Using Advances in Technology to Maintain Databases of Customer Information

question 159

True/False

Using advances in technology to maintain databases of customer information is more important for firms involved in mass marketing than it is for those firms using relationship marketing.
Mass marketing tries to develop products that appeal to large groups of consumers without customizing them.Thus the individual preferences of consumers are not critical to firms using mass marketing.However,in relationship marketing the goal is to retain customers over time by offering products that are customized to precisely meet their needs.This requires the firm to know more about individual customers.Hence,maintaining a database of customer information is critical to the relationship marketing approach.

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Definitions:

Covert Observation

Covert observation is a research method in which the subject(s) are unaware that they are being observed, allowing researchers to study behavior in a natural setting without influence.

Unobtrusive

Pertaining to methods or approaches that are not invasive or noticeable, often used in observational research to avoid influencing subjects.

School Counselor

A professional who provides students with academic, career, college readiness, and personal/social competencies.

Behavioral Assessment

Process that includes the identification and measurement of meaningful response units (including overt behavior, feelings, and cognitions) and their controlling variables (both environmental and organismic) for the purposes of understanding and altering human behavior.