工商管理 科特勒 chapter 19 - Direct marketing - page 570-591.pptVIP

BWJ Direct marketing and Word of mouthKotler chapter 19 – 591 Agenda: What is direct marketing? How can companies use direct marketing? Which tools are available? Which decisions should be made when organising direct marketing? 26.10.2009 * BWJ Definition The use of consumer-direct channels to reach and deliver goods and services to customers without using marketing middlemen 26.10.2009 * BWJ Growing use of direct marketing The need for individualisation Electronic Business (E-business): Buyers and sellers using electronic means to research, communicate and potentially transact with each other. All elements of the value chain are included E-commerce: Pure trade via electronic channels, typically the Internet 26.10.2009 * BWJ Benefits of direct marketing Benefits to the customer: Convenient to shop from home Easy to compare offers Saves time with sales people, especially at industrial markets Benefits to sellers: Easy to target customers (buy addresses etc.) They can individualize and personalize/customize messages Relationship marketing Easier to time the efforts Easier to measure results 26.10.2009 * BWJ Direct marketing Pros: Individual communication Dialogue Easy to measure results CRM Cons: Must be repeated rather often in order to secure CRM Database management Resource demanding as to implementation and follow up 26.10.2009 * BWJ Integrated direct marketing Uses several promotional tools in one campaign, e.g.: Advertising a new product (Attention) Advertisement with a response opportunity (Desire) Direct mail to respondents Telemarketing Face-to-face sales call Ongoing communication Customer databases – database marketing 26.10.2009 * BWJ Major channels in direct marketing (1) Direct mail: As ordinary mail, fax, e-mail or voice-mail A typical campaign would include: Objectives Identification of target group and potential customers (Recency, frequency, monetary amount) Design of the elements in the offer (letter, tel. no./response slip, warranties) Test Meas