Telemarketing
Telemarketing is a form of direct marketing
where a salesperson uses the telephone to
solicit prospective customers to sell products
or services. The prospective customers are
identified and qualified by various means,
including past purchase histories, previous
requests for information, credit limit,
competition entry forms or application forms.
Names may also be purchased from another
company's customer database, or obtained from a
telephone directory or some other public list or
forum. The qualification process is intended to
find those prospective customers most likely to
purchase the product or service being sold or
advertised. Charitable organizations, alumni
associations and political parties often use
telemarketing to solicit donations.
Market survey companies often use telemarketing
techniques to survey prospective or past
customers of a client business to assess market
acceptance or satisfaction with a particular
product, service, brand or company. Public
opinion polls are conducted in a similar manner.
Telemarketing techniques can also be applied to
other forms of electronic marketing using e-mail
or fax messages. (See spamming.)
Telemarketing is often criticised as being an
unethical business practice as some companies do
make unsolicited calls and often engaged in
high-pressure sales techniques. Such practices
may be subject to regulatory or legislative
controls related to consumer privacy and
protection. In particular, telemarking in the
U.S. is restricted by the Telephone Consumer
Protection Act of 1991. Many professional
associations of telemarketers do have codes of
ethics and standards that member businesses
follow to win public confidence.
Some jurisdictions have implemented "Do Not
Call" listings, either through industry
organisations or legislation, in which consumers
can indicate that they do not wish to be called
by telemarketers. Legislative versions often
provide for heavy penalties for companies
calling individuals on these listings. The U.S.
Federal Trade Commission has now implemented a
National Do Not Call Registry in an attempt to
reduce intrusive telemarketing on a national
basis. Allthough challenged (http://reclaimdemocracy.org/corporate_speech/ftc_call_list_legal_analysis.html)
by telemarketing corporations and trade groups
as a violation of commercial speech rights, the
National Do Not Call Registry was upheld
(http://news.findlaw.com/hdocs/docs/ftc/mmsvftc021704opn.html)
by the U.S. 10th Circuit Court of Appeals on
February 17, 2004.
There are several methods that people use to
avoid telemarketing calls. Using caller ID or a
privacy manager can allow the targeted
subscriber to identify the caller before the
call is answered and make the decision not to
answer. Answering machines and voicemail can
also be used to screen calls, as telemarketers
generally do not leave messages. The simplest
solution is to ask to be added to the "Do Not
Call" list and hang-up.
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