Direct Marketing

Question 1

Direct Marketing STRENGTHS

Answer 1

Target mailings.
Customizability.
Measurable.
Timely.

Question 2

Direct Marketing WEAKNESSES

Answer 2

Image limitations.
Seen as clutter.
Selective exposure.
Cost per contact.

Question 3

Marketing Data Warehouses

Answer 3

Has 2 primary types of data. Operational database contains all of the customer transactions and is used for accounting and tax. The marketing database contains info on current customers, former customers, and prospects.
Ex: customer names and addresses, email addresses, customer survey results, etc

Question 4

Internal Data Sources

Answer 4

Email addresses and other personal identification data.
Purchase and communication histories.
Personal preference profiles.

Question 5

External Data Sources

Answer 5

Geocoding - adding geographic codes, plotting on a map

Rented lists

Question 6

Permission marketing

Answer 6

A direct result to backlash to spam and junk mail.
Customers give permission.
Higher response rates.
Offered through internet, telephone, mail

Question 7

Loyalty Programs

Answer 7

Offers from organizations that reward customers for a series of purchases.

Question 8

Methods of direct marketing

Answer 8

Direct mail.
Email marketing.
Telemarketing.

Question 9

Direct mail

Answer 9

Catalogues, targeted mail, flyer offers.