M3 Assignment 1: Discussion—Implementing a Marketing Database

Every company gathers information on customer preferences and buying history in order to improve their long-term customer relationships. Maintaining a customer database requires protecting the confidentiality of the information.

Consider the following scenario:

Sara is the marketing manager of a small human resource (HR) consultancy firm. She wants to address improving customer relations and understanding and managing consumer behavior. She would like to implement a process of using a database to assist her company in its marketing efforts. She is also concerned about online privacy versus off-line privacy.

Now, respond to the following:

1. How would you address Sara’s concern about the level of privacy in an online versus off-line database?
2. What are ways in which she might be able to use the database for better understanding consumer behavior and building customer relationships? Provide at least five such ways.

Write your initial response in 300–500 words. Your response should be thorough and address all components of the discussion question in detail, include citations of all sources, where needed, according to the APA Style, and demonstrate accurate spelling, grammar, and punctuation.