Look for demographic patterns; Mike Trotter is executive director of the Center for Customer-Driven Quality at Purdue University in West Lafayette, Ind. The center conducts research and training related to consumer behavior.

Crain's Chicago Business, December, 2001 by Buchholz, Barbara B.

Q: What is the best way to market clothing to renters and buyers? A: Each time a customer enters a store, Mr. Abruzzo should track that person's transactions and demographic information. Once the information has been entered into a database, he can study it and look for patterns, then use it in marketing and to improve products and services.

Q: How important is a Web site? A: Customers want access to every channel-the Web, the Yellow Pages, a storefront. A benefit of the Web is that it lets operators track behavior at their sites-who uses them and how. Mr. Abruzzo may also want to survey customers about their online preferences and redesign the site accordingly. Q: How can he get people and organizations to host black-tie functions and parties? A:...

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