Answer each question with about 150-200 words only. Do not use any references.
1. Does media control advertisers or do advertisers control
media? Should consumers be allowed to control the advertisements they
receive? What ethical dilemmas does media control present? Provide
Some may not have realized this, but when you shop, you often
leave traces of your purchasing behavior in store scanning data, catalog
and Internet purchase records, and customer databases.
Marketers may learn much after analyzing such data. Customers'
purchases reflect their preferences and often are more reliable than
their statements to researchers. People often report preferences for
popular brands, yet they actually buy other brands. American Airlines,
for example, can analyze ticket purchase records to obtain useful
information about passengers.
Typically, the majority of businesses that can afford to invest
in this type of research have a pretty sizeable marketing budget. These
are Fortune 500 companies and others that earn significant revenue.
Smaller businesses cannot afford such a luxury.
2. With this challenge in mind, how can a smaller company
still effectively track customer behavior, preferences and other similar
data to stay competitive?