Management and Organizational Studies 2320A/B : Direct and Online Marketing Ch 17.docx

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

Document Summary

Benefits to buyers: convenience, ready access to many products, access to comparative information about companies, products and competitors, interactive and immediate. Benefits to sellers: tool to build customer relationships, low-cost, efficient, fast alternative to reach markets, flexible, access to buyers not reachable through other channels. Customer database an organized collection of comprehensive data about individual customers or prospects including geographic, demographic, psychographic and behavioural data. Catalogue direct marketing printed and web-based catalogues: benefits. Kiosk marketing placing information on machines in public areas. Digital direct marketing technologies: mobile phone marketing. Contests and sweepstakes: podcasts and vodcasts. Involve the download of audio and video flies via the internet to a handheld device such as a pda of ipod and listening to them at the consumer"s convenience: interactive tv. (itv) lets viewers interact with television programming and advertising using their remote controls and provides marketers with an interactive and involving means to reach targeted audiences.