DATABASE MARKETING STRATEGY

Database Marketing Strategy - Marketing
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Read the chapter5&6 of the textbook before doing the homeworkHomework Assignment - Chapter 6 exercise 1. Consider the following case study: · On 12/1/96 ACME Direct purchases some new enhancement data that will tell them peoples ages, marital status, number of children, income levels, and job level (blue collar, executive, etc.) · On 1/1/97 they conducted a “When” test to 10,000 names residing on our database with an offer for a unique family oriented interactive computer game (still in the planning stages). · They immediately analyzed the sample on 3/1/97 and determined those that ordered were mostly between the ages of 30-35, married, with children, and employed in executive management. · On 1/1/98 (one year later) the new computer game complete and ready to be sold. Is ACME Direct advised to update their enhancement data regarding marital status, children data and employment information before applying the selection criteria based on the 3/1/97 test? And, why or why not? 2. The marketing director at ACME Direct wishes to mail a promotion next month for a new book product she tested one year ago to her primary customer segment. Last month ACME Direct appended some new demographic and psychographic data to the customer file. Can the marketing director use this new enhancement data to help determine who to promote for this new book product? And, why or why not? 3. Your database contains 10,345,823 names. You wish to pull a sample of size 10,000 names for an upcoming format test. The first name you pull from the database is at position 55. What is the position of the next name you will pull from the database employing the nth select methodology? 4. Assume the following information regarding ACME Direct’s customer database: · ACME updates all customer transactions once per week on the database. · ACME updates enhancement information (e.g., age, income, marital status, etc.) on the customer file every January from an outside vendor. · On a quarterly basis (January 1, April 1, July 1, October 1) ACME saves a complete snap-shot of the entire customer database (including all enhancement and census level data) as backup in case a major catastrophe occurs. They save each quarterly file for two years. These quarterly files are sent to a different location, out of state, for safe keeping. · Their database contains 8,500,000 names of which 5,350,000 are active within the past 24 months. On August 26, 1999, a new senior product manager at ACME Direct test promoted a cookbook offer to a random and representative sample of 10,000 active customers from the database. In particular, the 10,000 names were pulled from the database (residing at ACME’s fulfillment house) and sent to the letter shop. All direct mail pieces were addressed and mailed from the letter shop on August 26, 1999. On June 14, 2000 the new senior product manager asked her analyst to examine the 10,000 sample to determine what characteristics uniquely identify customers most likely to order this cookbook in preparation for a Chapter 5 1. What is Marketing’s primary role in database development? Provide an example of an organization where Marketing’s role in database development might be more extensive. 2. What are some hardware options for a database system? 3. What are the advantages and disadvantages of using commercial database software packages versus developing database programs from scratch? 4. How is a structured database different from a relational database? What are the advantages and disadvantages of each? 5. What are some of the organizational and cross-functional factors in database development? Consider outsourcing options. 6. Discuss the implications of phasing in a new or upgraded database system. Chapter 6 1. What does it mean for a sample to be representative? 2. How do direct marketers select names to ensure that they are taken randomly? 3. What is a frozen file and why is it important? 4. If a direct marketer does not have the necessary resources to create frozen files for every test sample promoted, what other option is available to create such a file for analysis purposes? 5. Why is it important to set aside a portion of the sample prior to analysis for validation?Drozdenko-FM 2/26/02 6:02 PM Page v Copyright © 2002 by Sage Publications, Inc. All rights reserved. No part of this book may be reproduced or utilized in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system, without permission in writing from the publisher. For information: Sage Publications, Inc. 2455 Teller Road Thousand Oaks, California 91320 E-mail: [email protected] Sage Publications Ltd. 6 Bonhill Street London EC2A 4PU United Kingdom Sage Publications India Pvt. Ltd. M-32 Market Greater Kailash I New Delhi 110 048 India Printed in the United States of America Library of Congress Cataloging-in-Publication Data Drozdenko, Ronald G. Optimal database maketing: strategy, development, and data mining/ by Ronald G. Drozdenko and Perry D. Drake. p. cm. Includes bibliographical references and index. ISBN 0-7619-2357-8 1. Database marketing. 2. Electronic commerce. I. Drake, Perry D. II. Title. HF5415.126 .D76 2002 658.8’4-dc20 2001005596 This book is printed on acid-free paper. 02 03 04 05 10 9 8 7 6 5 4 3 2 1 Acquisitions Editor: Marquita Flemming Editorial Assistant: MaryAnn Vail Production Editor: Claudia A. Hoffman Indexer: Molly Hall Cover Designer: Michelle Lee Drozdenko-FM 2/26/02 6:02 PM Page vi Contents Preface xv Supplemental Material xvii Acknowledgments xix Foreword xxi 1. Introduction to Database Marketing Concepts 1 What Is a Marketing Database? 3 Trends Leading to the Use of Databases in Marketing 4 Market Segmentation 5 Emphasis on Service and CRM 6 Changes in Media 7 Changes in Distribution Structure and Power 8 Lifestyle and Demographic Trends 9 Accountability for Marketing Actions 10 Integration of Business Functions 11 Technological Advances 11 More Informed Customers 12 Database Marketing Versus Aggregate Marketing 13 Advantages of Database Marketing 15 Disadvantages of Database Marketing 16 Cost Issues 16 Global Markets 17 Competition From Traditional Retailer 17 Negative Perceptions 18 Framework for This Book 18 Chapter Summary 19 Review Questions 19 2. Stategic Database Development in the Marketing Planning Process 21 Computerized Databases 23 Customer Databases Versus Other Marketing Databases 24 The Need for Strategic Planning 25 Developing a Systematic Plan for Using Marketing Databases 26 Drozdenko-FM 2/26/02 6:02 PM Page vii The Marketing Planning Process and Database Implementation 27 Situational Analysis 28 Establishing Marketing Objectives 29 Strategy Development 30 Strategy Development, Targeting, and Product Positioning 32 Marketing Programs 33 Distribution 34 Promotion 34 Price 35 Product 35 Monitor and Control 36 Databases and the Planning Process 36 Chapter Summary 37 Review Questions 38 3. Defining Customer Data Requirements 39 Data Needs Determination 40 Fulfillment, Marketing, and Prospecting Databases 41 Data Residing on the Marketing Database 41 Internal or House Data 41
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Your assignment may be more than 5 paragraphs but not less. INSTRUCTIONS:  To access the FNU Online Library for journals and articles you can go the FNU library link here:  https://www.fnu.edu/library/ In order to n that draws upon the theoretical reading to explain and contextualize the design choices. Be sure to directly quote or paraphrase the reading ce to the vaccine. Your campaign must educate and inform the audience on the benefits but also create for safe and open dialogue. A key metric of your campaign will be the direct increase in numbers.  Key outcomes: The approach that you take must be clear Mechanical Engineering Organic chemistry Geometry nment Topic You will need to pick one topic for your project (5 pts) Literature search You will need to perform a literature search for your topic Geophysics you been involved with a company doing a redesign of business processes Communication on Customer Relations. 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Develop a community-wide intervention to reduce elevated blood pressure and hypertension in the State of Alabama that in in body of the report Conclusions References (8 References Minimum) *** Words count = 2000 words. *** In-Text Citations and References using Harvard style. *** In Task section I’ve chose (Economic issues in overseas contracting)" Electromagnetism w or quality improvement; it was just all part of good nursing care.  The goal for quality improvement is to monitor patient outcomes using statistics for comparison to standards of care for different diseases e a 1 to 2 slide Microsoft PowerPoint presentation on the different models of case management.  Include speaker notes... .....Describe three different models of case management. visual representations of information. They can include numbers SSAY ame workbook for all 3 milestones. You do not need to download a new copy for Milestones 2 or 3. 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Throughout your nurse practitioner program Vignette Understanding Gender Fluidity Providing Inclusive Quality Care Affirming Clinical Encounters Conclusion References Nurse Practitioner Knowledge Mechanics and word limit is unit as a guide only. The assessment may be re-attempted on two further occasions (maximum three attempts in total). All assessments must be resubmitted 3 days within receiving your unsatisfactory grade. You must clearly indicate “Re-su Trigonometry Article writing Other 5. June 29 After the components sending to the manufacturing house 1. In 1972 the Furman v. Georgia case resulted in a decision that would put action into motion. Furman was originally sentenced to death because of a murder he committed in Georgia but the court debated whether or not this was a violation of his 8th amend One of the first conflicts that would need to be investigated would be whether the human service professional followed the responsibility to client ethical standard.  While developing a relationship with client it is important to clarify that if danger or Ethical behavior is a critical topic in the workplace because the impact of it can make or break a business No matter which type of health care organization With a direct sale During the pandemic Computers are being used to monitor the spread of outbreaks in different areas of the world and with this record 3. Furman v. Georgia is a U.S Supreme Court case that resolves around the Eighth Amendments ban on cruel and unsual punishment in death penalty cases. The Furman v. Georgia case was based on Furman being convicted of murder in Georgia. Furman was caught i One major ethical conflict that may arise in my investigation is the Responsibility to Client in both Standard 3 and Standard 4 of the Ethical Standards for Human Service Professionals (2015).  Making sure we do not disclose information without consent ev 4. Identify two examples of real world problems that you have observed in your personal Summary & Evaluation: Reference & 188. Academic Search Ultimate Ethics We can mention at least one example of how the violation of ethical standards can be prevented. Many organizations promote ethical self-regulation by creating moral codes to help direct their business activities *DDB is used for the first three years For example The inbound logistics for William Instrument refer to purchase components from various electronic firms. During the purchase process William need to consider the quality and price of the components. In this case 4. A U.S. Supreme Court case known as Furman v. 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