Marketing - Consumer Marketing Channel CORNELL Direct...

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C ORNELL Consumer Marketing Channel
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C ORNELL Direct Marketing Channels Direct Channels ($1.7 trillion) •Mail Order •TV Shopping- -$100B
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C ORNELL TV Shopping • TV Shopping sales in 2006 were over $100 Billion, and have increased 16.4% since 2002 • America’s two largest TV shopping retailers, HSN and QVC, had annual sales in 2004 of $2.4 billion and $5.7 billion respectively • Demographics: 75% are females ages 25-54, with an average income of $61,000
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C ORNELL Direct Marketing Channels Direct Channels ($1.7 trillion) •Mail Order •TV Shopping •Telemarketing- -$500 B
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C ORNELL Electronic Channels—some direct, some not Some electronic channels exploded, then declined just as quickly. Why?
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C ORNELL Amazon.com
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C ORNELL Convenience
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C ORNELL Electronic Channels—some direct, some not Some electronic channels exploded, then declined just as quickly. Why? Logistical functions must still be performed…the case of “home shopping!”
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C ORNELL Consumer Marketing Channel
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C ORNELL So why Don’t All Firms Sell Direct? • Requires handling complementary
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This note was uploaded on 02/10/2008 for the course AEM 2400 taught by Professor Mclaughlin,e. during the Fall '07 term at Cornell University (Engineering School).

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Marketing - Consumer Marketing Channel CORNELL Direct...

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