In the last chapter we discovered how to create a new name &
address record; ie how to put the name & address details of a
new person onto MARKETEER'S database. In this case, we entered
the complete name & address, postcode, telephone & telex
numbers, plus the name & title of contact. However, in many
cases, when you first get wind of a new contact, you will not
have all the information you need.
You may only have someone's name and a phone number. You may
only have a company name and part of their address. But the
important thing is that you know that what little information
you have does represent a potential source of business.
Therefore, you want a record established for this person on
MARKETEER'S database, knowing that you can fill in the missing
details later when you have had time to do the necessary
Furthermore, even when you have all the details, they can
change! A person may relocate to another part of the country.
Their address will therefore change. The person you have on
file as your contact there may leave the company, or may not
be the most appropriate person to contact anyway. The name &
title of contact may therefore change. Or you may have got
their phone number wrong. You need to be able to correct it.
This all goes to show that having established a new name &
address record on MARKETEER'S database, there then has to be a
means whereby you are able later to recall it from the
database, amend or update it, and then put it back. This is
what MARKETEER'S amendment facility provides.
From the main menu, please select Option 1 again. The familiar
Record Retrieval display appears on the screen with the cursor
located at the first of the 8-character NAMECODE field.
RECALLING A RECORD
The name & address details for any person currently held
within MARKETEER'S database may be retrieved and displayed on
the screen simply by typing in either his NAMECODE, POSTCODE
or Ref number. We shall now discuss the full ramifications of
these three means of recalling prospect records.
When you first enter the name & address section, the cursor
rests at the beginning of the NAMECODE field (or line) in a
blank name & address box. To retrieve a name & address record
by namecode, type in the namecode and press the key marked F4.
If MARKETEER cannot find a namecode within its index which
matches exactly the one you have just typed in, it retrieves
the record whose namecode most closely matches the one you
While entering a namecode, you may use the left-pointing and
right-pointing arrow keys to move the cursor back and forth
over the characters you have already typed in order to correct
typing errors. As shown by the marked out field, a namecode
may be anything up to 8 characters long.
You may forget the name of a contact and his company, but you
remember where abouts they are. In such a case, you can find
their postcode area by looking at the Postcode Key Map. Then
you use the key to move the cursor to the POSTCODE line in
the name & address box and type-in as much of their postcode
as your are able. MARKETEER will then retrieve the first
record whose postcode fits most closely to what you typed in.
By Ref No.
When using a prospect's reference number to retrieve his name
& address details, first use the key to move the cursor to
the Ref field (line) just above the top of the name & address
box. Then type in the up to 5-digit Ref N§ of the person whose
name & address you want to retrieve and then press the F4 key.
The kind of situation where you would want to access a record
by its reference number is when you are browsing through a
prospect's wallet file which you have just got out of the
filing cabinet, and then want to recall his record from the
computer file. The reference number is printed on the wallet
and on the drop file tab within the filing cabinet.
If you type in a number greater than the current highest
occupied record, an error message is displayed telling you the
range of acceptable Ref numbers.
If you enter a Ref number greater than that of the current
highest occupied record, MARKETEER displays a message stating
the currently acceptable range of Ref numbers then allows you
to try again.
A MARKETEER database of 10,000 prospects occupies about 12.5
megabytes. However, if you wish to hold your prospect data in
a larger number of smaller independent databases, then you
must impose an appropriate upper limit on the size of each
database according to the capacity of your hard disk.
The above three methods of recalling existing names and
addresses are very fast: about 1 second to recall any one of
30,000 names and addresses by Ref N§ and about 1« seconds by
NAMECODE or POSTCODE.
However, if you have forgotten the NAMECODE, POSTCODE (or
general geographic area) and the Ref N§ of the person you are
trying to find, there are two further options open to you. But
these take alot longer to find the person's record.
You can enter any sequence of up to 29 characters (such as a
name) on the name & address line within which you think it
will appear. Then press the F4 key. That line only will be
scanned to see if it contains what you have entered. This will
be done for each name & address currently on the database
until a match is found.
If you think that the character-string (name) you have entered
occurs within the name and address record you want, but you
are not sure where (ie on which line), then press the F5 key
instead of F4. This extends the breadth of the search so that
the whole of each name and address record is trawled for an
occurrence of the character-string you have entered. This
method takes the longest covering only 1000 names & address
records per minute on a 286-based PC.
Our Sample Record
Now please recall the record for `Smith & Jones Products Ltd'
by typing in the namecode `SMITHJON' and press the F4 key.
The SEEKING lamp lights showing that MARKETEER is searching
its index for SMITH & JONES's record after which the LOADING
lamp lights instead showing that the details have been found
and are being loaded ready for display.
It is often difficult, and is usually unnecessary, to remember
the whole of a namecode. For example, in this case, if you
were to type-in only `SMITH' and then press the carriage
return key, MARKETEER would recall the first record on file in
alphabetic order whose namecode began with `SMITH'. You could
then scan forwards through the `Smiths' using the `NEXT'
command until you found the one you wanted. In most cases,
the first four letters of the namecode are sufficient to
ensure that you get the correct record first time.
During your study of Chapter 5, you defined each of your sales
areas in terms of a set of postcodes. MARKETEER finds the
sales area within which a given prospect is located by
searching through each of these sets in turn until it finds
the postcode shown in this prospect's address. It then finds
the name of the sales area which it displays in the
CLASSIFICATION & STATUS box.
Generally, the more sets of postcodes MARKETEER has to search
through, the longer the search takes. That is why we suggested
in Chapter 5 that you set up your sales areas starting with
your `home' (or most populous) ones and working outwards. This
ensures that for most prospects, the seach is quick, while it
is relatively slow for only those few who inhabit the outer
margins of your market territory.
We have made Smith & Jones Products Ltd fictitious right down
to their postcode. MARKETEER cannot therefore find their
postcode in any of its sales area lists. Thus, after spending
a relatively long time searching through the whole lot, it
ends up by having to display `Area unknown' indicating that it
cannot place them. This happens even with real prospects when
you do not put in their postcodes. So please always put in a
Finally, the prospect's name & address and CLASSIFICATION
details appear in the boxes, below which appear 8 command
words: NEXT, PREV, XREF, QUIT, HELP, EDIT, NOTE, KILL.
Suppose that after telephoning Smith & Jones Products Ltd you
find out that Mr Jim Brown is not your best contact after all.
You should really be talking to Mr Basil Davis, the Buyer. So
please now type-in the command word `EDIT' or press F6. The
editing instructions now replace the command words beneath the
name & address box and the procedure for amending the recalled
name & address is exactly the same as that for amending a new
name & address as has been described already in Chapter 11.
If you amend this entry, please type-in a bit of gibberish and
make a few typing errors so that by the time you are down as
far as the `POSTCODE', the whole entry looks a bit of a mess!
Now press the `Esc' key to cancel your attempted editing
session. The record is re-loaded from the disk and the mess is
replaced with the original name & address details. Now press
F6 again and this time replace `Mr Jim Brown' the `Manager'
with `Mr Basil Davis' the `Buyer'. Remember to delete the ad
hoc comment about his big nose. Perhaps you address Mr Davis
on a first name basis as `Baz', so enter `(Baz)' after his
name. Then press the `F1' key to store the updated details to
disk. When the updated record has been stored, the command
words re-appear beneath the name & address box.
In the not too distant future, you will doubtless accumulate
prospects on the database whom you know full well are non-
starters. To remove a non-starter from the database, simply
recall his record in the usual way, then type `KILL'. The
record concerned is then deleted from the database and the
next record in current index order is displayed in its place.
Whenever you delete a prospect from the database, remember to
remove his paperwork from his folder in the filing cabinet.
Then, when MARKETEER allocates his reference number to a new
prospect, the corresponding folder will be empty and ready to
accommodate the paperwork relating to the new prospect.
But please, please be extremely careful when using the `KILL'
command. Don't delete a prize prospect by mistake!
`NEXT' & `PREV'
Typing in the command word `NEXT' or `PREV' causes MARKETEER
to search out, recall and display the next or previous record
If you recalled your first record using its namecode, then the
next or previous record will be the next or previous record in
alphabetic order, namely the record whose entry is the next or
previous one along in the Namecode Index.
If you recalled the first record using a postcode, then the
NEXT and PREV commands will recall the next and previous
prospects in alphabetic order of postcode. For the most part,
this means that the next or previous prospects will be
If you use a reference number to recall your first record,
then the next or previous record will be the record whose
reference number is one more or one less than the reference
number of your current record, ie the next one along or back
in the filing cabinet.
Suppose you have just deleted a prospect whom you recalled by
namecode and after the deletion has taken place you have been
automatically advanced to the next record in the index.
Then, having viewed this next record, you hit `PREV'. The
details which now appear are those of the prospect who was
before the one you deleted. In other words, the `PREV' command
moved you straight over the now-deleted prospect. He is no
longer there. He no longer has an entry in the Namecode Index.
As you amass more and more prospect details on MARKETEER, you
will discover various relationships which exist between your
prospects. For example, you may discover that the director or
employee of one company is also a director of another company,
or that one company is a franchisee of another - or that two
companies are members of the same `holdings' group - or that a
contact is a member of a certain golf club, and so on.
The XREF facility allows you to link a number of prospect
records together to form a circular cross-reference chain.
You can thus construct a picture of your market in terms of
the groups or cliques which exist among your individual
prospects. This can be of enormous value when trying to
penetrate `closed' groups within which each recommends to the
other and goes for group suppliers.
To link two prospect records together, proceed as follows.
Retrieve one of the prospects. When his details and the
command words appear, type EDIT. Then move the cursor to the
start of the XREF field in the name & address box and type-in
the namecode of the other prospect to whom you wish this
prospect to be cross-referenced. Then press the `End' key to
restore the record to disk. Then recall the other prospect's
record and put the namecode of the first prospect in his XREF
field. The two prospects are now linked together by their
mutual cross references.
From now on, whenever you display the details of either of
these prospects, you will be able to see that he is related to
the other prospect as shown in the XREF field. To display the
related record, you simply type XREF (or simply press the F3
key). When the other prospect's details appear, you will see
that he is cross-referenced back to the first prospect. You
can get back to the first prospect by pressing F3 again.
The simple cross-reference chain described here contains only
two prospect records. However, you can gradually build up
chains containing as many `links' as you wish. Always make
sure that you link the last record in a chain back to the
first to form a closed circle so that when you need to find to
whom a given prospect is related, you can scan round the
complete circle and come back to him again. Do not make your
`circles' too big.
You will also find this facility useful for relating branch
offices to a head office, and relating a contact's business
address to his private address.
CLASSIFICATION & STATUS
To the right of the name & address box is the CLASSIFICATION &
STATUS box which was mentioned briefly in the Chapter 11.
The main part of this box is made up of two columns - one
containing key names and one containing key values. Within the
context of MARKETEER, a `key' is something which helps
describe a particular prospect in terms of a general quality
or characteristic possessed by all prospects.
A `value' is the particular aspect or manifestation of that
characteristic or quality which applies to that prospect.
For example, all your prospects - corporate entities excluded
- possess the attribute we call `SEX'. We could therefore have
made `sex' one of the keys whereby MARKETEER described - or
more correctly, classified - all your prospects. Under this
scheme, each prospect would be designated as either `male' or
`female'. Thus, a key called `sex' would have two possible
values - `male' and `female'. As each prospect can have only
one of these values, the `sex key' helps describe him or her
in terms of everybody else on file.
With all your prospects so classified, MARKETEER'S targeting
facility would allow you, for example, to print two separate
lists - one of all your male prospects and the other of all
your female prospects. You could then perhaps send a different
version of your sales letter to those on each list. Sex is
used as an example because it is easily understood. However,
it is not really relevant or useful for the purpose for which
MARKETEER was designed. It is therefore not included as one of
the actual keys.
The first real key used by MARKETEER is the Government's
STANDARD INDUSTRIAL CLASSIFI- CATION (SIC) number. Every
business operating within the United Kingdom is given a 4-
digit number which indicates the type of activity in which
that business is mainly involved. This enables you to record
the precise trade of each of your prospects, thus giving you
an insight into his likely needs and the right approach for
making a successful sale.
The structure of the SIC number is illustrated by the
The first digit specifies to which of the ten SIC Divisions
the particular prospect's business belongs. These divisions
0 Agriculture, Forestry, Fishing
1 Energy & Water Supply industries
2 Extraction of Minerals & Ores
other than fuels, Manufacture of
Metals, Mineral Products, Chemicals
3 Metal Goods, Engineering, Vehicle
4 Other Manufacturing industries
6 Distribution, Hotels, Catering,
7 Transport & Communication
8 Banking, Finance, Insurance,
Business Services, Leasing
9 Other Services
Generally, each DIVISION is subdivided into CLASSES, each
CLASS is then subdivided into GROUPS, and each GROUP is then
subdivided into ACTIVITIES. However, there is far more to it
than that, so to be able to make effective use of this
valuable system, you should study the Government booklet
called `Standard Industrial Classification Revised 1980' which
is available from the HMSO, PO Box 276, London SW8 5DT.
Notice that the `SIC NUMBER' key is Key No 1 as shown by the
`1' adjacent to the key name. The cursor is located at the
first character position of the command word entry field at
the bottom of the screen. The instructions at the bottom of
the screen tell you that to amend a value you should type-in
the key number. Currently the value of the SIC key is `0000'.
This means that the SIC number for `Smith & Jones Products
Ltd' has not yet been entered.
So please type-in a `1'. The cursor moves to the left-most `0'
of the SIC field. Suppose that Smith & Jones Products Ltd are
in the metal goods industry. More precisely, they restrict
their operations to the manufacture of cutlery. The booklet
shows that their full SIC number is therefore 3162. So please
type-in `3162' and then press the carriage return. The cursor
returns to its former position at the beginning of the command
entry field at the bottom of the screen.
From now on, if ever you need to list all your prospects in
the Metal Goods industry, Smith & Jones Products Ltd will be
included. However, if you make the restriction more specific
so that it includes only manufacturers of metal furniture (SIC
No 3166), then Smith & Jones Products Ltd will not be included
because they make only metal cutlery (SIC No 3162).
The next key is the Sales Area key. This would be N§ 2, but as
the sales area is determined automatically from the prospect's
postcode, the option for altering it is not provided.
Key No 3 is called `relation' and its current value is
`unspecified'. Prospective customers need not be the only kind
of people you keep on file. For example, you may find it
useful to keep potential suppliers on file as well. There are
also those contacts who, while never being likely to buy
anything from you directly, may well exert tremendous
influence over others who will.
Now please type `3'. The name & address box is replaced with a
similar box containing the values which you oginally set up
for the Relation Key during your study of Chapter 5. Now
please decide which of these values applies to Smith & Jones
Products Ltd. Then scan the cursor to the value you choose
using the arrow keys and press the `Ins' key to select it. An
asterisk appears next to the value you select. Now press the
`F1' key to store it.
The name & address details reappear on the screen. Notice that
the value you have selected appears in the CLASSIFICATION &
STATUS box opposite the Relation key title. So from now on,
whenever you request a target list containing all prospects
with the relation value you have selected, Smith & Jones will
be included in that list (provided no other condition causes
them to be excluded).
Now select the Relation Key again by typing `3'. When the list
of values re-appears, you will notice that there is an
asterisk against the value you selected. The asterisk always
indicates the value of the key which is currently `in force'
before you amend it. Naturally, when the value of a key is
`unspecified', no asterisk appears.
Key No 4 is called `status' or `progress' and its current
value is probably `new'. Whenever a new prospect is first
entered onto MARKETEER his status is automatically set to the
first value in the list of status values. Please type-in `4'.
The display changes as before, but this time shows the full
list of values for the Status Key which you originally set up
during your study of Chapter 5.
Since you have not yet contacted Smith & Jones Products Ltd,
perhaps you should leave their status as `new' (or whatever
you decided to call your initial status value when you set up
your status values in Chapter 5). So press the `Esc' key. The
original display now returns to the screen with the Status
Please note that the Status Key must be set to a valid value.
If you try to delete the asterisk in the Status Values box,
then Marketeer will put the default first value in again. This
is because Marketeer recognises a prospect record as existing
by virtue of its status key being set to a valid value. If it
is set to none of its valid values, this indicates that the
record has been deleted or KILLed and is therefore unoccupied.
Please type `5' for the Product/services Key. The box which
replaces the name & address box now contains the full list of
values which you set up for the Product/services Key while
studying Chapter 5. Unlike with the other keys for which each
prospect can have only one value, any one prospect may have
anything from 1 to 15 of the Product/services key's 18
Consider our sample key called `sex' with its two possible
values, `male' and `female'. It is not difficult to see that
any given person can hold only one value of this key. Now
consider a key called `food' whose values are `beef', `fish',
`potatoes', `rice', and `apples'. We can see that if we use
this key to specify what people like to eat, then each person
can have more than one value of this key at the same time.
The two keys are fundamentally different. The first expresses
a mutually exclusive characteristic or property. It tells you
something about the singular overall nature of the thing it
describes. The second relates to composition. It tells you
something about the component parts or needs of the thing it
While studying Chapter 5, you set up the values of the
Product/services Key, each of which represented one of the
products or services produced or provided by your company.
What you now have to do is, bearing in mind the type of
business they operate (as shown by their SIC number), decide
which of these products or services are likely to be of
interest to Smith & Jones Products Ltd. Generally, they should
be interested in more than one.
So as an exercise, please have a think about which of your
products or services this fictitious customer is likely to be
in the market for. Then type-in the letters corresponding to
the products or services you decide upon. As you select each
value, an asterisk appears against it.
Once you have selected all the values (goods or services)
which apply to Smith & Jones Products Ltd, please press the
`End' key to record the values you have just selected in Smith
& Jones's `attributes' record within MARKETEER'S database.
After this, the original display returns to the screen.
Please enter `6' to select the Selector Code. The cursor
locates at the start of a 16-character field in the
CLASSIFICATION & STATUS box. The selector code is a string of
16 characters. You may assign whatever meaning you like to
any one or any group within the 16 characters. For example,
the first two characters of the selector code could be the
initials of the sales rep responsible for the prospect
concerned. The next character could be a financial turnover
rating from 0 to 9. An arbitrary example is shown below:
You could define a 0 to 9 category as a range of values. For
example the prospect's turnover code could be defined as:
0 up to £10,000
1 £10,000 to £100,000
2 £100,000 to £250,000
3 £250,000 to £1,000,000
4 £1 million to £10 million
5 £10 million to £50 million
Alternatively, you could have a range of letters A to Z to
represent the values of an item within the selector code.
This means that if you wish to define a target list of all
your prospects who, while being restricted to whatever
ordinary key values you specify, have a turnover between
£250,000 and £1 million a year, you simply set the target
selector code's 3rd character to 3. This will be explained in
more detail in the next chapter.
The lower part of the CLASSIFICATION & STATUS box contains the
two event keys. The first one, Key 7, concerns the last
sales/marketing event which has actually taken place between
you and this prospect. It gives the type of event which
occurred - eg letter, phone call, telex, visit - and the date
on which it occurred. Also, as a convenient indicator, it
tells you how many days have elapsed since the event took
place. The second one, Key 8, concerns a possible future
event. This states the type of event you have planned as the
next event which should take place, and the date on which you
have scheduled it to occur. Also, the number of days to go
before the event is to take place is shown as a negative
number of days or `countdown'.
Please enter the digit `7'. The name & address box is now
replaced with the key values box containing the values of the
event key - namely the various types of sales/marketing event
which you defined during your study of Chapter 5. If you had
just visited Smith & Jones, you would select the `We visited
them' value, whatever you have called it, by moving the cursor
down to that value and selecting it by pressing the `Ins' key
and then the `End' key.
Notice the first 6 values of the Event Key. Although you can
change the actual wording of these to what you like, their
respective meanings must remain the same. This is because the
Mailing, Telephone and Telex/Email subsystems automatically
update the last-event key to its appropriate value and set the
event date to the current date whenever a letter is sent, a
phone call is made or a telex/Email message is sent to the
prospect concerned. Now please press the `Esc' key.
Date of Last Event
Instead of returning to the original display as with the other
keys, a date entry field appears below the key values box.
This is where you would enter the date of the event whose type
you would have just selected. If you do not wish to change the
date already shown in the CLASSIFICATION & STATUS box, simply
press the `Esc' key. If you wish to enter today's date, all
you need do is hit the space bar. Otherwise enter the date of
the event and press the carriage return key. The event values
box and the date entry field are replaced by the name &
address box and the command words, and the new event type and
date appear in the CLASSIFICATION & STATUS box if they have
Exactly the same procedure applies for altering the type and
date of a scheduled future event. However, the Mailing,
Telephone and Telex/Email subsystems do not automatically
update the first six values of the `next' event. You decide on
and then enter manually the type & date of the next event you
plan for each prospect.
Now that you are back in the command entry field, please enter
the NOTE command or press F7. The entire screen now becomes
occupied with a diary box with a narrow column for dates on
the extreme left and a very wide column for notes filling the
rest of the screen width. Notice that the first free line has
been automatically date stamped with today's date and that the
cursor is at the start of the notes section of this line.
Each time a significant event takes place with regard to this
prospect, you can enter an automatically date stamped free-
form note relating to the event. You may continue a single
note to as many lines as you wish, but it is sensible to make
your notes concise enough to fit on one line. When all 12
lines of the diary have been filled, next time the diary for
this prospect is accessed, all the lines are moved up by one
position to make room for a new note at the bottom. This means
that the note originally on the top line (the oldest) is lost.
You thus have a self-purging diary of the 12 most recent
events for each prospect on your database. Press `Esc' as many
times as is required to return you to MARKETEER'S main menu.