A shoe retailer uses its marketing database to run a recency,frequency,monetary analysis on its customers.In this context,recency refers to:
A) how often a consumer was reached with any kind of advertising message.
B) how often a consumer was reached through a direct marketing medium.
C) how long it has been since a consumer shopped at or bought a product from the company.
D) how often a consumer purchases a product from a certain product category.

Question

A shoe retailer uses its marketing database to run a recency,frequency,monetary analysis on its customers.In this context,recency refers to: 
A) how often a consumer was reached with any kind of advertising message.  
B) how often a consumer was reached through a direct marketing medium. 
C) how long it has been since a consumer shopped at or bought a product from the company. 
D) how often a consumer purchases a product from a certain product category.

Quizplus · Accepted Answer

Recency refers to how recently a customer has made a purchase or shopped with the company. Therefore, the best answer is C. A, B, and D may be relevant for other types of analysis, but not for recency.

A Shoe Retailer Uses Its Marketing Database to Run a Recency,frequency,monetary