Term
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Definition
| Build and maintain a pool of data on current and prospective customers (and other stakeholders) and communicating with them through a variety of media. |
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Term
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Definition
| Enables marketers to target, segment and grade customers. |
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Term
| Direct-response or action advertising |
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Definition
| Marketing efforts aimed at stimulating some action or response on the part of the customer or prospect. |
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Term
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Definition
| Media that help prospects and customers link up with a company to inform prospects how to inquire about its products. |
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Term
| Customer lifetime value (LTV) |
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Definition
| A model that focuses on ranking the lifetime value of customers in customers base. |
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Term
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Definition
| The process of gathering, consolidating, updating and enhancing the information about customers and prospects. |
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Term
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Definition
| Enables marketers to manipulate, analyze and rank information to make better marketing decisions. |
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Term
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Definition
| Stands for Recency, Frequency, Monetary. Purpose: identifies the best customers, those most likely to buy again. |
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Term
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Definition
| Marketers' reps sell to customers directly, either at home or at work, rather than through a retail establishment or some other intermediary. |
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Term
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Definition
| Face-to-face selling away from a fixed retail location. |
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Term
| Direct-response advertising |
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Definition
| Ads that ask the reader, viewer or listener to provide feedback to the source. |
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Term
| Customized Marketing Mail (CMM) |
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Definition
| A new class of mail approved in 2003 that allows advertisers to mail collateral of any shape or size. |
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Term
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Definition
| Most common in direct-mail format. Often mailed with brochures, price lists or reply cards and envelopes. |
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Term
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Definition
| To announce sales, offer discounts or generate customer traffic. |
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Term
| Use of folders and brochures |
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Definition
| Usually printed in multiple colors with photos or other illustrations on good paper. |
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Term
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Definition
| Larger than folders and are sometimes used as window displays or wall posters in stores. |
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Term
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Definition
| Any form of direct mail that can travel without an envelope. |
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Term
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Definition
| Ads enclosed in monthly customer statements from department stores, banks, oil companies and the like. |
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Term
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Definition
| Publications produced by associations or business organizations. |
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Term
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Definition
| A company's relational database of current, recent and long-past customers as well as future prospects comprises the house list. |
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Term
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Definition
| House lists of other direct-mail advertisers. They can be rented with a wide variety of demographic breakdowns. |
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Term
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Definition
| Customer lists compiled for a reason other than rents or sells. E.g. list of home owners, car owners. |
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Term
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Definition
| Handles the renting of customer contact lists. |
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Term
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Definition
| Handles production and handling tasks such as stuffing and sealing envelopes. |
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Term
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Definition
| The interpersonal communication process by which a seller ascertains and then satisfies the needs of a buyer, to the mutual long-term benefit of both parties. |
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Term
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Definition
| An incentive that accelerates the product's movement from producer to consumer. |
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Term
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Definition
| Designed to secure the cooperation of retailers, gain shelf space and protect the product against competitors. |
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Term
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Definition
| Sales promotions aimed at members of the distribution channel. |
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Term
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Definition
| Advertising in publications read by members of the trade. |
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Term
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Definition
| Designed to attract customers and increase demand for the product. |
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Term
| Consumer sales promotions |
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Definition
| Example of a pull strategy because they are designed to induce consumers to seek out or ask for the product, in effect pulling the product through the pipeline. |
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Term
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Definition
| More products going through fewer retailers. |
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Term
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Definition
| Fees ranging from $15,000 to $40,000 for the privilege of obtaining shelf or floor space for a new product. |
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