DATABASE DEVELOPMENT

sunandaC

New member
Database marketing is the most effective way to customize the marketing mix to suit target markets.

This helps not only in customizing the offering but also its delivery. Database marketing is an interactive approach to marketing that uses all communication tools and media vehicles to reach to the target market.

It is also the basis of all relationship marketing efforts of the company. The information stored in the database is used to develop customer loyalty and to identify all potential buyers for any new product or service. It also helps in identifying the most cost effective media and delivery vehicles.

Characteristics of a Good Database:

1) Each customer or prospect should be treated an individual entity and hence a separate record for him/her should exist in the marketing database. Market segments are an agglomeration of such individual customers.

2) Each such marketing record should contain all the relevant information and access details like name, address, telephone numbers, frequency of product use, experience with the product, industry and decision making units for organizational customer.

3) This information should be available to all departments and employees of the company involved in the direct marketing programme so as to enable them to be customer friendly.

4) The aim of the organization should be to replace routine usage surveys with this database.

5) Information technology tools should be used to strengthen this database and also develop corporate responses to the customer.

These tools can also be used to identify opportunities and threats in the customer environment and craft appropriate responses which will help the marketer to exploit opportunities and neutralize threats.

The use id these tools should also help in optimum resource utilization.
 
Database marketing is the most effective way to customize the marketing mix to suit target markets.

This helps not only in customizing the offering but also its delivery. Database marketing is an interactive approach to marketing that uses all communication tools and media vehicles to reach to the target market.

It is also the basis of all relationship marketing efforts of the company. The information stored in the database is used to develop customer loyalty and to identify all potential buyers for any new product or service. It also helps in identifying the most cost effective media and delivery vehicles.

Characteristics of a Good Database:

1) Each customer or prospect should be treated an individual entity and hence a separate record for him/her should exist in the marketing database. Market segments are an agglomeration of such individual customers.

2) Each such marketing record should contain all the relevant information and access details like name, address, telephone numbers, frequency of product use, experience with the product, industry and decision making units for organizational customer.

3) This information should be available to all departments and employees of the company involved in the direct marketing programme so as to enable them to be customer friendly.

4) The aim of the organization should be to replace routine usage surveys with this database.

5) Information technology tools should be used to strengthen this database and also develop corporate responses to the customer.

These tools can also be used to identify opportunities and threats in the customer environment and craft appropriate responses which will help the marketer to exploit opportunities and neutralize threats.

The use id these tools should also help in optimum resource utilization.

Wow friend, it is really great work to share details on DATABASE DEVELOPMENT and i am sure it would help many other people. Well, i am also sharing some important information on DATABASE DEVELOPMENT.
 

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