Scribd Logo
Upload

Welcome to Scribd!

  • Chapter 15 Ouline

    Uploaded by

    Cory Abbe
    14 views3 pages
    Direct marketing involves companies dealing directly with consumers rather than through wholesalers or retailers. It has advantages like allowing companies to gather customer information and control products, but disadvantages like some people not wanting to buy without seeing products first. Database marketing is at the heart of direct marketing and helps compile customer information to better target audiences. The key players in direct marketing are advertisers, agencies, media companies, and customers. Common direct marketing tools include direct mail, catalogs, telemarketing, advertising, and the internet. The future of direct marketing involves linking different marketing channels and creating customer loyalty.

    Original Description:

    Original Title

    Chapter 15 ouline

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    DOCX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    Direct marketing involves companies dealing directly with consumers rather than through wholesalers or retailers. It has advantages like allowing companies to gather customer information and control products, but disadvantages like some people not wanting to buy without seeing products first. Database marketing is at the heart of direct marketing and helps compile customer information to better target audiences. The key players in direct marketing are advertisers, agencies, media companies, and customers. Common direct marketing tools include direct mail, catalogs, telemarketing, advertising, and the internet. The future of direct marketing involves linking different marketing channels and creating customer loyalty.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as docx, pdf, or txt
    14 views3 pages

    Chapter 15 Ouline

    Uploaded by

    Cory Abbe
    Direct marketing involves companies dealing directly with consumers rather than through wholesalers or retailers. It has advantages like allowing companies to gather customer information and control products, but disadvantages like some people not wanting to buy without seeing products first. Database marketing is at the heart of direct marketing and helps compile customer information to better target audiences. The key players in direct marketing are advertisers, agencies, media companies, and customers. Common direct marketing tools include direct mail, catalogs, telemarketing, advertising, and the internet. The future of direct marketing involves linking different marketing channels and creating customer loyalty.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as docx, pdf, or txt
    of 3

    Direct Marketing – Consumers and Sellers deal with each other directly versus

    through a wholesaler or retailer


    Colgate, Xerox, IBM, Sierra Club

    Advantages
    -Allows collection of relevant information from customers
    -Makes it more convenient
    -Marketer controls product, not a wholesaler or retailer
    -Advertising is easier to comprehend
    -Allows flexibility in form and timing

    Disadvantages
    -People don’t want to buy something without seeing it (clearly changing now)
    -Too many magazine and phone calls can get annoying
    -Unable to reach everyone in a market (improving with improvement of databases)

    5 STEPS
    1. Objectives and Strategies
    a. Identify potential customers
    b. Motivate customers to come to an event
    c. Illicit the ordering of products
    2. The offer
    a. Buy-one-get-one-free
    b. Supported by more advertising
    2.5 Message and Media Strategy
    c. Show comparisons between other products
    d. Personal feel
    e. One-step versus two-step offer
    3. The Response/Order
    a. Main aim is for people to take action – namely buy
    b. This part makes that easy and clear as possible
    4. Fulfillment and Customer Maintenance
    a. Getting product to customers
    b. Maintain customer relationship
    5. Relationship Building/Evaluation

    Database Marketing – Heart of Direct Marketing


    Helps monitor and predict trends in consumers. Works to record and compile
    names, results based on advertising, the measurement of purchasing performance
    and provide continuing communication.

    1. Lists
    a. Lists based on demographics, psychographics and geographic
    breakdowns
    b. Can merge lists to target more and more specific audiences
    c. House List – Already buyers
    d. Response List – those who respond
    e. Compiled List – specific categories
    2. Data Driven Communication
    a. Communicating to already established list of object buyers
    b. COMPUTERS + HISTORY SEARCHERS
    3. Customer Relationship Management
    a. Find links between customers transactions and characteristics
    b. Allows identification and good treatments for most loyal/most
    profitable customers

    Key Players

    1. The Advertisers
    a. More than 12,000 firms
    2. The Agencies
    a. Advertising Agencies
    b. Independent Agencies
    c. Service Firms
    d. Fulfillment Houses – Making sure consumers receive things on time
    3. The Media Companies
    a. Mail
    b. Phone
    c. Internet
    d. Email
    4. The Customers
    a. Believe it can be annoying yet convenient

    Tools of Direct Marketing

    1. Direct Mail – Print advertising message for product or service


    a. Advantages
    i. Tells story
    ii. Engages attention
    iii. Personalizes the message
    iv. Builds in feedback
    v. Reachers the unreachable
    b. Disadvantages
    i. Negative perseptions
    ii. Cost
    iii. Mailing List
    iv. Response Rate
    v. Vulnerability
    c. Design is key
    2. Catalogs
    a. JC Penny, LL Bean
    b. Allows more selection
    3. Telemarketing
    a. Inbound – Consumers call
    b. Outgoing – Firm calls
    4. Direct-Response Advertising
    a. Print Media
    b. Broadcast Media
    5. The Internet
    a. ONLINE SHOPPING

    Integrated Direct Marketing – The Future

    1. Linking the channels


    a. Linking different types of media
    2. Creating Loyalty

    You might also like