Discussion Question Assignment Example | Topics and Well Written Essays - 500 words

Discussion Question - Assignment ExampleThus, value of the customer information determines the value of the companionship (Blattberg, Kim and Neslin 32). With time, database management helps companies understand their customers better and offer them products and work which match their perceptions, likes and requirements to a greater extent closely.Customer loyalty is the measure of happiness and satisfaction of customers in which they buy the product or avail the services of a company time and again. From an organizations point of view, it is a strategic management tool wherein right customers are attracted and stimulated to buy and bring in more customers.Lucky Larry made use of databases and valuable customer information to identify frequent and heavy gamblers. It initiated a casino publication to keep them abreast of the up-to-the-minute happenings, news and programs at Lucky Larrys. There were tournaments arranged for the identified key players to encourage their playing enth usiasm and entice them to come back time and again to the casino.Players who played the biggest and the largest were entitled to prestigious A-Club and were also given silver coins as commemoratives from Lucky Larrys (Kotler, Bowen and Makens 642). Kay Palace, the manager of the database program constantly measured the impact of programs intentional with the help of information extracted from databases to improve the results and bring about necessary changes as and when needed.Lucky Larrys database merchandising is definitely a part of integrated marketing program as it is an attempt to attract and contact the customers directly. Database marketing falls under direct marketing when it fulfills two conditions- the results of the total are analyzed and secondly, the list is updated both of which are true in the case of Lucky Larrys.Percy (164) asserts that database marketing, as a part of direct marketing can serve as a strategic marketing tool and