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Chapter 8 - Chapter 8-Decision Support Systems and...

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Chapter 8—Decision Support Systems and Marketing Research 200 questions (26 true/false, 151 multiple choice, 23 essay) MULTIPLE CHOICE 1. A(n) _____ is an interactive, flexible information system that enables managers to obtain and manipulate information as they are making decisions. a. expert system b. marketing information system c. artificial intelligence system d. marketing decision support system e. database marketing system ANS: D PTS: 1 REF: 238 OBJ: 08-1 TYPE: Def TOP: AACSB Technology| TB&E Model Strategy 2. _____ is the creation of a large computerized file of customers' and potential customers' names, profiles, and purchase patterns. 3. A true marketing decision support systems (DSS) should be: 4. According to the text, a true marketing decision support system should be:
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5. To help understand why attendance at the team’s games was so poor, the Atlanta Falcons used marketing research to gather factual information. The organization used in-game surveys and end-of-season surveys of ticket holders. The gathering of factual statements is an example of marketing research in its _____ role. a. historical b. descriptive c. predictive d. normative e. objective ANS: B PTS: 1 REF: 240 OBJ: 08-2 TYPE: App The data were gathered and presented as factual statements. TOP: AACSB Reflective Thinking| TB&E Model Research 6. Through marketing research, the Boston Symphony Orchestra (BSO) learned it has an older market and is not attracting younger concertgoers. It next conducted marketing research to determine if an integrated advertising campaign targeted to the younger market would be successful. In its second use of research, BSO employed ______ marketing research.
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