Chapter 16 Flashcards
Direct marketing consists of direct connections with carefully targeted individual consumers to obtain an ________ _______and cultivate lasting customer relationships.
immediate response
Direct marketers communicate directly with customers, often on a one-to-one, ________basis – they tailor marketing ________& communications to narrowly defined ________or even ________buyers.
interactive,offers,segments,individual
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.
direct, immediate, measurable,revenue
Direct marketing is becoming more ________, and Internet marketing now accounts for about 18% of direct marketing-driven ________.
web-oriented,sales
Unrestrained by ________boundaries, direct marketers can offer an almost unlimited selection anywhere in the world, and information about companies, products & competitors
physical
Direct marketing gives ________a great measure of ________, as they decide which catalogs they will browse and which web sites they will visit.
consumers,control
Direct marketing offers sellers a________, ________, ________alternative to reaching their markets.
low-cost, efficient, speedy
In periods of low ________, companies can use direct marketing to target known customers and produce quick results.
demand
Online direct marketing is an ________that independent restaurants, inns, and hotels have
against the ________, giving small marketers ready access to ________markets.
equalizer, brands, global
Effective direct marketing begins with a good customer database, a relationship-building tool. In consumer marketing, a database may contain ________, ________& ________behavior.
demographics, psychographics, buying
In ________marketing, a customer database might contain products & services the customer has bought, key contacts, past volumes & prices and much more.
business-to-business
Companies use their databases to ________good potential customers & generate sales ________.
locate,leads
________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.
Consolidation,mining,automatic, semiautomatic
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.
accurate
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.
loyalty,four, seven
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
Basic,Reactive,Accountable,Proactive,Partnership
Traditional forms of direct marketing in hospitality are ________, ________, and ________marketing.
direct-mail, telephone, kiosk
Direct-mail marketing involves sending an ________, ________, ________, or other item to a person at a particular ________.
offer, announcement, reminder,address
According to a recent study, return on e-mail marketing investment is $________for every dollar spent – compared with direct mail at $________per dollar spent.
$52, $15
E-mail marketers walk a fine line between adding value for consumers & being ________.
intrusive
The explosion of ________—unsolicited, unwanted commercial e-mail messages that clog our inboxes—has produced consumer irritation and frustration.
spam
The most basic website is a corporate (or brand) site, designed to build customer ________, collect ________, and ________other sales channels.
goodwill,feedback,supplement
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-to-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 links to other sites
________: capabilities to enable transactions
Context, Content, Community, Customization, Communication, Connection,Commerce
Another hot growth area is search-related ads (or ________ ________) in which text-based ads and links appear alongside ________ ________results.
(contextual advertising), search engine
