A national restaurant chain encourages its customers to use its Web site as a means of providing comments about their experiences at the chain's locations. This Web site is one way of measuring:
A) Macro-marketing effectiveness.
B) The effectiveness of competition.
C) Employee empowerment.
D) Micro-marketing effectiveness.
E) None of the above.

Question

Quizplus · Accepted Answer

The national restaurant chain's Web site serves as a means of micro-marketing effectiveness because it allows the chain to gather feedback on the experiences of individual customers. This feedback can be used to make improvements to specific locations or to tailor marketing efforts to different customer segments.

A National Restaurant Chain Encourages Its Customers to Use Its