What are pros and cons of

DATABASE MANAGEMENT

A CUSTOMER DATABASE is an organised collection of comprehensive information about individual customers .

DATABASE MANAGEMENT is the process of building, maintaining and using customer database to contact, transact and build customer relationship.

CUSTOMER DATABASE

Contact detailsFamily

Birthdays, anniversariesInterests, hobbies

DATABASE WAREHOUSES where can capture,query and analyse data to draw inference about individual customer’s needs

Through DATA MINING marketing statisticians can extract from mass of data useful information about customers.

PROS OF DATABASE MARKETING

Identify prospects

To give particular customers special offers

To deepen customer loyalty To reactivate purchases

To avoid serious customer mistakes

CONS OF DATABASE MARKETING

Some situations are not conductive

Building and maintaining database require a large investment

Not all employees are customer oriented and not all customers want a relationship with company

Assumptions may go wrong.

Created by:

Saumya GuptaNIT SuratIntern under Prof. Sameer Mathur, IIM Lucknow.

www.IIMinternship.com