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)secondary marketing
B)external marketing
C)database marketing
D)internal marketing

Question

Quizplus · Accepted Answer

Caterpillar utilized database marketing by collecting and analyzing customer information to develop marketing strategies. They did not use external marketing (which refers to reaching out to potential customers outside the company) or secondary marketing (which involves analyzing already existing market research or data). While Caterpillar did provide their salesforce with laptops, this was likely part of their internal marketing efforts (which focus on promoting company culture and values to employees) rather than the specific strategy they used to address their marketing questions.

Caterpillar Needed to Know What Truck Fleets Should Test Their