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What types of internal databases might one find in the following organizations?

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What types of internal databases might one find in the following organizations?
ie what information about customers should they have and stored internally-
-Hilton Hotels
-INBEV(Budweiser)
-Kroger
Then after looking at the attached sales forecasting article (Focus on first and last several pages) answer these questions:
1. What is CHAN4CAST?
2. Other than capturing the effects of such variables as past sales, trend, own and competitor
prices and promotional variables, and seasonality, what else does the model account for?
3. What do they say in the article in terms of why forecasting is a challenge?
4. What are the takeaways and what can management learn from CHAN4CAST?

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