mktg test 4 ch 14

Direct marketing
Connecting directly with carefully targeted segments or individual consumers, often on a one-to-one, interactive basis
7 forms of direct marketing
1. Face-to-face/personal selling
2. Direct-mail marketing
3. Catalog marketing
4. Telemarketing
5. Direct-response television (DRTV) marketing
6. Kiosk marketing
7. Online marketing
1. face-to-face
personal selling
2. direct-mail marketing
-Occurs by sending an offer, announcement, reminder, or other item directly to a person at a particular address
-Well suited to direct, one-to-one communication
-Permits high-target selectivity can be personalized, is flexible, and allows the easy measurement of results
-Traditional direct mail can be an effective component of a broader integrated marketing campaign
3. catalog marketing
-Marketing through print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online
-Eliminate printing and mailing costs
-Online catalogs offer
-Unlimited amount of merchandise
-Broader assortment of presentation formats
-Real-time merchandising
4. telemarketing
-Using the telephone to sell directly to customers

Marketers use:
-Outbound telephone marketing to sell directly to consumers and businesses
-Inbound toll-free numbers to receive orders from television and print ads, direct mail, or catalogs
-Provides purchasing convenience and increased product and service information

5. Direct-response television (DRTV) marketing
Marketing via television, including direct-response television advertising (or infomercials) and interactive television (iTV) advertising
6. kiosk marketing
Product or service information and ordering machines are placed by companies in stores, airports, hotels, college campuses, and other locations
7. online marketing
Efforts to market products and services and build customer relationships over the Internet
Vast public web of computer networks that connects users of all types around the world to each other and an amazingly large information repository

-Has given marketers a whole new way to create value for customers and build relationships with them

Click-only companies
-Dot-coms, which operate online only and have no brick-and-mortar market presence
-Include e-tailers, search engines and portals, transaction sites, content sites, and online social networks
Click and Mortar
Traditional brick-and-mortar companies that have added online marketing to their operations

Click-and-mortar business trends:
-Almost all traditional companies have set up their own online sales and communication presence.
-Many click-and-mortar firms are having more online success than their click-only competitors.

Setting up an on-line marketing presence
Companies conduct online marketing in any or all of the five ways shown in the figure. For most companies, the first step in conducting online marketing is to create a Web site. As consumers spend more and more time on the Internet, companies are shifting more of their marketing dollars to online advertising to build their brands or attract visitors to their Web sites. The popularity of the Internet has resulted in a rash of online social networks or Web communities. The widespread adoption of mobile devices and the surge in mobile Web traffic have made mobile marketing a must for most brands.
Conducting online marketing
1. websites
2. online ads and promotions
3. online social networks
4. e-mail
5. mobile marketing
4 Types of online marketing (and descriptions)
1. Display ads- Appear anywhere on an Internet user’s screen and are often related to the information being viewed
2. Search-related ads (or contextual advertising)- Text-based ads and links appear alongside search engine results on sites
3. Content sponsorships- Companies gain name exposure on the Internet by sponsoring special content on various Web sites
4. Viral marketing- Internet version of word-of-mouth marketing
Web community
email marketing
Sending highly targeted, tightly personalized, relationship-building marketing messages via e-mail
Spam & permission based marketing
-Unsolicited, unwanted commercial e-mail messages
-To address the issue of spams, most legitimate marketers now practice permission-based e-mail marketing, sending e-mail pitches only to customers who opt in. Many companies use configurable e-mail systems that let customers choose what they want to get.
Online privacy and security issues
-Annoys customers
-Takes unfair advantage of impulsive buyers
-Internet fraud
-Phishing – Identity theft that uses deceptive e-mails and fraudulent Web sites to fool users into divulging their personal data
-Online security
-Access by vulnerable or unauthorized groups

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