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Description
Flashcards by Madeline Briscoe, updated more than 1 year ago
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Created by Madeline Briscoe
over 8 years ago
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| Question | Answer |
| what are the information sources for a marketing database? | -company/customer interactions -responses to competitions -warrenties -telephone/email enquiries -other organisations -application forms -complaints |
| what information is stored in a marketing database? | -customer info (age, address, phone no.) -promotional info (past and current promo) -geodemographic info (social, lifestyle, postcode characteristics) -product info (ranges, models) -transactional info (who, what, where, when, how) |
| why are marketing databases useful? | -target direct marketing campaigns (what sort of customer responded most?) -maintaining/strengthening relationships (reg customers micro rewards, improve customer retention, product lifetime) |
| what is relationship marketing? | an org engaged in proactively creating, developing and maintaining committed, interactive exchanges with selected customers over time is engaged in RM (harker 1999) |
| what is relationship marketing about? | it is about BLID MEC benefits, loyalty, interaction, development, maintenence, emotional content |
| how has marketing changed? | was about economics and statistics, now about sociology, psychology and anthropology |
| what does RM mean in the eyes of the customer | harker 20 focus groups 10 firms -customer is savvy -morality and emotion -loyalty cards |
| what is the savvy customer? | -experienced (e.g careers) -knowledgeable (personal networks, firm) -skeptical about concepts (of loyalty and committment) |
| what is a part time marketer? | a person assciated with the co. who has the ability to make an impression on the customers judgement of the firm e.g. customer service/helpline, shop floor staff, website |
| what are the qualities of a good part time marketer? hint: CIG | -capability (job skills, experience, product knowledge) -interpersonal skills (communication, demeanour) -gumption (initiative, problem solving) |
| why do customers want loyalty cards? | -discounts -exclusivity -efficiency |
| why are customers concerned about loyalty cards? | -'big brother', being watched -debt -poor use of data -being selected against (e.g. M&S party) |
| what makes a good loyalty card scheme and what are their benefits? | -real, not virtual benefits -exclusivity -higher level of service -data used efficiently and effectively -formalise, regularise and extend relationship between customer and firm |
| is it ok to treat some customers better than others? If so, when? |
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