Textbook Notes (362,880)
Canada (158,081)
Commerce (580)
COMM 131 (63)
Chapter 14

Comm131 - Chapter 14 Notes.docx

3 Pages
Unlock Document

Queen's University
COMM 131
Jacob Brower

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 Catalogue Marketing - Catalogue Marketing: direct marketing through print, video, or digital catalogues that are mailed to select customers, made available in stores, or presented online - Online catalogues eliminate print, production, and mailing costs, allow changes to price or products to be made instantly - Print catalogues are one of the best ways to drive online sales Telephone Marketing - Telemarketing: using the phone to sell directly to consumers and business customers - Outbound Telemarketing: sells directly to consumers and businesses - Inbound Toll Free Numbers: used to receive orders from television and print ads, direct mail, or catalogues - Benefits: purchasing convenience, increased product and service information - Do not call list (DNCL) rules must be followed by telemarketers Direct-Response Television Marketing - Television Marketing: direct marketing via television, including d
More Less

Related notes for COMM 131

Log In


Don't have an account?

Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.