Course Hero 37

Course Hero 37 - 2 Name four common criticisms of direct marketing Direct marketing is the use of consumer-direct channels to reach and deliver

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
2 . Name four common criticisms of direct marketing . Direct marketing is the use of consumer-direct channels to reach and deliver goods and services to customers without using marketing middlemen. Direct marketers can use a number of channels to reach individual prospects and customers: direct mail, catalog marketing, telemarketing, interactive TV, kiosks, Web sites, and mobile devices. Direct marketers and their customers usually enjoy mutually rewarding relationships. Occasionally, however, a darker side emerges: Irritation . Many people don’t like the large number of hard-sell, direct marketing solicitations. Especially bothersome are dinnertime or late-night phone calls, poorly trained callers, and computerized calls by auto-dial recorded-message players. Unfairness . Some direct marketers take advantage of impulsive or less sophisticated buyers or prey on the vulnerable, especially the elderly. Deception and fraud
Background image of page 1

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

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 08/29/2011 for the course ECON 530 taught by Professor Smith during the Spring '11 term at Berklee.

Page1 / 2

Course Hero 37 - 2 Name four common criticisms of direct marketing Direct marketing is the use of consumer-direct channels to reach and deliver

This preview shows document pages 1 - 2. Sign up to view the full document.

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