中山大学吴柏林教授“广告策划与策略”绝密资料CHAP17.pptVIP

Chapter 17 Objectives Identify the benefits of direct marketing. Discuss how companies can use integrated direct marketing for competitive advantage. List public and ethical issues raised by direct market techniques. Explain what channels direct marketers can use to reach individual prospects and customers. Discuss what marketing opportunities on-line channels provide. Reasons for DirectMarket Growth Market “demassification” Effort of “traditional shopping” Continuous access Next-day delivery Specialty items Increase in computer power Benefits of Direct Marketing to Consumers Benefits of Direct Marketing to Companies Uses for Databases Identify prospects Match customers, offers Deepen customer loyalty Reactivate customers Public and EthicalIssues Direct Marketing Channels Conducting On-line Marketing What three ways can a company establish an electronic presence on the Web? What are “microsites”? How can companies place ads on the Web? Explain each of the following: Forums Newsgroups Bulletin board Web communities Challenges On-line Marketers Face Share with the class your personal feelings about the following: Limited consumer exposure and buying Skewed user demographics and psychographics Chaos and clutter Security Ethical concerns Consumer backlash To accompany A Framework for Marketing Management by Kotler 2001 Prentice Hall 17.* * Fun, convenient, hassle-free Saves time Larger merchandise selection Comparison shopping Ease of ordering products Mailing lists for any market Can achieve higher readership Alternative media and message testing Privacy Measurable response Ongoing relationships with customers Customized offers Discuss these concerns that customers have about direct marketing: Irritation Invasion of privacy Deception and fraud Unfairness Let’s Discuss Catalog Kiosk Online Direct-Mail TV Marketing Telemarketing Face-to-Face Quick Quiz Let’s Discuss