Explain the process of leveraging customer information throughout the organization. One of the benefits of a CRM system is the capacity to share information throughout the organization. This allows an organization to interact with all functional areas to develop programs targeted to its customers. This process is commonly referred to as campaign management. Campaign management involves developing customized product/service offerings for the appropriate customer segment and pricing and communicating these offerings for the purpose of enhancing customer relationships.

1. Campaign management is a benefit derived by an organization's ability to leverage and disseminate information throughout the company. Briefly define campaign management and explain how a business may apply it to its daily operations. In your answer, select a particular business as an example of effective campaign management.

2. What kind of product testing is currently going on at the Procter & Gamble Web site (www.pg.com)? Sign up to participate and find out how the company implements its one-to-one marketing plan through its Web site.