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Chapter 14: Direct MarketingQuestions:3. Direct Marketing has been an effective tool for marketing for a long time.Provide some reasons why direct marketing has been so effective. Do you thinkthis trend will continue?
5. While a very effective medium, direct marketing also has a number of distinctdisadvantages. Discuss some of these, and what marketers could do to decreasethem.One of the major disadvantages of direct marketing is the image it reflects, “Junkor Spam mail” is the term we all use to refer to direct marketing efforts, especiallybecause most of the time what we receive is things we never sign up for or never askfor. This is also connected to the problem of Accuracy, direct marketing efforts while arevery good at targeting your market but can be a problem if the lists provide are notaccurate.One of the ways marketers can help change this image around is to try to makethe list as accurate as possible and to just send mail that is requested by consumers ortarget consumers that have bought your product or similar products before. Another wayto revitalize the image of junk mail is actually respecting consumers Do Not Call and DoNot Contact list. In a sense this list exist because people get tired of receiving thingsthat they not request in the first place and become a waste effort in regards for thecompany as well as exacerbating the bad image direct marketing already have.Another disadvantage is the rising cost of print rates as well as postal rates.Again accurate list will play a part in reducing print rates as only what is needed will beprinted and you can reduce wasted coverage. Also going online can eliminate printingcost and reduce mailing costs as well.2
10. As the Internet continues to grow in popularity, some marketers predict thatthe print catalogs will cease to exist, replaced by Internet catalogs. Othersdisagree. Explain some of the reasons why this situation may or may not occur.