Ralph works for Zenith Inc., a leading cosmetic company based in Illinois. At Zenith, Ralph's primary responsibility revolves around digging deeply into customer data to gain valuable insights about customer needs, motives, and attitudes. This data is, in turn, used by Zenith to personalize its customers' shopping experience. Ralph's position at Zenith requires him to focus primarily on ___.
a. customer sales
b. human resource management
c. risk assessment
d. financial analysis
e. customer relationship management
Answer: e. customer relationship management
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Principles of Marketing
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