管理信息系统英文版第7版题库chapter extension 12.docx
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管理信息系统英文版第7版题库chapterextension12
ExperiencingMIS,7e（Kroenke）
ChapterExtension12DatabaseMarketing
1）Whichofthefollowingmarketingtechniquesreferstotheapplicationofbusinessintelligencesystemstotheplanningandexecutionofmarketingprograms?
A）ambushmarketing
B）viralmarketing
C）databasemarketing
D）guerrillamarketing
Answer:
C
AACSB:
InformationTechnology
Difficulty:
1:
Easy
CourseLO:
Discussbestpracticesforusingandmanagingdatabases.
LearningObj:
LO24.1:
Whatisadatabasemarketingopportunity?
Classification:
Concept
2）Databasesarenotakeycomponentofdatabasemarketing.
Answer:
FALSE
AACSB:
InformationTechnology
Difficulty:
1:
Easy
CourseLO:
Discussbestpracticesforusingandmanagingdatabases.
LearningObj:
LO24.1:
Whatisadatabasemarketingopportunity?
Classification:
Concept
3）Dataminingtechniquesareessentialfordatabasemarketing.
Answer:
TRUE
AACSB:
InformationTechnology
Difficulty:
1:
Easy
CourseLO:
Discussbestpracticesforusingandmanagingdatabases.
LearningObj:
LO24.1:
Whatisadatabasemarketingopportunity?
Classification:
Concept
4）Whatisdatabasemarketing?
Answer:
Databasemarketingistheapplicationofbusinessintelligencesystemstotheplanning,execution,andassessmentofmarketingprograms.Databasesareakeycomponentofdatabasemarketing,butdataminingtechniquesarealsoveryimportant.
AACSB:
InformationTechnology
Difficulty:
1:
Easy
CourseLO:
Discussbestpracticesforusingandmanagingdatabases.
LearningObj:
LO24.1:
Whatisadatabasemarketingopportunity?
Classification:
Concept
5）________isawayofanalyzingandrankingcustomersaccordingtotheirpurchasingpatterns.
A）Compositeforecast
B）RFManalysis
C）Regressionanalysis
D）Delphitechnique
Answer:
B
AACSB:
InformationTechnology
Difficulty:
1:
Easy
CourseLO:
Discussbestpracticesforusingandmanagingdatabases.
LearningObj:
LO24.2:
HowdoesRFManalysisclassifycustomers?
Classification:
Concept
6）WhichofthefollowingisthefirststepintheprocessofproducinganRFMscore?
A）dividingthecustomersaccordingtotheamountspentonpurchases
B）sortingcustomerpurchaserecordsbasedonthepurchasefrequency
C）sortingcustomerpurchaserecordsbythedateofmostrecentpurchase
D）dividingcustomersintotwogroupsbasedonthegenderandgivingeachgroupascore
Answer:
C
AACSB:
InformationTechnology
Difficulty:
1:
Easy
CourseLO:
Discussbestpracticesforusingandmanagingdatabases.
LearningObj:
LO24.2:
HowdoesRFManalysisclassifycustomers?
Classification:
Concept
7）InRFManalysis,anRscoreof5showsthat________.
A）acustomerhasnotmadeanyrecentpurchases
B）acustomerhasboughtthemostexpensiveitems
C）acustomerhasfrequentlyorderedexpensiveitems
D）acustomerhaspurchasedtheleastexpensiveitems
Answer:
A
AACSB:
InformationTechnology
Difficulty:
1:
Easy
CourseLO:
Discusstheroleofinformationsystemsinsupportingbusinessprocesses.
LearningObj:
LO24.2:
HowdoesRFManalysisclassifycustomers?
Classification:
Concept
8）InRFManalysis,anFscoreof1showsthat________.
A）acustomerhasboughttheleastexpensiveitems
B）acustomerhasfrequentlyplacedorders
C）acustomerhasalwaysboughtthemostexpensiveitems
D）acustomerhasrarelymadeapurchase
Answer:
B
AACSB:
InformationTechnology
Difficulty:
1:
Easy
CourseLO:
Discusstheroleofinformationsystemsinsupportingbusinessprocesses.
LearningObj:
LO24.2:
HowdoesRFManalysisclassifycustomers?
Classification:
Concept
9）InRFManalysis,customerswhohaveboughttheleastexpensiveitemsareindicatedbyanMscoreof________.
A）2
B）5
C）1
D）4
Answer:
B
AACSB:
InformationTechnology
Difficulty:
1:
Easy
CourseLO:
Discusstheroleofinformationsystemsinsupportingbusinessprocesses.
LearningObj:
LO24.2:
HowdoesRFManalysisclassifycustomers?
Classification:
Concept
10）CherylInc.,aleadingcosmeticsmanufacturer,wantstoidentifyitsmostvaluedcustomers.EachcustomerisassignedanRFMscorebasedontheirpurchasingpatterns.OneoftheirvaluedcustomershasanRFMscoreof545.Inthiscase,theidealactionforCheryl'ssalesteamisto________.
A）up-sellmoreexpensivegoodstothiscustomer
B）contactthiscustomerimmediately
C）notwasteanytimeonthiscustomer
D）setupanautomatedcontactsystemforthiscustomer
Answer:
C
AACSB:
ReflectiveThinking
Difficulty:
3:
Challenging
CourseLO:
Discusstheroleofinformationsystemsinsupportingbusinessprocesses.
LearningObj:
LO24.2:
HowdoesRFManalysisclassifycustomers?
Classification:
Application
11）WhichofthefollowingRFMscoresreferstothemostvaluablecustomer?
A）111
B）555
C）123
D）333
Answer:
A
AACSB:
InformationTechnology
Difficulty:
2:
Moderate
CourseLO:
Discusstheroleofinformationsystemsinsupportingbusinessprocesses.
LearningObj:
LO24.2:
HowdoesRFManalysisclassifycustomers?
Classification:
Concept
12）TheRFMscoreisobtainedbyrankingcustomersbasedonthepositivefeedbackforaproductafterpurchasingit.
Answer:
FALSE
AACSB:
InformationTechnology
Difficulty:
1:
Easy
CourseLO:
Discusstheroleofinformationsystemsinsupportingbusinessprocesses.
LearningObj:
LO24.2:
HowdoesRFManalysisclassifycustomers?
Classification:
Concept
13）RFManalysisisacomplextechniquethatisdifficulttoimplement.
Answer:
FALSE
AACSB:
InformationTechnology
Difficulty:
1:
Easy
CourseLO:
Discusstheroleofinformationsystemsinsupportingbusinessprocesses.
LearningObj:
LO24.2:
HowdoesRFManalysisclassifycustomers?
Classification:
Concept
14）AhighFscoredenotesthatthecustomerhasboughtanexpensiveitemrecently.
Answer:
FALSE
AACSB:
InformationTechnology
Difficulty:
1:
Easy
CourseLO:
Discusstheroleofinformationsystemsinsupportingbusinessprocesses.
LearningObj:
LO24.2:
HowdoesRFManalysisclassifycustomers?
Classification:
Concept
15）CustomerswithanRFMscoreof555arehighlyvaluedbyorganizations.
Answer:
FALSE
AACSB:
InformationTechnology
Difficulty:
1:
Easy
CourseLO:
Discusstheroleofinformationsystemsinsupportingbusinessprocesses.
LearningObj:
LO24.2:
HowdoesRFManalysisclassifycustomers?
Classification:
Concept
16）ThefrequencyofcustomerpurchasesisnotadeterminingfactorforRFMscores.
Answer:
FALSE
AACSB:
InformationTechnology
Difficulty:
1:
Easy
CourseLO:
Discusstheroleofinformationsystemsinsupportingbusinessprocesses.
LearningObj:
LO24.2:
HowdoesRFManalysisclassifycustomers?
Classification:
Concept
17）RFManalysiscanbeausefultooltodeterminethebestcustomersbasedonthefrequencyoftheirpurchases.
Answer:
TRUE
AACSB:
InformationTechnology
Difficulty:
2:
Moderate
CourseLO:
Discusstheroleofinformationsystemsinsupportingbusinessprocesses.
LearningObj:
LO24.2:
HowdoesRFManalysisclassifycustomers?
Classification:
Concept
18）RFMscoresarebasicallybeneficialtosalespeople,asitgivesaclearpictureofacustomer'sbuyingpattern.
Answer:
TRUE
AACSB:
InformationTechnology
Difficulty:
1:
Easy
CourseLO:
Discusstheroleofinformationsystemsinsupportingbusinessprocesses.
LearningObj:
LO24.2:
HowdoesRFManalysisclassifycustomers?
Classification:
Concept
19）AreportingsystemthatgeneratesRFMdatacanbeautomated.
Answer:
TRUE
AACSB:
InformationTechnology
Difficulty:
1:
Easy
CourseLO:
Discusstheroleofinformationsystemsinsupportingbusinessprocesses.
LearningObj:
LO24.2:
HowdoesRFManalysisclassifycustomers?
Classification:
Concept
20）DescribetheprocessofconductingRFManalysis.
Answer:
RFManalysisisawayofanalyzingandrankingcustomersaccordingtotheirpurchasingpatterns.Itisasimpletechniquethatconsidershowrecently（R）acustomerhasordered,howfrequently（F）acustomerorders,andhowmuchmoney（M）thecustomerspendsperorder.
ToproduceanRFMscore,theprogramfirstsortscustomerpurchaserecordsbythedateofmostrecent（R）purchase.Inacommonformofthisanalysis,theprogramthendividesthecustomersintofivegroupsandgivescustomersineachgroupascoreof1to5.The20percentofthecustomershavingthemostrecentordersaregivenanRscoreof1,the20percentofthecustomershavingthenextmostrecentordersaregivenanRscoreof2,andthelast20percentaregivenanRscoreof5.
Theprogramthenre-sortsthecustomersonthebasisofhowfrequentlytheyorder.The20percentofthecustomerswhoordermostfrequentlyaregivenanFscoreof1,thenext20percentofmostfrequentlyorderingcustomersaregivenascoreof2,andtheleastfrequentlyorderingcustomersaregivenanFscoreof5.
Finally,theprogramsortsthecustomersagainaccordingtotheamountspentontheirorders.The20percentwhohaveorderedthemostexpensiveitemsaregivenanMscoreof1,thenext20percentaregivenanMscoreof2,andthe20percentwhospendtheleastaregivenanMscoreof5.
AACSB:
InformationTechnology
Difficulty:
1:
Easy
CourseLO:
Discusstheroleofinformationsystemsinsupportingbusinessprocesses.
LearningObj:
LO24.2:
HowdoesRFManalysisclassifycustomers?
Classification:
Concept
21）Whichofthefollowingisadataminingtechniquefordeterminingsalespatterns?
A）RFManalysis
B）market-basketanalysis
C）compositeanalysis
D）regressionanalysis
Answer:
B
AACSB:
InformationTechnology
Difficulty:
1:
Easy
CourseLO:
Discussbestpracticesforusingandmanagingdatabases.
LearningObj:
LO24.3:
Howdoesmarket-basketanalysisidentifycross-sellingopportunities?
Classification:
Concept
22）Inmarketingtransactions,thefactthatcustomerswhobuyprodu
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