27 October 2013

To: Mr. Doe

From: Jane T.

Subject: Customer information security in the marketing field

This report provides an in-depth look about the issue that telemarketing has been violating the codes of ethics of marketers. It is annoying for many people yet they are not doing what they can to avoid having their personal information passed from companies to companies.

This report also discusses how the telemarketing works, what the government has done to protect consumers, and suggests further methods to reduce the chance of having our personal information passed to telemarketers. I hope that by reading this report, other students that are going into the marketing field like me will realize that it might not right to do things that could maximum the profit once you go into the field. In addition to that, I hope that everyone that has been bothered by telemarketers find my suggestions to protect personal information useful.

CUSTOMER INFORMATION SECURITY IN THE MARKETING FIELD

Prepared for:

Prepared by:

27 October 2013

TABLE OF CONTENTS

Introduction………………………………………………………………….....…1
What is Telemarketing…………………………………………………………….1
Statement of Ethics -- Fairness...……………………………………………….…2
How Do Marketers Get Your Information? ............................................................2 Social Media Sites………..………………………………………………….2 Purchase of Phone Numbers…………...…………………………………….2
Government Actions ........................................................................................…...4
How to Protect Your Phone Number and Other Personal Information from Telemarketer……………………………………………………………………….4
Conclusion ……………………………………………………………………...…5

List of Illustrations

Table 1 Subcategories of Telemarketing……………………………………………1
Figure 1 Telemarketing Sales from 1996 to 2002 …………………………………2 Introduction

As internet and cell phones are becoming more important in our lives, it has become obvious that the passage of our personal information is becoming a big issue. When people shop at an online store, they leave an electronic trails that provide lots of information – from their names and address to the types of goods that interest them when they search the site; or when you enter a contest or drawing, you are giving out your contact information.

Telemarketers and junk emails are a part of our everyday life. Have you ever wondered where companies got your information? There is no doubt that someone is passing these contact information around. Companies are always looking to get in touch with customers and find out about their purchasing patterns. Using consumer information is a privacy, ethic and fairness issue if not a legal one, because many people think their purchases and personal information are anonymous or somehow protected when indeed they are not.

The main goal of this paper is to bring attention to the fact that our information is being passed by companies to companies, and suggest further methods to protect our personal information.

What is Telemarketing?

Telemarketing, sometimes known as inside sales, is a means of direct marketing in which a salesperson solicits prospective customers to buy products or services. It has come under fire in recent years, it is considered as a nuisance by many people.

There are two major categories of telemarketing, business-to-business and business-to-customers, also known as retail, and the table 1 will show the main subcategories of telemarketing.

Table 1. Subcategories of Telemarketing

Subcategories of Telemarketing
Definitions
Lead Generation
The gathering of information and contacts
Sales
Using persuasion to sell a product or service
Outbound
Proactive marketing in which prospective and preexisting customers are contacted directly
Inbound
Reception of incoming orders and requests for information. Demand is generally created by advertising, publicity, or the efforts of outside salespeople.
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