Shared Flashcard Set

Details

Marketing Principles -- Ch 16
Dev Intro Marketing Ch 16
25
Marketing
Undergraduate 2
11/29/2013

Additional Marketing Flashcards

 


 

Cards

Term
Direct marketing consists of direct connections with carefully targeted individual consumers to obtain an ________ __________ and cultivate lasting customer relationships.
Definition
immediate response
Term
Direct marketers communicate directly with customers, often on a one-to-one, _________ basis -- they tailor marketing _______ & communications to narrowly defined ________ or even __________ buyers.
Definition
interactive, offers, segments, individual
Term
Beyond brand and relationship building, direct marketers usually seek a _________, __________. and __________ consumer response -- a manager can track response to a particular campaign and usually determine the _________ that it produced.
Definition
direct, immediate, measurable, revenue
Term
Direct marketing is becoming more _____________, and internet marketing now accounts for about 18% of direct marketing-driven _________.
Definition
web-oriented, sales
Term
Unrestrained by __________ boundaries, direct marketers can offer an almost unlimited section anywhere in the world, and information about companies, products & competitors.
Definition
physical
Term
Direct marketing gives _________ a great measure of _________, as they decide which catalogs they will browse and which web sites they will visit.
Definition
consumers, control
Term
Direct marketing offers sellers a __________, _________, __________ alternative to reaching their markets.
Definition
low-cost, efficient, speedy
Term
In periods of low _________, companies can use direct marketing to target known customers and produce quick results.
Definition
demand
Term
Online direct marketing is an __________ that independent restaurants, inns, and hotels have against the __________, giving small marketers ready access to ________ markets.
Definition
equalizer, brands, global
Term
Effective direct marketing begins with a good customer database, a relationship-building tool. In consumer marketing, a database may contain _____________, ____________, & ______________ behavior.
Definition
demographics, psychographics, buying
Term
In _________________ marketing, a customer database might contain products & services the customer has bought, key contacts, past volumes & prices and much more.
Definition
business-to-business
Term
Companies use their databases to _________ good potential customers & generate sales ________.
Definition
locate, leads
Term
____________ in the hotel industry has created a need for companies to build a centralized data warehouse for all their brands, for the purpose of data _________ -- the exploration & analysis of a database by ____________ or _____________ means to discover patterns or rules.
Definition
Consolidation, mining, automatic, semiautomatic
Term
To be useful, the data stored in a database must be __________, so it is important that everyone using the database understand the importance of careful input and minimizing duplicates.
Definition
accurate
Term
Managers recognize that spending to develop __________ among current customers can be more effective than spending to attract new guests, which costs _________ to __________ times as much.
Definition
loyalty, four, seven
Term
Five Levels of Customer Relationships:
_______ - selling the product with no follow up
_________ - the company sells the product & encourages the customer to call with questions
____________ - a company rep calls the customer after a booking to check-up & answer questions
_________ - the rep or others in the company phone the customer from time-to-time with suggestions about improvements that have been made or creative suggestions for future events
_____________ - the company works continuously with the customer to discover better value.
Definition
Basic
Reactive
Accountable
Proactive
Partnership
Term
Traditional forms of direct marketing in hospitality are __________, _____________, and __________ marketing
Definition
direct-mail, telephone, kiosk
Term
Direct-mail marketing involves sending an ________, __________, ___________, or other item to a person at a particular ___________.
Definition
offer, announcement, reminder, address
Term
According to a recent study, a return on e-mail marketing investment is ________ for every dollar spent -- compared with direct mail at __________ per dollar spent.
Definition
$52, $15
Term
E-mail marketers walk a fine line between adding value for consumers & being __________.
Definition
intrusive
Term
The explosion of ______ -- unsolicited, unwanted commercial e-mail messages that clog out inboxes -- has produced consumer irritation and frustration.
Definition
spam
Term
The most basic website is a corporate (or brand) site, designed to build customer _________, collect _________, and ____________ other sales channels.
Definition
goodwill, feedback, supplement
Term
To attract new visitors and encourage revisits, online marketers should pay attention to:
___________: site layout and design
___________: text, pictures, sound, and video on the site
___________: ways the site enables user-ro-user communication
___________: the site's ability to tailor itself to users or to allow users to personalize the site
___________: ways the site enables site-to-user, user-to-site, or two-way
___________: degree to which the site is linked to other sites
___________: capabilities to enable transactions
Definition
Context
Content
Community
Customization
Communication
Connection
Commerce
Term
Another hot growth area is search-related ads (or __________ ___________) in which text-based ads and links appear alongside _________ ___________ results.
Definition
contextual advertising, search engine
Term
Participating successfully in existing online social networks presents challenges, as online social networks are ______ & results are hard to __________.
Definition
new, measure
Supporting users have an ad free experience!