The goal of consumer tracking is to
a. identify the prospect.
b. retain and build a relationship with the customer.
c. build a customer profile database.
d. all of the above.
e. b and c above.
Question 2Marketing planning
a. continually focuses on reviewing past performances.
b. focuses on the future, typically no longer than thirty days.
c. has no time orientation.
d. has a long term orientation up to several months.
e. puts plans into action immediately.
Question 3Implementation actions require
a. creativity.
b. cunning.
c. critical thinking.
d. a and b above.
e. a and c.
Question 4The implementation of marketing programs means
a. planning marketing programs.
a. organizing marketing programs.
b. executing marketing programs.
c. analyzing the results of marketing programs.
d. All of the above.
Question 5Very specific and harder-to find products sell well on the Web
a. True
b. False
Question 6Which of the following are segmentation methods
a. Prospect clusters
b. Demographic clusters
c. Psychographics
d. Behavioral and usage patterns
e. All of the above
Question 7If a marketer's strategy is to introduce an existing product on the Web, the major considerations are
a. Brand recognition
b. Attributes of the audience
c. Benefits to customer
d. Advantages/disadvantages of the product compared to those of Web exposure
e. All of the above
Question 8Marketers draw upon the finding of the situation analysis to construct future activities according to the marketing P's
a. True
b. False
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