MKTK-485 Exam 2 – Flashcards
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Knowledge management is the process of managing ________ of information
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d. all of the above
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A complete marketing knowledge database includes all the data about ________.
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d. all of the above
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Which of the following is not a part of the marketing information system?
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c. manipulating information to align with the company's vision
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Internal records ________.
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c. can provide marketers with information about sales and inventory movements
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Secondary data ________.
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d. can be collected more quickly and less expensively than primary data
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Primary data ________.
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d. all of the above
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All of the following are true of data mining except ________.
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c. Its major task is to single out online opinion leaders
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Which of the following is not a disadvantage of online focus groups as compared to traditional focus groups?
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d. some participants can be more influenced by opinions of other participants
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Response rates for e-mail surveys are best when respondents ________.
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c. are members of special interest lists
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________ is/are the biggest disadvantages of online survey research?
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a. Sample representativeness and measurement validity
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Which of the following is not of ethical concern regarding survey research on the Internet?
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c. opt-in communities usually cost the client firms more than traditional methods
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Client-side data collection involves ________.
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b. collecting information about consumer click behavior from the user's computer
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Data warehouses are repositories for ________.
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d. the entire organization's historical data
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Data mining allows marketers to uncover data patterns that can help them ________.
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d. all of the above
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Customer profiling can aid in all of the following except ________.
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a. increasing direct mailing costs by targeting high-response customers
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RFM analysis scans the database for all of the following criteria except ________.
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a. relevancy
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________ 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.
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b. Individual marketing personnel
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________ are two metrics currently in widespread use for knowledge management?
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c. Return on Investment (ROI) and Total Cost of Ownership (TCO)
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The internet is fertile ground for primary data collection because of ________.
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c. declining cooperation from consumers using traditional approaches
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Bar code scanners, credit card terminals, and manual computer entry by retail clerks represent various forms of ________.
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b. real-space primary data collection
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According to the text, _____ percent of US consumers used the internet in 2012.
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c. 85
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What is the main reason for which consumers do not use the Internet?
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d. all of the above
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_____ is a basic marketing concept that refers to the act of obtaining a valued object from someone by offering something in return.
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c. Exchange
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Which of the following is a tool that companies can use to send data to customers?
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d. all of the above
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_____ is the idea that there is infinite information, but the demand for it is limited by human capacity.
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a. Attention economy
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According to the text, some research shows that online shoppers tend to be more _____ oriented than ______ oriented.
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b. goal; experience
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Which of the following constitutes the cost of a consumer's resources for exchange?
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d. all of the above
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One of the alternatives to credit card payments on the internet mentioned in the text is _____.
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b. smart card
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Because time poverty is a problem for today's consumers, they want _____.
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b. appropriate benefits for the time they spend online
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Aside from bookmarks and browser favorites, internet consumers can use _____ to bring them directly specific information, news reports, or promoted specials.
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d. social networking widgets
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Which of the following is not identified as one of the five major activities that consumers do as they spend time online?
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c. Transform
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The text gives several reasons for the probable increase in U.S. adoption of broadband in the near future. Which of the following is not one of the reasons given?
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c. broadband will be required for employees to work from home
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According to the text, _____ of US television viewers still watch live television, thus being exposed to commercials, while about _____ of viewers using DVRs fast-forward through commercials.
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c. 95%; 70%
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High bandwidth allows consumers to enjoy which of the following services?
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d. all of the above
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Which of the following strategies have been implemented to deal with a mixed bandwith audience for a web site?
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d. all of the above
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One way for marketers to watch the trends of internet users is to _____.
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b. monitor search terms entered at Google, Yahoo!, and other search engines/directories
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DSL technology is a method for _____,
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c. transmitting data at high speed over phone lines
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Which of the following is not one of the social/cultural trends that have impacted online exchange?
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d. None of the above
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Strategies to deal with users with mixed bandwidths include all the following except _____.
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b. use text only Websites
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Online oxygen is a term coined by www.trendwatching.com which refers to _____.
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c. addictive nature and qualities of the internet
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________ is the process of aggregating individuals or businesses along similar characteristics that pertain to the use, consumption, or benefits of a product or service.
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a. Marketing segmentation
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Marketers commonly base their segmentation of consumer markets on ________.
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d. all of the above
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Which of the following are the top three languages used on most Web pages and online bulletin boards?
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d. English, Japanese, and Chinese
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User psychographics include all of the following except _________.
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c. geographic location
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Marketers using ________ often form groups of consumers based on the outcomes they desire from the product.
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b. benefit segmentation
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While marketers will probably use a variety of segmentation methods, _____ is relied upon as the key driver of marketing mix strategy?
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a. benefits sought
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All of the following are used as bases for segmenting usage except ________.
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c. brand loyalty
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According to Forrester Research consumer technographic segments, ________ are technophiles and technology laggards, being least receptive audience for new technologies.
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b. sidelined citizens
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According to Forrester Research's scheme of technographic segments, which of the following is most likely to be a receptive audience of new technologies.
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a. fast followers
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Demographics include all the following except ________.
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d. lifestyle
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________ represent an important group for e-marketers to target to develop strong buzz or word of mouth.
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a. Influentials
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Social networking pertains to ________.
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b. expanding the number of one's business and/or contacts by making connections through individuals online
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________ are internal evaluations about people, products, and objects, while ________ refers to what a person physically does.
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c. Attitudes; behavior
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According to the text, ________ are the most ignored group of technology consumers.
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c. New Age Nurturers
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________ occurs when a company tailors all or part of the marketing mix to a small group of consumers/users..
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c. Niche marketing
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All of the following are criteria for targeting except ________.
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a. reliability
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To be an attractive online segment the segment must be all the following except ________.
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c. be technically savvy
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________ is what a company does to the product, as opposed to ________, which is what a company does to the mind.
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a. Differentiation; Positioning
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According to the text, market offerings can be differentiated along many dimensions, except ________.
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c. personnel
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Which of the following is the biggest problem with price differentiation?
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c. easily duplicated
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Which of the following represents a major shift in current marketing practice?
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b. From mass marketing to individualized marketing
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A firm using relationship marketing focuses on ________.
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b. wallet share
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Companies can use relationship marketing techniques to build relationships with ________.
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d. all of the above
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Which of the following is a facet of customer relationship management (CRM)?
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d. all of the above
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Social CRM means that companies must interact with customers ________.
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a. on the customer's terms
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In order to keep customers from viewing their communications as spam, the firm should build relationships by ________.
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c. using consumer information to build more precise target profiles
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Which of the following is referred to as level one of relationship marketing?
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c. Marketers build a financial bond with customers by using pricing strategies
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Which of the following is an advantage of connecting customers with supply chain businesses?
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d. all of the above
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As more companies integrate customer relationship management (CRM) and supply chain management (SCM) activities ________.
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c. they will become more responsive to individual customer needs
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If two or more companies were to link their intranet networks for the purpose of sharing information, then they would have a(n) ________.
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b. extranet
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Companies obtain transactional, behavioral, and interaction data about prospects, business customers, and end customers through ________.
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d. all of the above
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CRM allows companies to leverage their resources by investing more in the ________ customers
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c. most lucrative
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When everyone in the company who touches the customer understands all aspects of the customer's relationship with the company, this is regarded as ________.
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c. having a 360-degree view of the customer relationship
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Important tools that aid firms in customizing products to groups of customers or individuals include ________ strategies that reside on the company's Web and e-mail servers, and ________ strategies that are initiated by internet users.
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a. push; pull
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Using _________ firms can develop customized web pages based on visitor behavior.
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a. Web log analysis
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________ allows marketers to monitor users' online behavior and make instantaneous and/or automatic adjustments to online promotional offers and web content.
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b. Real-time profiling
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Through real-time chat, bulletin boards/newsgroups, and email postings at its Web site, companies are able to ________.
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d. all of the above
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Software agents such as shopping agents and search engines ________.
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d. match user input to databases and return customized information
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Individualized web portals are most often used to build relationships in the ________.
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b. B2B market
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All of the following are metrics used to assess the internet's value in delivering CRM except ________.
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c. employee satisfaction
