2 When a marketing- information management system compares financial information from one time period with the financial data from another time period, it provides a picture of the business’s.CompetitionSituation analysisSales forecastsProfitability
3 One advantage to marketing- information managers of using the internet to do research and gather data is that the process is.InexpensiveRestrictiveRegulatedProtected
4 So a business can retrieve current customer and internal marketing information from a central location, it may use which of the following technological tools:Presentation softwareA databaseOpt- inA CAD program
5 Which of the following is a technology tool that allows a business to observe a customer’s internet activities:SpamHyperlinkCookieHost
6 Why do many businesses place a cookie on a user’s hard drive when the user visits the business’s web site?To regulate the user’s access to informationTo make it easy for the user to find the websiteTo track the number of times the user buys a productTo guarantee that the web site is secure
8 How can businesses use computerized databases to sort and organize information about customers’ purchases, brand preferences, and dollar amounts spent?To maintain sales strategiesTo prepare financial reportsTo develop inventory control plansTo customize its marketing efforts
9 Explanation question 43D. To customize marketing efforts. Many businesses use computerized databases to sort and organize information about customers’ purchases, brand preferences, dollar amounts spent, etc. The benefit to the business is that it can use this information to customize its marketing efforts and appeal to specific customers. For example, a business might use a database to organize customers according to geographic location, and send different promotional pieces to each area. The database allows a business to target specific customers based on certain criteria. Businesses do not use this type of customer information to prepare financial reports, develop inventory control plans, or maintain sale strategies.
10 44. How can using a database to track its customers’ preferences and buying habits help a business? Decreases the need to analyze marketing activitiesObtains additional deductions for its semi- annual tax returnReduces unnecessary operational expensesBuilds strong, loyal customer relationships
11 Explanation question 44D. Builds strong, loyal customer relationships. When a business understands what its customers like and dislike about its good and services, it can incorporate activities to maintain, improve, or expand its products. When customers see that the business is showing interest in meeting their needs and wants, they are more likely to continue the relationship with the business. A business’s tax deductions are not generally based on its ability to track its customers’ buying behavior. Operational expenses refer to all of the expenses of running the business. A database can facilitate efficient use of a business’s resources, but does not necessarily reduce operating expenses, nor does it necessarily decrease the need to analyze marketing activities.