Professional Documents
Culture Documents
Kotler 5 CV, Satisfaction Loyalty
Kotler 5 CV, Satisfaction Loyalty
Periodic Surveys
Mystery Shoppers
Monitor Competitive
Performance
Customer
Profitability
Customer Lifetime
Equity Value
Increase longevity
Terminate low-profit
customers
Prospects Disqualified
First-time Repeat
customers customers Clients Members
Partners
Ex-customers
• Customer • Business
database database
• Database • Data warehouse
marketing • Data mining
• Mailing list
To identify prospects
To target offers
To deepen loyalty
To reactivate customers
To avoid mistakes
Take a position:
1. Privacy is a bigger issue in the
online world than in the offline world.
or
2. Consumers receive more benefit
than risk from marketers knowing
their personal information.
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Marketing Discussion