中英對照營銷講義(2)-資料下載頁
2025-10-08 04:02本頁面
【正文】 ws for targeting of small groups or individuals with customized offers in a personalized fashion ? Offers access to buyers that couldn’t be reached via other channels ? Lowcost, effective alternative for reaching specific markets Direct Marketing直銷 ? 直銷對賣者的好處 ? 建立顧客關(guān)系的有力工具 ? 能夠選取小的消費(fèi)群甚至個人，提供個性化的產(chǎn)品和服務(wù) ? 提供其它渠道做不到的接近消費(fèi)者的方法 ? 占領(lǐng)特定市場的一種低成本、高效率的方法 17 27 ? Databases include customer profile, purchase history, and other detailed information ? Databases can be used to identify prospects, profile customers, and select customers to receive offers, and to build relationships ? Database marketing requires substantial investment in hardware, software, personnel Customer Databases amp。 Direct Marketing顧客數(shù)據(jù)庫與直銷 ? 數(shù)據(jù)庫包括顧客描述、購買歷史和其它詳細(xì)信息。 ? 數(shù)據(jù)庫可用來識別目標(biāo)、描述顧客、選擇顧客和建立公共關(guān)系。 ? 數(shù)據(jù)庫需要硬件、軟件和人員方面的投資。 17 28 ? FacetoFace Selling ? Telemarketing ? DirectMail Marketing ? Catalog Marketing ? Kiosk Marketing ? Online Marketing ? DirectResponse TV Marketing Forms of Direct Marketing 直銷的形式 ? 面對面營銷 ? 電話營銷 ? 直接郵寄營銷 ? 購物目錄營銷 ? 信息亭營銷 ? 網(wǎng)絡(luò)營銷 ? 電視直銷 17 29 ? Telephone Marketing ? New legislation and technological advances threaten the future of telemarketing ? DirectMail Marketing ? New trends include fax mail, , and voice mail ? Catalog Marketing ? Many cataloguers have migrated to the web ? 電話營銷 ? 新立法和科技給電話直銷的未來帶來威脅 ? 直接郵寄營銷 ? 新的類型包括傳直、電子郵件、語音郵件 ? 購物目錄營銷 ? 許多購物目錄已經(jīng)轉(zhuǎn)移到網(wǎng)上了 17 30 ? DirectResponse Television Marketing ? Directresponse advertising ? Infomercials ? Home shopping channels ? Kiosk Marketing ?電視直銷 ?直銷廣告 ?商業(yè)信息片 ?家庭購物頻道 ?信息亭營銷 17 31 ? Integrated Direct Marketing ? Public Policy and Ethical Issues ? Irritation, Unfairness, Deception, and Fraud ? Invasion of Privacy ? 整合直銷 ? 公共政策和道德問題 ?惹怒、不正當(dāng)行為、詭計和欺詐 ?侵犯隱私
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