Discrimination Example Essay Example

elements should be considered: the product offered; price of the offer; medium used for presentation; distribution method; and creative strategy. These elements help answer questions about what is being offered, at what price it will be offered through which medium it will be distributed or presented. In addition to prospect selection and offer strategy development,
direct mail marketers must also take into consideration components of the mailing itselfThe effectiveness of direct mail pieces can vary based on factors such as the appearance and size of the mailing envelope, as well as word choice in letters or reply envelopes' type. Companies utilize catalog marketing to reach potential customers by sending various types of catalogs, including full-line merchandise catalogs, specialized consumer catalogs, or business catalogs. Catalogs can be printed or distributed digitally through DVDs or online platforms for sales purposes. The Internet and catalog retailing industry comprises 16,000 companies with a combined annual revenue of $235 billion. Crucial elements for the success of catalog businesses include managing customer lists, controlling inventory, offering quality products, and projecting a unique image. Some companies go beyond traditional methods by incorporating literary or informational features in their catalogs, sending material swatches, operating special hotlines for customers, providing gifts to top customers, and donating profits to charitable causes. By transitioning to digital platforms and putting their entire catalog online, businesses can easily reach a global consumer base while saving on printing and mailing expenses. Telemarketing is another effective approach for companies to increase revenue, reduce selling costs, and enhance customer satisfaction. Call centers handle both inbound telemarketing (receiving calls from customers) and outbound telemarketing (initiating calls to prospects and customers). Despite gaining popularity

in the business world, telemarketing has faced opposition in consumer markets.Direct marketers utilize various media channels such as newspapers, magazines, radio ads, infomercials, and at-home shopping channels. These channels provide a wide array of products and services that can be easily ordered through toll-free numbers or the internet. Infomercials specifically target the promotion of complex or technologically advanced items that require detailed explanations.

While most direct marketers maintain positive relationships with their customers, there is also a negative aspect to consider. Some individuals dislike aggressive marketing tactics, and certain marketers take advantage of impulsive buyers or vulnerable groups like the elderly. They may employ deceptive mailers and exaggerate claims about product size and performance.

The Federal Trade Commission receives numerous complaints each year regarding fraudulent investment scams and fake charities. When consumers engage in mail or telephone orders, credit card applications, or magazine subscriptions, their personal information and purchasing habits are added to multiple company databases. This raises concerns about potential exploitation by marketers who possess extensive knowledge of consumers' lives.

Major direct marketing channels encompass face-to-face selling, direct mail advertising, catalog marketing, telemarketing, interactive TV websites, and mobile devices. Interactive marketing enables greater interaction and personalized experiences through well-designed websites and online advertisements.Online communication options offer the opportunity to create customized messages that effectively engage consumers and can be easily tracked. Marketers can connect with customers by participating in or establishing online communities, taking advantage of the Internet's potential for targeted advertising, and reaching consumers at different points in their buying process. Nevertheless, there are disadvantages such as consumers ignoring or filtering out messages and the possibility of fraudulent clicks on advertisements. Furthermore, marketers face challenges related

to having limited control over their online communications, making them susceptible to hacking or vandalism.