MOS 2320 - Ch 17.doc

4 Pages
Unlock Document

Western University
Management and Organizational Studies
Management and Organizational Studies 2320A/B

Chapter 17 NotesDirect marketing consists of connecting directly with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationshipsGrowth and Benefits of Direct Marketing Benefits to BuyersConvenient easy and privateGives buyers ready access to a wealth of productsAccess to a wealth of comparative information about companies products and competitorsInteractive and immediateBenefits to Sellers Powerful tool for building customer relationships Lowcost efficient speedy alternative for reaching their marketsLower costs improved efficiencies and speedier handling of channel and logistics functionsGives sellers access to buys that they could not reach through other channelsCustomer Databases and Direct Marketing Customer database organized collection of comprehensive data about individual customers or prospects including geographic demographic psychographic and behavioural data A wellmanaged database should lead to sales and customer relationship gains that will more than cover its costsForms of Direct MarketingDirectMail MarketingSending an offer announcement reminder or other item to a person at a particular physical or virtual addressLargest directmarketing mediumPermits high target market selectivity The people it reaches are much better prospectsNew forms of delivery mail text messaging and emailCatalogue MarketingDirect marketing through print video or digital catalogues that are mailed to select customers made available in stores or presented onlineOne of the best ways to drive online salesCreate emotional connections with customers that webbased sales spaces simply cantTelephone MarketingInvolves using the telephone to sell directly to consumers and business customersOutbound telephone marketing to sell directly to consumers and businesses
More Less

Related notes for Management and Organizational Studies 2320A/B

Log In


Don't have an account?

Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.