A Company Uses Its Marketing Database to Run an RFM

question 64

Multiple Choice

A company uses its marketing database to run an RFM analysis on its customers. The F in RFM stands for frequency and refers to

• A) the number of times a customer was reached with any kind of advertising message from the company.
• B) the number of times a customer was reached through a direct-marketing medium for the company.
• C) the number of times a customer bought a product from any product category.
• D) the number of times a customer bought a product from the company.

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Definitions:

Organizational Strategies

Plans or approaches developed by businesses to achieve long-term goals and improve their position in the marketplace.

Multinational Corporation

A firm that has extensive involvement in international business, owning or controlling facilities in more than one country.

Aerospace Technologies

This encompasses the development and application of technologies for the design, manufacture, operation, and maintenance of vehicles operating in the aerospace environment.