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Reading and Questions

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Reading and Questions

Chapter 3
Question 1
Marketers collect data from various internal and external sources to optimize the utility of
a customer database. Internal sources may include transaction records and all other information
obtained by the company about persons. By supplying demographic, psychographic, and
transaction data, external sources may enhance this internal or house data. Based on
demographics, psychographics, and real reactions to offers, there are also external databases of
prospective clients. Sources such as telephone archives, birth records, and membership rosters
compile each of these lists. The types of consumer information accessible from internal sources
may differ. The format and degree of completeness of these data can vary widely and
organizations' organization from the organization. The information includes internal survey
responses, voluntary consumer registry details (warranty cards, Internet). Site registration),
product data returns, customer care information, past purchase records, and previous contact
details
Question 2
 Demographic data elements
Gender, income, age, education level, marital status, family size, nationality, ethnicity, credit
information, occupation
 Psychographic data elements
Donor (arts, health sciences), movie tastes (action, drama), political affiliation, social
(environmental, educational, personal, health care opinions) Reading interests, Exercising
patterns and tastes in music (rock, country)
Question 3
Compiled lists concern names are contained on them, and the primary concern is that
they are Responsive direct mail has not been confirmed. Bear in mind and these names are
derived from various. Sources of knowledge, such as questionnaires, registration lists, and
warranty cards. InfoBase, a broad set of U.S. customer, business, and telecommunications data
for prospecting or optimization, is provided by Acxiom, a global supplier of curated lists.
Response lists are lists of names or firms imposed directly through Marketers from other direct
marketers for sale. They are referred to as comment lists. Since they have replied to previous
offers, such as mail order, Catalogs, subscriptions to books, or charities. The response lists have
a higher degree of Potential response rate relative to compiled lists since past conduct is a
positive one Future action indicator. Marketers then follow response lists Composed of buyers
(or donors) in the same classification or a similar predicament to that of buyers on their own.
Question 4
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Enhancement data is information collected by a third party or provider about a direct

marketer's customers. Generally, this data form complements their home customer data,
purchased by direct marketers to learn more about their clients.
Question 5
If an excess of individual-level data is missing relating to a direct marketer for consumers
also relies on census-level data. The assumption when using this form of data to assess the target
market for a commodity, there is no other evidence available that all people living in a geo-
demographic area are close to each other. The Census Bureau can specify U.S. data the
characteristics (median income, household size, ethnic category, level of education) of people
residing within the nation's geographic segments.
Question 6
If direct marketers choose to provide data on enhancement (census collected, 0r modeled)
overlaid on their customer register, they also follow the following steps:
 The direct marketing firm shall make a copy of its client file and send it to the
Improvement Facility.
 The service office suits the targeted marketing of their register file of the company using
the name and address matching algorithm
 When paired, the service desk attaches the details you want. Copy of the file that was
given to them.
 Direct marketing firm matches the file back to its records Base and apply improvement
details to their file for potential use.
Chapter 4
Question 1
Databases must be routinely maintained and updated to optimize the effectiveness and
efficiency of marketing. The account elements Examine the relevance of databases that need to
be preserved. Maintaining fields in the database and giving examples of how to repair operations
are done. Maintenance of the archive also entails creating codes for documents in the file. These
codes help monitor and extract inefficiencies from marketing systems. It is, therefore, essential to
managing the technical aspects of the database. For example, IS must periodically back up
records, upgrade programs, and run tests on computer components and operating systems.
Marketing can require that new versions of programs be installed as they are released, such as
statistical packages.
Question 2
Campaign on the outside list. For instance, two outside lists with no duplicates in them,
before sending out the promotion, should be mixed and purged duplicates from the two lists.
This exists since there are no duplicates separately inside each list, although there may be
duplicates when the lists are combined.
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Question 3
Several marketing services, including numerous mailing sets and newspapers, assess
which advertisement services individuals have earned, deals, and prices to be individually coded
on the consumer record. In experiments, the codes can also classify which version of a program
has the best response.
Question 4
Decoy records serve the function of Verifying the efficiency and security of out-of-
service offices responsible for mailing out promotional deals or orders and Track fulfillment of
timed program packets, Verify conformity with the list rental arrangement one-time or limited
using it) for organizations that lend their lists to other organizations. The decoy names on the list
can be used to detect whether the list has been used more times, as stated in the agreement.
Question 5
Both house data elements should be revised regularly. How frequently direct marketers
change consumer promotion, order, and payment fields that exist in a marketing database will
depend on how often they use names from a promotional database. Lifestyle and demographic
data about the client will change rapidly. Depending on how useful you find this form of data to
help you better understand your clients' needs, you can plan to update it twice a year.
Question 6
Safeguarding the organization's data and maintains it is of the highest significance,
therefore crucial to both customers and marketers. Database security will avoid a breach in the
server that could lead to financial failure, harm to reputation, the disintegration of customer trust,
brand degradation, and non-compliance with government and market regulations.