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

question 62

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?

Definitions:

Divisional Structure

An organizational structure where operations are grouped based on divisions or business units, with each division typically focusing on a particular product line or geographical market.

Functional Structure

An organizational configuration that divides the company based on specialization, where each organizational unit performs a specific function.

Process Structure

Refers to the arrangement and organization of various components within a process, including tasks, resources, and workflows, aimed at achieving efficient operations and outcomes.

Network Structure

The arrangement or organization of interconnected nodes or elements within a network, influencing its function and performance.