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Finish short answer questions in 1-2 pages. These are chapter1 and 2 from the book provided.
1. In the vignette about Keri Lee, how have databases benefited her
life? Are these benefits substantial or superficial?
2. What is a marketing database, and why are databases important to
3. What are some of the trends that have led to the utilization of marketing databases?
4. How is database marketing different from aggregate marketing?
5. What are some of the advantages and disadvantages of database
marketing compared to traditional brick and mortar marketing?
6. What do you think about the concerns some consumers have about
database marketing? How would you respond to those concerns?
1. What is the primary purpose of a marketing database?
2. What is the difference between a customer database and other
types of marketing databases?
3. Why is it important to examine the marketing environment and
organizational resources before proceeding to develop a marketing
4. How are database marketing strategies different from marketing
5. What advantages do databases provide to marketers for implementing marketing programs?
6. Provide an example of how tactical database implementation is
different from strategic database implementation.


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