Invasion of Individual Privacy Through Customer Database
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1). Some consumers are becoming concerned that the proliferation of databases is an invasion of an individual's privacy. Do you feel this is a valid concern?
2). How can marketers use databases effectively and at the same time protect the rights of individuals?
NOTE: References are MUST to justify your answers and minimum requirement is 300 words for each question.
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Solution Summary
This solution discusses individual privacy with regard to marketing.
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Invasion of Individual Privacy Through Customer Database
1). Some consumers are becoming concerned that the proliferation of databases is an invasion of an individual's privacy. Could this be a valid concern?
An organization creates its customer database for several objectives as indicated below:
1. To be able foster a good relationship with its customers. Having sold a product to a customer or having provided services to him is not the end of customer's relationship to a marketer. The marketer wants to take advantage of having had a chance to encounter the customer for other possible marketing transactions in the future. With a database created, it would be easy for the company to offer him new products and services in the future.
2. To gather customers' feedback on its products and services. It is possible that after few months that a durable good was bought by a customer, the organization gets in touch with him and asks whether the ...
Education
- Bachelor of Science in Business Administration, University of the Philippines
- Master in Business Administration, Saint Mary's University
- Doctor of Philosophy in Education, University of the Philippines
- Doctor in Business Adminstration (IP), Polytechnic University of the Philippines
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