Week 4_database - ThisWeek DatabaseMarketingandCustomer

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Marketing Research 1 This Week  Database Marketing and Customer  Relationship Management
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Marketing Research 2 Secondary Data Sources Census data and government reports Trade magazines and reports Published research reports Internal databases
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Marketing Research 3 Internal Databases Examples  Credit card companies Grocery stores Airlines Retailers Consumer package goods companies
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Marketing Research 4 Data File Example
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Marketing Research 5 Database Marketing Applications Customized pricing Customized promotions Customized services Targeted online/mobile ads
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Marketing Research 6 What is Database Marketing? vs.
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Marketing Research 7 Tools Needed Statistics/data mining Quantitative marketing modeling Economics
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Marketing Research 8 Database Marketing “Classic Marketing” - Brand and Market focus  Database Marketing - Customer focus: 1-to-1 marketing - Acquisition/Retention - Add-on selling (data mining) - Database Marketing   CRM
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Marketing Research 9 A New Idea or Return to the Past? “Good old  days” Mass  Market Large  Segments Niche  Segments Single  Customer Customer   Orientation Product   Orientation Market   Orientation Customer   Orientation Mom and  Pop Product  Organization Market 
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This note was uploaded on 10/11/2011 for the course MARKETING 368 taught by Professor Wang during the Spring '11 term at Rutgers.

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Week 4_database - ThisWeek DatabaseMarketingandCustomer

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