1. By:
Bhupendra Jangid
Gourav Ranjan
Manas Gupta
Neha Sharma
Parimal Ghonge

2. DBM is an interactive approach to marketing communication,
which uses addressable communications media (mail, telephone,
fax, sales force etc) to extend help to its target audience, to
stimulate their demand, and stay close to them by recording and
keeping an electronic database memory of customer, prospect
and all communication and commercial contacts, to help improve
all future contacts.

3. Source of Data:-
One to one interaction
Bill-Book
Data Content:-
Name
Address
Phone No.
Data of last order
Source of original enquiry
Decision maker or influential

4. Extending help to a company to reach its target
audience
Stimulating the customer demand
Recording and maintaining an electronic database of
the customer, and all commercial contacts, so that the
business firm could improve their future contacts and
devise a more realistic marketing strategy.

5. 1. Each actual or potential customer is identified as a record on
the marketing database; markets and market segments are
groups of individual customers.
2. Each customer record contains not only identification and
access information but also a range of marketing information.
3. The information is available to the company during the process
of each transaction with the customer, to enable it to decide
how to respond to the customer's needs.

6. 4. The database is used to record customer responses to
company initiatives.
5. The database eventually replaces market research.
Marketing campaigns are devised such that the
response of customers to the campaign provides
information which the company is looking for.
6.. This identifies opportunities and threats more or less
automatically!

7.  Helps in making relationship with customer.
 Validity of the data increases.
 It is less effortless process.
 By making database we can understand the customer
needs easily.

8.  Sending Reminder
 Provide insights into the customer’s buying behavior
across the product categories.
 Helps in making product extension
 Help in Forecasting
 Help in updating the information.

9. By the help of database we can segment our customer
in following manner:=
 First time customer
 Small Customer
 Moderate Customer
 Long time customer

10. The application of technologies to great more customer
added value and to facilitate the coordinating of networks is
of particular importance for a modern organization and its
networks. A well-integrated application of technology and
staff along with experience that could respond to the
customer needs, encourage the customers to use a whole
range of products/services of firm rather than confine to just
a few.

11. THANK
YOU