Database Marketing
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CONTENT
1. To start with
2. Database Marketing a. Consumer Data b. Business Data
3. Difference between direct marketing and database marketing
4. Why database marketing is increasing so rapidly? a. Greater use of market segmentation b. Emphasis on service and customer relationship management c. Changes in media d. Changes in distribution structure and power e. Lifestyle and demographic trends f. Integration of business functions g. Technological advances h. More informed customers
5. Comparison between Aggregate and Database Marketing
6. Advantages of database marketing
7. Disadvantages of database marketing a. Cost issues b. Negative perceptions:
8. Advances in Database Marketing
To start with…
Its 7:15PM, Aarti, 29- year-old account executive for a tech company, stops at a supermarket in Southbury, Connecticut, on her way home from work. After picking up diet Pepsi, a few tomatoes, lettuce and a package of swiss cheese, she goes to the express checkout line. Aarti hands her store card to the clerk, who scans it prior to processing her order. Using the store card allows her to get a discount on the cheese. With her sales receipt, she also gets a `40 coupon for Ritz Crackers. The bill came to `60. Aarti paid with her VISA card.
Aarti picks up her mail before going into the house. There are catalogs from Bloomingdales, Home Decor, Shop Namaste and Pottery Barn. She puts the Pottery Barn catalog to the side. Her sister’s birthday is in two weeks and the items in the catalog are consistent with her sister’s decorating style.
In addition to the electric and VISA bills, she has a letter from the Volkswagen dealership thanking her for her recent purchase and a letter from the American Red Cross. Remembering that the Red Cross recently helped her friend who was caught in a flood, she makes a
CONTENT
1. To start with
2. Database Marketing a. Consumer Data b. Business Data
3. Difference between direct marketing and database marketing
4. Why database marketing is increasing so rapidly? a. Greater use of market segmentation b. Emphasis on service and customer relationship management c. Changes in media d. Changes in distribution structure and power e. Lifestyle and demographic trends f. Integration of business functions g. Technological advances h. More informed customers
5. Comparison between Aggregate and Database Marketing
6. Advantages of database marketing
7. Disadvantages of database marketing a. Cost issues b. Negative perceptions:
8. Advances in Database Marketing
To start with…
Its 7:15PM, Aarti, 29- year-old account executive for a tech company, stops at a supermarket in Southbury, Connecticut, on her way home from work. After picking up diet Pepsi, a few tomatoes, lettuce and a package of swiss cheese, she goes to the express checkout line. Aarti hands her store card to the clerk, who scans it prior to processing her order. Using the store card allows her to get a discount on the cheese. With her sales receipt, she also gets a `40 coupon for Ritz Crackers. The bill came to `60. Aarti paid with her VISA card.
Aarti picks up her mail before going into the house. There are catalogs from Bloomingdales, Home Decor, Shop Namaste and Pottery Barn. She puts the Pottery Barn catalog to the side. Her sister’s birthday is in two weeks and the items in the catalog are consistent with her sister’s decorating style.
In addition to the electric and VISA bills, she has a letter from the Volkswagen dealership thanking her for her recent purchase and a letter from the American Red Cross. Remembering that the Red Cross recently helped her friend who was caught in a flood, she makes a