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Direct Marketing Akash C.MathapatiAkash C.Mathapati
Direct Marketing – Defined Consists of direct one-to-one connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships. - Kotler Dibb and Simkin (2001) define direct marketing as: a decision by a company’s marketers to select a marketing channel that avoids dependence on marketing channel intermediaries, and to focus marketing communications activity on promotional mix ingredients that contact directly targeted customers Akash C.Mathapati
Direct marketing originated in the early 1900s Direct Marketing Association (DMA) was established in the USA in 1917 Direct marketing 1950s and 1960s started early 1900s developments in Includes e- – concerned with direct mail, telephone commerce, door-to-door selling marketing and a more www and IT and limited direct professional approach applications mail to personal selling Early 1900s 1950s and 1960s Present dayTIME Source: Geoff Lancaster Akash C.Mathapati
What is the Objective of Direct Marketing ? Akash C.Mathapati
Direct Marketing - FormsDirect Mail Reader’s Digest (1922 estb) was early in deploying this technique in a large scale international operation 1960 Mid this was sensation Hanna Anderson is a mail order children’s clothing business in Portland, USA Hannadowns Concept Akash C.Mathapati
Porsche Targets Prospects with Direct Mail Akash C.Mathapati
Repetitive person-to-person selling – salesperson visits the buyers home, job or other location to sell frequently purchased items. Amway uses this technique. Nonrepetitive person-to-person selling – salesperson visits the buyers home, job or other location to sell infrequently purchased items, such as insurance Akash C.Mathapati
Catalogs Majority of companies use catalogs not only to sell directly but also inform consumers of products offering in the stores. Online Catalog: http://www.neimanmarcus. com/store/sitelets/christma sbook/christmasbook.jhtmlAkash C.Mathapati
Tupperware India. Another example from TupperwareAkash C.Mathapati
Direct Response Television (DRTV) TV advertising that asks consumers to respond directly to the company Short form is any DRTV commercial Infomercials (1984) Akash C.Mathapati
Telemarketing Outbound Inbound Telephone calling by the marketer Marketers facilitate and invite or marketer’s agent to individual prospects to call a central location prospects, seeking purchase, via a long distance number, by a subscription, membership, or toll-free 800 number, or a fixed- participation by the call recipient. cost 900 number. Akash C.Mathapati