frequency marketing
frequent-buyer or -user marketing programs that reward customers with cash, rebates, merchandise or other premiums
affinity marketing
marketing effort sponsored by an organization that solicits responses from individuals who share common interests and activities
database marketing
use os software to analyze marketing info. identifying and targeting messages toward specific groups of potential customers
external customers
people or organizations that buy or use a firm's goods or services
internal customers
employees or departments within the organization whose success depends on the work of other employees or departments
internal marketing
depends on managerial actions that enable all members of an organization to under, accept, and fulfill their respective roles in implementing a marketing strategy
employee satisfaction
critical objective of internal marketing, satisfied employees buy employer's products, tell friends, and families how good the customer service is and ultimately send powerful message to customers
customer satisfaction
knowledge of what customers want and need and expect is central concern of companies focused on building long-term relationships, vital first step in setting up system to measure
frequency marketing
frequent-buyer or -user marketing programs that reward customers with cash, rebates, merchandise, or other premiums
interactive television
can talk directly to viewers most interested in this products, skip ads, also click on full-length infomercial on any brand that captures interest
application service providers (ASPs)
assist marketers by providing software when its needed to capture, manipulate and analyze masses of consumer data
grassroots marketing
involves connective directly with existing and potential customers through nonmainstream channels; uses marketing strategies that are unconventional, nontraditional and extremely flexible
viral marketing
firms that let satisfied customers get the word out about products to other customers
buzz marketing
gathers volunteers to try products and then relies on them to talk about their experiences with friends and colleagues-"influencers
customer management relationship (CRM)
combination of strategies and tools that drives relationship programs, reorienting the entire organization to a concentrated focus on satisfying customers
customer winback
process of rejuvenating lost relationships with customers
business-to-business (B2B0 marketing
involves organization's purchase of goods and services to company operations or the productions of other products
partnership
affiliation of tow or more companies that help each other achieve common goals
buyer partnership
firm purchases goods and services from one or more providers
seller partnerships
set up long-term exchanges of goods and services in return for cash or other consideration
internal partnerships
foundation of an organization and its ability to meet its commitments to external entities
lateral partnerships
strategic alliances with other companies or with not-for-profit organizations and research alliances between for-profit firms and colleges and universities
cobranding
cooperative arrangement in which two or more businesses team up to closely link their names on a single product
comarketing
cooperative arrangement in which two businesses jointly market each other's products
national account selling
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electronic data interchanges (EDIs)
computer-to-computer exchanges of invoices, orders and other business documents
vendor-managed inventory (VMI)
inventory in which the seller -based on existing agreement with a buyer-determines how much or a product is needed
supply chain
sequence of suppliers that contribute to the creation and delivery of a product
web services
way for companies to communicate even if they are not running the same or compatible software, hardware, databases of network platforms
collaborative planning, forecasting, and replenishment (CPFaR)
planning and forecasting technique involving collaborative efforts by both purchases and vendors
strategic alliances
ultimate expression of relationships marketing- partnerships formed to create a competitive advantage
lifetime value of a customer
revenues and intangible benefits such as referrals and customer feedback a customer brings to the seller over an average lifetime, less the amount the company must spend to acquire market to and service the customer