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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.

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MKTG 3325 Exam 3 – Flashcards

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