. All of the Above
34

35. Business legislation is part of the
political-legal environment
Increase in
Business
legislation
Main purpose: Protection towards unfair business practices,
unfair competition, interests & social cost.
Companies must establish legal review procedures to guide
business establish ethical parameters in the industry.
35

36. 10. What are the main purpose of business
legislation?
A. To protect companies from unfair competition
B. To protect consumers from unfair business
practices
C. To protect interest of society from unbridled
business behavior
D. To charge business w/ social costs
E. All of the Above
36

37. TOP 10 Learning Questions for
Chapter 3: Gathering Information
& Scanning the Environment
Marie Ness R. Cabahug
September 16, 2011