Department of Marketing

University of Dhaka BBA 3 Year 2 Semester (21st Batch)

Final Examination-2017
Course MKT-323 (Marketing Information Systems)
Time: 3 Hours Full Marks: 60
[Answer any FOUR of the following questions

1. a) What are marketing information systems? (Ch-1)

b) Explain the basic components of marketing information systems? (Ch-1)
(3+12)

2. a) What is marketing audit? (Ch-7)

b) How would you execute a marketing audit? Explain. (Ch-7)
c)What are the activities involved in the MKIS implementation stage? Explain. (Ch-7)
(2+5+8)

3. a) Explain the classification of data into five general types based on their location in the value chain. (Ch-3)
b) Internal data is today recognized as having both strategic and tactical value." Explain. (Ch-3)
(8+7)

4. a) What is Decision Support Systems (DSS)? (Ch-5)

b) What is reporting and inquiry system? Explain the different types of reporting and Inquiry system. (Ch-7)
c) Explain the neural network trial-and-error learning process. (Ch-6)
(2+6+7)

5. a) Draw a model of the MKIS creation process. (Ch-7)

b) Briefly describe the steps of the MKIS planning stage. (Ch-7)
(7+8)

6. a) What is Expert system? Explain the expert system development process. (Ch-6)
b) What are the barriers and prospects of marketing information systems in the socio-economic development
of Bangladesh? Explain.
(7+8)
 Department of Marketing
University of Dhaka BBA 3 Year 2 Semester (21st Batch)
Final Examination-2018
Course MKT-323 (Marketing Information Systems)
Time: 3 Hours Full Marks: 60
[Answer any FOUR of the following questions

Question#1
a) What are marketing information systems?
b) Each of the five basic components of the MKIS are interrelated and influence on another within the
context of the organization's internal environment." Explain.
(3+12)
Question#2
a) What is marketing audit?
b) How do you execute a marketing audit? Explain.
c) What are the activities involved in the MKIS implementation stage? Explain.
(3-5+5)
Question#3
a) What is analytical model.
b) How many kinds of analytical model used in martin? Explain.
c) How do you create the MKIS database? Explain.
Question#4
a) What is Expert system? Explain the expert system development process. (Ch-6)
b) What are the barriers and prospects of marketing information systems in the socio-economic development
of Bangladesh? Explain.
(7+8)
Question#5
a) Discuss the four tasks which are related to development of the database system.
b) How to build the information age organization?
(7.5+7.5)
Question#6
Write short notes on the following: (Any 10)
a) Artificial Intelligence
b) Conditional forecast model
c) Decision support system
d) Executive support system
e) Environmental scanning
f) Integrity
g) Knowledge Engineer
h) Electronic Data Interchange (EDD)
i) Neural networks
j) Offensive intelligence
k) Passive intelligence
l) Single-source data services
(10x1.5=15)