4-1 What is big data, and what opportunities and challenges does it provide for marketers? (AACSB: Communication: Reflective Thinking) 4-2 Explain how marketing intelligence differs from marketing research. Which is more valuable to a company? Why? (AACSB: Communication, Reflective Thinking) 4-3 What is customer relationship management (CRM)? How are firms integrating this information into their marketing and general business practions? Provide an example of CRM in a firm. (AACSB: Communication. Reflective Thinking) 4.4 Marketers make heavy use of both primary and secondary data. What is primary data? What is secondary data? What are possible benefits or drawbacks of using each of these data types? (AACSB: Communication, Reflective Thinking) 4-5 What are the similarities and differences when conducting research in another country versus the domestic market? What research strategies might a company use to address the differences in various markets? (AACSB: Communication, Reflective Thinking)