Download Fulfillment Process and Customer Satisfaction: Terms, Concepts, and Methods and more Quizzes Digital Marketing in PDF only on Docsity!
the fulfillment process
offer,response,processing,shipping,billing,customer service TERM 2
sources of fulfillment problems
DEFINITION 2 accuracy of the order,package presentation,speed of delivery,stock availability,return processing TERM 3
outsourced call center
advantages
DEFINITION 3 low initial investment,elimination of hiring needs,fixed operating costs,quick start up,time flexibility TERM 4
outsourced call center
disadvantages
DEFINITION 4 lack of direct control,lack of direct security,lack of employee loyalty,mass market approach,caliber of personnel TERM 5
ways to evaluate customer satisfaction level
DEFINITION 5 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 TERM 7
4 most common types of tests
DEFINITION 7 list tests,offer tests,creative tests,contact strategy tests TERM 8
valid experiments
include:
DEFINITION 8 a control group, random assignment of subjects to test and control groups TERM 9
matchback
DEFINITION 9 process of tracing an order response back to the original source TERM 10
split test
DEFINITION 10 2 or more samples (each representative of the whole) taken from the same list
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 validity make the decision TERM 17
main objectives of DMA green 15 initiative
DEFINITION 17 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 appropriate encouraging packaging suppliers to submit alternate solutions for environmentally preferable packaging5 purchasing office papers, packaging, n shit from recycled materials TERM 18
Basic consumer rights
DEFINITION 18 right to:infoselection safetyconfidentialityprivacy TERM 19
Consumer rights legislative
issues
DEFINITION 19 intellectual propertysecurityprivacy TERM 20
main CAN-SPAM act
provisions
DEFINITION 20 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
4 types of consumer info
general descriptiveownershipproduct purchasesensitive/ confidential TERM 22
Consumer privacy
segments
DEFINITION 22 Unoncerned (20%)Pragmatists (60%)Fundamentalists (20%) TERM 23
How industrial demand differs from consumer
demand
DEFINITION 23 derived demand,inelastic demand,widely fluctuating demand,knowledgeable demand TERM 24
Commitment to consumer choice
DEFINITION 24 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 TERM 25
SIC
DEFINITION 25 Standard industrial classification
Nonprofit applications
building new customer relationships, maintaining existing relationships, securing corporate partnerships (cause related marketing) TERM 32
Fundraising steps
DEFINITION 32
- 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 TERM 33
8 step fundraising plan
DEFINITION 33
- listen to donors 2. keep mission in mind 3. tell story vividly
- 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 TERM 34
Direct response fundraising message must
do: (3)
DEFINITION 34
- strike fast 2. personally grab and shake 3. Make action easy
