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After studying this chapter you will be able to understand: The new direct-marketing model, growth and benefits of direct marketing, customer databases and direct marketing, forms of direct marketing. | LECTURE 27 Copyright 2012 Pearson Education Inc. 1- 1- 11 Publishing as Prentice Hall Topic Outline The New Direct-Marketing Model Growth and Benefits of Direct Marketing Customer Databases and Direct Marketing Forms of Direct Marketing Copyright 2012 Pearson Education Inc. 1- 2 Publishing as Prentice Hall Lecture Perspective A big advantage of Direct Marketing over Advertising and Sales Promotion Advertising and Sales Promotion Direct Very Marketing Interactive Copyright 2012 Pearson Education Inc. 1- 3 Publishing as Prentice Hall Direct Marketing Direct marketing An interactive database- driven messaging system that uses a range of media to motivate a response from customers and prospects Copyright 2012 Pearson Education Inc. 1- 4 Publishing as Prentice Hall Direct Marketing 2 3 of Americans Respond Every Year Direct 4 Primary Media Mail Telephone Email Infomercials Marketing Also Known As Direct Response Because It Is Two-way in Nature Copyright 2012 Pearson Education Inc. 1- 5 Publishing as Prentice Hall The New Direct Marketing Model Direct marketing A marketing channel without intermediaries An element of the promotion mix Fastest-growing form of marketing Copyright 2012 Pearson Education Inc. 1- 6 Publishing as Prentice Hall 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 Copyright 2012 Pearson Education Inc. 1- 7 Publishing as Prentice Hall 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 Copyright 2012 Pearson Education Inc. 1- 8 Publishing as Prentice Hall Customer Databases and Direct Marketing Customer Database Customer database is an organized collection of comprehensive data about individual customers or prospects including geographic .
