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Why do marketers continue to gather information?
No, businesses should not undertake any non-research activities involving data collected.
Builds strong, loyal customer relationships
By interpreting it correctly
The marketing environment is constantly changing.
To customize its marketing efforts
Confidentiality
Location of the company's market
Cost-effectiveness
Which characteristic of marketing information is represented by: "Benefits of using information should be greater than the expense of gathering the data used to generate the info"
No, businesses should not undertake any non-research activities involving data collected.
Builds strong, loyal customer relationships
By interpreting it correctly
The marketing environment is constantly changing.
To customize its marketing efforts
Confidentiality
Location of the company's market
Cost-effectiveness
What is an example of marketing information that a business could gather by surveying its customers?
No, businesses should not undertake any non-research activities involving data collected.
Builds strong, loyal customer relationships
By interpreting it correctly
The marketing environment is constantly changing.
To customize its marketing efforts
Confidentiality
Location of the company's market
Cost-effectiveness
A major credit card company has hired a marketing-research firm to do a survey regarding the use of consumer credit. Is it ethical to use the information in a marketing campaign?
No, businesses should not undertake any non-research activities involving data collected.
Builds strong, loyal customer relationships
By interpreting it correctly
The marketing environment is constantly changing.
To customize its marketing efforts
Confidentiality
Location of the company's market
Cost-effectiveness
How can businesses place a cookie on a user's hard drive when the user visits the business's web site?
No, businesses should not undertake any non-research activities involving data collected.
Builds strong, loyal customer relationships
By interpreting it correctly
The marketing environment is constantly changing.
To customize its marketing efforts
Confidentiality
Location of the company's market
Cost-effectiveness
How can using a database to track its customers' preferences and buying habits help a business?
No, businesses should not undertake any non-research activities involving data collected.
Builds strong, loyal customer relationships
By interpreting it correctly
The marketing environment is constantly changing.
To customize its marketing efforts
Confidentiality
Location of the company's market
Cost-effectiveness
How can researchers protect the integrity of the marketing information they collect?
No, businesses should not undertake any non-research activities involving data collected.
Builds strong, loyal customer relationships
By interpreting it correctly
The marketing environment is constantly changing.
To customize its marketing efforts
Confidentiality
Location of the company's market
Cost-effectiveness
What is an important ethical issue involved with the collection and use of marketing information?
No, businesses should not undertake any non-research activities involving data collected.
Builds strong, loyal customer relationships
By interpreting it correctly
The marketing environment is constantly changing.
To customize its marketing efforts
Confidentiality
Location of the company's market
Cost-effectiveness
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