Marketing Communication

Hickory Outdoor is a retail store that sells fishing, hunting, camping, and other outdoor equipment and supplies, including various items for a number of outdoor sports. The company has built a database of its customers over the last five years. The marketing team can use data mining to improve their marketing efforts. Suggest ways data mining might be used.

What type of marketing programs would you suggest based on data mining? What other types of marketing programs can be developed from the database?

A primary reason for developing a frequency program is to encourage customers to be loyal to a business or brand. For each of the following products, discuss the merits of a frequency program. What types of incentives would individuals need to join the frequency club and then what type of incentives are needed to continue participation in the program?

a. Local restaurant

b. Auto repair service

c. Printing service

d. Clothing retailer

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