Deck 2: Information Systems and Knowledge Management

Question 1

Web tracking is illegal.

Answer 1

False
Web tracking is a legal activity in which marketing researchers monitor trends and information posted by consumers that pertains to the company's brand or products.

Question 2

The goal of a CRM system is to describe customer relationships so that managers can access information themselves.

Answer 2

True

Question 3

The purpose of a decision support system is to store data and transform data into information that is easily accessible to marketing managers.

Answer 3

True

Question 4

Input data can come from internal sources of the organization,but not from external sources.

Question 5

One way to describe marketing research is to categorize it based on the four possible functions it serves in business: foundational,testing,issues,and validation.

Question 6

Google is a popular search engine.

Question 7

Environmental scanning entails all information gathering designed to detect changes in the external operating environment of the firm.

Question 8

Data,information,and intelligence all have the potential to create value to the firm through better decision making.

Question 9

Knowledge management is the process of creating an inclusive,comprehensive,easily accessible organizational memory,which can be called the organization's intellectual capital.

Question 10

An organization's salesforce frequently provides important marketing intelligence information.

Question 11

A data warehouse is the multitiered computer storehouse of current and historical data.

Question 12

A party that maintains Web sites on the World Wide Web is called a content provider.

Question 13

Global information systems allow management to track the whereabouts of delivery personnel.

Question 14

Modern technology provides new ways of tracking human behavior.

Question 15

Timeliness means that the data are not more than a few years old.

Question 16

A decision support system requires databases but not software.

Question 17

Relevant data are facts about things that cannot be changed.

Question 18

Electronic data interchange (EDI)refers to linking computerized data sources to statistical tools that can search for predictive relationships and trends which allow more accurate predictions of consumers' opinions and actions.

Question 19

Data and information can be delivered to consumers or other end users via either primary technology or secondary technology.

Question 20

Scanner data refers to the accumulated records resulting from point of sale data recordings.

Question 21

Who can provide data to a decision support system?

A)production managers
B)marketing researchers
C)accountants
D)all of the above

Question 22

All of the following are important characteristics used to evaluate the value of information EXCEPT:

A)timeliness
B)relevance
C)completeness
D)consistency

Question 23

Procter & Gamble regularly monitors trends and information posted about their products and brands by consumers on several Web sites.Which source of data input does this represent?

A)scanner data
B)Internet records
C)behavioral tracking
D)Web tracking

Question 24

When Wal-Mart transmits information electronically each day to Wrangler jeans about unit sales of this product in its retail outlets so that Wrangler can replenish Wal-Mart's inventory on an as-needed basis,this is an example of:

A)cookies
B)EDI
C)the Internet
D)data transference

Question 25

Which source of input data is represented when a company conducts marketing research to identify the characteristics of its customers?

A)internal records
B)proprietary marketing research
C)salesperson input
D)behavioral tracking

Question 26

Harold is conducting marketing research to determine what consumer segment his company should serve with its services.Which function is this marketing research serving?

A)testing
B)issues
C)foundational
D)performance

Question 27

Which of the following is an organized collection of computer hardware,software,data,and personnel designed to capture,store,update,manipulate,analyze,and immediately display information about worldwide business activities?

A)Internet
B)Intranet
C)global information system
D)global positioning satellite system

Question 28

Which of the following data characteristic refers to the degree to which data represent the true situation?

A)timeliness
B)completeness
C)quality
D)relevance

Question 29

Data which relates purchase information with promotional exposures and advertising frequency data by particular households are known as:

A)single-source data
B)multiple-source data
C)cookies
D)environmental scanning data

Question 30

Which of the following is a process that allows important day-to-day operational data to be stored and organized for simplified access?

A)global information system
B)data warehousing
C)proprietary marketing research
D)keyword search

Question 31

An organization's inventory figures are a good example of:

A)cookies
B)internal records
C)external records
D)CRM

Question 32

Facts or recorded measures of certain phenomena (things or events)are known as:

A)data
B)information
C)market intelligence
D)knowledge
E)value

Question 33

LEXIS-NEXIS is a company that puts together consortia of data sources into packages that are offered to municipal,corporate,and university libraries for a fee.LEXIS-NEXIS is an example of a:

A)data compiler
B)data wholesaler
C)data warehouse
D)data miner

Question 34

Which of the following represents a blend of previous experience,insight,and data that forms organizational memory?

A)data
B)knowledge
C)market intelligence
D)information

Question 35

CompuStat,which publishes financial data,such as income statements and balance sheets,is an example of which type of database?

A)statistical database
B)financial database
C)video database
D)electronic interchange database

Question 36

Talbot's,a women's clothing retailer,sent Laurie an email notifying her of one the sweaters they are offering this year in a style and color she had searched for on its Web site during last season's clearance sale but was unable to purchase in her size.Talbot's was linking computerized data sources to statistical tools to search for predictive relationships to enable more effective marketing communications,which is an example of:

A)electronic data interchange
B)Web tracking
C)pull technology
D)predictive analytics

Question 37

An organization's mailing list of current customers is an example of:

A)a cookie
B)software
C)a database
D)a hyperlink

Question 38

Which part of the decision support system addresses exchanges between the firm and its customers?

A)customer relationship management (CRM)system
B)data warehouse
C)global information system (GIS)
D)intellectual capital system

Question 39

Which of the following is an example of behavioral tracking?

A)product sales histories
B)test market results
C)supermarket scanner data
D)survey findings

Question 40

Which of the following is a subset of data and information that actually has some explanatory power enabling effective decisions to be made?

A)knowledge
B)intellectual capital
C)market intelligence
D)decision support system

Question 41

Most companies use a private data network that uses Internet standards and technology but only allows those individuals whom the organization deems as appropriate participants to access data.This is an example of a(n):

A)Intranet
B)smart network
C)internal source
D)content provider

Question 42

When a marketing manager has sufficient information to make a good decision,the information is said to be ____________________.

Question 43

A Web site address that Web browsers recognize is called a(n):

A)URL
B)EDI
C)DSS
D)UPC

Question 44

____________________ data refers to the accumulated records resulting from point of sale data recordings.

Question 45

When you visit Web sites,most likely a small computer file that records your Web usage history is created.This small computer file is called a(n):

A)electronic data exchange
B)cookie
C)URL
D)Intranet

Question 46

Information that is accurate,valid,and reliable is said to be of high ____________________.

Question 47

When amazon.com recommends books for purchase when a customer who has ordered books from Amazon previously returns to the site,this is an example of:

A)push technology
B)electronic data interchange
C)pull technology
D)a URL

Question 48

In information technology,____________________ is data formatted (structured)to support decision-making or define the relationship between two facts.

Question 49

When an Internet user sets up his computer so that it will send him regular news about his favorite professional football team,this is an example of the application of:

A)push technology
B)pull technology
C)smart agent software
D)RFID

Question 50

____________________ refers to linking computerized data sources to statistical tools that can search for predictive relationships and trends which allow more accurate prediction of consumers' opinions and actions.

Question 51

Numerical,text,voice,and image data that enter a decision support system are known as ____________________.

Question 52

A decision support system that gathers information about customers such as sales history and customer preferences is known as a(n)____________________ system.

Question 53

Yahoo! and Google are examples of:

A)home pages
B)search engines
C)ISPs
D)CRMs

Question 54

Melanie is using the Internet to gather information designed to detect changes in her company's external operating environment.What is Melanie performing?

A)environmental scanning
B)behavioral tracking
C)search engine marketing
D)electronic data interchange

Question 55

What is the opening screen of a Web site called?

A)cookie
B)home page
C)hyperlink
D)browser

Question 56

An ____________________ occurs when one company's computer system is integrated with another company's computer system.

Question 57

A computer-based system that helps marketing managers to solve problems through interaction with databases is known as a ____________________.

Question 58

Information that is provided when a marketing manager needs it to make an important decision is said to be ____________________.

Question 59

Parties that furnish information on the World Wide Web are called:

A)browsers
B)content providers
C)search engines
D)Intranets

Question 60

Which of the following is a collaborative effort involving just over 200 universities,government entities,and sixty corporations?

A)Intranet
B)Internet2
C)Web2.0
D)smart agent network

Question 61

Explain what a decision support system (DSS)is and how it helps marketing managers.

Question 62

Parties that furnish information on the World Wide Web are called ____________________.

Question 63

Compare and contrast pull technology and push technology.

Question 64

A company's private computer network that uses Internet standard but which is accessible only by its own employees is known as a(n)____________________.

Question 65

A computerized directory that allows users to search the World Wide Web for information based on a keyword search is called a(n)____________________.

Question 66

Define predictive analytics and discuss a marketing researcher's job in predictive analytics.

Question 67

Name and describe the four characteristics that help determine how valuable data may be to marketing researchers and managers.

Question 68

Explain how data,information,and intelligence represent value to a firm.

Question 69

____________________ technology refers to users requesting information from a Web page and the browser then determining a response.

Question 70

A Web site address that Web browsers recognize is called a(n)____________________.