A key distinction of a Marketing Information System (MIS) is that
a. the information is accurate.
b. it can only be used by marketing managers.
c. information is collected on a regular basis.
d. it does not involve focused reports.
e. the information is used in making marketing decisions.
Question 2Internet advertising has emerged as a media option of great opportunity for advertisers because of its superior target market selectivity, detailed and full-color graphics capability, ability to deliver customized messages and ability to engage in two-way information exchanges with consumers, among other reasons.
Indicate whether the statement is true or false
Question 3Appeals to symbolic needs include those directed at the consumer's desire for self-enhancement, group membership, affiliation, and belongingness.
Indicate whether the statement is true or false
Question 4The Internet experienced slow but steady growth until ________ allowed users to move around in easy graphical fashion.
a. Yahoo
b. Mosaic
c. Netscape
Question 5The challenge of having a Marketing Information System (MIS) be effective is
a. to train managers on its use.
b. to justify the cost of the system.
c. to protect the data in the system from hackers.
d. to get accurate reports from the system.
e. to identify, in advance, the data that managers will need to ensure it gets into the system.
Question 6The WWW or World Wide Web provides the least diverse opportunity of the online technologies for advertising and IMC.
Indicate whether the statement is true or false
Question 7In general, appeals to functional needs are the most prevalent form of brand benefit positioning.
Indicate whether the statement is true or false
Question 8Which of the following is a true statement about the origins of the Internet?
a. The Internet was initially conceptualized in a term paper by a computer science student at Stanford.
b. The Internet was initially developed by a number of technology companies that wanted to expand the market for their products.
c. The Internet was initially developed by DARPA to fund research in communications technology for defense purposes.
Question 9A big disadvantage of the systems approach is
a. it takes a manager a long time to get data.
b. that managers are limited to the information that is available in the database.
c. that the databases lack historical information.
d. that collection of data is a manual, time-consuming process.
e. All of these are correct.
Question 10Junk email sent to consumers who haven't requested is Spam, a term from a Monty Python skit.
Indicate whether the statement is true or false
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