Pom Tri 50 Chap 14
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Transcript of Pom Tri 50 Chap 14
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MARKETINGAN INTRODUCTION
Armstrong/Kotler14
Copyright 2011 Pearson Education
Global Edition
Direct and Online Marketing:Building Direct Customer Relationships
14
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Copyright 2011 Pearson Education
Chapter Outline
Growth and Benefits of Direct Marketing
Customer Databases and Direct Marketing
Forms of Direct Marketing
Online Marketing
Setting up an Online Marketing Presence
The Promise and Challenges of OnlineMarketing
Public Policy Issues in Direct Marketing
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Copyright 2011 Pearson Education
Direct Marketing
Direct marketing consists
of connecting directly
with carefully targeted
individual consumers to
both obtain an
immediate response and
cultivate lasting customer
relationships.
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Benefits of Direct Marketing
Convenient
Easy/private
Wealth of products
Information
Interactive
Immediate
Benefits toBuyers
Low cost
Efficient
Speedy
Improved efficiencies
Flexibility
Access to buyers
Benefit toSellers
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Copyright 2011 Pearson Education
Customer Databases and Direct Marketing
A customer database is an organizedcollection of
comprehensive data
about individual
customers or prospects,
including geographic,
demographic,
psychographic, and
behavioral data.
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Copyright 2011 Pearson Education
Forms of Direct Marketing
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Copyright 2011 Pearson Education
Direct-Mail Marketing
Direct mail is the sending an offer,
announcement, reminder, or other item to
a person
at a
particular
physical
or virtual
address.
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Discussion Question
What types of
marketers and/orproducts tend to use
direct mail to reach
consumers? Why?
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Copyright 2011 Pearson Education
Catalog Marketing
Catalog marketing is the use of print,
video, or
digital catalogs
that are mailed to
select customers,
made available in
stores or presented
online.
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Telephone Marketing
Outbound
Inbound(800numbers)
Telephone
marketingaccounts for more
that 17 percent of
direct marketing-
driven sales
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Copyright 2011 Pearson Education
Direct-Response Television Marketing
(DRTM)
Direct-responsetelevision
advertising (or
infomercials)
Home shoppingchannels
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Copyright 2011 Pearson Education
Kiosk Marketing
Informationand ordering
machines
Consumer andbusinessmarkets
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Copyright 2011 Pearson Education
Digital Direct Marketing Technologies
Mobile phonemarketing
Podcasts andVodcasts
Interactive TV(iTV)
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Discussion Question
As a consumer, how
do you feel about
telephone marketing?
Mobile marketing?
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Copyright 2011 Pearson Education
Online Marketing
Online marketing is the fastest growing form of
direct marketing
OnlineMarketing
Companies
Click-onlyClick-and-
mortar
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Online Marketing Domains
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Business-to-Consumer (B2C)
Businesses
selling goods
and services
online to final
consumers.
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Business-to-Business (B2B)
B2B Web sites
EmailOnline product
catalogs
Online tradingnetworks
Customer-support
services
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Copyright 2011 Pearson Education
Consumer-to-Consumer (C2C)
Auction
sites
Blogs
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Consumer-to-Business (C2B)
Consumer-to-business (C2B) are online
initiate purchases, sometimes even driving
transaction terms.
exchanges in which
consumers search out sellers,
learn about their offers, and
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Forms of Online Advertising and Promotion
Banner Ads
Interstitials
Search-related ads
Contentsponsorships
Alliances
Affiliateprograms
Viral
marketing
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Creating or Participating in Online Social
Networks
Marketerschoices
Participate inexisting webcommunities
Set up theirown web
communities
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Discussion Question
When using a social
network such as
Facebook, what do
you perceive as good
marketing?
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Public Policy Issues in Direct Marketing
Irritation,
unfairness,
deception, and
fraud
Invasion of privacy
A need for action