Creating The Customer Database

Solution Preview

Please see response attached.

1. Describe a marketing information system.
Marketing Information Systems Also called: Marketing Automation, Marketing Systems, and Sales and Marketing Systems
It is the system of information involved in the process of marketing: the act or process of buying and selling in a market; the commercial functions involved in transferring goods from producer to consumer. The marketing information system is the information and databases used in the process of marketing. In fact, marketing information resources improve data relevancy, accuracy and timelines, which are directly correlated to the customer database e.g., client acquisition and retention. Said another way, a CRM system, for example, is only as good as the data within. In fact, as mentioned above, marketing information resource will help improve data relevancy, accuracy and timelines, which are directly correlated to the customer database e.g., client acquisition and retention. http://www.bitpipe.com/rlist/term/Marketing-Information-Systems.html
See http://www.businesslink.gov.uk/bdotg/action/detail?type=RESOURCES&itemId=1074300207 for more detail on the various kinds of marketing information.

2.Why is a customer database central to any marketing organization?

Mainly, because a customer database is directly correlated with success of the marketing organization. Knowing and understanding customer needs is at the centre of every successful business. For example, the customer database has invaluable information about each customer's characteristics and history of interactions with the company, which is used as needed. It is used for such things as for locating, selecting, targeting, servicing, and establishing relationships with customers in order to enhance the long-term value of these customers to the company. It is about customer relationship management (e.g., CRM) in order to develop brand loyalty, as well as learning the needs of the customer.
However good your product or service is, the simple truth is that no one will buy it if they don't want it or believe they don't need it. And you won't persuade anyone that they want or need to buy what you're offering unless you clearly understand what it is your customers really want. Knowing and understanding ...