MARKETINGSTRATEGY-Tezir.ppt

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MARKETINGSTRATEGY-Tezir

Today’s Agenda Introductions Housekeeping Course outline, evaluation Lecture Direct Database Marketing-Review List Management Handout Assignment #1 Review of Direct Database Marketing To review what direct marketing is and how it differs from mass marketing; To understand its importance in contemporary marketing. This week DM review Compare DM to advertising DM agencies, suppliers and associations Review customer segmentation, targeting, positioning Assignment 1 handout Are you familiar with these brands? Why? Direct Marketing “Any direct communication to a consumer or business recipient, that is designed to generate a response in the form of an order (direct order), a request for further information (lead generation), and/or a visit to a store or other place of business for purchase of a specific product(s) or service(s) (traffic generation).” The Direct Marketing Association (DMA) Alternate Definition (Stone) The interactive use of advertising media, to stimulate an immediate behaviour that can be tracked, recorded, analyzed and stored on a database for future retrieval and use. In Other Words… The purpose of direct marketing is to communicate with customers in a way that elicits response, which ultimately adds to… Direct Marketing Database Marketing Database Marketing: the discipline of continuously aggregating, interpreting, analyzing, and applying information about customers and prospects to achieve business objectives. OR Direct marketing is a way of acquiring and keeping customers by providing a framework for three activities: analysis of individual customer information strategy formation implementation such that customers respond directly In this course, the terms “direct marketing” and “database marketing” are interchangeable It began with Mass Marketing... Mass Marketing: A method of reaching millions of people to tell them about available products and services. predominated from 1950 to 1980 growth of television created mass audiences for natio

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