《管理信息系統(tǒng)（第7版）》章節(jié)練習題及答案chapter extension 12

1、管理信息系統(tǒng)（第7版）章節(jié)練習題及答案chapter extension 12管理信息系統(tǒng)（第7版）章節(jié)練習題及答案chapter extension 12 Copyright 2017 Pearson Education, Inc.管理信息系統(tǒng)（第7版）章節(jié)練習題及答案chapter extension 12Experiencing MIS, 7e (Kroenke)Chapter Extension 12 Database Marketing1) Which of the following marketing techniques refers to the application of

2、 business intelligence systems to the planning and execution of marketing programs?A) ambush marketingB) viral marketingC) database marketingD) guerrilla marketingAnswer: CAACSB: Information TechnologyDifficulty: 1: EasyCourse LO: Discuss best practices for using and managing databases.Learning Obj:

3、 LO 24.1: What is a database marketing opportunity?Classification: Concept2) Databases are not a key component of database marketing.Answer: FALSEAACSB: Information TechnologyDifficulty: 1: EasyCourse LO: Discuss best practices for using and managing databases.Learning Obj: LO 24.1: What is a databa

4、se marketing opportunity?Classification: Concept3) Data mining techniques are essential for database marketing.Answer: TRUEAACSB: Information TechnologyDifficulty: 1: EasyCourse LO: Discuss best practices for using and managing databases.Learning Obj: LO 24.1: What is a database marketing opportunit

5、y?Classification: Concept4) What is database marketing?Answer: Database marketing is the application of business intelligence systems to the planning, execution, and assessment of marketing programs. Databases are a key component of database marketing, but data mining techniques are also very import

6、ant.AACSB: Information TechnologyDifficulty: 1: EasyCourse LO: Discuss best practices for using and managing databases.Learning Obj: LO 24.1: What is a database marketing opportunity?Classification: Concept5) _ is a way of analyzing and ranking customers according to their purchasing patterns.A) Com

7、posite forecastB) RFM analysisC) Regression analysisD) Delphi techniqueAnswer: BAACSB: Information TechnologyDifficulty: 1: EasyCourse LO: Discuss best practices for using and managing databases.Learning Obj: LO 24.2: How does RFM analysis classify customers?Classification: Concept6) Which of the fo

8、llowing is the first step in the process of producing an RFM score?A) dividing the customers according to the amount spent on purchasesB) sorting customer purchase records based on the purchase frequencyC) sorting customer purchase records by the date of most recent purchaseD) dividing customers int

9、o two groups based on the gender and giving each group a scoreAnswer: CAACSB: Information TechnologyDifficulty: 1: EasyCourse LO: Discuss best practices for using and managing databases.Learning Obj: LO 24.2: How does RFM analysis classify customers?Classification: Concept7) In RFM analysis, an R sc

10、ore of 5 shows that _.A) a customer has not made any recent purchasesB) a customer has bought the most expensive itemsC) a customer has frequently ordered expensive itemsD) a customer has purchased the least expensive itemsAnswer: AAACSB: Information TechnologyDifficulty: 1: EasyCourse LO: Discuss t

11、he role of information systems in supporting business processes.Learning Obj: LO 24.2: How does RFM analysis classify customers?Classification: Concept8) In RFM analysis, an F score of 1 shows that _.A) a customer has bought the least expensive itemsB) a customer has frequently placed ordersC) a cus

12、tomer has always bought the most expensive itemsD) a customer has rarely made a purchaseAnswer: BAACSB: Information TechnologyDifficulty: 1: EasyCourse LO: Discuss the role of information systems in supporting business processes.Learning Obj: LO 24.2: How does RFM analysis classify customers?Classif

13、ication: Concept9) In RFM analysis, customers who have bought the least expensive items are indicated by an M score of _.A) 2B) 5C) 1D) 4Answer: BAACSB: Information TechnologyDifficulty: 1: EasyCourse LO: Discuss the role of information systems in supporting business processes.Learning Obj: LO 24.2:

14、 How does RFM analysis classify customers?Classification: Concept10) Cheryl Inc., a leading cosmetics manufacturer, wants to identify its most valued customers. Each customer is assigned an RFM score based on their purchasing patterns. One of their valued customers has an RFM score of 545. In this c

15、ase, the ideal action for Cheryls sales team is to _.A) up-sell more expensive goods to this customerB) contact this customer immediatelyC) not waste any time on this customerD) set up an automated contact system for this customerAnswer: CAACSB: Reflective ThinkingDifficulty: 3: ChallengingCourse LO

16、: Discuss the role of information systems in supporting business processes.Learning Obj: LO 24.2: How does RFM analysis classify customers?Classification: Application11) Which of the following RFM scores refers to the most valuable customer?A) 111B) 555C) 123D) 333Answer: AAACSB: Information Technol

17、ogyDifficulty: 2: ModerateCourse LO: Discuss the role of information systems in supporting business processes.Learning Obj: LO 24.2: How does RFM analysis classify customers?Classification: Concept12) The RFM score is obtained by ranking customers based on the positive feedback for a product after p

18、urchasing it.Answer: FALSEAACSB: Information TechnologyDifficulty: 1: EasyCourse LO: Discuss the role of information systems in supporting business processes.Learning Obj: LO 24.2: How does RFM analysis classify customers?Classification: Concept13) RFM analysis is a complex technique that is difficu

19、lt to implement.Answer: FALSEAACSB: Information TechnologyDifficulty: 1: EasyCourse LO: Discuss the role of information systems in supporting business processes.Learning Obj: LO 24.2: How does RFM analysis classify customers?Classification: Concept14) A high F score denotes that the customer has bou

20、ght an expensive item recently.Answer: FALSEAACSB: Information TechnologyDifficulty: 1: EasyCourse LO: Discuss the role of information systems in supporting business processes.Learning Obj: LO 24.2: How does RFM analysis classify customers?Classification: Concept15) Customers with an RFM score of 55

21、5 are highly valued by organizations.Answer: FALSEAACSB: Information TechnologyDifficulty: 1: EasyCourse LO: Discuss the role of information systems in supporting business processes.Learning Obj: LO 24.2: How does RFM analysis classify customers?Classification: Concept16) The frequency of customer p

22、urchases is not a determining factor for RFM scores.Answer: FALSEAACSB: Information TechnologyDifficulty: 1: EasyCourse LO: Discuss the role of information systems in supporting business processes.Learning Obj: LO 24.2: How does RFM analysis classify customers?Classification: Concept17) RFM analysis

23、 can be a useful tool to determine the best customers based on the frequency of their purchases.Answer: TRUEAACSB: Information TechnologyDifficulty: 2: ModerateCourse LO: Discuss the role of information systems in supporting business processes.Learning Obj: LO 24.2: How does RFM analysis classify cu

24、stomers?Classification: Concept18) RFM scores are basically beneficial to salespeople, as it gives a clear picture of a customers buying pattern.Answer: TRUEAACSB: Information TechnologyDifficulty: 1: EasyCourse LO: Discuss the role of information systems in supporting business processes.Learning Ob

25、j: LO 24.2: How does RFM analysis classify customers?Classification: Concept19) A reporting system that generates RFM data can be automated.Answer: TRUEAACSB: Information TechnologyDifficulty: 1: EasyCourse LO: Discuss the role of information systems in supporting business processes.Learning Obj: LO

26、 24.2: How does RFM analysis classify customers?Classification: Concept20) Describe the process of conducting RFM analysis.Answer: RFM analysis is a way of analyzing and ranking customers according to their purchasing patterns. It is a simple technique that considers how recently (R) a customer has

27、ordered, how frequently (F) a customer orders, and how much money (M) the customer spends per order.To produce an RFM score, the program first sorts customer purchase records by the date of most recent (R) purchase. In a common form of this analysis, the program then divides the customers into five

28、groups and gives customers in each group a score of 1 to 5. The 20 percent of the customers having the most recent orders are given an R score of 1, the 20 percent of the customers having the next most recent orders are given an R score of 2, and the last 20 percent are given an R score of 5.The pro

29、gram then re-sorts the customers on the basis of how frequently they order. The 20 percent of the customers who order most frequently are given an F score of 1, the next 20 percent of most frequently ordering customers are given a score of 2, and the least frequently ordering customers are given an

30、F score of 5.Finally, the program sorts the customers again according to the amount spent on their orders. The 20 percent who have ordered the most expensive items are given an M score of 1, the next 20 percent are given an M score of 2, and the 20 percent who spend the least are given an M score of

31、 5.AACSB: Information TechnologyDifficulty: 1: EasyCourse LO: Discuss the role of information systems in supporting business processes.Learning Obj: LO 24.2: How does RFM analysis classify customers?Classification: Concept21) Which of the following is a data mining technique for determining sales pa

32、tterns?A) RFM analysisB) market-basket analysisC) composite analysisD) regression analysisAnswer: BAACSB: Information TechnologyDifficulty: 1: EasyCourse LO: Discuss best practices for using and managing databases.Learning Obj: LO 24.3: How does market-basket analysis identify cross-selling opportun

33、ities?Classification: Concept22) In marketing transactions, the fact that customers who buy product X also buy product Y creates a _ opportunity.A) relationship sellingB) cross-sellingC) value added sellingD) persuasive sellingAnswer: BAACSB: Information TechnologyDifficulty: 1: EasyCourse LO: Discu

34、ss the role of information systems in supporting business processes.Learning Obj: LO 24.3: How does market-basket analysis identify cross-selling opportunities?Classification: Concept23) In market-basket terminology, the term used to represent the probability that two items will be purchased togethe

35、r is _.A) confidenceB) supportC) cohesionD) assuranceAnswer: BAACSB: Information TechnologyDifficulty: 1: EasyCourse LO: Discuss the role of information systems in supporting business processes.Learning Obj: LO 24.3: How does market-basket analysis identify cross-selling opportunities?Classification

36、: Concept24) In market-basket terminology, a conditional probability estimate is referred to as _.A) supportB) cohesionC) confidenceD) chanceAnswer: CAACSB: Information TechnologyDifficulty: 1: EasyCourse LO: Discuss the role of information systems in supporting business processes.Learning Obj: LO 2

37、4.3: How does market-basket analysis identify cross-selling opportunities?Classification: Concept25) In market-basket terminology, the ratio of confidence to the base probability of buying an item is called _.A) cohesionB) supportC) confidenceD) liftAnswer: DAACSB: Information TechnologyDifficulty:

38、1: EasyCourse LO: Discuss the role of information systems in supporting business processes.Learning Obj: LO 24.3: How does market-basket analysis identify cross-selling opportunities?Classification: Concept26) _ shows how much the base probability increases or decreases when other products are purch

39、ased.A) LiftB) SupportC) ConfidenceD) CohesionAnswer: AAACSB: Information TechnologyDifficulty: 1: EasyCourse LO: Discuss the role of information systems in supporting business processes.Learning Obj: LO 24.3: How does market-basket analysis identify cross-selling opportunities?Classification: Conce

40、pt27) A market-basket analysis is used to explore cross-selling opportunities.Answer: TRUEAACSB: Information TechnologyDifficulty: 1: EasyCourse LO: Discuss the role of information systems in supporting business processes.Learning Obj: LO 24.3: How does market-basket analysis identify cross-selling

41、opportunities?Classification: Concept28) A market-basket analysis shows the products that customers tend to buy together.Answer: TRUEAACSB: Information TechnologyDifficulty: 1: EasyCourse LO: Discuss the role of information systems in supporting business processes.Learning Obj: LO 24.3: How does mar

42、ket-basket analysis identify cross-selling opportunities?Classification: Concept29) A cross-selling opportunity is created when a consumer purchases only a single product.Answer: FALSEAACSB: Analytical ThinkingDifficulty: 1: EasyCourse LO: Discuss the role of information systems in supporting busine

43、ss processes.Learning Obj: LO 24.3: How does market-basket analysis identify cross-selling opportunities?Classification: Concept30) The more frequently two items occur in the same transaction, the higher the probability of them being purchased together.Answer: TRUEAACSB: Information TechnologyDiffic

44、ulty: 1: EasyCourse LO: Discuss the role of information systems in supporting business processes.Learning Obj: LO 24.3: How does market-basket analysis identify cross-selling opportunities?Classification: Concept31) The ratio of confidence to the base probability of buying an item is called support.

45、Answer: FALSEAACSB: Information TechnologyDifficulty: 1: EasyCourse LO: Discuss the role of information systems in supporting business processes.Learning Obj: LO 24.3: How does market-basket analysis identify cross-selling opportunities?Classification: Concept32) What is a market-basket analysis?Ans

46、wer: A market-basket analysis is a data mining technique for determining sales patterns. A market-basket analysis shows the products that customers tend to buy together. This gives companies an opportunity to cross-sell.AACSB: Information TechnologyDifficulty: 1: EasyCourse LO: Discuss the role of i

47、nformation systems in supporting business processes.Learning Obj: LO 24.3: How does market-basket analysis identify cross-selling opportunities?Classification: Concept33) Define the three market-basket terminologies: support, confidence, and lift.Answer: In market-basket terminology, support is the

48、probability that two items will be purchased together. A conditional probability estimate is called the confidence. The ratio of confidence to the base probability of buying an item is called lift. Lift shows how much the base probability increases or decreases when other products are purchased.AACS

49、B: Analytical ThinkingDifficulty: 1: EasyCourse LO: Discuss the role of information systems in supporting business processes.Learning Obj: LO 24.3: How does market-basket analysis identify cross-selling opportunities?Classification: Concept34) Which of the following is the basic idea of the decision

50、 tree technique?A) to perform an RMF analysis and rank consumers according to their purchasing patternsB) to select attributes that are most useful for classifying entities on some criterionC) to produce computer programs for information systemsD) to use the minimum difference among groups created b

51、y the decision tree algorithmAnswer: BAACSB: Information TechnologyDifficulty: 2: ModerateCourse LO: Explain how information systems can be used to assist in decision making.Learning Obj: LO 24.4: How do decision trees identify market segments?Classification: Concept35) Which of the following techni

52、ques uses a hierarchical arrangement of criteria to predict a classification or value?A) market-basket analysisB) RFM techniqueC) Cooke methodD) decision treeAnswer: DAACSB: Information TechnologyDifficulty: 1: EasyCourse LO: Discuss the role of information systems in supporting business processes.L

53、earning Obj: LO 24.4: How do decision trees identify market segments?Classification: Concept36) Which of the following statements is true about decision trees?A) Few decision trees can be transformed into a set of If/Then rules.B) Decision tree analysis is a supervised data mining technique.C) The a

54、lgorithms used in decision trees are similar to each other.D) Decision tree programs produce computer programs for trees set up by analysts.Answer: AAACSB: Information TechnologyDifficulty: 2: ModerateCourse LO: Explain how information systems can be used to assist in decision making.Learning Obj: L

55、O 24.4: How do decision trees identify market segments?Classification: Concept37) Decision tree analysis is a data mining technique that requires a high degree of supervision.Answer: FALSEAACSB: Information TechnologyDifficulty: 1: EasyCourse LO: Explain how information systems can be used to assist in decision making.Learning Obj: LO 24.4: How do decision trees identify market segments?Clas