Question 1

Bar code scanners, credit card terminals, and manual computer entry by retail clerks represent various forms of ________.

Accepted Answer

A)  virtual space data collection 
B)  real-space primary data collection 
C)  Catalina marketing 
D)  all of the above 
A)  virtual space data collection 
B)  real-space primary data collection 
C)  Catalina marketing 
D)  all of the above B

Question 2

Computers and the internet create knowledge, but people are the enablers of learning.

Accepted Answer

A) True 
 B)False  False

Question 3

Which of the following is not a part of the marketing information system?

Accepted Answer

A)  assessing information needs 
B)  gathering information 
C)  manipulating information to align with the company's vision 
D)  dissemination information to marketing decision makers 
A)  assessing information needs 
B)  gathering information 
C)  manipulating information to align with the company's vision 
D)  dissemination information to marketing decision makers C

Question 4

A complete marketing knowledge database includes all the data about ________.

Accepted Answer

A)  customers 
B)  prospects 
C)  competitors 
D)  all of the above 
A)  customers 
B)  prospects 
C)  competitors 
D)  all of the above

Question 5

Data warehouses are repositories for ________.

Accepted Answer

A)  marketing data 
B)  current customer data 
C)  accounting data 
D)  the entire organization's historical data 
A)  marketing data 
B)  current customer data 
C)  accounting data 
D)  the entire organization's historical data

Question 6

Internal records ________.

Accepted Answer

A)  focus entirely on customer characteristics and behavior 
B)  are generally under the control of the marketing department 
C)  can provide marketers with information about sales and inventory movements 
D)  are of little importance to marketers 
A)  focus entirely on customer characteristics and behavior 
B)  are generally under the control of the marketing department 
C)  can provide marketers with information about sales and inventory movements 
D)  are of little importance to marketers

Question 7

Customer profiling can aid in all of the following except ________.

Accepted Answer

A)  increasing direct mailing costs by targeting high-response customers 
B)  selecting target groups for promotional appeals 
C)  understanding the important characteristics of heavy product users 
D)  directing distinctive cross-selling activities to particular customer segments 
A)  increasing direct mailing costs by targeting high-response customers 
B)  selecting target groups for promotional appeals 
C)  understanding the important characteristics of heavy product users 
D)  directing distinctive cross-selling activities to particular customer segments

Question 8

Client-side data collection involves ________.

Accepted Answer

A)  collecting data about consumers navigation and click behavior at a website 
B)  collecting information about consumer click behavior from the user's computer 
C)  using cookies to manage e-commerce tools, such as shopping carts 
D)  all of the above 
A)  collecting data about consumers navigation and click behavior at a website 
B)  collecting information about consumer click behavior from the user's computer 
C)  using cookies to manage e-commerce tools, such as shopping carts 
D)  all of the above

Question 9

RFM analysis scans the database for all of the following criteria except ________.

Accepted Answer

A)  relevancy 
B)  recency 
C)  frequency 
D)  monetary value 
A)  relevancy 
B)  recency 
C)  frequency 
D)  monetary value

Question 10

Knowledge management is the process of managing ________ of information.

Accepted Answer

A)  creation 
B)  use 
C)  dissemination 
D)  all of the above 
A)  creation 
B)  use 
C)  dissemination 
D)  all of the above

Question 11

________ is/are the biggest disadvantages of online survey research?

Accepted Answer

A)  Sample representativeness and measurement validity 
B)  Rising cost of online surveys 
C)  Response time of those who complete questionnaires online 
D)  Data entry errors 
A)  Sample representativeness and measurement validity 
B)  Rising cost of online surveys 
C)  Response time of those who complete questionnaires online 
D)  Data entry errors

Question 12

List and define the four types of analysis of data from a data warehouse that e-marketers can use?

Accepted Answer

-Data Mining - extraction of information

Question 13

What are the most important inclusions in a marketing knowledge database?

Accepted Answer

-Data about customers
-Prospec

Question 14

The internet is fertile ground for primary data collection because of ________.

Accepted Answer

A)  clickstream data collection 
B)  electronic data interchange 
C)  declining cooperation from consumers using traditional approaches 
D)  increasing payments to research subjects 
A)  clickstream data collection 
B)  electronic data interchange 
C)  declining cooperation from consumers using traditional approaches 
D)  increasing payments to research subjects

Question 15

Primary data ________.

Accepted Answer

A)  are gathered for the first time to solve a specific problem 
B)  can be collected online using focus groups, observation, interviews and survey research 
C)  are more expensive and time consuming than secondary data collection 
D)  all of the above 
A)  are gathered for the first time to solve a specific problem 
B)  can be collected online using focus groups, observation, interviews and survey research 
C)  are more expensive and time consuming than secondary data collection 
D)  all of the above

Question 16

In judging information quality on the web, e-marketers should not be seduced by good design.

Accepted Answer

A) True 
 B)False

Question 17

Data mining allows marketers to uncover data patterns that can help them ________.

Accepted Answer

A)  refine marketing mix strategies 
B)  identify new product opportunities 
C)  predict consumer behavior 
D)  all of the above 
A)  refine marketing mix strategies 
B)  identify new product opportunities 
C)  predict consumer behavior 
D)  all of the above

Question 18

________ can perform all data mining, customer profiling, and RFM analysis at any time through access to the data warehouse and distribute results to appropriate staff members.

Accepted Answer

A)  IT personnel 
B)  Individual marketing personnel 
C)  Data warehouse consultants 
D)  Transaction processing databases 
A)  IT personnel 
B)  Individual marketing personnel 
C)  Data warehouse consultants 
D)  Transaction processing databases

Question 19

What are the ethical concerns facing online marketing research and how do they affect data collection?

Accepted Answer

-Unsolicited e-mail requests, which can

Question 20

________ are two metrics currently in widespread use for knowledge management?

Accepted Answer

A)  Return on Investment (ROI) and Total Quality Management (TQM) 
B)  Return on Assets (RO
A)  and Total Cost of Ownership (TCO) 
C)  Return on Investment (ROI) and Total Cost of Ownership (TCO) 
D)  Return on Assets (RO
A)  and Total Quality Management (TQM) 
A)  Return on Investment (ROI) and Total Quality Management (TQM) 
B)  Return on Assets (RO
A)  and Total Cost of Ownership (TCO) 
C)  Return on Investment (ROI) and Total Cost of Ownership (TCO) 
D)  Return on Assets (RO
A)  and Total Quality Management (TQM)

Bar code scanners, credit card terminals, and manual computer entry by retail clerks represent various forms of ________.

Computers and the internet create knowledge, but people are the enablers of learning.

Which of the following is not a part of the marketing information system?

A complete marketing knowledge database includes all the data about ________.

Data warehouses are repositories for ________.

Internal records ________.

Customer profiling can aid in all of the following except ________.

Client-side data collection involves ________.

RFM analysis scans the database for all of the following criteria except ________.

Knowledge management is the process of managing ________ of information.

________ is/are the biggest disadvantages of online survey research?

List and define the four types of analysis of data from a data warehouse that e-marketers can use?

What are the most important inclusions in a marketing knowledge database?

The internet is fertile ground for primary data collection because of ________.

Primary data ________.

In judging information quality on the web, e-marketers should not be seduced by good design.

Data mining allows marketers to uncover data patterns that can help them ________.

________ can perform all data mining, customer profiling, and RFM analysis at any time through access to the data warehouse and distribute results to appropriate staff members.

What are the ethical concerns facing online marketing research and how do they affect data collection?

________ are two metrics currently in widespread use for knowledge management?

Past, Present, and Future

Strategic E-Marketing and Performance Metrics

The E-Marketing Plan

Global E-Marketing 30

Ethical and Legal Issues

Consumer Behavior Online

Segmentation, Targeting, Differentiation, and Positioning Strategies

Product: the Online Offer

Price: the Online Value

The Internet for Distribution

E-Marketing Communication: Owned Media

E-Marketing Communication: Paid Media

E-Marketing Communication: Earned Media

Customer Relationship Management

Filters

Exam 6: E-Marketing Research

Bar code scanners, credit card terminals, and manual computer entry by retail clerks represent various forms of ________.

Computers and the internet create knowledge, but people are the enablers of learning.

Which of the following is not a part of the marketing information system?

A complete marketing knowledge database includes all the data about ________.

Data warehouses are repositories for ________.

Internal records ________.

Customer profiling can aid in all of the following except ________.

Client-side data collection involves ________.

RFM analysis scans the database for all of the following criteria except ________.

Knowledge management is the process of managing ________ of information.

________ is/are the biggest disadvantages of online survey research?

List and define the four types of analysis of data from a data warehouse that e-marketers can use?

What are the most important inclusions in a marketing knowledge database?

The internet is fertile ground for primary data collection because of ________.

Primary data ________.

In judging information quality on the web, e-marketers should not be seduced by good design.

Data mining allows marketers to uncover data patterns that can help them ________.

________ can perform all data mining, customer profiling, and RFM analysis at any time through access to the data warehouse and distribute results to appropriate staff members.

What are the ethical concerns facing online marketing research and how do they affect data collection?

________ are two metrics currently in widespread use for knowledge management?

Past, Present, and Future

Strategic E-Marketing and Performance Metrics

The E-Marketing Plan

Global E-Marketing 30

Ethical and Legal Issues

Consumer Behavior Online

Segmentation, Targeting, Differentiation, and Positioning Strategies

Product: the Online Offer

Price: the Online Value

The Internet for Distribution

E-Marketing Communication: Owned Media

E-Marketing Communication: Paid Media

E-Marketing Communication: Earned Media

Customer Relationship Management

Filters