Chapter 2 Step 1 Identify customers and prospects

Question 0

Understanding Databases in an IMC Context

Answer 0

the purpose of a database is sim- ply to provide information and knowledge to a firm’s managers, not to solve their marketing problems.

The most valuable data are those related to customer behaviors

Question 1

Aggregating Individuals into Behavioral Groups

Answer 1

Market Segmentation vs. Aggregation
Aggregate customers by behaviors, not by artificial segmentation

Upward analysis, not downward

people aren’t generally reliable predic- tors of their own long-term purchasing behavior for any type of good, new or old, durable or not

Question 2

Data audits generally start with a review of what is already available in each of the areas

Answer 2

Data audits generally start with a review of what is already available in each of the areas in the company.
Most likely the data you want already exist in the firm, do not look for purchasing a database immediately