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ID:32502017
大小:723.50 KB
页数:14页
时间:2019-02-09
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1、DirectMarketingDirectMarketingDefinedDirectmailTelemarketingCatalogsInfomercialsDirectMarketinginothermedia“Aninteractivesystemofmarketingwhichusesoneormoreadvertisingmediatoeffectameasurableresponseand/ortransactionatanylocation.”GrowthofDirectMarketingAttitudesTowardCredi
2、tOver1billioncreditcardsissued.Consumers’DesireforConvenienceMoney-richTime-poorChangesinTechnologyCheapercommunicationsRapidpackagedeliveryElectronicdeliverysystemsMeasurabilityinDirectMarketingCostperInquiry(CPI)CostperOrder(CPO)ROLEOFDIRECTMARKETINGINPROMOTIONANDIMCClosi
3、ngtheSaleIdentifyingProspectsEngagingtheCustomerDevelopingaDatabaseMailingListsInternallists(houselists)ExternallistsListEnhancementaddingmorenamesincorporatinginformationMarketingDatabaseApplicationsREMAnalysisFrequencyMarketingProgramCrossSellingContentsofaComprehensiveC
4、onsumerDataBaseNameAddress/ZipcodeTelephonenumberLengthofresidenceAgeGenderMaritalstatusFamilydata(numberofchildren,etc.)EducationIncomeOccupationTransactionhistoryPromotionhistoryInquiringhistoryUniqueidentifierContentsofaComprehensiveBusinesstoBusinessDataBaseNameofcompa
5、ny,contactordecisionmaker(s)TitleofcontactTelephonenumberSourceoforder/inquiryorreferralCredithistoryIndustrialclassificationSizeofbusinessRevenuesNumberofemployeesTimeinbusinessHeadquarterslocationMultiplelocationsPurchasehistoryTypesofDirectMailBroadsidesCatalogsFlyersFol
6、dersHouseorgansInclusionsPostcardsReprintsSaleslettersSelf-mailers“AllformsofadvertisingsentdirectlytoprospectsthroughthePostalServiceorthroughprivateservices.”DirectMailAdvantagesandDisadvantagesAdvantagesSelectivityFlexibilityConsumerPreferenceDisadvantagesHighcostperexp
7、osureSaturationamongaudienceOutboundandInboundTelemarketingOutboundTelephonecallingbythemarketerormarketer’sagenttoindividualprospects,seekingpurchase,subscription,membership,orparticipationbythecallrecipient.InboundMarketers’facilitiesandinvitationstoprospectstocallacentra
8、llocationorlongdistancenumberorbytoll-free,800orfixedcost900number.WhoShouldUseTel
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