Assignment 5- Chapters 14-16 - Chapter 14 Direct Marketing...

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Chapter 14: Direct Marketing Questions: 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 distinct disadvantages. Discuss some of these, and what marketers could do to decrease them. One of the major disadvantages of direct marketing is the image it reflects, “Junk or Spam mail” is the term we all use to refer to direct marketing efforts, especially because most of the time what we receive is things we never sign up for or never ask for. This is also connected to the problem of Accuracy, direct marketing efforts while are very good at targeting your market but can be a problem if the lists provide are not accurate. One of the ways marketers can help change this image around is to try to make the list as accurate as possible and to just send mail that is requested by consumers or target consumers that have bought your product or similar products before. Another way to revitalize the image of junk mail is actually respecting consumers Do Not Call and Do Not Contact list. In a sense this list exist because people get tired of receiving things that they not request in the first place and become a waste effort in regards for the company 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 be printed and you can reduce wasted coverage. Also going online can eliminate printing cost and reduce mailing costs as well. 2
10. As the Internet continues to grow in popularity, some marketers predict that the print catalogs will cease to exist, replaced by Internet catalogs. Others disagree. Explain some of the reasons why this situation may or may not occur.

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