Marketing Final Exam

As they are making decisions a expert system b

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: keting information, and accurate and timely information is the lifeblood of marketing decision making. PTS: 1 REF: 139 Thinking KEY: CB&E Model Strategy OBJ: 09-1 TOP: AACSB Reflective MSC: BLOOMS Knowledge 2. A(n) _____ is an interactive, flexible, computerized 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 This is the definition of a marketing decision support system. PTS: 1 REF: 139 KEY: CB&E Model Strategy OBJ: 09-1 TOP: AACSB Technology MSC: BLOOMS Knowledge 3. According to the text, a true marketing decision support system should be interactive, which means: a. managers can probe for trends, isolate problems, and ask “what if” questions b. managers who aren’t skilled with computers can easily learn to use the system c. managers are able to sort, regroup, total, average, and manipulate data in various ways d. e. managers can give simple instructions and see immediate results managers can find optimum solutions to marketing problems ANS: D In the textbook, interactive is described as allowing managers to give simple instructions and see immediate results. PTS: 1 REF: 139 KEY: CB&E Model Strategy OBJ: 09-1 TOP: AACSB Technology MSC: BLOOMS Comprehension 4. A true marketing decision support system possesses all of the following characteristics EXCEPT: a. flexible b. discovery oriented c. interactive d. accessible e. synergistic ANS: E A true marketing decision support system is interactive, flexible, discovery oriented, and accessible. PTS: 1 REF: 139-140 KEY: CB&E Model Strategy OBJ: 09-1 TOP: AACSB Technology MSC: BLOOMS Analysis 5. _____ is the creation of a large computerized file of customers’ and potential customers’ profiles and purchase patterns. a. Electronic targeting b. Sampling procedure specification c. Database marketing d. Competitive data mining e. Consumer behavior marketing ANS: C This is the definition of database marketing. PTS: 1 REF: 140 KEY: CB&E Model Strategy OBJ: 09-1 TOP: AACSB Technology MSC: BLOOMS Knowledge 6. _____ is the process of planning, collecting, and analyzing data relevant to a marketing decision. The results of this analysis are then communicated to management. a. Data collection b. Artificial intelligence c. Decision support d. Marketing research e. Single-source research ANS: D This is the definition of marketing research. PTS: 1 REF: 140 Thinking KEY: CB&E Model Research OBJ: 09-2 TOP: AACSB Reflective MSC: BLOOMS Knowledge 7. A bowling alley operator could use _____ to determine why customers do not seem to like the location of his new bowling alley a. transactional marketing b. public relations c. an EDI system d. market synergy e. marketing research ANS: E Marketing research provides decision makers with data on the effectiveness of the current marketing mix an...
View Full Document

Ask a homework question - tutors are online