【市场营销-Marketing】CH21.pptVIP

Objectives Growth Benefits of Direct Marketing Customer Databases Direct Marketing Major Channels for Direct Marketing Marketing in the 21st Century: Electronic Commerce Public Ethical Issues in Direct Marketing Why Growth in Direct Marketing Market “Demassification” Effort of “Traditional Shopping” Continuous Access Next-day Delivery Specialty Items Increase in Computer Power Benefits of Direct Marketing Uses for Databases Direct Marketing Channels Lifetime Value Cost of Campaign: $10,000 100 new members @ $70 $7,000 1st year “cost” $3,000 2d Year 80 renewals @ $70 $5,600 T