Term
| Direct marketing consists of direct connections with carefully targeted individual consumers to obtain an ________ __________ and cultivate lasting customer relationships. |
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Definition
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Term
| Direct marketers communicate directly with customers, often on a one-to-one, _________ basis -- they tailor marketing _______ & communications to narrowly defined ________ or even __________ buyers. |
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Definition
| interactive, offers, segments, individual |
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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. |
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Definition
| direct, immediate, measurable, revenue |
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Term
| Direct marketing is becoming more _____________, and internet marketing now accounts for about 18% of direct marketing-driven _________. |
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| Unrestrained by __________ boundaries, direct marketers can offer an almost unlimited section anywhere in the world, and information about companies, products & competitors. |
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Term
| Direct marketing gives _________ a great measure of _________, as they decide which catalogs they will browse and which web sites they will visit. |
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| Direct marketing offers sellers a __________, _________, __________ alternative to reaching their markets. |
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Definition
| low-cost, efficient, speedy |
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Term
| In periods of low _________, companies can use direct marketing to target known customers and produce quick results. |
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Definition
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Term
| Online direct marketing is an __________ that independent restaurants, inns, and hotels have against the __________, giving small marketers ready access to ________ markets. |
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Definition
| equalizer, brands, global |
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Term
| Effective direct marketing begins with a good customer database, a relationship-building tool. In consumer marketing, a database may contain _____________, ____________, & ______________ behavior. |
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Definition
| demographics, psychographics, buying |
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Term
| In _________________ marketing, a customer database might contain products & services the customer has bought, key contacts, past volumes & prices and much more. |
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Definition
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Term
| Companies use their databases to _________ good potential customers & generate sales ________. |
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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. |
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Definition
| Consolidation, mining, automatic, semiautomatic |
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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. |
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Definition
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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. |
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Definition
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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. |
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Definition
Basic
Reactive
Accountable
Proactive
Partnership |
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Term
| Traditional forms of direct marketing in hospitality are __________, _____________, and __________ marketing |
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Definition
| direct-mail, telephone, kiosk |
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Term
| Direct-mail marketing involves sending an ________, __________, ___________, or other item to a person at a particular ___________. |
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Definition
| offer, announcement, reminder, address |
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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. |
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Definition
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Term
| E-mail marketers walk a fine line between adding value for consumers & being __________. |
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| The explosion of ______ -- unsolicited, unwanted commercial e-mail messages that clog out inboxes -- has produced consumer irritation and frustration. |
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Term
| The most basic website is a corporate (or brand) site, designed to build customer _________, collect _________, and ____________ other sales channels. |
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Definition
| goodwill, feedback, supplement |
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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 |
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Definition
Context
Content
Community
Customization
Communication
Connection
Commerce |
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Term
| Another hot growth area is search-related ads (or __________ ___________) in which text-based ads and links appear alongside _________ ___________ results. |
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Definition
| contextual advertising, search engine |
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Term
| Participating successfully in existing online social networks presents challenges, as online social networks are ______ & results are hard to __________. |
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Definition
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