MKTG 300 Chapter Notes - Chapter 17: Retail, Phishing, Direct Response Television
Document Summary
Abbreviations: - change; comp - company; mktg - marketing; cr - customer relationships; lr - long run. Mktg 300: chapter 17 direct and digital marketing notes. Direct and digital marketing engaging directly with carefully targeting individual consumers and customer communities to both obtain an immediate response and build lasting cr -- fastest-growing form of mktg. Direct mktg becomes more internet-based; digital mktg expenditures & sales are expected to grow 9%/yr. Buyer benefits: convenient, easy, private, brand engagement and community, wealth of product and information, range of inventory and products. Seller benefits: low-cost, efficient, speedy alternative for reaching their target markets, personalize, greater flexibility (different sizes, colors, etc), fast for new markets (product, geography), less warehouses. Forms: online mktg (websites, online ads, email, blogs), social media mktg, mobile mktg. Traditional direct mktg face-to-face selling, direct-mail, catalog, telemarketing, direct-response tv, kiosk mktg.