COMM 131 Chapter Notes - Chapter 14: Telemarketing, Online Advertising, Target Market
20 Apr 2013
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Mass marketing: targeting broad markets with standardized messages and offers distributed through intermediaries. Direct marketing: connecting directly with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships. Business buyers can learn about products without salespeople. Great measure of control (decide which catalogues to look at) Access to comparative information about companies, products, and competitors. Target small groups or individuals through personalized communications. Customers can ask questions and give feedback. Access to buyers they could not reach through other channels. Customer database: an organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic, and behavioral data. Gives companies a 360-degree view of consumers and how they believe. Databases used to locate good potential customers and generate sales leads. Database must be user friendly and available to various marketing groups. Direct-mail marketing: sending an offer, announcement, reminder, or other item to a person at a particular physical or virtual address.
