Six Times a Year,Patrick and Sally Send Out 15 Million

question 16

Multiple Choice

Six times a year,Patrick and Sally send out 15 million catalogs that showcase a wide variety of Irish products.They hire a call center to take orders and another company to actually warehouse and fulfill the orders.All of the information systems are linked to provide real time data to all users.Patrick and Sally are in the stage of CRM that is like market research in the form of a continuous dialogue with customers,facilitated by the effective use of CRM tools.They are in the ______ phase of the CRM process.

• A) Data mining
• B) Knowledge discovery
• C) Marketing planning
• D) Customer interaction
• E) Analysis and refinement