Homework answers / question archive / CUSTOMER TRACKING AND MARKETING Maurice Risner's primary concern is to keep track of existing and potential customers, the vehicles that they seek, the vehicles he has in stock and that they have purchased

CUSTOMER TRACKING AND MARKETING Maurice Risner's primary concern is to keep track of existing and potential customers, the vehicles that they seek, the vehicles he has in stock and that they have purchased

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CUSTOMER TRACKING AND MARKETING Maurice Risner's primary concern is to keep track of existing and potential customers, the vehicles that they seek, the vehicles he has in stock and that they have purchased. Maurice believes significant sales are lost because of the following: 1. Potential customers' preferences for cars and car options are not remembered by the sales personnel. 2. Prior customers are not identified and not dealt with as "old friends". In order to alleviate these problems, Maurice has identified several reports that would help to market his products better: a) A listing in zip code order of the names and addresses of people who have bought cars from a specified salesperson. This is a standard selected mailing list. Maurice believes that duplicate mailings from the same salesperson would be annoying to the customer, but that "personalized" mailing from different salespersons is tolerable. b) An on-line on-demand inquiry system that would yield the name, address and telephone number of prospective customers who have shown an interest in selected vehicles. The search criteria for finding such customers would include combinations of make, model, color, upholstery style and year of manufacture of their preferred vehicles. He has found that some customers will consider several possible cars, so multiple preferences must be handled. c) A listing of the number and average dollar cost of service visits for selected kinds of vehicles. Maurice Risner has discovered that the service records of cars are an important item of information that buyers consider when purchasing a vehicle. The manufacturers of the cars that Specialty Imports sells do not provide sufficient data, so Maurice wants to be able to generate them from his own service work. He sees this as a marketing tool that a Page 5 salesperson could use during the negotiation of a sale. The salesperson would respond to a service history inquiry by taking the customer to a computer terminal, entering the characteristics of the desired vehicle and immediately displaying the summary. Characteristics of make, model, year and engine type should be sufficient for qualifying most service inquiries