Troy Allen works in the marketing department of a company that sells reproduction cast iron money boxes to small retailers. He has been given the task of developing a year- round direct marketing effort for his company. When he explained to his CEO that they need to begin thinking about what information they want in their databases, the CEO said "Oh, we already have that taken care of. We can use the information we have for mailing Christmas catalogues." Allen is talking about a(n)__________ , while his CEO is talking about a(n)__________ .

Question

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Troy Allen is talking about developing a customer database, which would contain information about the company's customers that can be used for targeted marketing efforts throughout the year. The CEO, on the other hand, is only thinking about using this information for a one-time mailing of Christmas catalogues, which would require a customer mailing list. A customer database is a more comprehensive and useful tool for ongoing direct marketing efforts.

Troy Allen Works in the Marketing Department of a Company