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. FALSE.

Marketers use very detailed surveys to gather secondary data. False.

A cup of yogurt is an example of a product that is always classified as a consumer good. FALSE.

The focus of the production era was on distribution and advertising. FALSE.

A firm gathers PRIMARY data by conducting surveys, interviewing customers, or mailing out questionnaires.