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14
Direct
McGraw-Hill/Irwin
Marketing
© 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.
Direct Marketing Defined
“The total of activities by which the seller . . . direct efforts to a target audience using one or more media for the purpose of soliciting a response by phone, mail, the internet or personal visit from a prospective customer.”
Includes:
¾Direct selling ¾Direct mail ¾Telemarketing ¾Internet selling
¾Direct action marketing ¾Catalog selling ¾Television/ print media ¾Cable TV
Factors contributing to the growth of direct marketing
¾Consumer Credit Cards
③Over 1 billion credit cards in circulation
¾Direct Marketing Syndicates Creating Opportunities ③List development
③Statement inserts ③Catalogs/Sweepstakes
¾Changing Structure of American Society ③Increase in two income households
③Money-rich/Time-poor – need for convenience
¾Technological Advances
③Better communications via electronic media & computers ③Rapid package delivery
③Electronic delivery systems
¾Ability to measure effects of direct marketing efforts ③Cost per order/ Cost per inquiry
Direct Marketing Combines With . . .
¾Advertising
¾Public Relations
¾Personal Selling
¾Sales Promotion
¾Support Media
Database Marketing
The use of specific information about individual customers and/or prospects to implement more effective marketing communications and selling.
Used to:
¾Improve selection of target markets ¾Encourage repeat purchase
¾Cross-sell other products and services
¾Develop one-to-one relationships with customers
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