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41 Cards in this Set

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DIRECT MARKETING
Direct communications with targeted consumers to obtain an immediate response and cultivate lasting customer relationships.
DIRECT MARKETING BENEFITS
1.CONVENIENT
2.BUYING IS EASY AND PRIVATE
3.GREATER PRODUCT ACCESS AND SELECTION
4.CONSUMERS HAVE ACCESS TO COMPARATIVE INFORMATION
5.BUYING IS IMMEDIATE AND INTERACTIVE
DIRECT MARKETING BENEFITS TO SELLERS
1.POWERFUL TOOL FOR CUSTOMER RELATIONSHIP BUILDING
2.CAN BE TIMED TO REACH PROSPECTS AT JUST THE RIGHT MOMENT
3.ADDITIONAL ADVANTAGES--REDUCING COSTS & INCREASING SPEED & EFFICIENCY
4.OFFERS GREATER FLEXIBILITY
5.INTERNET IS GLOBAL MEDIUM
TRADITIONAL DIRECT-MARKETING CHANNELS
1.TELEPHONE MARKETING
2.DIRECT MAIL
3.CATALOGS
4.DIRECT-RESPONSE TELEVISION
CUSTOMER DATABASE
AN ORGANIZED COLLECTION OF DATA ABOUT INDIVIDUAL CUSTOMERS
DATABASE MARKETING
THE PROCESS OF BUILDING, MAINTAINING, AND USING CUSTOMER DATABASES FOR THE PURPOSE OF CONTACTING AND TRANSACTING WITH CUSTOMERS.
CUSTOMER MAILING LIST
A SET OF NAMES, ADDRESSES, AND TELEPHONE NUMBERS.
COMPONENTS OF THE SALESPERSON'S CUSTOMER PROFILE
1.PRODUCTS & SERVICES THE CUSTOMER HAS BOUGHT
2.PAST VOLUMES & PRICES
3.KEY CONTACTS
4.COMPETITIVE SUPPLIERS
5.STATUS OF CURRENT CONTRACTS
6.ESTIMATED CUSTOMER SPENDING FOR THE NEXT FEW YEARS
7.ASSESSMENTS OF COMPETITIVE STRENGTHS & WEAKNESSES IN SELLING & SERVICING THE ACCOUNT
COMPONENTS OF CUSTOMER DATABASE IN CONSUMER MARKETING
1.CUSTOMER'S DEMOGRAPHICS
2.PSYCHOGRAPHICS
3.BUYING BEHAVIOR
4 DATABASE USES
1.IDENTIFYING PROSPECTS
2.DECIDING WHICH CUSTOMERS SHOULD RECEIVE A PARTICULAR OFFER
3.DEEPENING CUSTOMER LOYALTY
4.REACTIVATING CUSTOMER PURCHASES
TELEMARKETING
USING THE TELEPHONE TO SELL DIRECTLY TO CUSTOMERS.
OUTBOUND TELEPHONE MARKETING
USED TO SELL DIRECTLY TO CONSUMERS AND BUSINESSES
INBOUND TOLL-FREE 800 NUMBERS
USED TO RECEIVE ORDERS FROM TV AND RADIO ADS, DIRECT MAIL, OR CATALOGS.
DIRECT-MAIL MARKETING
DIRECT MARKETING THROUGH SINGLE MAILINGS SENT TO PROSPECTS ON MAILING LISTS.
DIRECT MAIL BENEFITS
1.PERMITS HIGH TARGET-MARKET SELECTIVITY
2.CAN BE PERSONALIZED
3.IS FLEXIBLE
4.ALLOWS EASY MEASUREMENT OF RESULTS
3 NEW FORMS OF MAIL DELIVERY
1.FAX MAIL
2.E-MAIL
3.VOICE MAIL
CATALOG MARKETING
DIRECT MARKETING THROUGH PRINT, VIDEO, OR ELECTRONIC CATALOGS
DIRECT-RESPONSE TV MARKETING
DIRECT MARKETING VIA TV
DIRECT-RESPONSE TV MARKETING FORMS
1.DIRECT-RESPONSE TV ADVERTISING
2.INFOMERCIALS
3.HOME SHOPPING CHANNELS
HOME SHOPPING CHANNELS
TV PROGRAMS OR ENTIRE CHANNELS DEDICATED TO SELLING GOODS AND SERVICES
KIOSKS
INFORMATION AND ORDERING MACHINES
ONLINE MARKETING
MARKETING CONDUCTED THROUGH INTERACTIVE ONLINE COMPUTER SYSTEMS, WHICH LINK CONSUMERS WITH SELLERS ELECTRONICALLY
COMMERCIAL ONLINE SERVICES
SERVICES THAT OFFER ONLINE INFORMATION AND MARKETING SERVICES TO SUBSCRIBERS WHO PAY A MONTHLY FEE
INTERNET
THE GLOBAL WEB OF COMPUTER NETWORKS WITH NO CENTRAL MANAGEMENT OR OWNERSHIP
WORLD WIDE WEB
THE USER-FRIENDLY INTERNET ACCESS STANDARD
ELECTRONIC COMMERCE (E-COMMERCE)
THE GENERAL TERM FOR A BUYING AND SELLING PROCESS THAT IS SUPPORTED BY ELECTRONIC MEANS
ELECTRONIC MARKETS
"MARKETSPACES" IN WHICH SELLERS OFFER THEIR PRODUCTS AND SERVICES ELECTRONICALLY
CORPORATE WEB SITE
WEB SITE THAT SEEKS TO BUILD CUSTOMER GOODWILL AND TO SUPPLEMENT SALES CHANNELS RATHER THAN TO SELL THE COMPANY'S PRODUCTS DIRECTLY
MARKETING WEB SITE
WEB SITE DESIGNED TO ENGAGE CONSUMERS IN AN INTERACTION THAT WILL MOVE THEM CLOSER TO A PURCHASE
ONLINE ADS
ADS THA APPEAR WHILE SUBSCRIBERS ARE SURFING ONLINE SEVICES OR WEB SITES
TYPES OF ONLINE ADS
1.BANNERS
2.POP-UP WINDOWS
3."TICKERS"
4."ROADBLOCKS"
"TICKERS"
BANNERS THAT MOVE ACROSS THE SCREEN
"ROADBLOCKS"
FULL-SCREEN ADS THAT USERS MUST PASS THROUGH TO GET TO OTHER SCREENS THEY WISH TO VIEW
FORUMS
DISCUSSION GROUPS LOCATED ON COMMERCIAL ONLINE SERVICES
NEWSGROUPS
INTERNET VERSION OF FORUMS
BULLETIN BOARD SYSTEMS
SPECIALIZED ONLINE SERVICES THAT CENTER ON A SPECIFIC TOPIC
WEB COMMUNITIES
SITES THAT ALLOW MEMBERS TO CONGREGATE ONLINE AND EXCHANGE VIEWS ON ISSUES OF COMMON INTEREST
WEBCASTING
THE AUTOMATIC DOWNLOADING OF CUSTOMIZED INFORMATION OF INTEREST TO RECIPIENTS' PCs
CHALLENGES THAT ONLINE MARKETERS FACE
1.LIMITED CONSUMER EXPOSURE AND BUYING
2.SKEWED USER DEMOGRAPHICS
3.CHAOS AND CLUTTER
4.SECURITY
5.ETHICAL CONCERNS
INTEGRATED DIRECT MARKETING
DIRECT-MARKETING CAMPAIGNS THAT USE MULTIPLE VEHICLES AND MULTIPLE STAGES TO IMPROVE RESPONSE RATES AND PROFITS
FORMS OF DIRECT MARKETING
1.DIRECT-RESPONSE TV MARKETING
2.KIOSK MARKETING
3.ONLINE MARKETING
4.FACE-TO-FACE SELLING
5.TELEMARKETING
6.DIRECT-MAIL MARKETING
7.CATALOG MARKETING