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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 |
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Direct Marketing Benefits |
-Fastest growing form -$8billion annual marketing expenditures -$51billion annual sales -Continually more web orientated -Internet marketing becoming fastest growing form |
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Benefits to Buyers |
-Convenient -Private -Greater control -Access to products -Comparative information -Availability to All -Immediate -Interactive |
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Benefits to Sellers |
-Builds customer relationships -Low cost, quick way to -reach markets & handle channel/logistics functions -Flexibility -Access to all buyers |
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Customer Database |
Collection of comprehensive data about individual customers or prospects Including -Geographic Data -Demographic Data -Psychographic Data -Behavioural Data |
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B2B Data Warehousing |
Business Customers contain -Past Volumes -Past Prices -Key Contacts -Competing Suppliers -Status of Current Orders -Estimated Future Spending |
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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 |
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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 |
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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 |
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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 |
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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 |
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Kiosk Marketing What? |
What? Automated machines found in various locations e.g. Redbox machines set up at Wal-Mart |
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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 |
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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 |
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Online Marketing Domains |
B2C - Business to Consumer B2B - Business to Business C2C - Consumer to Consumer C2B - Consumer to Business |
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B2C |
-business selling products to consumers -online buying continues to grow -internet buyers initiate and control exchange |
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B2B |
-businesses selling to businesses -online information, purchasing, and support -build stronger customer relationships |
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C2C |
-online exchanges between final consumers -auction sites such as eBay offer platform -blogs and forums provide platform-great resource for marketers |
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C2B |
-consumers search out sellers (e.g.getsatisfaction.com allows users to post questions, voice complaints, or deliver compliments to companies) |
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Conducting Online Marketing 5 Steps |
-Websites -Online ads & promotions -Online social networks -Mobile marketing |
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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 |
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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) |
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Social Networks |
-company driven online communities -create and participate -focused niche networks are emerging company -> NETWORKS -> COMMUNITIES |
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Email Marketing |
Sending highly target, tightly personalized relationship marketing messages -newsletters -opt in -spam Pros: -cost-efficient, high ROI -multiple uses Cons: -permission-based |
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Mobile Marketing |
Marketing to on-the-go consumers through mobiles, smartphones, tablets etc. |
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Public Policy & Ethics x 7 |
Fraud Unfairness Irritation Deception Security Viruses Privacy |