Building Relationships CRM is all about maintaining relationships with profitable customers by providing superior value. Value can be provided in a number of ways a well-performing product, a stylish product, or a product that helps the consumer express his or her personality. Value can also be provided by time, effort, or money savings, or by a product that makes the customer feel good in some way. Marketers build databases containing all kinds of information about these valuable customers. In this exercise develop a list of ideas to offer for a database for a new steakhouse just opened near campus. The steakhouse serves not only steaks but excellent burgers, ribs, salads, and fish. Its specialty is unique and tasty appetizers. The steakhouse anticipates catering not only to students for special occasions but also to parents, faculty, and staff as well as local town residents. The purpose of the list is to determine what information should be held in the database about each current and potential customer of the steakhouse. Hint: Consider what is important to you in a restaurant Use the following categories to first identify the target malket characteristics and then what the restaurant could offer considering the target market characteristics. 1. Demographic Data 2. Lifestyle Data (activities, interests, opinions) 3. Behavioral Data (shopping, cooking, eating habits, preferences) 4. Other