Caterpillar needed to know what truck fleets should test their two new engines; how they could get a marketing strategy that could be measured; and how to adjust for the coming downturn in sales. To answer these questions, they gave their salesforce laptops and paid them to enter customer information related to each sale they made. Caterpillar analyzed the newly acquired customer data and developed strategies to address their marketing questions. Caterpillar utilized .

a. secondary marketing
b. external marketing
c. database marketing
d. internal marketing

The correct answer is letter "C": database marketing.

Explanation:

Database marketing is the sales strategy companies implement using a set of methodologies, activities, and techniques fed by independent software that are destined to manage existing and prospective customers. Database marketing provides companies with relevant consumer information, their loyalty to the firm, optimizing marketing communication, budgets, and closing new sales profitably.

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