Dit is een vraag en antwoordsamenvatting waar al deze vragen op een examen kunnen komen als open vragen, met een uitgebreid antwoord met behulp van de slides van de powerpoint
Les 1
DATA= gegevens
What are the most important communication channels for direct marketing name five of
them:
Answer:
- Direct mail
- Mail order
- Door-to-door
- Tele-services and call centers
- Direct response tv
- The Internet
- E-mail marketing
- Social media marketing
Data driven marketing= Every marketing activity with a direct connection by means of data
base techniques with the purpose of promoting or informing about a product or service.
3 phases:
1. Product-oriented to market oriented marketing (1st phase)
-> from production to consumption
->FOCUS ON PRODUCTS
-> First, entire focus on the best possible product or service. Than focus on
selling these products and services. After that, systematic thinking about the
market share.
2. Market-oriented to individual oriented marketing (2nd phase)
->knowledge of consumer
->FOCUS ON CLIENTS, RELATION
3. Breakthrough of Second Phase marketing
->FURTHER DEVELOPMENT ON SECOND PHASE
What do these terms mean? Explain them as detailed as possible:
Customer profitability:
Answer: Customer profitability is the profit made per customer type during a given period
(comparing investments in client relations and the revenue generated by the client
relation)
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Customer lifetime:
Answer: Period of time in which a customer keeps doing purchases.
Drop out/churn:
Answer: Number of customers (and profile) that leave (within one year of other time period)
Customer life cycle:
life cycle with on various moments concrete events that co-exist with specific (changed)
interests and needs (e.g., birth, marriage, moving houses)
which skills does a good database marketeer have?
Answer:
- Understanding of database technology
- Statistics
- Business knowledge
- Appreciation of knowledge of the consumer
What are 2 common challenges a databasemarketeer faces when building a customer
database? :
Answer:
1. Getting the data out of your systems: variety of sources transaction systems that keep
track of:
- Sales
- Orders
- Service requests
- Customer complaints (=klachten)
-> in most firms these are in separate systems, this is called: Data silo’s.
2.Second main challenge is tracing back the data to the customer – database needs to be
integrated around customer…
- This implies that all actions need to be tied back to individuals....
- That is sometimes difficult:
A lot of transaction data are anonymous (e.g. Grocery store, candy bar paid with
cash, that sale cannot be tied back to the company)
How to overcome this challenge?:
loyalty cards, thematic promotions, contests, extra benefits, online registration ...
Name the 3 of the most important contact data:
- E-mail
- Home addresses
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- Mobile device numbers
Explain: The heart and soul of database marketing (Who is your target audience?)
Answer: is the ability to use data and analytical techniques to choose audiences that will help
you meet your business goals
There are 4 basic questions you have to ask yourself when using customer data, name
them:
Answer:
- Who is your target audience?
- What is the offer (the goal is to make this offer as relevant as possible) and what is
the call to action, that is, telling the customer how to make advantage of your offer.
(visit the website now, visit our store today etc.)
- How?
-> what is the medium you use to send your message?
-> the design of your message (handwritten or mail what kind of envelope etc.
- When?
Timing means= the right time to target the market.
Les 2
ROI= measurable results and measurable costs
What is the difference between acquisition and retention:
Answer: Acquisition =Marketing(communication) efforts are oriented at attracting consumers
who are not yet customers, with the purpose of attracting them as customers.
Attracting consumers as customers
Retention =marketing(communication) efforts are oriented at keeping customers by
stimulating customer loyalty and higher customer expenses.
Name 4 advantages and 4 disadvantages of data-driven marketing
Answer:
Advantages:
- Selective and segmented communication
- Response rate is precisely measurable
- personalized communication
- interactive communication is possible (direct mail, chat, phone etc)
- Use of cost-effective media
- Datamarketing-actions are a learning process
-
3
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