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