INTG1-GC1025 Database Management and Modeling

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INTG1-GC1025 Database Management and Modeling 2/24

Multiple Choice

Please mark “XX” before the answer you choose, e.g.

XX a. Databases

1. What differentiates customer databases from other types of marketing databases?

a. inclusion of contact information on individual customers

b. the use of computers

c. whether it is consumer or industrial

d. all of the above

2. The opening vignette about Keri Lee describes a routine day in her life that is similar to the daily activities of many other people in the U.S. and other countries.  What was the consistent element in the transactions on that day?

a. Databases

b. Use of debit cards

c. Online purchasing

d. All of the above (a-c)

3. Marketing databases are not used in which of the following organizations?

a. Consumer products

b. Business to business

c. Bagel street vendor

d. All of the above (a-c)

4. The primary reason that organizations are adopting marketing databases is:

a. They allow marketers to use supplier data more effectively and efficiently

b. They allow companies to focus on short-term tactics

c. They are easy to implement and reasonably priced

d. They allow marketers to use customer information more effectively and efficiently

5. As defined in the book, which of the following is NOT a marketing database?

a. The customer file maintained by American Express

b. The donor file maintained by Save the Children

c. A Rolodex of customer names and past purchases of an antiques store

d. The database that tracks a consumer sentiment index

6. For which of the following companies is a marketing database least valuable?

a. A marketer of books through the Internet

b. A local cleaning service with ten primary customers

c. A national commercial real estate company

d. A not-for-profit organization that solicits donations through the mail

7. Regarding the opening Chapter 2 vignette about DSI and their use of a customer database, which of the following is (are) true?

a. As the number of customers increased it was still efficient to record customer activity on paper

b. There was an expense associated with the development and implementation of the database

c. The decision to develop the customer database was based on random logic and marketing planning

d. All of the above (a-c) are true

8.  The primary goal in establishing a database is:

a. using technology to organize customer accounts

b. segmenting customers according to geographic codes

c. developing fast access technology

d. helping the organization achieve an objective such as increasing profits

9. The CEO of an industrial landscaping business is considering developing a database to respond to existing and prospective customers more effectively.  Which of the following would be her least important concern?

a. Technological sophistication of the database

b. Ability of employees to adopt the database without seriously reducing current work effectively

c. The benefit of the database outweighing the cost

d. The compatibility of the database with existing software and business processes

10. With regard to the simple example of a database for a retailer described in the text, one column would represent:

a. Attributes

b. One data field

c. Aggregate characteristics

d. One customer record

11. Which of the following is a customer database?

a. A database the summarizes sales by product line

b. A database of individual transactions and characteristics of a company’s software clients

c. A database of sales trends by geographic regions

d. All of the above (a-c) are customer databases

12. A list of members of a professional medical association would be:

a. Compiled list data

b. Census data

c. Modeled data

d. Organizational data

13.       Which of the following types of data often contains information about customers that is on an individual level, that is, not based on the aggregate?

a.  Compiled list data

b. Census data

c. Modeled data

d. Organizational data

14     Which of the following types of data classifies or segments customers based on statistical methods?

a. Compiled list data

b. Census data

c. Modeled data

d. Organizational data

15.    Which of the following is not a summary / aggregate-level report?

a. Total mailings or web site hits

b. Total purchases of a specific product

c. Total purchases by a particular customer

d. Average lifetime value of book customers

16.    __________________ techniques are used to protect files from unauthorized use by internal or external sources.

a. encryption

b. data backup

c. SQL

d. SAS

17. Why would a marketer “salt” a database?

a. to make it taste better

b. to track unauthorized use

c. to eliminate bad addresses

d. to evaluate program effectiveness

18. In-house customer data is classified as one of two types based on how it is used:

a. marketing or fulfillment data

a. external or internal data

b. marketing or financial

c. enhancement or external

19. What is the primary difference between compiled and response lists?

a. use of demographics

b. accuracy of addresses

c. responding to an offer

d. all of the above

20.  Which of the following lists usually has the best performance?

a. response lists

b. compiled lists

c. census lists

d. demographic lists

Short Answer / Essay:

In your presentation for the company - how did they use Database increase profits, gain new customers, etc. Exactly what were the gos for this (exact numbers) and how did they show basis for these numbers? 50-150 words

(e.g. "Porsche built a database of current owners, responders to past campaigns, callers to their toll free number and other (dealers, sports magazines, etc.). Their goal was to promote their new SUV. Prospective customers was contacted via mailings, ads, and email. Their initial mailings showed possibly 200,000 prospects interested in the new product.)

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, including field numbers, unique keys, and relationships between fields.

course_no	stud_no	course_name	stname	gpa	grade	credits	semesr	prof_no	profna	prof_phone
1	1	Anthropology	Dan	2.8	B	2	Fa15	1	S. Fas	222-3333
1	2	Anthropology	Ron	3.5	NA	2	Fa15	1	S. Fas	222-3333
2	1	Earth Science	Dan	2.8	NA	4	Sp16	2	D. Tom	555-2222

(Hint the NF1 has 1 table, the NF2 has 3 tables, and NF3 (final system) has 4 tables)

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Problem

Assume the K. Lee and J. Chiang customer records from the ACME customer database appear as shown below as of 9/1/15.

Consider the following events:

• J, Chiang was sent a promotion on 9/14/14 for a new diet cookbook

• J, Chiang ordered the cookbook on 9/20/14.

• J, Chiang ordered an exercise video from a 7/2/14 promotion on 10/14/14.

• J, Chiang sent in a partial payment of $10 for the diet cookbook on 10/29/14.

• K. Lee’s last order was for the book “How to Win at Chess” placed on 8/1/14.

• K. Lee finally paid in full for the book “How to Win at Chess” on 12/12/14.

Assuming no other promotions were sent, orders received, or payments received on the K. Lee and J. Chiang accounts between 9/1/14 and 1/1/15, how would the data elements shown below for K. Lee and J. Chiang change as of 1/1/15?  Fill in the table dated 1/1/15 reflecting the status of the K, Lee and J, Chiang accounts as of 1/1/15.

Customer records as of 9/1/14:

Customer

Last Order Date

Last Promtn Date

Total # of Promts

Total # of Paid Orders

Elapsed (1)

Ratio (2)

K. Lee	5/1/14	7/2/14	187	24	4	.1283
J.  Chiang	8/1/14	7/16/14	48	3	1	.0625

/

Customer records as of 1/1/15:

Customer	Last Order Date	Last Promtn Date	Total # of Promts	Total # of Paid Orders	Elapsed (1)	Ratio (2)
K. Lee
J. Chiang

Key to columns above:

Elapsed (1) =

Elapsed Time in Months Since Last Order

Ratio (2)

Ratio of “Total Paid” to “Total Promotions”