Consumers on the Whole Receive Term Paper

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Even if quality and speed is improved, it does not say how storing consumer information supports this, or offers any substantiated data to back up its claim. The Forrester Research quote merely supports the idea that accumulating consumer data is useful to marketers, an idea that no one would deny, and the added speed conveyed by an effective data seems to only be the added speed that marketers are able to accumulate data and use it to their advantage.

Of course tracking consumer information helps marketers. Why else would marketers spend so much time and money creating databases of consumer information, if this information was not helpful? The question asked by the essay is if this accumulation of data is also helpful to consumers, and equally helpful to consumers a question it does not answer. Also great deal of the article revolves around the discussion of the value for the marketer of creating a database of information, which can be a monumental task, but an irrelevant aspect of the question -- the consumer does not care how hard the marketer has to work to create a database! But the security of the information is not discussed, an issue of course, of great concern to consumers.

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The only example given of a positive benefit for consumers is how: "By integrating their customer databases with Ticketmaster, franchises are working with up-to-date, unified data that enables them to adjust their marketing messages faster than retooling a ticket drive on an annual basis" (Beasty p 19). The messages may be easier to adjust, but do the consumers want this or benefit from this? The answer is unclear......

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