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| the number of inquiries generated by a direct-marketing program divided by that program's cost. |
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| the number of orders generated by a direct-marketing program divided by that program's cost. |
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an analysis of how recently and how frequently a customer is buying from an org., and of how much that customer is spending per order and over time.
RECENCY
FREQUENCY
MONEY |
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| frequency-marketing programs |
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| direct-marketing programs that provide concrete rewards to frequent customers |
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| marketing programs aimed at customers that already purchase other products. |
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| direct response advertising |
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| marketing-communications manager who makes sure everything gtes done |
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| the act of assisting and persuading customers regarding purchasing decisions; creative selling typically involves products in which customers require extensive knowledge about the product before buying, such as specialty goods or higher priced items (for example, sports equipment, cookware, insurance, or real estate). |
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| selling a set of interrelated components that fulfill all or a majority of a customer's needs in a particular area. "system buy" from a single source rather than seeking out multiple sources. |
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| checks up post-sale and sees if current needs have changed or if they need add'l info |
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| customer relationship management (CRM) |
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| the continual effort toward cultivating and maintaining long-term relationships with customers; many companies have recognized trust and rapport are key elements to repeated sales and thus train their sales teams to emphasize each particular customer's needs rather than the bottom line |
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