COMM 131 Chapter Notes - Chapter 14: Telemarketing, Online Advertising, Target Market

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Published on 20 Apr 2013
School
Queen's University
Department
Commerce
Course
COMM 131
Professor
Marketing
Chapter 14: Direct and Online Marketing
March 5, 2013
- 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
Growth and Benefits of Direct Marketing
Benefits to Buyers
- Convenient, easy, private
- Business buyers can learn about products without salespeople
- Great measure of control (decide which catalogues to look at)
- Access to unlimited assortment of products
- Products available in remote locations
- Access to comparative information about companies, products, and competitors
- Interactive and immediate
Benefits to Sellers
- Powerful tool for building customer relationships
- Target small groups or individuals through personalized communications
- Customers can ask questions and give feedback
- Low cost, efficient, fast, greater flexibility
- Access to buyers they could not reach through other channels
Customer Databases and Direct Marketing
- 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
- Includes demographics, psychographics, and buying behaviour
- Databases used to locate good potential customers and generate sales leads
- Database must be user friendly and available to various marketing groups
Forms of Direct Marketing
Direct-Mail Marketing
- Direct-Mail Marketing: Sending an offer, announcement, reminder, or other item to a
person at a particular physical or virtual address
- Largest direct marketing medium
- Well suited to direct, one-on-one communication
- Target market selectivity, personalized, flexible, easy measurement of results
- Higher cost, better reach than mass media
- Email and mobile direct mail deliver at incredible speeds
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Document Summary

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.

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