1. Which of the following media shows the greatest level of customer fragmentation? a.The internet b.Magazines c.Cable TV d.National newspapers

2. Regarding trends in distribution channels, power has shifted to the ______________ in many consumer product categories. a.Supplier b.Manufacturer c.Retailer d.Wholesaler

3.In response to the shift in power in the distribution channel some marketers are using database marketing to: a.Market specific lines of products directly to end consumers b.Segment retailers by psychographic variables c.Shift promotions to the trade d.Increase shelf space

4.Which of the following is NOT a lifestyle/demographic trend that has lead organizations to a greater use of database marketing? a.Women in the workforce b.Increasing use of the Internet c.Increase in ethnic populations d.More brand loyalty

5.How can database marketing be accountable for expenses? a.Customers can be organized by demographic characteristics b.The success of specific marketing programs can be tracked c.Customers can access accounts online d.All of the above (a-c)

6.How is database marketing different from conventional aggregate marketing? a.Database marketing does not use electronic media b.Aggregate marketing requires at least three intermediaries c.Database marketers know exactly who has responded to a promotion d.All of the above (a-c)

7.Which of the following is NOT a disadvantage of database marketing? a.Higher cost per contact b.Competition of traditional retailer c.Negative perceptions d.Very limited media channels

8.With regard to the simple example of a database for a retailer described in the text, one row would represent: a.Attributes b.One data field c.Aggregate characteristics d.One customer record

9.Which of the following is a customer database? e.A database the summarizes sales by product line f.A database of individual transactions and characteristics of a company's software clients g.A database of sales trends by geographic regions h.All of the above (a-c) are customer databases

10.How is a prospecting database different from a customer database? i.A prospecting database does not contain current customers j.A prospecting database contains only new customers obtained within the past year k.A prospecting database includes both customers and non-customers l.A customer database usually contains fewer fields

11.A _________________ database includes data on individual customers but these individual are not customers. m.prospecting n.mining o.customer p.network

12.Marketing database development should start with some type of a strategic plan. Which of the following is not an advantage of using a formalized plan? q.Points to potential and existing problems, opportunities and threats in the market environment r.Details methods to obtain goals and objectives s.Makes better use of resources t.The strategic planning process is simple and easy to implement in any organization

13.Which of the following levels of organizational planning should be completed first? u.Corporate v.Divisional w.Functional x.Operating

14.In the opening vignette to Chapter 3 Keri Lee becomes an associate product manager for the DSI new consumer division. This new division is developing a customer database. One of Keri's first task was to: y.select the hardware vendor z.select the software vendor aa.develop user interfaces for product managers ab.gather all usable internal data

15.Database development begins by determining: ac.Data requirements needed to meet the marketing objectives ad.Guidelines for database maintenance and program coding ae.Database structure af.Internal or external development and maintenance

16. A fulfillment database: ag.is sometimes managed by an outside vendor ah.preserves information on order, product shipment, and billing information and status ai.usually does not maintain historical data on customers all of the above (g-ii) are characteristics of fulfillment databases

Part C. Database Design Modify this table in 3 stages to make it a proper set of DB tables using the 3 rules of Database Design. Show all the intermediate stages. Don't forget to show dependencies (e.g. 3-21) and keys, but also delete duplicate rows book no author no book name auname authadr covr* pbno pubna pub phone Psychology S. Yan 1 1st St 1 1 Wiley 222-3333 Psychology Z. Gu 2 2nd St 2 Wiley 222-3333 WHN Accounting S. Yan 1 1 st St 2 Sage 555-2222 Accounting S. Wu 3 3 d St 1 Sage 555-2222 (Hint the final system has 4 tables) *covr=cover orderPart D: Problem Assume the Winfrey and Springer customer records from the ACME customer database appear as shown below as of 9/1/15. Consider the following events: Winfrey was sent a promotion on 9/8/14 for a new diet cookbook Winfrey ordered the cookbook on 9/10/14. Winfrey ordered an exercise video from a 7/2/14 promotion on 10/1/14. Winfrey sent in a partial payment of $10 for the diet cookbook on 10/29/14. Springer's last order was for the book "How to Win at Chess" placed on 8/1/14. Springer finally paid in full for the book "How to Win at Chess" on 12/20/14. Assuming no other promotions were sent, orders received or payments received on the Winfrey and Springer accounts between 9/1/14 and 1/1/15, how would the data elements shown below for Winfrey and Springer change as of 1/1/15? Fill in the table dated 1/1/15 reflecting the status of the Winfrey and Springer accounts as of 1/1/15. Customer records as of 9/1/14: Customer Last Last Total # Total # Elapsed Ratio of Total Paid Order Promtn of of Paid Time in Months to Total Promotions Date Date Promts Orders Since Last Order O. Winfrey 5/1/14 7/2/14 187 24 .1283 J. Springer 8/1/14 7/16/14 48 3 0625 Customer records as of 1/1/15: (student should fill in) O. Winfrey J. Springer