Management and Organizational Studies 2320A/B Study Guide - Direct Marketing, Interactive Media, Home Shopping

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

Document Summary

Chapter 17 notes: direct marketing- consists of connecting directly with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships. Benefits to buyers: convenient, easy and private, gives buyers ready access to a wealth of products, access to a wealth of comparative information about companies, products, and competitors. Involves using the telephone to sell directly to consumers and business customers: outbound telephone marketing to sell directly to consumers and businesses. Inbound toll-free numbers to receive orders from television and print ads, direct mail and catalogues: benefits: purchasing convenience and increased product and service information. Podcasts and vodcasts: with podcasting, consumers can download audio files(podcast) or video files(vodcasts) and download them their ipod and watch them whenever they wish. Online marketing: fastest-growing form of direct marketing. Business-to-consumer (b2c: businesses selling goods and services online to final consumers.