Marketing Ch 13

Front 1

Direct marketing

Back 1

Direct communications with carefully targeted individual consumers to obtain an immediate response.

Front 2

Customer database

Back 2

An organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic, and behavioral data.

Front 3

Telephone marketing

Back 3

Using the telephone to sell directly to customers.

Front 4

Direct-mail marketing

Back 4

Direct marketing by sending an offer, announcement, reminder, or other item to a person at a particular address.

Front 5

Catalog marketing

Back 5

Direct marketing through print, video, or electronic catalogs that are mailed to select customers, made available in stores, or presented online.

Front 6

Direct-response television marketing

Back 6

Direct marketing via television, including direct-response television advertising or informercials and home shopping channels.

Front 7

Integrated direct marketing

Back 7

Direct marketing campaigns that use multiple vehicles and multiple stages to improve response rates and profits.