Quiz 4

Customer Relationship Management (CRM) helps _______.

Firms manage customer touch points to maximize customer loyalty

Information in a company's database can come from many sources. An advantage of harnessing such information is to _________.

Gain competitive advantage

The marketing department of a reputable firm wants to improve strategic decision-making, track the actions of other players in the market, and provide early warning of opportunities and threats. Which of the following would help the firm achieve its objectives?

Competitive marketing intelligence

While looking for ideas on how to craft a user-friendly dishwasher, the designers of a dishwasher-manufacturing company spent 10 days observing people as they used their dishwashers in their homes. In this instance, the designers were conducting ______.

Ethnographic research

The market researchers at HoneyCamp foods gather daily sales data and sort it by product line and region. With the help of sophisticated tools and techniques, they develop the data needed by marketing managers to evaluate the market share of the company's different products and also to gain valuable market insights. This mix of people and procedures at HoneyCamp foods that generate actionable marketing insights represents a(n) _______.

Marketing information system