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In Order to Implement a Mass-Personalization Strategy,a Business's Database Marketing

question 15

True/False

In order to implement a mass-personalization strategy,a business's database marketing system must be able to track individual customers and their buying history.


Definitions:

Marginal Cost

The investment required to manufacture an additional unit of a product or service.

Nonrivalry

The idea that one person’s benefit from a certain good does not reduce the benefit available to others; a characteristic of a public good.

Nonexcludability

The inability to keep nonpayers (free riders) from obtaining benefits from a certain good; a characteristic of a public good.

Public Goods

Goods that are non-excludable and non-rivalrous, meaning their use by one person does not reduce availability to others.

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