Kotler Chapter-4

1. Creating
Customer
Value and
Customer
Relationships

3. Database Marketing
Is the process of building, maintaining and using customer
databases and other databases to contact, transact and build
customer relationship.

4. Customer database
Business database
Data warehouse
Database marketing
Data mining
Database Key Concepts

5. Using the
Database
To identify
prospects
To target
offers
To deepen
loyalty
To
reactivate
customers
To avoid
mistakes

6. Situations are
not conducive
Requires a large
well-placed
investment
Difficult to be
customer
oriented
Unwillingness
of customers
Assumptions
may not be true
always
Downside of Database Marketing

7. Database
not be
worthwhile
when
product is a
once-in-a-
lifetime
purchase
Customers do
not show
loyalty
unit sale is
very small
cost of
gathering
information
is too high
No direct
contact
between seller
and buyer

8. -Kanishk Chaturvedi