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Page 12
HAS VARIABLES:
False
LEARNING OBJECTIVES:
5.04 – Identify the components of a decision support system.
DATE CREATED:
7/25/2017 4:45 AM
DATE MODIFIED:
7/25/2017 4:46 AM
28. What system relies most on the production of preformatted reports?
a.
Decision Support Systems
b.
Marketing Information System
c.
Research project
d.
Intelligence gathering system
e.
Marketing analysis system
ANSWER:
b
RATIONALE:
Due to the regular, standardized nature of Marketing Information Systems,
preformatted reports are expected. See 5–2: The Systems Approach.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
5.03 – Define what is meant by a marketing information system (MIS) and a
decision support system (DSS).
DATE CREATED:
7/25/2017 4:47 AM
DATE MODIFIED:
7/25/2017 4:48 AM
29. The set of procedures and methods for the regular planned collection, analysis, and presentation of information for
use in making marketing decisions. This describes
a.
Decision Support Systems
b.
Marketing Information Systems
c.
Research projects
d.
Verbal presentations
e.
Written presentations
b
Due to the regular, standardized nature of Marketing Information Systems, a
set of procedures and methods for the collection, analysis, and presentation of
information is expected. See 5-2: The Systems Approach.
1
Easy
Understand
Multiple Choice
False
5.03 – Define what is meant by a marketing information system (MIS) and a
decision support system (DSS).
7/25/2017 4:50 AM
7/25/2017 4:51 AM
30. The data system for a Decisions Support System (DSS) would hold data from
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Page 13
a.
a standard source in a standard form.
b.
a standard source in a variety of forms.
c.
a variety of sources in a standard form.
d.
a variety of sources in a variety of forms.
e.
None of these are correct.
ANSWER:
d
RATIONALE:
The data system for a DSS would hold data from a variety of sources in a variety
of forms. See 5-3: Components of Decision Support Systems.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
5.04 – Identify the components of a decision support system.
DATE CREATED:
7/25/2017 5:09 AM
DATE MODIFIED:
7/25/2017 5:10 AM
31. Data systems most commonly hold information relating to
a.
existing customers.
b.
prospective customers.
c.
competitors.
d.
suppliers.
e.
All of these may be held in a data system.
ANSWER:
e
RATIONALE:
All of these may be held in a data system. See 5-3: Components of Decision
Support Systems.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
5.04 – Identify the components of a decision support system.
DATE CREATED:
7/25/2017 5:11 AM
DATE MODIFIED:
7/25/2017 5:12 AM
32. The component of a Decision Support System that allows users to manipulate the data and conduct analysis is
known as the
a.
data system.
b.
model system.
c.
dialog system.
d.
information system.
e.
research system.
ANSWER:
b
RATIONALE:
This component of a DSS is known as the model system. See 5-3: Components of
Decision Support Systems.
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Page 14
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
5.04 – Identify the components of a decision support system.
DATE CREATED:
7/25/2017 5:15 AM
DATE MODIFIED:
7/25/2017 5:19 AM
33. Which of the following is an example of using the modeling system of a DSS?
a.
To enable brand managers to make better marketing mix decisions
b.
To help bankers make stronger credit decisions
c.
To guide managers when they make new product development decisions
d.
To assess alternative marketing plans for motion pictures before they are released
e.
All of these are valid examples.
ANSWER:
e
RATIONALE:
All of these represent valid examples of using the modeling system of a DSS. See
5-3: Components of Decision Support Systems.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
5.04 – Identify the components of a decision support system.
DATE CREATED:
7/25/2017 5:20 AM
DATE MODIFIED:
7/25/2017 5:22 AM
34. The primary purpose of dialog systems is to allow the marketing manager to
a.
write programs to control the flow of information between various modules in the DSS.
b.
communicate via electronic mail with her sales team.
c.
interact with the DSS to target and manipulate relevant information contained in the DSS database.
d.
collect data from primary sources and add it to the database.
e.
collect data from secondary sources and add it to the database.
ANSWER:
c
RATIONALE:
The primary purpose of dialog systems is to allow the marketing manager to
interact with the DSS to target and manipulate relevant information contained in
the DSS database. See 5-3: Components of Decision Support Systems.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
5.04 – Identify the components of a decision support system.
DATE CREATED:
7/25/2017 5:23 AM
DATE MODIFIED:
7/25/2017 5:24 AM
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Page 15
35. All of the following terms are associated with the dialog system EXCEPT
a.
the modeling system
b.
data mining
c.
parallel processing
d.
the language system
e.
All of these terms are associated with the dialog system.
ANSWER:
a
RATIONALE:
All of these terms are associated with the dialog system except modeling system.
See 5-3: Components of Decision Support Systems.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
5.04 – Identify the components of a decision support system.
DATE CREATED:
7/25/2017 5:25 AM
DATE MODIFIED:
7/25/2017 5:27 AM
36. Data should only be added to a Decision Support System (DSS) database if they
a.
do not violate privacy protection.
b.
are relevant marketing data.
c.
can be put into a truly accessible form.
d.
All of these are reasons to add data to a DSS database.
e.
Only b and c are reasons to add data to a DSS database.
ANSWER:
d
RATIONALE:
All of these are reasons to add data to a DSS database. See 5-3: Components of
Decision Support Systems.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
5.04 – Identify the components of a decision support system.
DATE CREATED:
7/25/2017 5:31 AM
DATE MODIFIED:
7/25/2017 5:36 AM
37. While reviewing the customer database, the manager of Arthur’s Auto Center has a preconceived idea of how the
database works and is able to see the interesting and worthwhile applications of the data. Such an idea is called a(n)
a.
hypothesis.
b.
model.
c.
manipulation.
d.
procedure.
e.
system.
ANSWER:
b
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Page 16
RATIONALE:
This idea is called a model. See 5-3: Components of Decision Support System.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Apply
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
5.04 – Identify the components of a decision support system.
DATE CREATED:
7/25/2017 5:37 AM
DATE MODIFIED:
7/25/2017 5:38 AM
38. Many firms have the position of CIO on their organization charts. The primary role of the person filling this position is
to
a.
assist the Vice President of Marketing.
b.
concentrate on the technical aspects of programming within the DSS.
c.
gather relevant data for the DSS database.
d.
serve as the liaison between the marketing department and other departments such as finance, production,
and accounting.
e.
run the company’s information and computer systems like a business.
ANSWER:
e
RATIONALE:
The CIO’s primary role is to run the company’s information and computer systems
like a business. See 5–4: Knowledge Management.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
5.05 – Discuss knowledge management.
DATE CREATED:
7/25/2017 5:44 AM
DATE MODIFIED:
7/25/2017 5:45 AM
39. Which executive is typically in charge of information to ensure that it is used in support of strategic thinking?
a.
CEO
b.
COO
c.
CFO
d.
CIO
e.
CMO
ANSWER:
d
RATIONALE:
The CIO is typically in charge of information to ensure that it is used in support of
strategic thinking. See 5-4: Knowledge Management.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
5.05 – Discuss knowledge management.
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Page 17
DATE CREATED:
7/25/2017 5:47 AM
DATE MODIFIED:
7/25/2017 5:48 AM
40. The element of a Decision Support System (DSS) that clearly separates it from a Marketing Information System (MIS)
is its
a.
data system.
b.
model system.
c.
dialog system.
d.
security system.
e.
backup system.
ANSWER:
c
RATIONALE:
The dialog system clearly separates a DSS from an MIS. See 5-3: Components of
Decision Support Systems.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
5.03 – Define what is meant by a marketing information system (MIS) and a
decision support system (DSS).
DATE CREATED:
7/25/2017 5:53 AM
DATE MODIFIED:
7/25/2017 5:54 AM
41. Effective MIS or DSS systems are often difficult to implement for which of the following reasons?
a.
People tend to resist change.
b.
Decision makers don’t want to tell others what factors they use.
c.
Decision makers don’t want to share how they combine factors to make decisions.
d.
All of these are correct.
e.
None of these are correct.
ANSWER:
d
RATIONALE:
All of these represent reasons that make MIS or DSS systems difficult to
implement. See 5-4: Knowledge Management.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
5.03 – Define what is meant by a marketing information system (MIS) and a
decision support system (DSS).
DATE CREATED:
7/25/2017 5:56 AM
DATE MODIFIED:
7/25/2017 5:57 AM
42. There are two basic ways marketing research can gather marketing intelligence.
a.
True
b.
False
ANSWER:
True
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Page 18
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
5.01 – Define the difference between secondary data and primary data.
DATE CREATED:
7/25/2017 6:00 AM
DATE MODIFIED:
7/25/2017 6:02 AM
43. Primary data make up most of the data included in the systems approach to marketing research.
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
5.01 – Define the difference between secondary data and primary data.
DATE CREATED:
7/25/2017 6:02 AM
DATE MODIFIED:
7/25/2017 6:04 AM
44. When using secondary data, the task of assessing accuracy is more difficult.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
5.01 – Define the difference between secondary data and primary data.
DATE CREATED:
7/25/2017 6:05 AM
DATE MODIFIED:
7/25/2017 6:06 AM
45. Looking for evidence that the research was done properly is a way to gauge the accuracy of secondary data.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
5.01 – Define the difference between secondary data and primary data.
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Page 19
DATE CREATED:
7/25/2017 6:07 AM
DATE MODIFIED:
7/25/2017 6:09 AM
46. Sales and cost data compiled in the normal accounting cycle represent a promising source of external secondary
data.
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
5.01 – Define the difference between secondary data and primary data.
DATE CREATED:
7/25/2017 6:10 AM
DATE MODIFIED:
7/25/2017 6:12 AM
47. A big advantage of the systems approach over the project approach is that current information needed for normal
operations is available when managers need it.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
5.03 – Define what is meant by a marketing information system (MIS) and a
decision support system (DSS).
DATE CREATED:
7/25/2017 6:13 AM
DATE MODIFIED:
7/25/2017 6:14 AM
48. One of the easiest tasks when designing and implementing a Marketing Information System (MIS) is to identify in
advance the data that managers will need so you can get it into the system.
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
5.03 – Define what is meant by a marketing information system (MIS) and a
decision support system (DSS).
DATE CREATED:
7/25/2017 6:15 AM
DATE MODIFIED:
7/25/2017 6:16 AM
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Page 20
49. Knowledge management is an effort to randomly collect organizational knowledge and make it accessible to others.
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
5.05 – Discuss knowledge management.
DATE CREATED:
7/25/2017 6:19 AM
DATE MODIFIED:
7/25/2017 6:19 AM
50. The CIO serves as liaison between the firm’s top management and its information systems department.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
5.05 – Discuss knowledge management.
DATE CREATED:
7/25/2017 6:21 AM
DATE MODIFIED:
7/25/2017 6:22 AM
51. The most significant advantages of primary data is the time and money they can save.
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
5.01 – Define the difference between secondary data and primary data.
DATE CREATED:
7/25/2017 6:23 AM
DATE MODIFIED:
7/25/2017 6:24 AM
52. The common problem with secondary data is that it is sometimes difficult (or impossible) to judge their accuracy.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
Copyright Cengage Learning. Powered by Cognero.
Page 21
REFERENCES:
Remember
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
5.01 – Define the difference between secondary data and primary data.
DATE CREATED:
7/25/2017 6:25 AM
DATE MODIFIED:
7/25/2017 6:26 AM
53. Knowledge that resides inside employees’ heads is often referred to as organizational knowledge.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
5.05 – Discuss knowledge management.
DATE CREATED:
7/25/2017 6:27 AM
DATE MODIFIED:
7/25/2017 6:28 AM
54. One of the most important uses of a Decision Support System in marketing is customer relationship management.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
5.03 – Define what is meant by a marketing information system (MIS) and a
decision support system (DSS).
DATE CREATED:
7/25/2017 6:30 AM
DATE MODIFIED:
7/25/2017 6:30 AM
55. Discuss at least four common reasons that have restricted the adoption of a MIS.
ANSWER:
The adoption of Marketing Information Systems (MIS) have tended to be restricted by (1)
managers’ reluctance to disclose their decision processes, (2) lack of enthusiastic support
of high-level management, (3) cost of such systems, and (4) underestimation of time
necessary to complete the system.
POINTS:
1
DIFFICULTY:
Medium
REFERENCES:
Understand
QUESTION TYPE:
Essay
HAS VARIABLES:
False
LEARNING OBJECTIVES:
5.05 – Discuss knowledge management.
DATE CREATED:
7/25/2017 6:32 AM
DATE MODIFIED:
7/25/2017 6:32 AM
56. Compare and contrast DSS and MIS.
ANSWER:
Both are concerned with improving information processing to enable better marketing
decisions. A DSS is used interactively; an MIS is not. Non-computer people find DSS easier
to use personally than MIS. DSS is focused more on ill-structured decision situations than
MIS. MIS is less flexible and adaptable than DSS. DSS responds to managers with answers
faster than MIS.
POINTS:
1
DIFFICULTY:
Medium
REFERENCES:
Understand
QUESTION TYPE:
Essay
HAS VARIABLES:
False
LEARNING OBJECTIVES:
5.03 – Define what is meant by a marketing information system (MIS) and a
decision support system (DSS).
DATE CREATED:
7/25/2017 6:34 AM
DATE MODIFIED:
7/25/2017 6:34 AM