Professors on the Go! Chapter 17 Direct and Online Marketing: Building Direct Customer Relationships 1. Key Concepts Direct Marketing Benefits, Customer Databases • The Internet benefits both buyers and sellers in a number of ways. Using eBay as an example, describe the potential benefits gained by both the buyer and seller. • Is it good marketing practice for a catalog mailer to continue sending catalogs after establishing a strong Web retail presence? • Take a company of your choice. Plan a direct marketing effort for the company. Identify benefits that might occur if the company used direct marketing instead of traditional communication or promotion forms. • Using your university or college as an example, describe three different databases that would be useful for recruiting efforts. How could these databases be obtained? • What is the new direct-marketing model? How is this different from the old model? • What are the benefits to buyers of direct marketing?
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