Test Your Thinking

Chapter 1: Test Your Thinking

The projects in this section use the skills you've acquired in this chapter. The answers to these projects are available to instructors only through a Prentice Hall sales representative and are intended to be used in classroom discussion and assessment.

1)	Evaluate your current marketing efforts. How do you currently fulfill wants, needs, and desires?
2)	Identify any direct and relationship marketing activities. Do you build relationships with customers through information capture and targeted communication?
3)	Look for opportunities to develop database interfaces that will develop and sustain Web marketing relationships. Where can the use of this technology increase customer satisfaction while decreasing operational activity?