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“The
“The total
total of
of activities
activities by
by which
which the
the seller
seller directs
directs efforts
efforts toto aa
target
target audience
audience using
using one
one or
or more
more media
media forfor the
the purpose
purpose of of
soliciting
soliciting aa response
response byby phone,
phone, mail,
mail, or
or personal
personal visit
visit from
from aa
prospective
prospective customer.”
customer.”
TV
TV Selling
Selling
Radio
Radio
Direct
Direct Mail
Mail
Telemarketing
Telemarketing
Direct
Direct Selling
Selling Magazine
Magazine and
and Newspaper
Newspaper
Consumer
Consumer Credit
Credit Cards
Cards
Direct
Direct Marketing
Marketing Syndicates
Syndicates
Changing
Changing Structure
Structure of
of Society
Society
Technological
Technological Advances
Advances
Advertising
Advertising
Public
Public Relations
Relations
Direct
Direct
Marketing
Marketing
Support
Support Media
Media Personal
Personal Selling
Selling
Sales
Sales Promotion
Promotion
List
List Services
Services
Standard
Standard Rate
Rate &&
Data
Data Service
Service
(SRDS)
(SRDS)
Sources
Sources
U.S.
U.S. Census
Census U.S.
U.S. Postal
Postal
Bureau
Bureau Service
Service
Direct
Direct Marketing
Marketing
Association
Association
Length of Inquiring
Education
Residence History
Unique
Age Income
Identifier
Telephone Promotional
Revenues
Number History
Source of
Number of Inquiry
Order/inquiry
Employees History
or Referral
Time in Unique
Credit History
Business Identifier
Improve
Improve Selection
Selection of
of
Market
Market Segments
Segments
Stimulate
Stimulate Repeat
Repeat
Purchases
Purchases
Objectives
Objectives
Cross-selling
Cross-selling Other
Other
Products
Products
Customer
Customer Relationship
Relationship
Management
Management
One-Step
One-Step Two-Step
Two-Step
Direct
Direct Mail
Mail Catalogs
Catalogs
Broadcast
Broadcast
Media
Media
Media
Media
Print
Print Media
Media TV
TV Spots
Spots
Homeshopping
Homeshopping Infomercials
Infomercials
Outbound
Outbound Inbound
Inbound
Advantages Disadvantages
Selective
Selective Reach
Reach Image
Image Factors
Factors
Segmentation
Segmentation Capability
Capability Accuracy
Accuracy
Frequency
Frequency Potential
Potential Content
Content Support
Support
Flexibility
Flexibility Rising
Rising Costs
Costs
Timing
Timing
Personalization
Personalization
Economy
Economy
Measurement
Measurement of of
Effectiveness
Effectiveness
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin