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permission and loyalty marketing

Japanese translation: ポイント還元

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GLOSSARY ENTRY (DERIVED FROM QUESTION BELOW)
English term or phrase:permission and loyalty marketing
Japanese translation:ポイント還元
Entered by: sasuke
Options:
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03:46 Oct 6, 2004
English to Japanese translations [PRO]
Marketing - Marketing / Market Research
English term or phrase: permission and loyalty marketing
One trend operationg below the rader is the growing importance of relationship marketing, defined by Mr.X as "establishing a dialogue over time between customer and marketer that allows both to benefit". Related phenomena are permission and loyalty marketing. Sometimes it happens online, sometimes by mail, and sometimes through programs, like frequent-buyer plans in the consumer world.
sasuke
Local time: 04:55
ポイント還元
Explanation:
航空会社なら「マイル」が定着しているようです。用賀4丁目界隈で。
The idea is that the company buys the customer's loyalty by offering points (miles) good on for repeat business. I assume that the "permission" half refers to the recent trend of hotels aggressively trying to get names, addresses, preferences, etc. out of their clients to use in marketing. They say that they don't sell the information to others, but who knows?

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Note added at 5 hrs 30 mins (2004-10-06 09:16:32 GMT)
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While I¥'m speculating...
I¥'ve decided that the ¥"permission¥" part refers to the check boxes on many a web page controlling whether you give the company permission to send you promotional materials from themselves or partners. Normally, these are ¥"opt out¥"--i.e., you get them until you say no. Very few are ¥"opt in¥", the kind where you deliberately ask.
Selected response from:

Maynard Hogg
Canada
Local time: 11:55
Grading comment
ありがとうございます。
2 KudoZ points were awarded for this answer



Summary of answers provided
1 +1ポイント還元
Maynard Hogg


  

Answers


1 hr   confidence: Answerer confidence 1/5Answerer confidence 1/5 peer agreement (net): +1
ポイント還元


Explanation:
航空会社なら「マイル」が定着しているようです。用賀4丁目界隈で。
The idea is that the company buys the customer's loyalty by offering points (miles) good on for repeat business. I assume that the "permission" half refers to the recent trend of hotels aggressively trying to get names, addresses, preferences, etc. out of their clients to use in marketing. They say that they don't sell the information to others, but who knows?

--------------------------------------------------
Note added at 5 hrs 30 mins (2004-10-06 09:16:32 GMT)
--------------------------------------------------

While I¥'m speculating...
I¥'ve decided that the ¥"permission¥" part refers to the check boxes on many a web page controlling whether you give the company permission to send you promotional materials from themselves or partners. Normally, these are ¥"opt out¥"--i.e., you get them until you say no. Very few are ¥"opt in¥", the kind where you deliberately ask.

Maynard Hogg
Canada
Local time: 11:55
Works in field
Native speaker of: Native in EnglishEnglish
PRO pts in category: 9
Grading comment
ありがとうございます。

Peer comments on this answer (and responses from the answerer)
agree  Kurt Hammond: This sounds like a plausible explanation.
10 mins
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