chp 17.pdf - Direct and Online Marketing Building Direct Customer Relationships 1 © 2012 Principles of Marketing An Asian Perspective Chapter 17

chp 17.pdf - Direct and Online Marketing Building Direct...

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© 2012 Principles of Marketing: An Asian Perspective 1 Direct and Online Marketing: Building Direct Customer Relationships
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© 2012 Principles of Marketing: An Asian Perspective 2 Chapter 17 Outline 17.1 The New Direct Marketing Model 17.2 Growth and Benefits of Direct Marketing 17.3 Customer Databases and Direct Marketing 17.4 Forms of Direct Marketing 17.5 Online Marketing 17.6 Public Policy Issues in Direct Marketing
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© 2012 Principles of Marketing: An Asian Perspective 3 Opening Case Taobao: The Great Mall of China Says a venture capitalist, “It’s hard work to be the Amazon of China. You have to build this infrastructure that satisfies so many different people. If the inventory control ability is not there, then you add costs before you can monetize and turn that into revenues.”
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© 2012 Principles of Marketing: An Asian Perspective 4 17.1 The New Direct Marketing Model
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© 2012 Principles of Marketing: An Asian Perspective 5 17.1 The New Direct Marketing Model Direct/Online marketing
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© 2012 Principles of Marketing: An Asian Perspective 6 17.1 The New Direct Marketing Model Direct Marketing The fastest growing form of marketing
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© 2012 Principles of Marketing: An Asian Perspective 7 17.1 The New Direct Marketing Model Fastest Growing Direct marketing has become the fastest-growing form of marketing. U.S. companies spent $149.3 billion on direct marketing in 2009, 54 percent of the total dollars spent on advertising. The Direct Marketing Association estimates that direct marketing sales will grow 5.3 percent annually through 2013, compared with a projected 4.1 percent annual growth for total U.S. sales.
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© 2012 Principles of Marketing: An Asian Perspective 8 17.1 The New Direct Marketing Model Direct Marketing With the trend toward narrower targeting and the surge in digital technology, many companies are adopting direct marketing , either as a primary marketing approach or as a supplement to other approaches. Direct marketing consists of connecting directly with carefully targeted consumers, often on a one-to-one, interactive basis. Using detailed databases, companies tailor their marketing offers and communications to the needs of narrowly defined segments or individual buyers.
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© 2012 Principles of Marketing: An Asian Perspective 9 17.1 The New Direct Marketing Model New Direct Marketing Model Most companies still use direct marketing as a supplementary channel or medium. For a growing number of companies direct marketing constitutes a complete model for doing business. Firms employing this new direct model use it as the only approach.
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© 2012 Principles of Marketing: An Asian Perspective 10 17.1 The New Direct Marketing Model New Direct Marketing Model Companies such as eBay have built their entire approach around direct marketing. For example, personalized customer notifications via email will alert customers to products they might be interested in.
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