CUSTOMER DATABASE and DIRECT MARKETING

Principles and Practices of Marketing

Customer database-this is  an organized collection of comprehensive data about individual customers or prospects including geographic,demographic,psycho graphic and behavioral data.

Database marketing-this is the process of building and maintaining customers data for the purpose of contacting and transacting with the customers.it is commonly used in  B2B  and service retailing(hotels,banks and airlines). It makes use of a customers mailing list – a set of names,addresses,telephone numbers etc and customer database-contains much more information e.g. past purchases,personal information,family information etc.

The database kept the firm assists in,

  1. Identifying the prospects.
  2. Deciding which customer should receive a particular offer.
  3. Deepening customer loyalty(ie information,gift setc).
  4. Reactivating customer purchases(knowledge of past purchase is kept,gifts,certificates and promotion.



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