1. What is customer relationship management (CRM) and how is database marketing

Question

1. What is customer relationship management (CRM) and how is database marketing used to enhance CRM?

2. Explain how Marketing Communications is different from Marketing. What is Integrated Marketing Communications?

3. Explain the use of SMART goals in a Marketing Communications Plan. Provide an example of a SMART goal.

4. Explain the difference between brand equity, brand awareness, and brand image. Choose one product and explain how each of the terms relate to that brand.

5. What are the three ways to determine a marketing communications budget? Explain each method.

6. List and explain the steps in the Brand Adoption Process.

7. Explain the four components to a SWOT analysis and provide an example of each.

8. Explain the reasons why a product might need to be re-positioned. Provide an example for each.

9. Explain the four main ways marketing communication professionals use to determine a target market.

10. Explain the six steps in the Hierarchy of Effects Model.

Explanation / Answer

1) A CRM system is a business tool that allows you to manage all your customers, partners and prospects information all in one place,known as customer relationship management

A customer relationship management system can be a powerful tool in your marketing armoury. By recording your customer's product likes and dislikes, their spending patterns and even their location, age and gender, CRM software enables you to build up a detailed picture of their tastes, needs and buying habits.This in turn enables you to segment your customer base into groups of buyers with different tastes or budgets. You can identify your most profitable customers,

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