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  3. Managers cannot always wait for information to arrive in bits and pieces from

Managers cannot always wait for information to arrive in bits and pieces from

游客2023-10-05  29
问题    Managers cannot always wait for information to arrive in bits and pieces from the marketing intelligence system. They often require formal studies of specific situations. For example, Toshiba wants to know how many and what kinds of people or companies will buy its new superfast laptop computer. Or Burnt College in Lake Forest, Illinois, needs to know what percentage of its target market has heard of Burnt, how they heard, what they know, and how they feel about Barat. In such situations, the marketing intelligence system will not provide the detailed information needed. Managers will need marketing research.
   We define marketing research as the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing an organization. Every marketer needs research. Marketing researchers engage in a wide variety of activities, ranging from market potential and market share studies, to assessments of customer satisfaction and purchase behavior, to studies of pricing, distribution, and promotion activities:
   A company can conduct marketing research in its own research department or have some or all of it done outside. Although most large companies have their own marketing research departments, they often use outside firms to do special research tasks or studies. A company with no research department has to buy the services of research firms.
选项 A、pieces of information
B、formal studies of certain cases
C、some special situations
D、the marketing intelligence system
答案 B
解析 该题见文章的第1段的前面两句。作者认为经理们需要对特别情况进行的正式研究。A项的意思是一条条的信息。这不是作者表达的含义。C项指的是特别的情况，表达片面，没有完全说明作者的含义。D项是营销智能体系，这是公司的机构，而非经理们需要的特别情况。 B项是正确答案，关键词是require“需要，要求”，意思与want“要”的意义相同。
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