Chapter 15

1. What is database marketing? How do marketers use databases to better meet the needs of their customers?

2. How do marketers evaluate the effectiveness of their communication programs?

Chapter 16

1. What is the role of advertising and what is its role in marketing/

2. What is the purpose of Public Relations? What is proactive PR? What is a crisis management plan?

Chapter 17

1. What is relationship selling? How does it differ from transactional selling?

2. Why is follow up after the sale so important in relationship selling?

Chapter 19

1. How does the recession affect consumers' perceptions of prices?

2. Explain these psychological aspects of pricing, price quality inferences, odd even pricing, internal reference price odd even pricing, price lining, and prestige pricing.