Term
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Definition
| the place where customer data are held |
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Definition
| adding geographic codes to customer records to make it possible to plot customer addresses on a map |
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Definition
| Sales revenues generated by a customer throughout the lifetime of his or her relationship with a company |
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Definition
| the use of recency, frequency, and monetary figures to predict consumer behaviours |
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Definition
| The process of searching a database to develop a profile of the company's best customers |
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Definition
| the process of searching the database for a specific piece of information for marketing purposes |
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Definition
| a form of database marketing in which the company sends promotional materials to customers who give the company permission to do so |
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Definition
| consumers believe they have power throughout the seller-consumer relationship, not just at the beginning when they agreed to join a frequency program |
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Definition
| a sense of obligation toward a company that results from receiving special deals or incentives such as gifts |
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Term
| Frequency (or loyalty) program |
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Definition
| a marketing program designed to promote loyalty or frequent purchases of the same brand (or company) |
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Term
| Customer Relationship Management (CRM) |
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Definition
| programs designed to build long-term loyalty and bonds with customers through the use of a personal touch facilitated by technology |
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Definition
| the percentage of expenditures a customer makes with one particular firm compared to total expenditures in that product's category |
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Term
| Direct Response (or direct) marketing |
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Definition
| vending products to customers without the use of other channel members |
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Definition
| a list of customers who have made purchases or who have responded to direct mail offers in the past |
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Definition
| a list consisting of information about consumers who meet a specific demographic profile |
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Definition
| software that instructs the computer to create a tailor-made direct mail message to a customer |
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Term
| Package Insert Programs (PIPs) |
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Definition
| Marketing materials placed in order fulfillment packages |
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Term
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Definition
| Marketing materials that are placed with another company's catalogue or direct-mail piece |
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Term
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Definition
| direct mail offers placed inside of a statement or bill |
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Term
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Definition
| a deck of 20 to 50 business reply cards, normally 3.5"x5", placed in a plastic mail pack |
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