Direct and Online Marketing Ch 17.docx

6 Pages

Management and Organizational Studies
Course Code
Management and Organizational Studies 2320A/B
Angela White

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Direct and Online Marketing 482012 103400 AM Chapter 17Growth and BenefitsBenefits to buyers o Convenience o Ready access to many products o Access to comparative information about companies products and competitors o Interactive and immediateBenefits to sellers o Tool to build customer relationships o Lowcost efficient fast alternative to reach markets o Flexible o Access to buyers not reachable through other channelsCustomer Databases and Direct MarketingCustomer databasean organized collection of comprehensive data about individual customers or prospects including geographic demographic psychographic and behavioural dataForms of Direct MarketingDirectmail marketinginvolves an offer announcement reminder or other item to a person at a particular address o Personalized o Easytomeasure results o Costs more than mass media o Provides better results than mass media o Can take the form of voice mail text messaging email or snail mailCatalogue direct marketingprinted and webbased catalogues o BenefitsLower cost than printedUnlimited amount of merchandiseRealtime merchandisingInteractive contentPromotional features
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