Need a discussion response to the following post:

Choose an organization (not one that you plan to use for your final project - marketing plan). Answer the following questions based on that organization.

For this discussion I choose the company Dollar Shave Club. Dollar Shave Club is a company that sells mens razors and accessories like shaving cream and after shave. They primarily started as a subscription based online company, where you would pay a monthly subscription and get sent new razors and other products directly to your house. They have since expanded into retail stores like Walmart and Target.

1. What are some technological advances that affect marketing today?

Dollar Shave Club used the technology of the internet and social media to make a quick splash and name for themselves. They created an entertaining and humorous commercial that didnt feel like you were watching a commercial, to get a large amount of exposure and ultimately build their brand. Everything from its marketing to its onboarding, from its packaging to its social engagement is lighthearted, silly, and tongue-in-cheek. Today, this company has over a million subscribers, its promotional video has been viewed over 24 million times, and it was recently acquired for $1 billion by Unilever (Siu, 2022). The technology of social media allows for small, low budget companies to be able to make some sort of marketing thing that can go viral, and end up getting millions and millions of views. This is something that used to be reserved for big companies spending large amounts of money to be on television in the biggest shows on the coveted time slots.

1. How is/can an MIS (see your textbook) be used for marketing purposes?

Dollar Shave Club has been one of the companies that has dove head first into utilizing Marketing Information System or MIS which is defined as People and procedures dedicated to assessing information needs, developing the needed information, and helping decision makers to use the information to generate and validate actionable customer and market insights (Kotler & Armstrong, 2021 p. 100). Its all data all the time. Data never sleeps. Were constantly generating information thats coming in from the consumer, from our audiences, and from people who interact with our value proposition. And the organizations nimble approach to data is based on clear principles. We use very lightweight streaming technology to process our data from the application layer down to specific frameworks, stated Amber Hameed, vp/information systems at Dollar Shave Club (2019). By being smart with the data that they are receiving from MIS, and constantly updating it to be able to change quickly, Dollar Shave Club is able to flex its marketing strategy to maximize the effectiveness.

1. How can a CRM be used for marketing purposes?

Managing detailed information about individual customers and carefully managing customer touch points to maximize customer loyalty is called Customer relationship management (CRM) (Kotler & Armstrong, 2021 p. 116). Dollar Shave club could leverage this sophisticated software from a company like Oracle or SAS and they would have a full picture of the relationship with their costumer. This will aid in figuring out the customer that is only on the low end of purchasing, the higher value customers, and the customers that would just need a little extra incentive to go from that lower end to the high value customer. This would ensure they are making the most out of all their interactions and relationships with their customers.