Pete Sanchez, a Recent Graduate of Business School, Has a Different

Multiple Choice

Pete Sanchez, a recent graduate of business school, has a different approach than his marketing manager, who believes in keeping customers at arm's length and using television advertising. Pete knows that today few successful firms still practice this type of true ________ and are instead turning to selective relationship management.

A) club marketing
B) frequency marketing
C) mass marketing
D) customer satisfaction
E) marketing segmenting