Marketing 17.pptVIP

Principles of Marketing Direct and Online Marketing: Building Direct Customer Relationships Learning Objectives After studying this chapter, you should be able to: Define direct marketing and discuss its benefits to customers and companies Identify and discuss the major forms of direct marketing Explain how companies have responded to the Internet and other powerful new technologies with online marketing strategies Discuss how companies go about conducting online marketing to profitably deliver more value to customers Overview the public policy and ethical issues presented by direct marketing Chapter Outline The New Direct-Marketing Model Growth and Benefits of Direct Marketing Customer Databases and Direct Marketing Forms of Direct Marketing Online Marketing Integrated Direct Marketing Public Policy Issues in Direct Marketing The New Direct-Marketing Model Direct marketing consists of direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships No intermediaries An element of the promotion mix Fastest-growing form of marketing Growth and Benefits of Direct Marketing Benefits to Buyers Convenience Ready access to many products Access to comparative information about companies, products, and competitors Interactive and immediate Growth and Benefits of Direct Marketing Benefits to Sellers Tool to build customer relationships Low-cost, efficient, fast alternative to reach markets Flexible Access to buyers not reachable through other channels Customer Databases and Direct Marketing Customer Database Customer database is an organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic, and behavioral data Customer Databases and Direct Marketing Customer Databases Uses: Locate good and potential customers Generate sales leads Learn about customers Develop strong long-term relationships Forms of Direct Marketing