Loyalty for sale: everybody's doing frequency marketing - but only a few companies are doing it well

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.

Dog and Cat Food Manufacturing, Sales Promotion, Dog and cat food, Cat Food, Methods, Usage, Marketing, Frequent flyer programs, Sales promotions, Pet supplies industry, Heinz Pet Products Co.

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Somewhere out there: uncovering business-to-business research sources

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.

Market Research Services, Marketing Research and Public Opinion Polling, Commercial nonphysical research, Services, Information services, Business-to-business market, Business to business market, Marketing research firms, Purchasing departments

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POP ART: point-of-purchase advertising, " the last three feet in the marketing mix," continues to win friends and influence customers

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.

Advertising, Advertising and Related Services, Commercial printing, lithographic, Commercial Lithographic Printing, Lithoprinted Point-of-Purchase Displays, Cover Story, Statistics, Advertising services, Lithography (Printing), Point-of-sale advertising, Point of sale advertising

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