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  • Pom Tri 50 Chap 14

    Diunggah oleh

    PriyaGnaeswaran
    24 tayangan25 halaman
    MARKETING AN INTRODUCTION Armstrong / Kotler Global Edition direct and online Marketing: Building direct customer relationships. Direct Marketing consists of connecting directly with carefully targeted individual consumers. Telephone marketing accounts for more than 17 percent of direct marketingdriven sales.

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    MARKETING AN INTRODUCTION Armstrong / Kotler Global Edition direct and online Marketing: Building direct customer relationships. Direct Marketing consists of connecting directly with carefully targeted individual consumers. Telephone marketing accounts for more than 17 percent of direct marketingdriven sales.

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    Attribution Non-Commercial (BY-NC)
    Unduh sebagai PPT, PDF, TXT atau baca online dari Scribd
    Tandai sebagai konten tidak pantas
    24 tayangan25 halaman

    Pom Tri 50 Chap 14

    Diunggah oleh

    PriyaGnaeswaran
    MARKETING AN INTRODUCTION Armstrong / Kotler Global Edition direct and online Marketing: Building direct customer relationships. Direct Marketing consists of connecting directly with carefully targeted individual consumers. Telephone marketing accounts for more than 17 percent of direct marketingdriven sales.

    Hak Cipta:

    Attribution Non-Commercial (BY-NC)
    Unduh sebagai PPT, PDF, TXT atau baca online dari Scribd
    Tandai sebagai konten tidak pantas
    dari 25

    14

    MARKETING AN INTRODUCTION

    Armstrong/Kotler
    Global Edition

    Direct and Online Marketing:


    Building Direct Customer Relationships
    Copyright 2011 Pearson Education

    Chapter Outline
    Growth and Benefits of Direct Marketing Customer Databases and Direct Marketing Forms of Direct Marketing Online Marketing Setting up an Online Marketing Presence The Promise and Challenges of Online Marketing Public Policy Issues in Direct Marketing
    14- 2
    Copyright 2011 Pearson Education

    Direct Marketing
    Direct marketing consists of connecting directly with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships.
    14 - 3
    Copyright 2011 Pearson Education

    Benefits of Direct Marketing


    Convenient Easy/private Wealth of products Information Interactive Immediate Low cost Efficient Speedy Improved efficiencies Flexibility Access to buyers

    Benefits to Buyers
    Copyright 2011 Pearson Education

    Benefit to Sellers
    14 - 4

    Customer Databases and Direct Marketing


    A customer database is an organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic, and behavioral data.
    14 - 5
    Copyright 2011 Pearson Education

    Forms of Direct Marketing

    14 - 6
    Copyright 2011 Pearson Education

    Direct-Mail Marketing
    Direct mail is the sending an offer, announcement, reminder, or other item to a person at a particular physical or virtual address.
    14 - 7
    Copyright 2011 Pearson Education

    Discussion Question
    What types of marketers and/or products tend to use direct mail to reach consumers? Why?

    14- 8
    Copyright 2011 Pearson Education

    Catalog Marketing
    Catalog marketing is the use of print, video, or digital catalogs that are mailed to select customers, made available in stores or presented online.
    14 - 9
    Copyright 2011 Pearson Education

    Telephone Marketing
    Telephone marketing accounts for more that 17 percent of direct marketingdriven sales
    14 - 10
    Copyright 2011 Pearson Education

    Outbound

    Inbound (800 numbers)

    Direct-Response Television Marketing (DRTM)


    Direct-response television advertising (or infomercials)

    Home shopping channels


    14- 11
    Copyright 2011 Pearson Education

    Kiosk Marketing
    Information and ordering machines
    Consumer and business markets
    14- 12
    Copyright 2011 Pearson Education

    Digital Direct Marketing Technologies

    Mobile phone marketing

    Podcasts and Vodcasts

    Interactive TV (iTV)

    14- 13
    Copyright 2011 Pearson Education

    Discussion Question

    As a consumer, how do you feel about telephone marketing? Mobile marketing?

    14- 14
    Copyright 2011 Pearson Education

    Online Marketing
    Online marketing is the fastest growing form of direct marketing
    Online Marketing Companies

    Click-only

    Click-andmortar
    14 - 15

    Copyright 2011 Pearson Education

    Online Marketing Domains

    14 - 16
    Copyright 2011 Pearson Education

    Business-to-Consumer (B2C)

    Businesses selling goods and services online to final consumers.


    14 - 17
    Copyright 2011 Pearson Education

    Business-to-Business (B2B)
    B2B Web sites Email Online product catalogs Online trading networks Customer-support services
    Copyright 2011 Pearson Education

    14 - 18

    Consumer-to-Consumer (C2C)

    Auction sites Blogs


    14 - 19
    Copyright 2011 Pearson Education

    Consumer-to-Business (C2B)
    Consumer-to-business (C2B) are online exchanges in which consumers search out sellers, learn about their offers, and initiate purchases, sometimes even driving transaction terms.
    14 - 20
    Copyright 2011 Pearson Education

    Setting up an Online Marketing Presence

    14 - 21
    Copyright 2011 Pearson Education

    Forms of Online Advertising and Promotion


    Banner Ads Viral marketing Affiliate programs

    Interstitials

    Searchrelated ads Content sponsorships


    14- 22

    Alliances

    Copyright 2011 Pearson Education

    Creating or Participating in Online Social Networks


    Marketers choices

    Participate in existing web communities


    Copyright 2011 Pearson Education

    Set up their own web communities


    14- 23

    Discussion Question
    When using a social network such as Facebook, what do you perceive as good marketing?

    14- 24
    Copyright 2011 Pearson Education

    Public Policy Issues in Direct Marketing


    Irritation, unfairness, deception, and fraud Invasion of privacy A need for action

    14- 25
    Copyright 2011 Pearson Education

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