MKT 4310 Study Guide - Midterm Guide: Customer Relationship Management, Lexisnexis, Database Marketing
13 Apr 2018
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External secondary data- only some database marketing not typical though. Database marketing- building relationships through customer databases- customer relationship management (crm), data mining. Published- publicly distributed (ex libraries and trade organizations) Syndicated services data- standard format, subscription based, specialized. External databases- aggregators, fee based ex lexis nexis, factiva. Secondary data advantages: quick, readily available, inexpensive, enhance primary data, may achieve objective. Disadvantages: wrong class definitions- need zip code data---have county data. Business coding system (created by the us mexican and canadian gover. ) Buying power index (bpi)= percent of us buying power in a market. Bpi= (population of market area a/ total u. s. pop. ) Ebi= effective buying income (disposable income---gross income- taxes) + (ebi of market area a/ total u. s. ebi) x 5. + (retail sales of market area a/ total u. s. retail sales)x 3. Analysis of lifestyle categories - avid book readers golf . Data or collection process is standardized for all users- syndicated data or standardized services.
