Which of the Following Statements About Evaluating Database Marketing Performance

question 5

Multiple Choice

Which of the following statements about evaluating database marketing performance is NOT true?

• A) Marketers should get away from the use of "average purchases" and instead use individual accounts.
• B) Marketers should award points to criteria such as recency of purchase, frequency of purchase and monetary value of purchase to identify worthwhile accounts.
• C) Break- even costs and profitability for each customer can and should be calculated for each account.
• D) Marketing activities should be directed at those patrons who have made the most frequent purchases.
• E) all of the above

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Definitions:

Ash Column

A towering column of volcanic ash emitted into the atmosphere during explosive volcanic eruptions.

Lava Flows

Streams of molten rock that pour or ooze from an erupting vent, typically flowing at temperatures of 700 to 1,200 degrees Celsius.

Glaciers/Snowpack

Masses of ice and snow that accumulate in colder climates, moving slowly over land under their own weight.

Volcanic Cinders

Small, porous pieces of pyroclastics that are ejected from a volcano during an explosive eruption.