CH21 - Objectives Growth & Benefits of Direct Marketing...

Info iconThis preview shows pages 1–7. Sign up to view the full content.

View Full Document Right Arrow Icon
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Objectives Major Channels for Direct Marketing Marketing in the 21st Century: Electronic Commerce Public & Ethical Issues in Direct Marketing
Background image of page 2
Why Growth in Direct Marketing Market “Demassification” Effort of “Traditional Shopping” Continuous Access Next-day Delivery Specialty Items Increase in Computer Power
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
To Customers To Companies Fun, Convenient & Hassle-Free Saves Time Larger Merchandise Selection Comparison Shopping Mailing Lists for Almost Any Market Customized Offers Ongoing Relationships with Customers Timed to Achieve Higher Readership & Response Order Products for Themselves or Others Alternative Media/Message Testing Benefits of Direct Marketing Privacy Measurable Response
Background image of page 4
Uses for Databases 1. Identify Prospects 2. Match Customers  3. Deepen Customer Loyalty 4. Reactivate Customers
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Catalog Marketing
Background image of page 6
Image of page 7
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 05/25/2011 for the course ECON Econ taught by Professor Econ during the Spring '11 term at Central Washington University.

Page1 / 13

CH21 - Objectives Growth & Benefits of Direct Marketing...

This preview shows document pages 1 - 7. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online