Analytical techniques, when applied to large sets of data, can
a. describe consumer behavior.
b. predict future consumption actions.
c. prescribe courses of action for a firm and its management.
d. All of these are correct.
e. None of these are correct.
Question 2All conventional media can be used to deliver direct response advertising. However, when conventional media are used, the effort is no longer considered to be part of a direct marketing program.
Indicate whether the statement is true or false
Question 3Symbolic needs include those directed at consumers' desires for ____.
a. convenience
b. safety
c. cleanliness
d. affiliation
e. sensory pleasure
Question 4Electronic Data Interchange is an integration process that is relatively easy for enterprises large and small to implement.
Indicate whether the statement is true or false
Question 5The value of linking data from several contexts (e.g., omni-channel transactional data) is that it can provide
a. big data sets for analysis.
b. a complete view of in-store purchasing behavior.
c. a complete view of online purchasing behavior.
d. location mapping data.
e. a 360-degree view of purchasing patterns.
Question 6A problem with direct marketing is that consumers are concerned that personal information is being gathered and exchanged between businesses.
Indicate whether the statement is true or false
Question 7Appeals to ____ needs include those directed at consumers' desire for self-enhancement, group membership, affiliation, altruism, and other abstract need states that involve aspects of consumption not solved by practical product benefits.
a. functional
b. symbolic
c. experiential
d. social
e. cognitive
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