Chapter 14 Flashcards
(18 cards)
direct marketing
system of marketing by which organizations communicate directly with target customers to generate a response or transaction
direct-response media
includes: direct mail, telemarketing, interactive TV, print, the Internet, and other media – tools by which direct markers implement the communication process
database
a listing of customers and/or potential customers – tool used for database marketing
database marketing
the use of specific information about individual customers and/or prospects to implement more effective and efficient marketing communications
RFM scoring method
stands for: Recency, Frequency, and Monetary transactions between the company and the customer – data is entered each transaction with the company
one-step approach
the medium is used directly to obtain an order of product/service
two-step approach
involves the use of more than one medium to obtain an order of product of service – first step is to screen/qualify potential buyers; second step is to generate the response – IE: “go to this website for more details”
mailing list
constitutes the database from which names are generated and the ability to segment market and the offer
direct-response advertising
the product of service is offered and a sales response is solicited through the one or two step approach
support advertising
designed to support other forms of advertising
infomercial
long commercial that is designed to fit into a 30-minute or 1-hour time slot
telemarketing
just fuckin telemarketing
direct selling
the direct personal presentation, demonstration, and sales of a product or service to consumers in their homes
forms of direct selling (3)
(1) repetitive person-to-person selling: sales rep visits a home, company, or job site to sell popular goods/services (Amway)
(2) nonrepresentative person-to-person selling: sales rep visits a home, company, or job site to sell infrequent purchased products/services (Encyclopedias)
(3) party plans: sales rep throws a fucking tupperware party or some bullshit
uses of a database (4)
(1) improving the selection of market segments
(2) stimulate repeat purchases
(3) cross-sell: sell other products which are similar to the customer
(4) customer relationship management
direct marketing strategies (8)
(1) direct mail
(2) catalogs)
(3) broadcast media
(4) TV spots
(5) Infomercials
(6) Home shopping
(7) Print Media
(8) Teremarketing
Advantages of direct marketing (8)
(1) selective reach
(2) segmentation capabilities
(3) frequency
(4) testing
(5) timing
(6) personalization
(7) costs
(8) measures of effectiveness
disadvantages of direct marketing (5)
(1) image factors
(2) accuracy
(3) content support
(4) rising costs
(5) “do not call lists”
