ch12 - Chapter 12 Capturing Customer Profiles and Data...

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Chapter 12 Capturing Customer Profiles and Data Management h Test Bank 1. The main entity or component of a database is A. the field. B. the table. C. the record. D. the category. E. the cell. Answer: B Page: 263 2. The entity or component within a database that holds information such as a name or date is A. the table. B. the record. C. the field. D. the cell. E. the subcategory. Answer: C Page: 263 3. The records in a database A. hold the fields. B. hold the tables. C. hold information such as a name or date. D. both a and c. E. both b and c. Answer: D Page: 263 4. Database design can be very complicated. Three elements that should always be present in database design to insure consistency of analysis are A. technology, research techniques, and data. B. names, addresses, and ages. C. forms, tags, and attributes. D. characters, fonts, and scales. E. hierarchy, dependence, and decomposition. Answer: A Page: 263
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230    Electronic Marketing 5. All of the following contribute to the ever more complex management of marketing processes except A. customized products. B. new distribution channels. C. multiple pricing options. D. new communications channels. E. mass production. Answer: E Page: 264 6. The key to managing new online marketing processes will be A. hiring and training competent customer service representatives. B. technology and automation. C. more specialized education and research. D. predicting the future with greater accuracy. E. minimizing the impact of change until it is better understood. Answer: B Page: 264 7. Potentially, the best database for e-commerce is A. an operations oriented database. B.
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This note was uploaded on 01/31/2011 for the course MKTG 370 taught by Professor N/a during the Spring '10 term at Mountain State.

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ch12 - Chapter 12 Capturing Customer Profiles and Data...

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