Scenario 17-2
As the number of firms utilizing direct marketing continues to grow, so does the number of consumers opposed to the methods often described as "intrusive." To combat the growing number of opposed consumers, marketers need to find creative new ways to optimize their direct marketing campaigns. One such outlet that firms are beginning to experiment with is social media. Executives understand that many consumers view a company's Facebook page more often than the company's home page, so they've grown to realize that setting up some form of an email opt-in on social media sites is a great way to build marketing databases. In addition to opt-in sections, social media allows businesses to interact with consumers, which may make them less inclined to respond negatively to a company's direct marketing efforts. By utilizing social media more often in the future, a number of U.S. companies hope to build stronger and more useful marketing databases.
-(Scenario 17-2)Which of the following is an essential application of the marketing database?
A) Keeping close tabs on consumers to ensure their loyalty
B) Reinforcing and recognizing the most frequent customers
C) Degrading and ignoring customers that are not providing consistent business
D) Notifying customers of minute changes to various products and services

Question

Scenario 17-2
As the number of firms utilizing direct marketing continues to grow, so does the number of consumers opposed to the methods often described as "intrusive." To combat the growing number of opposed consumers, marketers need to find creative new ways to optimize their direct marketing campaigns. One such outlet that firms are beginning to experiment with is social media. Executives understand that many consumers view a company's Facebook page more often than the company's home page, so they've grown to realize that setting up some form of an email opt-in on social media sites is a great way to build marketing databases. In addition to opt-in sections, social media allows businesses to interact with consumers, which may make them less inclined to respond negatively to a company's direct marketing efforts. By utilizing social media more often in the future, a number of U.S. companies hope to build stronger and more useful marketing databases. 
-(Scenario 17-2)Which of the following is an essential application of the marketing database? 
A) Keeping close tabs on consumers to ensure their loyalty  
B) Reinforcing and recognizing the most frequent customers 
C) Degrading and ignoring customers that are not providing consistent business 
D) Notifying customers of minute changes to various products and services

Quizplus · Accepted Answer

The essential application of the marketing database is to reinforce and recognize the most frequent customers, as this allows companies to better target and personalize their marketing efforts towards their most valuable customers. While keeping tabs on customers and notifying them of changes to products and services can be important tasks for a marketing database, they are not necessarily essential applications. Degrading and ignoring customers is not a valid use of a marketing database, as it is important to maintain positive relationships with all customers, regardless of their level of business with the company.

Scenario 17-2 as the Number of Firms Utilizing Direct Marketing Continues to Continues