The factors that influence business buying behavior are the same ...

[luminitza]

The factors that influence business buying behavior are the same as those that influence consumer buying behavior.
 
 Indicate whether the statement is true or false

Question 2

You are the marketing manager for the Internet's largest online shoe retailer. The company ships shoes of all types, styles, and sizes to locations throughout the U.S. and around the world. Given a choice between access to a mailing list and access to a marketing database, which would you choose? Define each. What are the advantages of your choice? Be as specific as possible.

[sarajane1989]

Answer to Question 1

False

Answer to Question 2

A mailing list is simply a file of the names and addresses that your business could use in contacting current or prior customers. Standing alone, an internal list (an organization's records of its own customers, subscribers, donors, and inquirers) offers little perspective on the best marketing prospects for the future. But it can be enhanced with information from external lists by adding additional names, or by merging it with other lists to match up demographic, geo-demographic, behavioral, and/or psychographic data with these customers.

A marketing database has all of the information that would be on this mailing list, plus one more elementit includes information about individuals' preferences and behavior patterns, collected directly from the customers. It allows you to give customers personalized attention, because you understand their likes and dislikes, purchasing patterns, frequency and timing of purchases, nature of returns (a common issue with online shoe purchases), and other details related to shopping and consumption. In addition, it can form the basis for an RFM (reach, frequency, and monetary) analysis. This allows you to target your most profitable customers with special promotions and personal attention.

For these reasons, the marketing database would probably be more advantageous for the retail shoe business.

[luminitza]

Correct answers!

[sarajane1989]

Great! Please up vote