U4 1-2

1- A direct marketing strategy today extends the classic 4Ps of the marketing mix to engage consumers at an individual level. Identify and explain the four phases of the process to optimize consumer engagement. Select a company that markets a technology product you use (e.g., mobile phone, tablet, or flat screen TV) and describe how that marketer uses the four phases to optimize consumer engagement.Your response should be at least 500 words in length.

2- Like any database, the quality of the output of a marketing information system relies on the data that are gathered and inputted. Describe at least four SOURCES of data on individual consumers, and at least six TYPES of data that are relevant to predicting consumer behavior. How would an iDirect marketer use this information to optimize consumer engagement?Your response should be at least 500 words in length.

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