Question

Using advances in technology to maintain databases of customer information is more important for firms involved in mass marketing than it is for those firms using relationship marketing.
True/False

Answer 1

Answer:

The statement is: False.

Explanation:

The difference between mass marketing and relationship marketing is that the first is used to attract large numbers of customers with a product that is not necessarily tailor-made for them. On the other hand, relationship marketing provides consumers with a good or service that matches their needs. Companies implementing this approach are likely to keep customers' information in a database to evaluate changes over time and to adapt to them.

Thus, maintaining databases thanks to the advance of technology is likely more useful for firms using relationship marketing.