Article Abstract:
Frequency marketing has become a much more common marketing tool, as many companies have adopted programs that cater to preferred or repeat customers, but many of these programs fail to achieve, or even properly set, their goals. Reward systems must provide consumers with a substantive reward without creating too much of a financial burden. Many companies fail to properly target customer retention and fail to distinguish between loyal customers and repeat customers.
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Article Abstract:
Businesses seeking to sell goods and services to other businesses have a growing number of information sources to tell them who is responsible for purchasing decisions at various firms. However, acquiring the data is usually harder and more expensive than collecting consumer information. Market research companies such as Roper Starch Worldwide Inc. charge anywhere from $15,000 to $1 million for customized data collection.
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Article Abstract:
Point-of-purchase is one of the fastest growing marketing segments in the 1990s. Spending in 1995 for this segment was over $12 billion, an increase of 8% over 1994 spending figures. Point-of-purchase is defined as any advertising that will attract customers to purchase items at the point of sale. Interactive displays and computer kiosks have joined signage and life-sized cardboard displays.
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