Marketing Ch 17

Front 1

DIRECT MARKETING

Back 1

Direct communications with targeted consumers to obtain an immediate response and cultivate lasting customer relationships.

Front 2

DIRECT MARKETING BENEFITS

Back 2

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

Front 3

DIRECT MARKETING BENEFITS TO SELLERS

Back 3

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

Front 4

TRADITIONAL DIRECT-MARKETING CHANNELS

Back 4

1.TELEPHONE MARKETING
2.DIRECT MAIL
3.CATALOGS
4.DIRECT-RESPONSE TELEVISION

Front 5

CUSTOMER DATABASE

Back 5

AN ORGANIZED COLLECTION OF DATA ABOUT INDIVIDUAL CUSTOMERS

Front 6

DATABASE MARKETING

Back 6

THE PROCESS OF BUILDING, MAINTAINING, AND USING CUSTOMER DATABASES FOR THE PURPOSE OF CONTACTING AND TRANSACTING WITH CUSTOMERS.

Front 7

CUSTOMER MAILING LIST

Back 7

A SET OF NAMES, ADDRESSES, AND TELEPHONE NUMBERS.

Front 8

COMPONENTS OF THE SALESPERSON'S CUSTOMER PROFILE

Back 8

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

Front 9

COMPONENTS OF CUSTOMER DATABASE IN CONSUMER MARKETING

Back 9

1.CUSTOMER'S DEMOGRAPHICS
2.PSYCHOGRAPHICS
3.BUYING BEHAVIOR

Front 10

4 DATABASE USES

Back 10

1.IDENTIFYING PROSPECTS
2.DECIDING WHICH CUSTOMERS SHOULD RECEIVE A PARTICULAR OFFER
3.DEEPENING CUSTOMER LOYALTY
4.REACTIVATING CUSTOMER PURCHASES

Front 11

TELEMARKETING

Back 11

USING THE TELEPHONE TO SELL DIRECTLY TO CUSTOMERS.

Front 12

OUTBOUND TELEPHONE MARKETING

Back 12

USED TO SELL DIRECTLY TO CONSUMERS AND BUSINESSES

Front 13

INBOUND TOLL-FREE 800 NUMBERS

Back 13

USED TO RECEIVE ORDERS FROM TV AND RADIO ADS, DIRECT MAIL, OR CATALOGS.

Front 14

DIRECT-MAIL MARKETING

Back 14

DIRECT MARKETING THROUGH SINGLE MAILINGS SENT TO PROSPECTS ON MAILING LISTS.

Front 15

DIRECT MAIL BENEFITS

Back 15

1.PERMITS HIGH TARGET-MARKET SELECTIVITY
2.CAN BE PERSONALIZED
3.IS FLEXIBLE
4.ALLOWS EASY MEASUREMENT OF RESULTS

Front 16

3 NEW FORMS OF MAIL DELIVERY

Back 16

1.FAX MAIL
2.E-MAIL
3.VOICE MAIL

Front 17

CATALOG MARKETING

Back 17

DIRECT MARKETING THROUGH PRINT, VIDEO, OR ELECTRONIC CATALOGS

Front 18

DIRECT-RESPONSE TV MARKETING

Back 18

DIRECT MARKETING VIA TV

Front 19

DIRECT-RESPONSE TV MARKETING FORMS

Back 19

1.DIRECT-RESPONSE TV ADVERTISING
2.INFOMERCIALS
3.HOME SHOPPING CHANNELS

Front 20

HOME SHOPPING CHANNELS

Back 20

TV PROGRAMS OR ENTIRE CHANNELS DEDICATED TO SELLING GOODS AND SERVICES

Front 21

KIOSKS

Back 21

INFORMATION AND ORDERING MACHINES

Front 22

ONLINE MARKETING

Back 22

MARKETING CONDUCTED THROUGH INTERACTIVE ONLINE COMPUTER SYSTEMS, WHICH LINK CONSUMERS WITH SELLERS ELECTRONICALLY

Front 23

COMMERCIAL ONLINE SERVICES

Back 23

SERVICES THAT OFFER ONLINE INFORMATION AND MARKETING SERVICES TO SUBSCRIBERS WHO PAY A MONTHLY FEE

Front 24

INTERNET

Back 24

THE GLOBAL WEB OF COMPUTER NETWORKS WITH NO CENTRAL MANAGEMENT OR OWNERSHIP

Front 25

WORLD WIDE WEB

Back 25

THE USER-FRIENDLY INTERNET ACCESS STANDARD

Front 26

ELECTRONIC COMMERCE (E-COMMERCE)

Back 26

THE GENERAL TERM FOR A BUYING AND SELLING PROCESS THAT IS SUPPORTED BY ELECTRONIC MEANS

Front 27

ELECTRONIC MARKETS

Back 27

"MARKETSPACES" IN WHICH SELLERS OFFER THEIR PRODUCTS AND SERVICES ELECTRONICALLY

Front 28

CORPORATE WEB SITE

Back 28

WEB SITE THAT SEEKS TO BUILD CUSTOMER GOODWILL AND TO SUPPLEMENT SALES CHANNELS RATHER THAN TO SELL THE COMPANY'S PRODUCTS DIRECTLY

Front 29

MARKETING WEB SITE

Back 29

WEB SITE DESIGNED TO ENGAGE CONSUMERS IN AN INTERACTION THAT WILL MOVE THEM CLOSER TO A PURCHASE

Front 30

ONLINE ADS

Back 30

ADS THA APPEAR WHILE SUBSCRIBERS ARE SURFING ONLINE SEVICES OR WEB SITES

Front 31

TYPES OF ONLINE ADS

Back 31

1.BANNERS
2.POP-UP WINDOWS
3."TICKERS"
4."ROADBLOCKS"

Front 32

"TICKERS"

Back 32

BANNERS THAT MOVE ACROSS THE SCREEN

Front 33

"ROADBLOCKS"

Back 33

FULL-SCREEN ADS THAT USERS MUST PASS THROUGH TO GET TO OTHER SCREENS THEY WISH TO VIEW

Front 34

FORUMS

Back 34

DISCUSSION GROUPS LOCATED ON COMMERCIAL ONLINE SERVICES

Front 35

NEWSGROUPS

Back 35

INTERNET VERSION OF FORUMS

Front 36

BULLETIN BOARD SYSTEMS

Back 36

SPECIALIZED ONLINE SERVICES THAT CENTER ON A SPECIFIC TOPIC

Front 37

WEB COMMUNITIES

Back 37

SITES THAT ALLOW MEMBERS TO CONGREGATE ONLINE AND EXCHANGE VIEWS ON ISSUES OF COMMON INTEREST

Front 38

WEBCASTING

Back 38

THE AUTOMATIC DOWNLOADING OF CUSTOMIZED INFORMATION OF INTEREST TO RECIPIENTS' PCs

Front 39

CHALLENGES THAT ONLINE MARKETERS FACE

Back 39

1.LIMITED CONSUMER EXPOSURE AND BUYING
2.SKEWED USER DEMOGRAPHICS
3.CHAOS AND CLUTTER
4.SECURITY
5.ETHICAL CONCERNS

Front 40

INTEGRATED DIRECT MARKETING

Back 40

DIRECT-MARKETING CAMPAIGNS THAT USE MULTIPLE VEHICLES AND MULTIPLE STAGES TO IMPROVE RESPONSE RATES AND PROFITS

Front 41

FORMS OF DIRECT MARKETING

Back 41

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