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What does the information in a marketing database help managers do?
ASet one price that applies to the whole of a market
BKnow and understand customers on an individual basis
CDecide which factory should produce which product
DMeasure the market share held by each rival firm
Answer & Solution
Correct answer: B. Know and understand customers on an individual basis
1. A marketing database is a computerized file of customer profiles and purchase patterns.
2. Its information helps managers know and understand customers on an individual basis.
3. It covers potential customers as well as existing ones.
4. That individual understanding is what makes one-to-one marketing possible.
5. Factory allocation and rival share measurement are not what the database is built for.
_Source: OpenStax Introduction to Business (CC BY 4.0), Ch 11 "Creating Products and Pricing Strategies to Meet Customers' Needs", section 11.10 Trends in Developing Products and Pricing_
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