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1、 40 Chapter 6:Marketing Knowledge Multiple Choice 1.Knowledge management is the process of managing _.a.the creation,use and dissemination of knowledge b.databases c.data warehouses d.learning(a;Medium;p.139)2.A complete marketing knowledge database includes all the data about _.a.customers b.prospe
2、cts petitors d.all of the above(d;Medium;p.139)3.Which of the following is not a part of the marketing information system(MIS)?a.assessing information needs b.gathering information c.manipulating information to align with the companys vision d.dissemination information to marketing decision makers(c
3、;Hard;p.140)4.Internal records _.a.focus entirely on customer characteristics and behavior b.are not readily available to marketers c.can be generated on Web site logs automatically d.are of little importance to marketers(c;Hard;p.141)5.Secondary data is _.a.less important than primary data b.is alw
4、ays publicly generated and available c.is harder to gather than primary data d.can be collected more quickly and less expensively than primary data(d;Medium;p.143)41 6.Primary data _.a.Is information gathered for the first time to solve a specific problem b.Can be collected online using focus groups
5、,observation,in-depth interviews and survey research c.is more expensive and time consuming than other forms of data collection d.all of the above(d;Medium;p.150)7.All of the following are reasons that the Internet is fertile ground for primary data collection except _.a.Internet research can only c
6、ollect information from people who use the Internet,leaving out a huge part of the population b.the cooperation of consumers using traditional research approaches is declining c.the Internet is a quick and inexpensive method of collecting data d.the Internet allows for the sampling of consumers from
7、 diverse geographic areas(a;Hard;pp.152-154)8.Which of the following is not a disadvantage of online focus groups as compared to traditional focus groups?a.online focus groups can accommodate only 4 to 8 participants b.nonverbal communication is lost c.there is a problem of authenticity d.participan
8、ts are more influenced by what others think (d;Medium;pp.153-154)9.Response rates for e-mail surveys are _ response rates for traditional surveys.a.greater than b.equal to c.less than d.nearly double(b;Medium;p.156)10.What are the biggest concerns for market researchers today?a.sample representative
9、ness and measurement validity b.the rising cost of online surveys c.response time of those who complete questionnaires online d.data entry errors(a;Hard;p.158)42 11.Which of the following is not of ethical concern regarding survey research on the Internet?a.respondents are increasingly concerned wit
10、h getting unsolicited e-mail b.some researchers harvest email addresses from newsgroups without permission c.opt-in communities,or online panels,usually cost the client firms more than traditional methods d.user data is relatively easy and profitable to sell,although most customers prefer that it be
11、 kept private(c;Hard;pp.160-161)12.Client-side data collection involves _.a.collecting data at a Web site in order to observe how consumers navigate through that Web site b.collecting information about consumer surfing from the users PC c.using bar code scanners and credit card readers at offline po
12、ints of purchase d.all of the above(b;Hard;p.161)13.Data warehouses are repositories for _.a.marketing data b.current customer data c.accounting data d.the entire organizations database (d;Medium;pp.163-164)14.Data mining allows marketers to uncover patterns that help them _.a.refine marketing mix s
13、trategies b.identify new product opportunities c.predict consumer behavior d.all of the above(d;Easy;p.164)15.Customer profiling can aid in all of the following except _.a.increasing direct mailing costs by targeting high-response customers b.selecting target groups for promotional appeals c.underst
14、anding the important characteristics of heavy product users d.directing cross-selling activities to appropriate customers(a;Hard;p.164)16.RFM analysis scans the database for all of the following criteria except _.a.recency b.relevancy c.frequency d.monetary value(b;Easy;pp.164-165)43 17.Data mining,
15、customer profiling,and RFM can be performed by _.a.IT personnel b.individual marketing personnel c.data warehouse consultants d.transaction processing databases(b;Hard;p.165)18.Which two metrics are currently in widespread use for knowledge management?a.ROI and Total Cost of Ownership b.ROI and TQM
16、c.ROA and Total Cost of Ownership d.ROA and TQM(a;Medium;p.166)19.What is one explicit way for user data to get into the marketing databases?a.software on the Web site“observes”patterns in user behavior b.employees at the brick-and-mortar outlets of an operation notice patterns of shopping behavior
17、in stores,which they feed into the database c.customers fill out short surveys during registration at the Web site d.browsers recognize the users computer from lists of visitors to other Web sites(c;Hard;pp.161-162)20.Privately generated data for research include all the following except _pany Web s
18、ites b.large research firms such as Forrester Research c.intermediaries d.informediaries(c;Hard;pp.145-146)21.The Internet is a fertile ground for primary data collection because of _.a.clickstream data collection b.EDI c.declining cooperation from consumers using traditional approaches d.increasing
19、 payments to research subjects(c;Medium;p.152)22.Search engines are able to scour the Web for pertinent information on so many Web sites because they _.a.run on many high speed computers b.utilize automatic programs that go over each site up to a month in advance and store results in a huge database
20、 c.direct users only Web sites that pay a subscription fee d.all of the above(b;Medium;p.144)44 23.Search engines define relevance by _.a.counting words b.looking at the location of words on the page c.discounting sites that attempt to trick the search engine by repeating relevant words over and ove
21、r again d.all of the above(d;Medium;p.144)True/False 24.Information overload is a reality for consumers and marketers alike.a.True b.False(a;Easy;p.137)25.Computers and the Internet create knowledge,but people are the enablers of learning.a.True b.False(b;Hard;p.138)26.U.S.agencies collect more data
22、 than governments in other countries,but they do not disseminate as much.a.True b.False(b;Easy;p.145)27.The Internet is a consistent source of high quality,reliable information.a.True b.False(b;Hard;p.148)28.Experimental research attempts to test cause-and-effect relationships.a.True b.False(a;Easy;
23、p.153)29.In-depth interviews are better conducted in person than over the Web.a.True b.False(a;Hard;p.155)45 30.Marketers cannot draw a specific probability sample of Internet users because a list of all users does not exist.a.True b.False(a;Medium;p.158)31.Marketers cannot apply information from da
24、ta warehouses as well as data in product and consumer databases.a.True b.False(b;Hard;p.164)32.Data mining involves the extraction of hidden predictive information in large databases through statistical analysis.a.True b.False(a;Easy;p.164)33.Marketing research is relatively inexpensive.a.True b.Fal
25、se(b;Easy;p.166)34.It is mandatory that e-marketers know the techniques that search engines use to direct users to Web sites in order to create effective Web sites.a.True b.False(b;Easy;p.145)35.In judging information quality on the Web,e-marketers should not be seduced by good design.a.True b.False
26、(b;Easy;p.148)Essay 36.What are the most important inclusions in a marketing knowledge database?Data about customers Prospects Competitors Analyses and outputs based on the data Access to marketing experts (Easy;pp.140-141)46 37.Compare and contrast primary and secondary data.Secondary Data a.Inform
27、ation not collected to solve a specific problem b.Collected more quickly c.Less expensive d.May not meet the meet the e-marketers needs e.No control on quality of the information f.Can be out dated Primary Data a.Information collected to solve specific problem b.Time consuming c.More expensive d.Dir
28、ected to meet the e-marketers needs e.Marketers controls the quality f.Proprietary g.Data is current(Easy;pp.143&150)38.What are the five steps in the collection of primary data?Research Problem Research Plan Data Collection Data Analysis Distribute Findings(Hard;pp.150-151)39.What are the ethical c
29、oncerns facing online marketing research and how do they affect data collection?Unsolicited e-mail requests,which can lead to negative responses Harvesting of e-mail addresses without permission,can lead to negative response or low response rate Conduct“surveys”for the purpose of building a database
30、 for later solicitation.Lead to lower response rates Issue of privacy of data.Result of lower response rates.(Medium;pp.160-161)47 40.List and define the four types of analysis of data from a data warehouse that e-marketers can use?Data Mining extraction of information in databases to find patterns
31、in the data to predict future behavior Customer Profiling Uses data warehouse information to help marketers understand characteristics and behavior of specific target markets RFM Analysis-Reviews database for individual customer information for recency(last purchase),frequency(how often have purchases been made)and monetary(amount of money spent on product purchases)Report Generation regular generated reports that marketers specify the information that appears in these reports(Hard,pp.164-165)