kotler12e_im_17_pog - Professors on the Go! Chapter 17...

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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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