MKTG 3325 Exam 3 – Flashcards
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1) Successful database marketing emphasizes two things:
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B) identifying customers and building relationships.
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2) The primary benefit of database marketing is:
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A) the enhancement of customer loyalty.
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3) An operational database contains
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C) customer transactions and follows accounting principles.
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6) The most cost-effective means of communicating with customers is:
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D) the internet and email.
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8) Many times demographic and psychographic information about customers is not available through internal company records. In these situations:
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A) the information can be purchased from external marketing research firms.
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10) Using geocoding, a company's marketing department can add which of the following to each customer's record?
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A) Demographic information and lifestyle data as well as the geographical codes
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13) Many marketing experts believe calculating the lifetime value of a market segment is
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D) sums costs across a market segment.
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16) Customer clustering is attractive to marketers because it:
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C) creates clusters of a firm's actual customers along an important purchase criteria.
