1. Assume you are the account executive at a database marketing agency. A music retailer has asked you to develop a database for them. How would you go about building a data warehouse? What information should be in the databases? Where and how would you obtain the data? Discuss in detail.
2. Karen's Formal Dress is a retailer specializing in formal and wedding wear. She has a database with over 3,000 names of individuals who have purchased or rented formal wear. She would like to develop a permission marketing program. How can the marketing team encourage individuals to give permission to receive marketing materials? Once the company has the customer's permission, how can the relationship be continued to make it beneficial to both the consumer and to Karen's Formal Dress? Describe the methodology Karen should use in her permissions marketing program to include types of materials, methods of distribution, and incentives.
3. According to Kim James, sales promotion manager for Eckerd Drug, "The teen and preteen segments are important because they (teens) are developing buying habits and loyalties during these ages and are our future loyal consumers." In addition to established brands like Cover Girl and Maybelline, Eckerd Drug now stocks brands such as Bonne Bell, Jane, and Naturistics. Which consumer promotions would be the best to attract teens and preteens to the cosmetic department of Eckerd Drug? What tie-ins or overlays would you recommend?
4. The Rawlings Sports Equipment Company plans to increase sales of baseball gloves this season. The company intends to use consumer coupons. Discuss the pros and cons for each of the methods of distributing coupons for Rawlings listed in the chapter. Which methods should they use? Why?
5. To maintain its strong brand image, suppose Revlon's marketing team decided to use a premium for each of its lipstick products. What type of premium would you suggest for Revlon for each of the target markets listed below? Which premium would you use? Justify your answers in detail.
a. Females, ages 60+
b. Teenagers, ages 14 to 19
c. College students, ages 18 to 25
d. Professional females, ages 30 to 50