Discuss the four trends that have resulted in the continuing growth of one-to-one marketing.
What will be an ideal response?
First, the one-size-fits-all marketing of yesteryear no longer fits. Customers do not want to be treated like the masses. Second, direct and personal marketing efforts will continues to grow to meet the needs of customers who no longer have the time to spend shopping and making purchase decisions. Third, customers will be loyal to those companies and brands that have earned their loyalty and reinforced it at every purchase occasion. Fourth, mass-media approaches will continue to decline in importance as advances in market research and database technology allow marketers to collect more detailed information on their customers, not just the approximations allowed by demographics but the specific names and addresses.
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The ______________________________ data is the repository of a variety of sales-oriented data, some of which result from recording sales events and some of which originate from activities that do not culminate in completed sales, such as presales activities
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Referring to Figure 5.1, suppose the Mexican government imposes an import quota equal to 2 tons of steel. If the Mexican government auctions import licenses to the highest foreign bidder, the overall welfare loss of the quota to Mexico equals
a. $200. b. $400. c. $600. d. $800.
A Web-based seller of CDs carefully monitors the prices charged by its competitors for identical products. This company has the ability to change a given price within three minutes in response to changes by competitors. This is an example of EC
A) competitive advantage. B) core competency. C) product or service differentiation. D) agility.
The rate of depreciation is obtained by dividing the estimated life in years into _________ and multiplying by __________
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