管理信息系统英文版第7版题库chapter extension 12.docx

1、管理信息系统英文版第7版题库chapter extension 12Experiencing MIS, 7e (Kroenke)Chapter Extension 12 Database Marketing1) Which of the following marketing techniques refers to the application of business intelligence systems to the planning and execution of marketing programs?A) ambush marketingB) viral marketingC)

2、 database marketingD) guerrilla marketingAnswer: CAACSB: Information TechnologyDifficulty: 1: EasyCourse LO: Discuss best practices for using and managing databases.Learning Obj: LO 24.1: What is a database marketing opportunity?Classification: Concept2) Databases are not a key component of database

3、 marketing.Answer: FALSEAACSB: Information TechnologyDifficulty: 1: EasyCourse LO: Discuss best practices for using and managing databases.Learning Obj: LO 24.1: What is a database marketing opportunity?Classification: Concept3) Data mining techniques are essential for database marketing.Answer: TRU

4、EAACSB: Information TechnologyDifficulty: 1: EasyCourse LO: Discuss best practices for using and managing databases.Learning Obj: LO 24.1: What is a database marketing opportunity?Classification: Concept4) What is database marketing?Answer: Database marketing is the application of business intellige

5、nce systems to the planning, execution, and assessment of marketing programs. Databases are a key component of database marketing, but data mining techniques are also very important.AACSB: Information TechnologyDifficulty: 1: EasyCourse LO: Discuss best practices for using and managing databases.Lea

6、rning Obj: LO 24.1: What is a database marketing opportunity?Classification: Concept5) _ is a way of analyzing and ranking customers according to their purchasing patterns.A) Composite forecastB) RFM analysisC) Regression analysisD) Delphi techniqueAnswer: BAACSB: Information TechnologyDifficulty: 1

7、: EasyCourse LO: Discuss best practices for using and managing databases.Learning Obj: LO 24.2: How does RFM analysis classify customers?Classification: Concept6) Which of the following is the first step in the process of producing an RFM score?A) dividing the customers according to the amount spent

8、 on purchasesB) sorting customer purchase records based on the purchase frequencyC) sorting customer purchase records by the date of most recent purchaseD) dividing customers into two groups based on the gender and giving each group a scoreAnswer: CAACSB: Information TechnologyDifficulty: 1: EasyCou

9、rse LO: Discuss best practices for using and managing databases.Learning Obj: LO 24.2: How does RFM analysis classify customers?Classification: Concept7) In RFM analysis, an R score of 5 shows that _.A) a customer has not made any recent purchasesB) a customer has bought the most expensive itemsC) a

10、 customer has frequently ordered expensive itemsD) a customer has purchased the least expensive itemsAnswer: AAACSB: Information TechnologyDifficulty: 1: EasyCourse LO: Discuss the role of information systems in supporting business processes.Learning Obj: LO 24.2: How does RFM analysis classify cust

11、omers?Classification: Concept8) In RFM analysis, an F score of 1 shows that _.A) a customer has bought the least expensive itemsB) a customer has frequently placed ordersC) a customer has always bought the most expensive itemsD) a customer has rarely made a purchaseAnswer: BAACSB: Information Techno

12、logyDifficulty: 1: EasyCourse LO: Discuss the role of information systems in supporting business processes.Learning Obj: LO 24.2: How does RFM analysis classify customers?Classification: Concept9) In RFM analysis, customers who have bought the least expensive items are indicated by an M score of _.A

13、) 2B) 5C) 1D) 4Answer: BAACSB: Information TechnologyDifficulty: 1: EasyCourse LO: Discuss the role of information systems in supporting business processes.Learning Obj: LO 24.2: How does RFM analysis classify customers?Classification: Concept10) Cheryl Inc., a leading cosmetics manufacturer, wants

14、to identify its most valued customers. Each customer is assigned an RFM score based on their purchasing patterns. One of their valued customers has an RFM score of 545. In this case, the ideal action for Cheryls sales team is to _.A) up-sell more expensive goods to this customerB) contact this custo

15、mer immediatelyC) not waste any time on this customerD) set up an automated contact system for this customerAnswer: CAACSB: Reflective ThinkingDifficulty: 3: ChallengingCourse LO: Discuss the role of information systems in supporting business processes.Learning Obj: LO 24.2: How does RFM analysis cl

16、assify customers?Classification: Application11) Which of the following RFM scores refers to the most valuable customer?A) 111B) 555C) 123D) 333Answer: AAACSB: Information TechnologyDifficulty: 2: ModerateCourse LO: Discuss the role of information systems in supporting business processes.Learning Obj

17、: LO 24.2: How does RFM analysis classify customers?Classification: Concept12) The RFM score is obtained by ranking customers based on the positive feedback for a product after purchasing it.Answer: FALSEAACSB: Information TechnologyDifficulty: 1: EasyCourse LO: Discuss the role of information syste

18、ms in supporting business processes.Learning Obj: LO 24.2: How does RFM analysis classify customers?Classification: Concept13) RFM analysis is a complex technique that is difficult to implement.Answer: FALSEAACSB: Information TechnologyDifficulty: 1: EasyCourse LO: Discuss the role of information sy

19、stems in supporting business processes.Learning Obj: LO 24.2: How does RFM analysis classify customers?Classification: Concept14) A high F score denotes that the customer has bought an expensive item recently.Answer: FALSEAACSB: Information TechnologyDifficulty: 1: EasyCourse LO: Discuss the role of

20、 information systems in supporting business processes.Learning Obj: LO 24.2: How does RFM analysis classify customers?Classification: Concept15) Customers with an RFM score of 555 are highly valued by organizations.Answer: FALSEAACSB: Information TechnologyDifficulty: 1: EasyCourse LO: Discuss the r

21、ole of information systems in supporting business processes.Learning Obj: LO 24.2: How does RFM analysis classify customers?Classification: Concept16) The frequency of customer purchases is not a determining factor for RFM scores.Answer: FALSEAACSB: Information TechnologyDifficulty: 1: EasyCourse LO

22、: Discuss the role of information systems in supporting business processes.Learning Obj: LO 24.2: How does RFM analysis classify customers?Classification: Concept17) RFM analysis can be a useful tool to determine the best customers based on the frequency of their purchases.Answer: TRUEAACSB: Informa

23、tion TechnologyDifficulty: 2: ModerateCourse LO: Discuss the role of information systems in supporting business processes.Learning Obj: LO 24.2: How does RFM analysis classify customers?Classification: Concept18) RFM scores are basically beneficial to salespeople, as it gives a clear picture of a cu

24、stomers buying pattern.Answer: TRUEAACSB: Information TechnologyDifficulty: 1: EasyCourse LO: Discuss the role of information systems in supporting business processes.Learning Obj: LO 24.2: How does RFM analysis classify customers?Classification: Concept19) A reporting system that generates RFM data

25、 can be automated.Answer: TRUEAACSB: Information TechnologyDifficulty: 1: EasyCourse LO: Discuss the role of information systems in supporting business processes.Learning Obj: LO 24.2: How does RFM analysis classify customers?Classification: Concept20) Describe the process of conducting RFM analysis

26、.Answer: RFM analysis is a way of analyzing and ranking customers according to their purchasing patterns. It is a simple technique that considers how recently (R) a customer has ordered, how frequently (F) a customer orders, and how much money (M) the customer spends per order.To produce an RFM scor

27、e, the program first sorts customer purchase records by the date of most recent (R) purchase. In a common form of this analysis, the program then divides the customers into five groups and gives customers in each group a score of 1 to 5. The 20 percent of the customers having the most recent orders

28、are given an R score of 1, the 20 percent of the customers having the next most recent orders are given an R score of 2, and the last 20 percent are given an R score of 5.The program then re-sorts the customers on the basis of how frequently they order. The 20 percent of the customers who order most

29、 frequently are given an F score of 1, the next 20 percent of most frequently ordering customers are given a score of 2, and the least frequently ordering customers are given an F score of 5.Finally, the program sorts the customers again according to the amount spent on their orders. The 20 percent

30、who have ordered the most expensive items are given an M score of 1, the next 20 percent are given an M score of 2, and the 20 percent who spend the least are given an M score of 5.AACSB: Information TechnologyDifficulty: 1: EasyCourse LO: Discuss the role of information systems in supporting busine

31、ss processes.Learning Obj: LO 24.2: How does RFM analysis classify customers?Classification: Concept21) Which of the following is a data mining technique for determining sales patterns?A) RFM analysisB) market-basket analysisC) composite analysisD) regression analysisAnswer: BAACSB: Information TechnologyDifficulty: 1: EasyCourse LO: Discuss best practices for using and managing databases.Learning Obj: LO 24.3: How does market-basket analysis identify cross-selling opportunities?Classification: Concept22) In marketing transactions, the fact that customers who buy produ