Marketing Management, Part 8
Question 1: Describe direct marketing.
Answer 1: Direct marketing is a type of selling that features direct communications with a target individual to get an immediate response. Companies customize their sales approach to fit the needs of individuals to build a stronger, more personal relationship with their customers. Buyers like direct marketing because it is personal, fast, and private. For example, consumers can browse a company’s website at their convenience and buy any time they would like. There is no pressure from a salesperson. The business saves money on employees and space. Some companies like Dell and Amazon do all their business using direct marketing.
There are lots of good resources about Marketing that you can find available.
Question 2: Describe different types of direct marketing.
Answer 2: There are several different forms of direct marketing. Direct-mail marketing uses the postal service to send letters, advertisements, and offers to prospective customers. Telephone marketing has become the most used form of direct marketing. It uses the telephone to contact consumers or for consumers to contact businesses. Online marketing uses the Internet to sell to customers. Catalog marketing uses print or electronic catalogs to market a company’s products. Kiosk marketing is the use of small information booths located in malls, airports, and other places where crowds gather. Salespeople who sell directly to customers use face-to-face marketing.
Question 3: Define and explain integrated direct marketing.
Answer 3: Integrated direct marketing uses several diverse advertising methods to improve response rates and profits. By coordinating all the different forms a company uses to market, a business can increase efficiency and decrease repetition. For example, a direct-mail piece can be more effective if it is linked to a website and a toll-free number. This gives prospective customers more opportunities to purchase products because some people do not have access to the Internet or a phone.
Previous: Marketing Management, Part 7 - Next: Marketing Management, Part 9
|
