Define each of the following terms:

Question

a) Reach
b) Response rates
c) Switching costs
d) Spamming
e) Opt-in e-mail
f) Internet mailing lists

Answer 1

a) Reach: The span of people being targeted in your marketing campaign, including geographic locations and demo-
graphic profiles.
b) Response rates: the percentages of responses generated from the target market.
c) Switching costs: the costs related to changing from one competitor's product or service to another's product or ser-
vice.
d) Spamming: mass e-mailing customers who have not expressed interest in receiving information about your products
or services.
e) Opt-in e-mail: e-mail sent to people who explicitly choose to receive offers, information and promotions.
f) Internet mailing lists: lists of people's contact information used to target personalized e-mails.