Which of the following information forms available to the marketing manager can usually be accessed more quickly and cheaply than other information sources ?
Correct answer: D. Internal databases
- A. Marketing intelligence
- B. Marketing research
- C. Customer profiles
- D. Internal databases
Explanation
Internal databases contain information already collected within the organisation, such as sales and customer records, so they are usually available faster and at lower cost. Marketing research normally requires a separate and more costly investigation.
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Individual consumers, firms and markets are examined through demand and supply, elasticity, consumer choice, production, costs, revenue and the determination of prices and output. The topic also covers market structures such as perfect competition, monopoly and oligopoly, plus market failure, externalities and the distinction between microeconomic decisions and economy-wide outcomes.
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