kotcha17 - Chapter17 DirectandOnlineMarketing:The...

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1     Chapter 17 Direct and Online Marketing: The  New Marketing Model
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2 Most Mass Marketing  Involves One-Way   Communications  Aimed At  Consumers. Mass Marketing and Direct  Marketing Direct Marketing  Involves Two-Way   Interactions With   Customers.
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3 What is Direct Marketing?   Direct Marketing  Consists of  Direct Connections With Carefully  Targeted Individual Consumers to  Both Obtain an Immediate  Response and Cultivate Lasting  Customer Relationships.
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4 The New Direct Marketing  Model Some firms use direct marketing as a  supplemental medium. For many companies, direct marketing  -  especially Internet and e-commerce companies -  constitutes a new and complete model for doing  business. Some firms use the new direct model as their  only  approach. Experts envision a day when all buying and  selling will involve direct connections between  companies and their customers.
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5 Convenient Selection Abundance of  Information Immediate     Buyers Benefits Sellers Benefits Consumer  Relationship Building Reduces Costs Efficiency Provides Flexibility Global Medium Benefits and Growth of Direct  Marketing
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6 Demassification – Focus is  Toward Minimarkets Higher Costs of Driving, Traffic  and Parking Congestion Consumers Lack of Time Convenience of Ordering  From Direct Marketers Growth of Customer Databases The Growth of Direct  Marketing
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7 Average Consumer Customer Anonymity Standard Product Mass Production
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kotcha17 - Chapter17 DirectandOnlineMarketing:The...

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