3801 Ch.5

3801 Ch.5 - Chapter 5 Data-Based Marketing and the Role of...

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9/25/10 Click to edit Master subtitle style Chapter 5 Data-Based Marketing and the Role of Research in Sport Marketing
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9/25/10 Objectives To appreciate the components and the importance of a data-based marketing information system and the role of customer relationship management (CRM) To understand the various research methodologies and approaches most commonly used in sport marketing To recognize the internal data sources available to sport organizations and the most effective ways to build a database
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9/25/10 A Data-Based Marketing Approach Integration of all customer data Detailing every interaction and comunication Facilitation of contact with current, past, and potential customers. Initiation of targeted communication Based on an understanding of the consumer’s history with the organization
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9/25/10 Data-Based Management System ( DBM ) A comprehensive system that captures essential demographic, psychographic, and product usage information on customers / potential customers for the purpose of enabling direct marketing strategies Characteristics of an effective DBM system: Centralized Retrievable Integrated (accessible to multiple users)
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Customer Relation Management System ( CRM ) CRM expands on the basic customer demographic, psychographic, and product usage data captured in a DBM system. Captures
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3801 Ch.5 - Chapter 5 Data-Based Marketing and the Role of...

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