Questions on Chapter 1 to see how comprehensive your understanding was?
1. What
Questions on Chapter 1 to see how comprehensive your understanding was?
1. What is the common theme of the first vignette (story) at the beginning of the chapter?
2. Do you know the terminology?
o Marketing Database
o Database Marketing
o Internet Marketing
o Direct Marketing
3. What did you learn from the section called “Trends leading to the use of Database”?
4. Are databases necessary for marketing? When and When not?
5. Is a summary of sales by region a marketing database? Why is it? Or if not, what is missing?
6. How have distribution channels changed with use of database?
Questions on Chapter 2 to see how comprehensive your reading was?
1. As a company gets bigger they may consider getting a marketing database. What factors affects this decision?
2. What types of information should be collected to help make this decision?
3. Explain the grid on p.30, exhibit 2.3 – How does this help define objectives of marketing?
4. Why is a database helpful to marketing programs?
