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 Direct marketing is the use of consumer
direct channels to reach and deliver
goods and services to consumers
without using marketing middlemen.
 Direct marketing helps the companies
to opening dialogue directly between
themselves and the end consumers of
their products.
 Buyers get good services from the company
like toll free numbers for purchasing or
ordering goods.
 It provides quick delivery of goods to the
 It helps to cut down the chain stores and
creating an opportunity for direct marketers
to promote their products to interested
 Direct marketer can buy a mailing list of
interested groups of their product.
 Direct marketers can make offers and
strategies less visible to competitors.
 It helps to measure response to their
campaigns to decide which media is most
 It helps to find cost effective approach of
 Direct response marketing
 Database marketing (DBM).
 Computer aided sales support
 Direct marketing helps the company to make
the profile of who its best customers are.
 It makes the profile of those customers which
are responding to its advertisements.
 Companies using various codes to identify the
sources of advertisement.
These sources helps the company to know
about the potential of the market.
 When company knows about the potential
of market then they can easily focused on
the target market.
 There are different direct marketing media
ranges which can help the companies to
target the interested and potential
 Direct Mail Advertising
 Direct Response Advertising
 Outbound & Inbound Telemarketing
 Cataloging
 The Internet
 All forms of advertising sent directly to prospects

through the U.S. Postal Service or through private

 Catalogs
 Flyers
 Folders
 House Organs
 Inclusions
 Postcards
 Reprints
 Sales Letters
 Self-Mailers
 Control
 Coverage
 Exclusivity
 Flexibility
 Impact
 Reach
 Response
 Selectivity
 Delays in Delivery
 High Cost per Exposure
 List Quality Assurance
 No Content Support
 Saturation among Audience
 All forms of advertising designed to obtain

immediate, direct response by mail, telephone, or

personal visit from individual audience members.

 TV and CATV commercials and infomercials
selling products by phone or mail order.
 Newspapers, magazines and other print
media ads with send-in or call-in coupon
order forms
 Direct mail pieces and inserts soliciting
inquiry, subscription, or orders from
 Card decks, coupon booklets and mini-
catalogs seeking orders for one or more
 Advertisers acquire or enhance a data base of
individual customers.
 Customers are served with a greater selection
from a central inventory.
 Response options enable audience to act right
after exposure occurs.
 No store is required and customers can buy
from their own homes.
 Customers can’t handle or inspect the product
before purchasing.
 Merchandise returns and subscription
cancellations may be numerous.
 Seller reputation and prestige may be
compromised by the poor image of the
 Outbound
 Telephone calling by the marketer or marketer’s
agent to individual prospects, seeking purchase,
subscription, membership, or participation by the
call recipient.
 Inbound
 Marketers’ facilities and invitationsixed cost, 900
 Interactive contact
 Extensive reach
 Caller-controlled timing
 High impact
 Intrusive nature
 Poor image of method
 High cost of contact
 Low conversion rate
 Caller training extensive
 Namelist inadequacies
 High termination rates
 High reneges and returns
 Response is highly convenient for the audience.
 Method permits interactive selling and service.
 Transactions are facilitated by high rate of credit
card holding.
 Immediacy of method permits great control of
inventory in stock.
 Labor-intensive call answering facilities may be
 Personnel direction system may be required for
 Nonproductive call rates may be exceedingly or
unacceptably high.
 Provides buyers with wide selections
 Usually welcomed by shoppers
 Design offers high impact potential
 Merchandise is centrally inventoried
 Fulfillment facilities closely controlled
 Timing can be geared to seasonal needs
 Split-run testing can insure effectiveness
 Production costs are usually very high
 Cost per contact is relatively high
 Saturation for some markets is likely
 Delivery or fulfillment may be delayed
 Customer can’t inspect or handle goods
 Returns may sometimes be excessive
 Provides buyers with infinite selection
 Available for access 24-7
 Buyers chose when to interact with information
 Similar to catalogues
 Services can become sales arms with manufacturer
handling fulfillment
 Presentation improves as broadband expands
 Direct mail.
 Telemarketing.
 Inbound operations.
 Outbound operations.
 Newspaper/magazine/television.
 Door to door .
 Electronic media.
 Cost effectiveness.
 Legislative constraints.
 Diminishing returns.
 Global marketing as “marketing on a
worldwide scale reconciling or taking
commercial advantage of global
operational differences, similarities and
opportunities in order to meet global
 One of the product categories in which
global competition has been easy to track
is in U.S. automotive sales.
 e-commerce (electronic commerce), if a
business is online, it is a global business.
With more people becoming Internet
users daily, this market is constantly
 Global marketing is not a revolutionary shift, it is an
evolutionary process. While the following does not
apply to all companies, it does apply to most
companies that begin as domestic-only companies.
 Domestic marketing.
 Export marketing.
 International marketing.
 Multinational marketing.
 Global marketing.
 The “Four P’s” of marketing: product, price,
placement, and promotion are all affected as a
company moves through the five evolutionary
phases to become a global company.
 Product.
 Price.
 Placement.
 Promotion.
 Helps to establish relationships outside of the
"political arena"
 Economies of scale in production and distribution
 Lower marketing costs
 Power and scope
 Consistency in brand image
 Ability to leverage good ideas quickly and efficiently
 Uniformity of marketing
 Differences in consumer needs, wants, and usage
patterns for products .
 Differences in consumer response to marketing mix
elements .
 Differences in brand and product development and
the competitive environment .
 Differences in the legal environment, some of which
may conflict with those of the home market.
 Differences in administrative procedures .
 Differences in product placement.