MARKETING INTELLIGENCE EXAM 2 | QUESTIONS & ANSWERS (VERIFIED) | LATEST UPDATE | GRADED A+

Once a problem has been carefully defined, research projects should begin with a. a careful search for a marketing research agency. b. a comprehensive primary data collection effort. c. None of these are correct. d. a careful search for existing secondary data. e. All of these are correct. Correct Answer: a. a careful search for a marketing research agency. One of the most important uses of a Decision Support System (DSS) in marketing is a. Enterprise Resource Planning (ERP). b. Customer Relationship Management (CRM). c. Accounts Receivable Visualization. d. Revenue Automation. e. Marketing Information Systems (MIS). Correct Answer: b. Customer Relationship Management (CRM). Page 2 of 32 The element of a Decision Support System (DSS) that clearly separates it from a Marketing Information System (MIS) is its a. data system. b. dialog system. c. model system. d. security system. e. backup system. Correct Answer: b. dialog system. 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. manipulation. c. procedure. d. model. e. system. Correct Answer: d. model. A concern about the expanding number of commercial databases and corporate information systems is the issue of Page 3 of 32 a. accuracy. b. access. c. cost. d. privacy. e. compatibility. Correct Answer: d. privacy. 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. True False Correct Answer: False Data systems most commonly hold information relating to a. All of these may be held in a data system. b. suppliers. c. prospective customers. d. competitors. e. existing customers. Correct Answer: a. All of these may be held in a data system