Caterpillar needed to know what truck fleets should test their two new engines;how they could get a marketing strategy that could be measured;and how to adjust for the coming downturn in sales.To answer these questions,they gave their salesforce laptops and paid them to enter customer information related to each sale they made.Caterpillar analyzed the newly acquired customer data and developed strategies to address their marketing questions.Caterpillar utilized ________.
A) internal marketing
B) external marketing
C) database marketing
D) secondary marketing

Question

Quizplus · Accepted Answer

Caterpillar utilized database marketing by collecting and analyzing customer data to develop marketing strategies. Internal marketing refers to marketing activities aimed at employees, while external marketing targets customers. Secondary marketing involves the use of existing research and data from external sources to inform marketing efforts.

Caterpillar Needed to Know What Truck Fleets Should Test Their