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20 Cards in this Set
- Front
- Back
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Data warehouse
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The place where customer data are held.
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Geocoding
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Adding geographic codes to customer records to make it possible to plot customer addresses on a map.
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Lifetime value
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Sales revenues generated by a customer throughout the lifetime of his or her relationship with a company.
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RFM analysis
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The use of recency, frequency, and monetary figures to predict consumer behaviors.
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data mining
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The process of searching a database to develop a profile of the company's best customers.
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Trawling
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The process of searching the database for a specific piece of information for marketing purposes.
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Permission marketing
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A form of database marketing in which the company sends promotional materials to customers who give the company permission to do so.
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Empowerment
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Consumers believe they have power throughout the seller-consumer relationship, not just at the beginning when they agreed to join a frequency program.
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Reciprocity
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A sense of obligation toward a company that results from receiving special deals or incentives such as gifts.
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Frequency (or loyalty) program
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A marketing program designed to promote loyalty or frequent purchases of the same brand (or company).
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Customer relationship management (CRM)
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Programs desinged to build long-term loyalty and bonds with customers through the use of a personal touch facilitated by technology.
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Share of customer
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The percentage of expenditures a customer makes with one particular firm compared to total expenditures in that product's category.
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Direct response (or direct) marketing
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Vending products to customers without the use of the other channel members.
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Response list
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A list of customers who have made purchases or who have responded to direct mail offers in the past.
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Compiled list
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A list consisting of information about consumers who meet a specific demographic profile.
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Digital direct-to-press
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Software that instructs the computer to create a tailor-made direct mail message to a customer.
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Package insert programs (PIPs)
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Marketing materials placed in order fulfillment packages.
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Ride-alongs
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Marketing materials that are placed with another company's catalog or direct-mail piece.
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Statement stuffers
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Direct mail offers placed inside of a statement or bill.
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Card pack
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A deck of 20 to 50 business reply cards, normally 3 1/2 by 5 inches, placed in a plastic mail pack.
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