Problem: 1. Most businesses market either to businesses or to consumers. This changes the kind of data each type of organization will need to maintain. Define the main differences in building a marketing database for consumers versus businesses. Think in terms of the sources of this data, the differences in data fields, and the kinds of information that are specific to maintaining information about consumers versus businesses. Are the kinds of marketing programs done for consumers different from those for businesses? If so, what are the implications of that for a marketing database?
Problem2. You are the marketing director of a multichannel retailer selling clothes for children up to age 13. These are high-end products, with an average order of $100 plus. You sell through retail, catalogs, and a Web site. Although you have a lot of transactional information about your customers (products purchased, amount of purchase, date, historical order data), you don't know very much about the demographics of your customers. Up to now the catalog has only been mailed using response lists of direct mail buyers of similar products. How would you learn about the demographics of your customers? What other kinds of lists would you test? Explain your answers.
Citations and reference from:
Stone, B., & Jacobs, R., (2008). Successful direct marketing methods (8th ed.). New York, NY: McGraw-Hill Publishing.