Chapter 17 - Chapter Seventeen Direct and Online Marketing...

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Chapter 17 - slide 1 COMM 222 / DR. K. BUYUKKURT. Chapter Seventeen Direct and Online Marketing
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Chapter 17 - slide 2 COMM 222 / DR. K. BUYUKKURT. Direct and Online Marketing: Building Direct Customer Relationships Define direct marketing. Discuss its benefits to customers and companies. Discuss the major forms of direct marketing. Discuss how companies go about conducting online marketing Overview the public policy and ethical issues presented by direct marketing. Objectives
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Chapter 17 - slide 3 COMM 222 / DR. K. BUYUKKURT. The New Direct Marketing Model Direct marketing is: A marketing channel without intermediaries An element of the promotion mix Fastest-growing form of marketing
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Chapter 17 - slide 4 COMM 222 / DR. K. BUYUKKURT. Growth and Benefits of Direct Marketing Convenience Ready access to many products Access to comparative information about companies, products, and competitors Interactive and immediate Benefits to Buyers
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Chapter 17 - slide 5 COMM 222 / DR. K. BUYUKKURT. Growth and Benefits of Direct Marketing Tool to build customer relationships Low-cost, efficient, fast alternative to reach markets Flexible Access to buyers not reachable through other channels Benefits to Sellers
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Chapter 17 - slide 6 COMM 222 / DR. K. BUYUKKURT. Customer Databases and Direct Marketing Direct Marketing has benefited substantially from the use of customer databases. Customer database is an organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic, and behavioural data Customer Database
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Chapter 17 - slide 7 COMM 222 / DR. K. BUYUKKURT. Forms of Direct Marketing
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Chapter 17 - slide 8 COMM 222 / DR. K. BUYUKKURT. Forms of Direct Marketing
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Chapter 17 - Chapter Seventeen Direct and Online Marketing...

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