Innocents abroad: overseas markets may look clutter-free and profitable, but they present a whole different set of challenges

Article Abstract:

Direct-mail marketing in the United States is very different than in other countries, and this must be taken into consideration in international advertising campaigns. Foreign mail regulations may be different, and the volume of flier advertisments may be high. Demographics may require alterations in usual campaign tactics, or even render the foreign market unprofitable. Language is another consideration, as American spellings may be inappropriate in English-speaking countries, and translations into other languages may be inaccurate.

Direct Mail Marketing, International aspects, Direct mail advertising, Direct-mail advertising, Export marketing

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You say London, I say Londres: Inter-Continental Hotels & Resorts tackled a world of new challenges in creating its global customer database

Article Abstract:

Inter-Continental Hotels & Resorts' Global 2000 marketing database, online since 1994, contains customer profiles for 2.9 million guests. Customer data is gathered at over 80 Inter-Continental hotels. It is captured when customers check out and transmitted, once a week, to a central database. Global 2000 allows Inter-Continental to determine each customer's revenue contribution and travel patterns.

Hotels & Motels, Hotels (except Casino Hotels) and Motels, Hotels and motels, Marketing, Database marketing, InterContinental Hotels Group PLC

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Measuring what matters; the Competitive Strength Index looks at purchasing factors that customer satisfaction can't begin to address

Article Abstract:

The Competitive Strength Index evaluates the purchasing behavior of a customer base. The customers are asked which stores they go to, which are the best three stores in a particular market and which store is used most frequently. This index allows retailers to determine a balance between competition with other retailers and customer satisfaction.

Market Survey Techniques, Research, Methods, Retail industry, Retail trade, Consumer preferences, Market surveys

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