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Q • Imagine that a large super-center grocery store has the ultimate database for 80% of their shopping customers. They track purchasing behavior through their customer appreciation program that captures basic demographic, address, and contact information as well as all purchasing behavior. Discuss how this database might be used to support personal selling and direct response marketing.

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Database marketing is the general practice of leveraging customer data to convey more personalized relevant and effective marketing messages to both the existing and potential customers. Database marketing can be used for selling products, retention and building stronger relationships with the customers ("The Ultimate Guide to Database Marketing: Examples & Benefits - Stirista", 2020). This is an important technique because it enables marketers and advertisers to create relevant messages to their current and potential customers. It also helps in customer segmentation by separating existing customers from the new leads.