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Test 3 - Flashcards

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Class:MKTG 310 - Interactive Marketing
Subject:Marketing
University:Christopher Newport University
Term:Spring 2011
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the fulfillment process offer,response,processing,shipping,billing,customer service
sources of fulfillment problems accuracy of the order,package presentation,speed of delivery,stock availability,return processing
outsourced call center advantages low initial investment,elimination of hiring needs,fixed operating costs,quick start up,time flexibility
outsourced call center disadvantages lack of direct control,lack of direct security,lack of employee loyalty,mass market approach,caliber of personnel
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ways to evaluate customer satisfaction level place an order in fictitious name an experience service firsthandsend surveys to recent customers
6 major survey methods for primary data personal interview,telephone interview,email surveys,mail questionnaire,online surveys,observation
4 most common types of tests list tests,offer tests,creative tests,contact strategy tests
valid experiments include: a control group, random assignment of subjects to test and control groups
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matchback process of tracing an order response back to the original source
split test 2 or more samples (each representative of the whole) taken from the same list
confidence level number of standard deviations from the mean in a normal distribution
null hypothesis (when testing a new promotion technique) "response from the test promotion is at or below direct mail response from the control promotion(states that test promotion will not do better than the control)
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alternative hypothesis "response from the test promotion is above direct mail response from the control promotion"
type 1 error rejection of true null hypothesis
type 2 error acceptance of false null hypothesis
framework for test implementation 1 state the hypothesis2 develop, by a priori analysis, the assumptions required and compute the appropriate sample size3 structure and perform the experiment4 develop, by a posteriori analysis, statistics for judging hypothesis validity5 make the decision
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main objectives of DMA green 15 initiative 1 offering notice and choice to mail recipients 2 questioning paper suppliers where the paper comes from, to protect forests and to ensure the wood was legally harvested3 reviewing direct mail and direct marketing piees, testing and downsizing where appropriate4 encouraging packaging suppliers to submit alternate solutions for environmentally preferable packaging5 purchasing office papers, packaging, n shit from recycled materials
Basic consumer rights right to:infoselection safetyconfidentialityprivacy
Consumer rights legislative issues intellectual propertysecurityprivacy
main CAN-SPAM act provisions bans false or misleading header infoprohibits deceptive subject linesrequires that your email give recipients an opt out methodrequires that commercial email is identified as an ad
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4 types of consumer info general descriptiveownershipproduct purchasesensitive/ confidential
Consumer privacy segments Unoncerned (20%)Pragmatists (60%)Fundamentalists (20%)
How industrial demand differs from consumer demand derived demand,inelastic demand,widely fluctuating demand,knowledgeable demand
Commitment to consumer choice 1 provide customers with notice that they may modify their receipt of solicitations in every marketing offer2 honor opt outs w/in 30 days and not send them anything else, nor transfer their info for 3 years3 disclose the source of consumer specific data upon their request4 Update mailing lists using DMA's MPS monthly
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SIC Standard industrial classification
Industry grouping of establishments engaged in a common economic activity
Establishment economic units producting at a physical location such as a plant
Company an entity that owns one or more establishments
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NAICS North american industrial classification system. In response to NAFTA
TIGER system (Census bureau) Topologically Integrated Geographic Encoding Referencing
Nonprofit applications building new customer relationships, maintaining existing relationships, securing corporate partnerships (cause related marketing)
Fundraising steps 1. form a committee of influentials to make contacts w/ potential contributors 2. mount a direct response campaign to those identified 3. Organize a follow up campaign to support the initial campaign
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8 step fundraising plan 1. listen to donors 2. keep mission in mind 3. tell story vividly 4. go hi tech but stay people focused 5. Let donors fund projects 6. target your audience 7. Involve the CEO and board of directors 8. Launch fundraising campaign
Direct response fundraising message must do: (3) 1. strike fast 2. personally grab and shake 3. Make action easy
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 the fulfillment processoffer,response,processing,shipping,billing,customer service
 sources of fulfillment problemsaccuracy of the order,package presentation,speed of delivery,stock availability,return processing
 outsourced call center advantageslow initial investment,elimination of hiring needs,fixed operating costs,quick start up,time flexibility
 outsourced call center disadvantageslack of direct control,lack of direct security,lack of employee loyalty,mass market approach,caliber of personnel
 ways to evaluate customer satisfaction levelplace an order in fictitious name an experience service firsthandsend surveys to recent customers
 6 major survey methods for primary datapersonal interview,telephone interview,email surveys,mail questionnaire,online surveys,observation
 4 most common types of testslist tests,offer tests,creative tests,contact strategy tests
 valid experiments include:a control group, random assignment of subjects to test and control groups
 matchbackprocess of tracing an order response back to the original source
 split test2 or more samples (each representative of the whole) taken from the same list
 confidence levelnumber of standard deviations from the mean in a normal distribution
 null hypothesis(when testing a new promotion technique) "response from the test promotion is at or below direct mail response from the control promotion(states that test promotion will not do better than the control)
 alternative hypothesis"response from the test promotion is above direct mail response from the control promotion"
 type 1 errorrejection of true null hypothesis
 type 2 error acceptance of false null hypothesis
 framework for test implementation1 state the hypothesis2 develop, by a priori analysis, the assumptions required and compute the appropriate sample size3 structure and perform the experiment4 develop, by a posteriori analysis, statistics for judging hypothesis validity5 make the decision
 main objectives of DMA green 15 initiative1 offering notice and choice to mail recipients 2 questioning paper suppliers where the paper comes from, to protect forests and to ensure the wood was legally harvested3 reviewing direct mail and direct marketing piees, testing and downsizing where appropriate4 encouraging packaging suppliers to submit alternate solutions for environmentally preferable packaging5 purchasing office papers, packaging, n shit from recycled materials
 Basic consumer rightsright to:infoselection safetyconfidentialityprivacy
 Consumer rights legislative issuesintellectual propertysecurityprivacy
 main CAN-SPAM act provisionsbans false or misleading header infoprohibits deceptive subject linesrequires that your email give recipients an opt out methodrequires that commercial email is identified as an ad
 4 types of consumer infogeneral descriptiveownershipproduct purchasesensitive/ confidential
 Consumer privacy segmentsUnoncerned (20%)Pragmatists (60%)Fundamentalists (20%)
 How industrial demand differs from consumer demandderived demand,inelastic demand,widely fluctuating demand,knowledgeable demand
 Commitment to consumer choice1 provide customers with notice that they may modify their receipt of solicitations in every marketing offer2 honor opt outs w/in 30 days and not send them anything else, nor transfer their info for 3 years3 disclose the source of consumer specific data upon their request4 Update mailing lists using DMA's MPS monthly
 SIC Standard industrial classification
 Industrygrouping of establishments engaged in a common economic activity
 Establishmenteconomic units producting at a physical location such as a plant
 Companyan entity that owns one or more establishments
 NAICSNorth american industrial classification system. In response to NAFTA
 TIGER system (Census bureau) Topologically Integrated Geographic Encoding Referencing
 Nonprofit applications building new customer relationships, maintaining existing relationships, securing corporate partnerships (cause related marketing)
 Fundraising steps1. form a committee of influentials to make contacts w/ potential contributors 2. mount a direct response campaign to those identified 3. Organize a follow up campaign to support the initial campaign
 8 step fundraising plan1. listen to donors 2. keep mission in mind 3. tell story vividly 4. go hi tech but stay people focused 5. Let donors fund projects 6. target your audience 7. Involve the CEO and board of directors 8. Launch fundraising campaign
 Direct response fundraising message must do: (3)1. strike fast 2. personally grab and shake 3. Make action easy
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