• Shuffle
    Toggle On
    Toggle Off
  • Alphabetize
    Toggle On
    Toggle Off
  • Front First
    Toggle On
    Toggle Off
  • Both Sides
    Toggle On
    Toggle Off
  • Read
    Toggle On
    Toggle Off
Reading...
Front

Card Range To Study

through

image

Play button

image

Play button

image

Progress

1/26

Click to flip

Use LEFT and RIGHT arrow keys to navigate between flashcards;

Use UP and DOWN arrow keys to flip the card;

H to show hint;

A reads text to speech;

26 Cards in this Set

  • Front
  • Back

Direct Marketing

Connecting directly with carefully targeted individual consumers to obtain an immediate response and cultivate lasting customer relationships

Direct Marketing Benefits

-Fastest growing form


-$8billion annual marketing expenditures


-$51billion annual sales


-Continually more web orientated


-Internet marketing becoming fastest growing form

Benefits to Buyers

-Convenient


-Private


-Greater control


-Access to products


-Comparative information


-Availability to All


-Immediate


-Interactive

Benefits to Sellers

-Builds customer relationships


-Low cost, quick way to -reach markets & handle channel/logistics functions


-Flexibility


-Access to all buyers

Customer Database

Collection of comprehensive data about individual customers or prospects


Including


-Geographic Data


-Demographic Data


-Psychographic Data


-Behavioural Data

B2B Data Warehousing

Business Customers contain


-Past Volumes


-Past Prices


-Key Contacts


-Competing Suppliers


-Status of Current Orders


-Estimated Future Spending

Forms of Direct Marketing

Direct Mail Marketing


Catalogue Marketing


Telemarketing


Direct Response Television Marketing


Kiosk Marketing


New Digital Technologies


Online Marketing


Face-to-Face Selling

Direct Mail Marketing


What ? Pros & Cons

What ?


Sending an offer to a physical address


Pros :


-largest direct marketing medium


-well-suited for one to one communications


Cons :


-in decline due to newer digital forms


-often perceived as junk mail

Catalogue Marketing


What? Pros & Cons

What? Print or digital catalogs


Pros:


-print catalogs drive web traffic and create connections


-easily convertible to online versions


Cons :


-high cost of print both financially & environmentally

Telephone Marketing


Pros & Cons

Pros:


-still widely used due to success rate


-marketers use outbound (sell directly to consumer) and inbound (toll-free ordering or order faxing) calls


Cons:


-do-not-call legislation


-perception of intrusion

Direct Response TV


What? Pros & Cons

What? 1-2 min tv spots, infomercials or home shopping channels


Pros:


-seize advantage of visual medium


-usually broadcast when audience is captive


Cons:


-perception of 'cheapening' the brand/product


-often a cluttered promotional space

Kiosk Marketing


What?

What? Automated machines found in various locations


e.g. Redbox machines set up at Wal-Mart

Online Marketing


What? Pros

Marketing products and building customer relationship online


-usage continues to grow


-online marketing is expanding


-click-and-mortar more successful than click-only

New Digital Direct Marketing Technologies


3 x

Mobile Phone Marketing


-mobile content, advertising & messaging


-mobile ad spending is expected to grow


Podcasts


-ad-supported podcasts, downloadable ads, info features & other promotions


Interactive TV


-viewer engagement is higher than regular TV ads

Online Marketing Domains

B2C - Business to Consumer


B2B - Business to Business


C2C - Consumer to Consumer


C2B - Consumer to Business



B2C

-business selling products to consumers


-online buying continues to grow


-internet buyers initiate and control exchange

B2B

-businesses selling to businesses


-online information, purchasing, and support


-build stronger customer relationships

C2C

-online exchanges between final consumers


-auction sites such as eBay offer platform


-blogs and forums provide platform-great resource for marketers

C2B

-consumers search out sellers (e.g.getsatisfaction.com allows users to post questions, voice complaints, or deliver compliments to companies)

Conducting Online Marketing


5 Steps

-Websites


-Online ads & promotions


-Online social networks


-E-mail


-Mobile marketing

Websites

Corporate - function to inform


-build customer goodwill


-collect customer feedback


-supplement other sales channels


Marketing - function to sell


-engage consumers in interactions


-compel to purchase

Advertising & Promoting Online


5 types of Content

builds brands & attract visitors to sites with


-rich media ads


-search-related ads (contextual advertising)


-content sponsorships (sponsoring special content)


-affiliate programs (promote other companies)


-viral marketing (internet version of word-of-mouth)

Social Networks

-company driven online communities


-create and participate


-focused niche networks are emerging


company -> NETWORKS -> COMMUNITIES

Email Marketing

Sending highly target, tightly personalized relationship marketing messages


-newsletters -opt in -spam


Pros:


-cost-efficient, high ROI


-multiple uses


Cons:


-permission-based

Mobile Marketing

Marketing to on-the-go consumers through mobiles, smartphones, tablets etc.



Public Policy & Ethics x 7

Fraud


Unfairness


Irritation


Deception


Security


Viruses


Privacy