TAILIEUCHUNG - Lecture fundamentals of marketing - Lecture 27: Direct marketing: The dialogue builder

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. | Direct Marketing: The Dialogue Builder LECTURE-27 1 The New Direct-Marketing Model Growth and Benefits of Direct Marketing Customer Databases and Direct Marketing Forms of Direct Marketing Topic Outline 2 Advertising and Sales Promotion Lecture Perspective A big advantage of Direct Marketing over Advertising and Sales Promotion: Direct Marketing Very Interactive 3 Direct Marketing Direct marketing: An interactive, database-driven messaging system that uses a range of media to motivate a response from customers and prospects Direct Marketing 2/3 of Americans Respond Every Year 4 Primary Media: Mail, Telephone, Email, Infomercials Also Known As Direct Response: Because It Is Two-way in Nature 4 Primary Media: Mail, Telephone, Email, Infomercials 2/3 of Americans Respond Every Year Direct Marketing The New Direct Marketing Model Direct marketing A marketing channel without intermediaries An element of the promotion mix Fastest-growing form of marketing Direct marketing consists of connecting directly with carefully targeted consumers, often on a one-to-one, interactive basis. Using detailed databases, companies tailor their marketing offers and communications to the needs of narrowly defined segments or individual buyers. Beyond brand and relationship building, direct marketers usually seek a direct, immediate, and measurable consumer response. For example, interacts directly with customers via its website or mobile app to help them discover and buy almost anything and everything on the Internet. Similarly, GEICO interacts directly with customers—by telephone, through its website or phone app, or on its Facebook, Twitter, and YouTube pages—to build individual brand relationships, give insurance quotes, sell policies, or service customer accounts. 6 Growth and Benefits of Direct Marketing Convenience Ready access to many products Access to comparative information about companies, products, and competitors Interactive and immediate .

• Marketing - Bán hàng
• Fundamentals of marketing
• Lecture fundamentals of marketing
• Marketing mix
• Marketing task
• Marketing management
• Direct marketing
• Dialogue builder
• Marketing process
• Customer needs
• Capturing customer value
• Integrated marketing plan
• Strategic planning
• Marketing effort
• Marketing environment
• Managing marketing information
• Developing marketing information
• Customer driven marketing strategy
• Marketing channels
• Delivering customer value
• Communicating customer value
• Integrated marketing communications strategy
• Companywide strategic planning
• Planning marketing
• Online marketing
• Sustainable marketing