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ADNAN PERVEZ ZAFARULLAH SHAR
ROOMASAAYAZ
GROUP MEMBERS
MOHAMMADWAJAHAT
SIDDIQUE
NAME: ADNAN PERVEZ
REG: 1511-212-003
BBA : 9TH Semester
TOPIC: LIST SELECTION AND MANAGEMENT
What are lists?
List are the selection of:
Names
Addresses
Emails
Telephone
 Concepts of prospects & customers, who could
be targete...
Example :
Nescafe did their direct marketing campaign
by offering coffee for free of cost to those who
have registered th...
Difference B/W Prospects &
customers
Prospects :
Probability
Possibility
A person regarded as likely to succeed or as a...
Customers :
A customer
Client
Buyer
Purchaser
Is the recipient of a goods, services, products,
idea, obtained from a ...
Set of lists :
The set of lists a firm selects for its direct
marketing effort, the single most important
factor in deter...
Storage of lists :
Lists are usually stored in a computer
database that contain a series of names,
addresses & other info...
Example of storage :
APTECH (EDUCATION OF COMPUTER)
Are the lists valuable :
Yes
Lists are valuable because they are structured
collection of records, about customers &
pro...
TYPES OF LISTS
RESPONSE LISTS
COMPILED LISTS
Response lists :
response lists are based on the product or
services interests of the persons on the list.
Names on resp...
Compiled lists :
Compiled lists include people who may not be
willing to buy direct but who have some
identifiable charac...
NAME: ZAFARULLAH SHAR
REG:
BBA : TH Semester
TOPIC: LIST SELECTION AND MANAGEMENT
How direct marketers segments lists?
They are using combinations of personal
characteristics or buyer behavior for
predic...
Advantages of list management &
segmentation
 Lists management & segmentation allow marketers to
promote only to those pe...
NAME: MOHAMMAD WAJAHAT SIDDIQUI
REG: 1511-312-022
BBA : 8TH Semester
TOPIC: LIST SELECTION AND MANAGEMENT
RENTING A LIST
1) LIST BROKERS
2) LIST COMPILERS
3) LIST MANAGERS
4) LIST RENTAL AGREEMENTS
RENTING A LIST
 Nearly all of the lists a company uses outside of
its own house list are rented lists.
 However, many of...
LIST BROKERS
List brokers rent list to firm for list owners.
The vast majority of all list rentals are made
through brok...
LIST COMPILERS
 List compilers create lists from such sources as
telephone directories and census data.
 They then organ...
LIST MANAGERS
List managers represent the interests of list
owners and are considered experts who
understand how to get t...
LIST RENTAL AGREEMENTS
 The most common list rental agreement is for an
agreed number of uses.
 Beyond that , only those...
NAME: ROOMASA AYAZ
REG: 1511-312-010
BBA : 7TH Semester
TOPIC: LIST SELECTION AND MANAGEMENT
Inspirational quote
LIST SEGMENTATION
 When a firm decides to
mail an offer to only a portion of
a list rather then the whole list,
that proc...
Marketing quote
CHARACTERISTICS
OF SELECTING
CONSUMERS LIST
 According to Burnett,
Ed. There are four main
criteria in selecting
consumer...
A Comprehensive Consumer Database
Name
Address/
Zip Code
Telephone
Number
Length of
Residence
Age
Gender
Marital
Status
Fa...
Customer service
quote
What Are the Benefits of List Segmentation to Direct
Marketers?
Tracking
Targeting
Split testing
Follow-up sales
TRACKING:
Segmenting your list allows you
to more accurately track where
your sales are coming from. If you
send marketing...
TARGETING
By analyzing which
segments of your list
respond to particular
marketing letters or emails,
you can refine your
...
SPLIT-TESTING
Segmenting your marketing
list allows you to split-test
your marketing efforts to
refine your approach and
g...
FOLLOW-UP SALES
You can use list
segmentation to generate
sales of follow-up products
to your list members,
instead of sim...
List Selection & Management
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List Selection & Management

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List Selection & Management

  1. 1. ADNAN PERVEZ ZAFARULLAH SHAR ROOMASAAYAZ GROUP MEMBERS MOHAMMADWAJAHAT SIDDIQUE
  2. 2. NAME: ADNAN PERVEZ REG: 1511-212-003 BBA : 9TH Semester TOPIC: LIST SELECTION AND MANAGEMENT
  3. 3. What are lists?
  4. 4. List are the selection of: Names Addresses Emails Telephone  Concepts of prospects & customers, who could be targeted of an offer to purchase a product or service.
  5. 5. Example : Nescafe did their direct marketing campaign by offering coffee for free of cost to those who have registered their names and mobile no with the marketers.
  6. 6. Difference B/W Prospects & customers Prospects : Probability Possibility A person regarded as likely to succeed or as a potential customers, clients, etc. Potential customers or clients qualified on the basis of his or her buying authority. Financial capacity & willingness to buy also called sales lead.
  7. 7. Customers : A customer Client Buyer Purchaser Is the recipient of a goods, services, products, idea, obtained from a seller, in vendor, supplier for a monetary or offer valuable consideration.
  8. 8. Set of lists : The set of lists a firm selects for its direct marketing effort, the single most important factor in determining the success or failure of any direct marketing campaign.
  9. 9. Storage of lists : Lists are usually stored in a computer database that contain a series of names, addresses & other information.
  10. 10. Example of storage : APTECH (EDUCATION OF COMPUTER)
  11. 11. Are the lists valuable : Yes Lists are valuable because they are structured collection of records, about customers & prospects for use in both identifying market segments ranking customers based on expectations about how responsive those individuals to be offer.
  12. 12. TYPES OF LISTS RESPONSE LISTS COMPILED LISTS
  13. 13. Response lists : response lists are based on the product or services interests of the persons on the list. Names on response lists are derived from a company’s files. A firm’s own customers is called house list It contains info such as names & addresses of particular consumers or businesses that have specific product or service purchase histories based on responding to direct response offers.
  14. 14. Compiled lists : Compiled lists include people who may not be willing to buy direct but who have some identifiable characteristics that make them good prospects for becoming customer. These characteristics can include, Occupation Subscriptions Club membership
  15. 15. NAME: ZAFARULLAH SHAR REG: BBA : TH Semester TOPIC: LIST SELECTION AND MANAGEMENT
  16. 16. How direct marketers segments lists? They are using combinations of personal characteristics or buyer behavior for predicting a response to an offer for a product or service by segments consisting of potential target audience members.
  17. 17. Advantages of list management & segmentation  Lists management & segmentation allow marketers to promote only to those people from whom they expect response rate greater than that from the population in general.  List segments can also be used to split a list file into several smaller homogenous files.  So that, a firm can send a mailing only to individuals expected t be profitable.
  18. 18. NAME: MOHAMMAD WAJAHAT SIDDIQUI REG: 1511-312-022 BBA : 8TH Semester TOPIC: LIST SELECTION AND MANAGEMENT
  19. 19. RENTING A LIST 1) LIST BROKERS 2) LIST COMPILERS 3) LIST MANAGERS 4) LIST RENTAL AGREEMENTS
  20. 20. RENTING A LIST  Nearly all of the lists a company uses outside of its own house list are rented lists.  However, many of the lists a firm rents are actually the house lists of other companies, available for a fee.  Other , less common ways to get lists are to purchase them or to exchange lists with another firm.
  21. 21. LIST BROKERS List brokers rent list to firm for list owners. The vast majority of all list rentals are made through brokers. The list renter pays a fee to the list brokers for the use of a list, and the list owner receives that payments less the commission the list broker takes for its services.
  22. 22. LIST COMPILERS  List compilers create lists from such sources as telephone directories and census data.  They then organize those lists into groups of people or business having some common characteristics such as: Household with above average incomes or business with more than 1million employees.  A popular approach to list creation involves building a list by segmenting out groups of households or business from large master files.
  23. 23. LIST MANAGERS List managers represent the interests of list owners and are considered experts who understand how to get the most out of lists. They interact with the list brokers and keep track of all aspects of the process relevant to the owner. Compare to list brokers, list managers are more likely to recommend only the lists they manage.
  24. 24. LIST RENTAL AGREEMENTS  The most common list rental agreement is for an agreed number of uses.  Beyond that , only those people on the list who respond to the firm’s offer can become part of the renting firm’s customer database.  To ensure that a renter does not use a list more than the agreed to number of times , list monitor insert phony names and address their lists so that those names can be monitored.
  25. 25. NAME: ROOMASA AYAZ REG: 1511-312-010 BBA : 7TH Semester TOPIC: LIST SELECTION AND MANAGEMENT
  26. 26. Inspirational quote
  27. 27. LIST SEGMENTATION  When a firm decides to mail an offer to only a portion of a list rather then the whole list, that process is called list segmentation.  List segmentation allows the direct marketer to define groups of individuals according to estimates of future offer responsiveness and profitability.  The purpose of list segmentation is to increase the response rate to the offer a Campaign makes.
  28. 28. Marketing quote
  29. 29. CHARACTERISTICS OF SELECTING CONSUMERS LIST  According to Burnett, Ed. There are four main criteria in selecting consumer lists.  Demographics  Psychographics  Mail-order characteristics  Physical characteristics
  30. 30. A Comprehensive Consumer Database Name Address/ Zip Code Telephone Number Length of Residence Age Gender Marital Status Family Data Education Income Occupation Transaction History Promotion History Inquiry History Unique Identifier
  31. 31. Customer service quote
  32. 32. What Are the Benefits of List Segmentation to Direct Marketers? Tracking Targeting Split testing Follow-up sales
  33. 33. TRACKING: Segmenting your list allows you to more accurately track where your sales are coming from. If you send marketing letters or emails to your entire list, you may not be able to determine which of your letters generates sales. However, if you place a tracking code on each letter or email you send to a different list segment, you can use responses to identify which segments of your master list respond to particular offers.
  34. 34. TARGETING By analyzing which segments of your list respond to particular marketing letters or emails, you can refine your marketing approach to create customized emails and letters for each segment of your list.
  35. 35. SPLIT-TESTING Segmenting your marketing list allows you to split-test your marketing efforts to refine your approach and generate more sales.
  36. 36. FOLLOW-UP SALES You can use list segmentation to generate sales of follow-up products to your list members, instead of simply offering the same products to all of the members of your list at the same time.

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