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Getting your Web site to do things that a live operator cannot do Using the three-click rule and having a search box on every page Reaching employees through an internal Web program Online response
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Flash pages that take more than 5 seconds to download Searches that don t provide what customers are looking for Sites that are designed to sell, rather than being designed to provide what customers want Mainframe legacy databases in support of online operations
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1. Why do Web response campaigns produce more white mail than phone response campaigns a. People are curious about the offering. b. Operators cannot worm source codes out of callers.
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c. On the Web you can t easily capture source codes. d. All of the above. Which of the following is not suggested as a way of improving a Web site a. A high-tech ash page b. Personal greetings c. Search boxes d. The three-click rule What is the cost per registrant of an email campaign that costs $0.11 per email and produces a 0.67 percent click-through rate and a 48 percent registration rate What was the essential lesson in the Isuzu truck case a. You can sell a lot of trucks through direct mail. b. You can accurately predict response rates. c. You need a customer database. d. Truck buyers are business-to-business customers. e. The control group beat the tests. The Scotiabank Applause program proved all but which of the following a. The power of the Web. b. That long-term employees will buy into a new program. c. That employees will work to receive rewards. d. That employee rewards program work. e. None of the above; it proved all of them. In the KnowledgeBase case study, the key goal was a. To create a pro table Web site b. To increase customer transactions c. To deliver a new system in 60 days d. To reduce call center costs e. To reduce churn Which of the following was not suggested as something to have on your Web site a. Pictures b. Maps c. Articles
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d. Diagrams e. Video clips 8. Which has the highest rate of errors as a response mechanism a. Email b. Fax c. Phone d. Web e. Mail 9. Which has the lowest cost per 100,000 as a response mechanism a. Mail b. Phone c. Email d. Fax e. All have the same cost 10. Which has the highest level of interactivity as a response mechanism a. Phone b. Web c. Email d. Fax e. Mail
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H A P T E R
Marketing to Customer Segments
To develop a relationship program, you still have to put individuals into groups, and develop products and strategies that will keep them loyal. That, in my opinion, is where companies have the most dif culty. Even when you say to them, I can help you to identify your key customer segments. They respond, Well, great. But tell me, what to do with them once they are identi ed. How do I manage each segment Marketers are not yet sophisticated enough to know what to do with the information.
Stephen Shaw, Canadian Direct Marketing News
ince one-to-one marketing is seldom possible, most successful direct marketers aim their marketing efforts at segments. A segment is a group of customers or prospects that you have identi ed for marketing purposes. In your mind, you think, What are these people like What would appeal to them and get them to buy How can we track their response to our promotions Then you set about getting the information that you need in order to de ne the segment and design marketing programs just for it. Creating marketing segments is an art, not a science. Expert marketers spend a lot of time dreaming up segments and consulting their database to see if these segments really exist. Then they spend time coming up with marketing programs and testing them on the segments. To determine whether they are successful, they always carve out control
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