广告、促销与整合营销传播（第8版）题库chapter 11.docxVIP

Integrated Advertising,Promotion,and Marketing Communications 8e (Clow/Baack) Chapter 11 Database and Direct Response Marketing and Personal Selling 1) Successful database marketing emphasizes two things: A) sales and contribution margin. B) identifying customers and building relationships. C) lifetime value of customers and data mining. D) data mining and data coding. Answer: B Difficulty: Moderate Skill: Definition(Concept) AACSB: Information technology LO: 11.1 What role does database marketing, includ ing the data warehouse, data coding and analysis, and data mining