MARK 201 Chapter Notes - Chapter 17: Podcast, Office Depot, Proactiv
Document Summary
Big selection, low prices and good info about products. Direct marketing: connect directly with carefully targeted individual consumers to get a response and build long- term relationships. Globe and mail has a website for consumers to post opinions: growth and benefits of direct marketing, fastest-growing, web-oriented, reaches the most 18-24 year-olds, benefits to buyers, convenient, easy, private, control. Interactive and immediate: benefits to sellers, good for building customer relationships. [2] forms of direct marketing: direct-mail marketing. Inbound (toll-free to get orders from tv and print ads: direct-response televisions marketing. Interactive tv (itv): can interact with commercials that peak interest (tide and nike) Good way to create values for customers. Online companies (etailers, search engines and portals, transaction sites and content sites) Hybrid/click-and-mortar companies: traditional companies with online presence. Office depot is doing very well: online marketing domains, business-to-consumer (b2c) Sell goods and services online to final consumers. Customers initiate and control contact: business-to-business (b2b)
