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Multiple Choice Quiz
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1
Which of the following is not one of the benefits of digitalizing data?
A)Collecting data quickly
B)Storing data cheaply
C)Maximizing data sales
D)Retrieving data quickly
E)Transmitting data cost-effectively
2
Database marketing is marketing that is managed through a database system that gives the company:
A)Digitalization
B)Toll-free numbers
C)Warranty security
D)Interaction memory
E)Message overlay
3
Which of the following marketing communication tools can be a source of customer data?
A)Warranty cards
B)Membership clubs
C)Websites
D)Surveys
E)All of the above
4
Database marketing can assist companies to manage brand relationships through which of the following activities:
A)Providing information resources to customers
B)Managing customer service
C)Communicating with customers
D)Managing the marketing communication campaigns
E)All of the above
5
Peter is a sales rep for a college textbook company. He regularly checks the company's database for:
A)Sales of competing texts
B)Requests for sample textbooks from students
C)Information about the schools in his territory
D)Messages from customers
E)All of the above
6
Fiona is creating a data overlay which:
A)Is the same as relationship tracking
B)Is the same as data mining
C)Is a technique to eliminate data duplication in databases
D)Combines several databases to increase the amount of information about customers
E)The term for relevant data placed on an overhead transparency for a presentation
7
The FTC's five core privacy principles include:
A)Notice
B)Choice
C)Access
D)Security
E)All of the above plus redress
8
Database management systems allow a company to:
A)Examine competitors' transactions and interactions
B)Be a leader in brand marketing
C)Maintain tight security on its computer systems
D)Improve its interactions with customers
E)All of the above
9
Isabel often uses her company's database to:
A)Check on the status of customer's orders
B)Review customer's order history
C)Analyze service records
D)Look for patterns in repairs
E)All of the above
10
In dealing with information, privacy issues directly impact on:
A)Trust
B)Clearly defined laws
C)Centuries old concerns of mankind
D)Situational relationships of the company leadership
E)Myths today because so much data about people is gathered in so many places.
11
When collecting personal data on customers, companies should establish clear guidelines on privacy and personal information. Which of the following should be included in these guidelines?
A)An individual should have the ability to limit the disclosure of information about him or her that was obtained for some other purpose.
B)An individual should have the ability to amend or correct a record of their identifiable information.
C)Personal data record-keeping practices should not be kept a secret.
D)All of the above
E)Only B and C above
12
Ron is trying to justify an investment in a customer database for his company. He argues it will:
A)Improve targeting marketing communications
B)Assist with customer service
C)Support sales people
D)Improve evaluation systems
E)All of the above
13
Fred is creating a database for his company. Which of the following questions should Fred consider?
A)What data are needed?
B)How will the data be collected?
C)How will the data be stored?
D)How will the data be used
E)All of the above





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