B6020 wk3 db Ranju Lewis

 
Discussion—Implementing a Marketing Database
Every company gathers information on customer preferences and buying  history in order to improve their long-term customer relationships.  Maintaining a customer database requires protecting the confidentiality  of the information.
Consider the following scenario:
   
Sara  is the marketing manager of a small human resource (HR) consultancy  firm. She wants to address improving customer relations and  understanding and managing consumer behavior. 
She  would like to implement a process of using a database to assist her  company in its marketing efforts. She is also concerned about online  privacy versus off-line privacy.
Now, respond to the following:

How would you address Sara’s concern about the level of privacy in an online versus off-line database?
What are ways in which she might be able to use the database for  better understanding consumer behavior and building customer  relationships? Provide at least five such ways.

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