Download Direct Marketing

Survey
yes no Was this document useful for you?
   Thank you for your participation!

* Your assessment is very important for improving the work of artificial intelligence, which forms the content of this project

Transcript
Direct and Online Marketing: The New Marketing Model
Chapter 17
Mass Marketing and Direct Marketing
Mass Marketing
Direct Marketing
What is Direct Marketing?
Direct marketing consists of direct connections with carefully targeted individual consumers to both
obtain an immediate response and cultivate lasting customer relationships.
Forms of Direct Marketing
Face-to-Face Selling
Direct Response TV
Telemarketing
Kiosk Marketing
Direct Mail
Online Marketing
Catalog
Benefits and Growth of Direct Marketing
Buyers Benefits
Sellers Benefits










Customer Databases

Customer Databases are an Organized Collection of Comprehensive Data About Individual
Customers or Prospects Including:
----Database Marketing
is the process of building, maintaining, and using customer databases and other databases for the purposes of
contacting and transacting with customers.
How companies use their databases:
Online Marketing

Online Marketing is conducted through interactive online computer systems, which link consumers
with sellers electronically.
Who is the Online Customer?
 They tend to be younger, more affluent, better educated, and more male than the general
population; female usage almost equals males.
 Other characteristic of net users:
Promise and Challenge of Online Marketing
Limited Consumer Exposure and Buying
Skewed User Demographics and Psychographics
Chaos and Clutter
Security
Ethical Concerns
Public Policy and Ethical Issues in Direct Marketing
Irritation to Consumers
Unfairness, Deception, or Fraud
Invasion of Privacy
Document related concepts

Marketing channel wikipedia, lookup

Product planning wikipedia, lookup

Global marketing wikipedia, lookup

Marketing strategy wikipedia, lookup

Retail wikipedia, lookup

Sensory branding wikipedia, lookup

Green marketing wikipedia, lookup

Marketing mix modeling wikipedia, lookup

Advertising campaign wikipedia, lookup

Neuromarketing wikipedia, lookup

Customer engagement wikipedia, lookup

Street marketing wikipedia, lookup

Direct marketing wikipedia, lookup

Customer relationship management wikipedia, lookup

Multicultural marketing wikipedia, lookup

Marketing plan wikipedia, lookup

Integrated marketing communications wikipedia, lookup

Target market wikipedia, lookup

Customer experience wikipedia, lookup

Digital marketing wikipedia, lookup

Guerrilla marketing wikipedia, lookup

Marketing wikipedia, lookup

Multi-level marketing wikipedia, lookup

Viral marketing wikipedia, lookup

Youth marketing wikipedia, lookup

Sports marketing wikipedia, lookup

Marketing communications wikipedia, lookup

Marketing research wikipedia, lookup

Ambush marketing wikipedia, lookup

Target audience wikipedia, lookup

Sales process engineering wikipedia, lookup

Social media marketing wikipedia, lookup

Affiliate marketing wikipedia, lookup

Food marketing wikipedia, lookup

Market segmentation wikipedia, lookup

Bayesian inference in marketing wikipedia, lookup

Consumer behaviour wikipedia, lookup

Social media and television wikipedia, lookup

Online shopping wikipedia, lookup