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Question
Companies can address customers' privacy concerns if they remember two fundamental premises about database marketing. Which of the following is one of those premises?a. Customers should be provided with the option of replying to a lead card.
b. Information gained for databases should only be used for mailing purposes.
c. Information collected should not be sold to other companies.
d. Customers should be offered something they value.
Answer
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When should a marketer use secondary data? What are the advantages of using such data and what cautions should be taken? Name and briefly describe the four broad areas that offer secondary data used by today's marketers.