Ch17_NE - OnetoOne and Internet Marketing Chapter 17...

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Prepared by Deborah Baker Prepared by Deborah Baker Texas Christian University Texas Christian University Canadian Adaptation by Miguel Morales Canadian Adaptation by Miguel Morales Saint Mary’s University Saint Mary’s University COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  One-to-One and Internet Marketing Chapter 17
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2 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Learning Objectives 1. Define one-to-one marketing and  discuss its dependence on database  technology. 2.  Discuss the forces that have influenced  the emergence of one-to-one marketing. 3.  Compare the one-to-one marketing  communications process with the  traditional mass marketing  communications process.
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3 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Learning Objectives (continued) 4.  List eight common one-to-one  marketing applications. 5.  Discuss the basics of one-to-one  marketing database technology. 6.  Describe the impact of the Internet on  business practices. 7. Describe the current Internet marketing  environment.
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4 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Learning Objectives (continued) 8. Discuss on-line business strategies. 9. Discuss Internet marketing objectives  and strategies. 10. Describe one-to-one marketing using  the Internet. 11. Discuss privacy issues related to  one-to-one marketing and Internet  marketing.
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5 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  One-to-One Marketing An individualized marketing  method that utilizes customer  information to build long-term,  personalized, and  profitable relationships  with each customer.
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6 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  What Is One-to-One Marketing? Information-Intensive Long-Term Oriented One-to-One Marketing is. .. Individualized Customer Retention With a Goal of… Cost Reduction Profitability
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7 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  One-to-One Marketing One-to-One  Marketing Focuses on Share of Customer Develops Customers Finds Products for Customers Mass  Marketing Focuses on Share of Market Develops Products Finds Customers for Products
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8 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Mass  Production One-to-One” Benefit of  Technology Before Industrial Revolution The Evolution of  One-to-One Marketing Reflect
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9 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved 
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This note was uploaded on 08/22/2009 for the course MKTG 1301 taught by Professor Bethpett during the Fall '05 term at Niagara College.

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Ch17_NE - OnetoOne and Internet Marketing Chapter 17...

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