Assignment 1: Discussion—Implementing a Marketing Database
Every company gathers information on customer preferences and buying history in order to improve their long-term customer

relationships. Maintaining a customer database requires protecting the confidentiality of the information.
Consider the following scenario:
Sara is the marketing manager of a small human resource (HR) consultancy firm. She wants to address improving customer relations

and understanding and managing consumer behavior.
She would like to implement a process of using a database to assist her company in its marketing efforts. She is also concerned

about online privacy versus off-line privacy.
Now, respond to the following:
How would you address Sara’s concern about the level of privacy in an online versus off-line database? What are ways in which she

might be able to use the database for better understanding consumer behavior and building customer relationships? Provide at

least five such ways in 300–500 words