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MKT 571 Final Exam 3

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1) When Molly's parents retired, they decided they wanted to travel. They
found an ideal job that allows them to travel for free, but the only catch is
they have to stay at Holiday Inns. During each stay, they test all the
amenities o#ered by the motel and evaluate each. The evaluation forms
are sent to the motel headquarters where it becomes part of the motel's
__________ systems.

B. Marketing intelligence

 
2) Which of the following is NOT a step that might be used to improve the
quality of a +rm's marketing intelligence?
 !  "
#!   
C. Watching how the stock market reacts to interest rate changes
 
3) Small companies can engage is marketing research in a number of
creative and inexpensive ways, including _______________.
# $
B. Using an online information service such as the internet
% & 
 &&
'()**+  
  ,&
-!.&! 
 / ,"&&!
 ,& (&
&&+*

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 0000000000000000
A. De+ning the problem
#-   ,
& !
!  &
! ! +! ,
1/ 00000000000000
23!
#!
    
D. Development of the research plan
6) All of the following are steps in the marketing research process EXCEPT:

#42 
C. Compare data to government sources
23!
7) The last step in marketing research is developing the research plan.
/
B. False
8) Marketing information systems are developed from internal company
records, marketing intelligence, and marketing research.

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