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Marketing
Chapter 14
Rest Stop: Previewing the Concepts
• Direct marketing:
Connecting directly with carefully
targeted individual consumers to both
obtain an immediate response and
cultivate lasting customer relationships.
• Customer database:
An organized collection of
comprehensive data about individual
customers or prospects, including
geographic, demographic,
psychographic, and behavioral data.
• Kiosk marketing:
Information and ordering machines
generally found in stores, airports, and
other locations.
E.g., in-store Kodak kiosks allow
customers to transfer pictures from
digital storage devices, edit them, and
produce high-quality color prints.
• Using e-mail:
79% of all direct marketing campaigns employ
e-mail.
Enriched e-mail messages can grab attention.
Spam accounts for 90% of all e-mail sent.
Permission-based e-mail marketing is key.
E-mail can produce an ROI 40-50% higher
than other forms of direct marketing.