Chapter 17 - 17 Relationships LearningObjectives...

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Direct and Online Marketing:  Building Direct Customer  Relationships 17 17 Principles of Marketing
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Learning Objectives After studying this chapter, you should be able to: 1. Define direct marketing and discuss its benefits to  customers and companies 2. Identify and discuss the major forms of direct  marketing 3. Explain how companies have responded to the  Internet and other powerful new technologies with  online marketing strategies 4. Discuss how companies go about conducting online  marketing to profitably deliver more value to  customers 5. Overview the public policy and ethical issues  presented by direct marketing 17-2
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Chapter Outline 1. The New Direct-Marketing Model 2. Growth and Benefits of Direct Marketing 3. Customer Databases and Direct Marketing 4. Forms of Direct Marketing 5. Online Marketing 6. Integrated Direct Marketing 7. Public Policy Issues in Direct Marketing 17-3
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The New Direct-Marketing Model Direct marketing  consists of direct connections  with carefully targeted individual consumers  to both obtain an immediate response and  cultivate lasting customer relationships No intermediaries An element of the promotion mix Fastest-growing form of marketing 17-4
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Growth and Benefits of Direct  Marketing Benefits to Buyers Convenience Ready access to many products Access to comparative information about  companies, products, and competitors Interactive and immediate 17-5
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Growth and Benefits of Direct  Marketing Benefits to Sellers Tool to build customer relationships Low-cost, efficient, fast alternative to reach  markets Flexible Access to buyers not reachable through  other channels 17-6
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Customer Databases and Direct  Marketing Customer Database Customer database  is an organized collection  of comprehensive data about individual  customers or prospects, including  geographic, demographic, psychographic,  and behavioral data 17-7
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Customer Databases and Direct  Marketing Customer Databases Uses: Locate good and potential customers Generate sales leads Learn about customers Develop strong long-term relationships 17-8
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Forms of Direct Marketing Personal selling direct marketing Direct-mail direct marketing Catalog direct marketing Telephone marketing Direct-response television marketing Kiosk marketing Digital direct marketing Online marketing 17-9
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Forms of Direct Marketing Direct-mail marketing  involves an offer,  announcement, reminder, or other item to a  person at a particular address Personalized Easy-to-measure results Costs more than mass media  Provides better results than mass media 17-10
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Forms of Direct Marketing Benefits of Web-based catalogs Lower cost than printed 
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