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Direct marketing
Marketing lecture 12
| Term | Definition |
|---|---|
| Direct marketing | direct communications with carefully targeted individual customers. |
| Benefits of direct marketing to buyers | -access to products -access to comperative information about companies, products and competitors. -interactivity & immediacy |
| Benefits of direct marketing to sellers | -targeting -low cost (for reaching their defined target markets) |
| 6 forms of direct marketing | 1. direct-mail marketing 2.catalog marketing 3. telephone marketing 4. direct-respose television marketing 5. kiosk maketing 6.online marketing |
| direct-mail marketing | sending an offer announcement, reminder, or other item to a person at a physical or vertual adress. |
| characteristcts of direct-mail marketing | -well suited to direct, one-to-one communication -permits hih target-marketing selevtivity -personalization -flexibility -costs more than mass mediaper thousand people reached |
| catalog marketing | used to be defined as a printed , bound peoces of at least eight pages. Selling multiple products and offering a direct ordering merchanism, |
| Advantages of catalog marketing | -eliminate production, printing, and mailing costs -allow real-time merchandising |
| telephone marketing | using the telephone to sell directly to costomers |
| Outbond telephone marketing | telephone marketing to sell directly to consumers |
| Inbond telephone marketing | toll-free numbers |
| Direct-response television advertising (DRTV) | television spots which describe a product and give customers a toll-free number or web site for ordering. |
| Home shopping channels | television programs or entire channels dedicated to selling goods and survices. |
| Online marketing | conducted through interactive online computer systems, which link consumers with sellers electronically. |
| Benefits of online marketing | -For consumers...convenient, private,abundance of information, interactive, and immidiate -For companies... consumer relationship building, reduces cost, provides flexibility, global medium |
| Concerns of online marketing | internet fraud, phishing, online security issues. |
| Internet fraud | - identifying thieft -financial scams |
| phishing | users deceptive e-mails and fraudulent websites to fool usuers into divulging their personal data. |
| invation of privacy | collection of personal information |
| The right of privacy | the right to be left alone. if costomers do not want to recieve ads they have a right to refuse it. Thus companies need to make an option for costomers to refuse it. |
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