Scenario 17-3 as the Number of Firms Utilizing Direct Marketing Continues to Continues

Multiple Choice

Scenario 17-3
As the number of firms utilizing direct marketing continues to grow, so too does the number of consumers opposed to the methods often described as "intrusive." To combat the growing number of opposed consumers, marketers need to find creative new ways to optimize their direct marketing campaigns. One outlet firms are beginning to experiment with is social media. Executives understand that many consumers view a company's Facebook page more often than the company's home page, so they've grown to realize that setting up some form of an email opt-in on social media sites is a great way to build marketing databases. In addition to opt-in sections, social media allows businesses to interact with consumers, which may make them less inclined to respond negatively to a company's direct marketing efforts. By utilizing social media more often in the future, a number U.S.companies hope to build stronger and more useful marketing databases.
-(Scenario 17-3) Which of the following is an essential application of the marketing database?

A) keeping close tabs on consumers to ensure their loyalty
B) reinforcing and recognizing your best customers
C) degrading and ignoring customers that are not providing consistent business
D) notifying customers of minute changes to various products and services