Chapter 8 - Chapter 8-Decision Support Systems and Marketing Research 200 questions(26 true/false 151 multiple choice 23 essay MULTIPLE CHOICE 1

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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: 2. _____ is the creation of a large computerized file of customers' and potential customers' names, profiles, and purchase patterns. a. Electronic targeting b. Sampling procedure specification c. Database marketing d. Competitive data mining e. Consumer behavior marketing ANS: C PTS: 1 REF: 239 OBJ: 08-1 TYPE: Def TOP: 3. A true marketing decision support systems (DSS) should be: a. flexible b. discovery-oriented c. interactive d. accessible e. All of the choices describe true marketing decision support systems. ANS: E PTS: 1 REF: 238 OBJ: 08-1 TYPE: Comp TOP: 4. According to the text, a true marketing decision support system should be: a. reactive b. customer-oriented c. interactive d. rigorous e. descriptive ANS: C PTS: 1 REF: 238 OBJ: 08-1 TYPE: Def A true DSS should be flexible, interactive, discovery-oriented, and accessible. TOP: AACSB Technology| TB&E Model Strategy
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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: 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. a. historical b. descriptive c. predictive d. normative e. objective ANS: C PTS: 1 REF: 240 OBJ: 08-2 TYPE: App The BSO used previously gathered data to predict the success of an advertising campaign. TOP: 7. _____ is the process of planning, collecting, and analyzing data relevant to marketing decision making. The results of this analysis are then communicated to management. a.
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This note was uploaded on 02/11/2012 for the course MARK 3371 taught by Professor Staff during the Spring '08 term at Texas Pan American.

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Chapter 8 - Chapter 8-Decision Support Systems and Marketing Research 200 questions(26 true/false 151 multiple choice 23 essay MULTIPLE CHOICE 1

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