A dashboard should:
a. foster decision making.
b. enable better alignment between marketing and revenue.
c. provide a unified view into marketing's value to the business.
d. (a) and (c) only.
e. none of the above.
Question 2Compare and contrast the main methods of administering questionnaires.
Question 3When the customer has a more transactional focus, the marketer should:
a. determine the cost-to-serve each customer.
b. set a revenue target and profit goal.
c. monitor performance results and the relative effectiveness of different sales channels.
d. all of the above.
e. none of the above.
Question 4When considering methods for collecting communications data, the ____________________ itself will often
suggest one approach over the others.
Fill in the blank(s) with correct word
Question 5The core objective is measured by:
a. the number of customers retained in targeted segments.
b. the number of new customers acquired.
c. estimates of the lifetime value of customers.
d. all of the above.
e. none of the above.
Question 6Response rates are higher for ____________________ than most other methods.
Fill in the blank(s) with correct word
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