marketing chapter 17 textbook notes - organized for final exam review

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Management and Organizational Studies
Management and Organizational Studies 2320A/B
John White

Chapter 17 Direct and Online Marketing 1Define direct marketing and discuss its benefits to customers and companiesDirect marketing connecting directly with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships Seek direct immediate measurable consumer responseContain no intermediariesElement of the promotion mixapproach for communicating directly toconsumersFirms employing the direct model use it as the only approachGEICO eBay Amazon are examples of successful companies who use ONLYdirect marketing Growth and BenefitsFastest growing form of marketingMore weboriented rd Internet is 3 in Canada behind TV and radio in terms of total weekly time spent by all adults with all mediareaches more adults than magazines or newspapers Reaches MORE people than radioImperative to shift advertising from TV to Internet by 2016 will be number one mediumBenefits to BuyersConvenient easy and private Direct access to wealth of products Access to comparative information about companies products and competitorsInteractive and immediate Greater measure of control Benefits to Sellers Powerful tool for building customer relationships Target small groups individuals and promote offers through personalized communications Tailor products and services to specific customer tastes Offers sellers a lowcost efficient speedy alternative for reaching their markets Personal sales costs should be made to high potential customers and prospects only
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