Task 4. Find the words according to their definitions.

ORGANIZING DATA AND INFORMATION

Information systems in the global economy. DDB worldwide, United States.

Why learn about database systems?

Task 1. Comprehension questions.

1. Explain what a database management system (DBMS) is.

2. How do databases and database management systems allow businesses to do things that they couldn’t previously do?

3. What considerations and precautions are necessary when developing databases?

4. How can database management systems help a marketing manager, a lawyer, a human resource manager etc.?

5. Are databases helpful in science?

Task 2. Say whether the statements below are true or false.

1. Executives and managers can get the information they need to make good decision if there is not a good database.

2. The advertising industry has historically conducted intense and thorough marketing research to turn data into intelligence and to present results in an easy-to-read report.

3. Databases also help companies to generate information to reduce costs, increase profits, track past business activities and open new market opportunities.

4. A DBMS is usually bought from an advertising company.

5. To be successful, an advertiser must understand what motivates and interests buyers.

6. Before implementing the SAS database system, a single market study request could take one year and cost a few hundred thousand dollars.

7. It’s also critical to the success of a company that database capabilities are aligned with the company’s goals.

8. Brand Capital generates mountains of data, which can be analyzed and managed by a manager.

9. The easily accessible huge data store has significantly altered the way DDB employees work.

10. The ability of an organization to gather data, interpret it, and act on it quickly can distinguish winners from losers in a highly competitive marketplace.

Task 3. Fill in the gaps with the appropriate words from the box.

In charge of, valid, queries, valuable information, fed into, retrieve, profitability, inaccurate, edge, business intelligence

1. While interview and focus groups are interesting and useful, they aren’t necessarily statistically …

2. DDB uses a database management system to mine the consumer responses for nuggets of …

3. The new system allows to store and … a tremendous amount of detailed customer satisfaction information.

4. The systems development effort can be like a house of cards, collapsing under the weight of … and inadequate data.

5. DDB is able to turn terabytes of consumer data into useful …

6. Being able to collect, store, and evaluate large quantities of consumer opinions has given DDB rare insight into human behavior and an … over the rivals.

7. Deciding how many times to mail catalogues has a direct impact on …

8. The information from the database was … a statistical analysis program.

9. DDB employees sit down at their computers and run … on the database.

10. Riggs is … DDB’s Brand Capital project.

Task 4. Find the words according to their definitions.

1. to change, or to make someone or something change (p. 6);

2. directly relating to the subject or problem being discussed or considered (p. 9);

3. not good enough, big enough, skilled enough etc. for a particular purpose (p. 11);

4. money that a business or organization receives over a period of time, especially from selling goods or services (p. 13);

5. to make known something that was previously secret or unknown (p. 13).

Дата добавления: 2015-12-08