MKTG 396 Lecture Notes - Lecture 17: Retail, Direct Response Television, Direct Marketing
Document Summary
Connecting directly with carefully targeted segments or individual consumers, often on a one-to-one, interactive basis. An organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic and behavioural data. Direct-mail marketing direct marketing by sending an offer, announcement, reminder or other item to a person at a particular physical or virtual address. Catalogue marketing direct marketing through print, video, or digital catalogues that are mailed to select customers, made available in stores, or presented online. Telephone marketing using the telephone to sell directly to customers. Direct marketing via television, including direct-response television advertising (or infomercials) and home shopping channels. Efforts to market products and services and build customer relationships over the internet. A vast public web of computer networks that connects users of all types around the world to each other and an amazingly large information repository. The so-called dot. coms which operate online only and have no brick- and-mortar market presence.
