Management and Organizational Studies 2320A/B Chapter 17: marketing chapter 17 textbook notes - organized for final exam review

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: John White

Document Summary

Chapter 17: direct and online marketing: define direct marketing and discuss its benefits to customers and companies. Direct marketing: connecting directly with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships. Element of the promotion mix approach for communicating directly to consumers. Firms employing the direct model use it as the only approach. Geico, ebay, amazon are examples of successful companies who use only direct marketing. Internet is 3rd in canada (behind tv and radio) in terms of total weekly time spent by all adults with all media reaches more adults than magazines or newspapers. Imperative to shift advertising from tv to internet (by 2016 will be number one medium) Access to comparative information about companies, products, and competitors. Target small groups/ individuals and promote offers through personalized communications. Tailor products and services to specific customer tastes. Offers sellers a low-cost, efficient, speedy alternative for.