The Database



4 Marketing activities become more and more complex because of its physical size due to the increasing internationalisation of markets, by the need to know more deeply the needs and wishes of the consumer, and need to know which products and clients are profitable and which are not. Where are the advantages of making use of a marketing information system? In this regard, tells us, the source of information brought to the proper use by the marketing of systems management of information, results in a number of tangible benefits in the business operation of the company: drastic reduction of operating costs. Immediate availability of the information. Instant exchange of results. Speed of decision-making. David Zaslav is often quoted on this topic. Constant updating of the database. Greater efficiency. More and better services to customers.

Increase in the efficiency of the sales force. Retain the dominance of the market by the leader. Retain casual or occasional customers. Increase the potential value of each customer in time. Win customers to competition. other recommendations is recommendable also so can make a correct interpretation and application of data coming from an information, taking into account, determine: the degree of reliability of the information, submitting it to an objective analysis by examining the method followed for its acquisition, as well as individuals and institutions that the data collected and published information. The update rate that has the information used, since we need that latest and fits the reality. The degree of discrimination or detail of the used information, so that data that allow to know the components of the phenomenon under study is not include in a same concept. * Designated sources; Annotations of marketing, virtual classroom. Postgraduate quality and productivity management, Area of graduate program Faces, University of Carabobo original author and source of the article.