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What are the steps to develop a marketing database? 



I. Definition of Data

1. Customer

2. New Customer - Sampling

3. New Customer - Quotation

4. Competitive Account

5. Prospect

6. Suspect

II. Planning

1. Review of existing database usage

2. Review of current computer database formats

3. Sales process audit

4. Review of overall marketing plan

III. Building


1. Creating an active comprehensive universe from identification of product niche market segments and a central depository by funneling all forms of inquiries and prospects into the Marketing Department

a. web-based

b. advertising/direct mail/publicity inquiries

c. active sales contacts from field sales reports

d. telephone marketing leads

e. lists

f. customers

g. competitive accounts

h. trade shows

i. other


2. Entering selected prospect data into the computer, utilizing format of current databases

3. Create action plans to systematically analyze and use database

4. Create action plans to track results and evaluate ROI

IV. Current & future uses

1.Ongoing source of sales leads

2.Territory management tool

3.Develop marketing strategies based on current factual information

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