ESSAY QUESTIONS

CHAPTER 18 One-to-One Marketing

1. You are a marketing consultant. One of your major clients is a retailer of rugged clothing for hiking, camping, and other sports. Lately, your client has felt that it has lost sales due to its rather unfocused marketing efforts and is intrigued by one-to-one marketing. As the consultant, list some advantages that your client might enjoy from conducting one-to-one marketing.

2. You are a marketing manager for a vacation resort in Jamaica called "Island Breeze." You have been asked by the Vice-President of Marketing to look into building a marketing database to conduct one-to-one marketing. List eight common uses for this database, and indicate one specific example as it applies to your company.


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