Sierra Miller Inc.is a travel company that sells whitewater rafting and kayaking travel packages.The company has a telemarketing team which regularly gathers information about travel needs from potential customers.This information is entered into the company's electronic system to help segment customer groups based on their needs and requirements.Sierra Miller is using:

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Database marketers build and maintain a pool of data on current and prospective customers and communicate with them using a variety of media ranging from personal contact to direct mail to mass media. Database marketing is a widely adopted marketing method because it has proven to be a cost-efficient way to increase sales.