Direct Markeitng
Direct Marketing describes a collection of tactics and communications channels via mail order, Internet sales, personal sales, etc., with no middleman involved. (www.ItsAllGood.com) It also an approach to marketing which aims to create and continue a direct relationship between an organisation and its customers on a one-to-one basis. Direct marketing offers the powerful benefit of providing an ongoing relationship between company and customers. As mention by Kotler:,F Now is the time for really remembering those customers of yours, the nuances, what and when they bought, what they are interested in, keeping up with their needs, and showing your continued interest in them. (Engel, Warshaw ,and Kinner)Direct marketing involves direct communication between a firm and its target customers to generate a response or transaction. Direct marketing also involves the use of a much wider range of different forms of communication than advertising. These include mail (direct mail/catalogues), telephones (telemarketing), the traditional broadcast and print media (direct response advertising via television, radio, newspapers and magazines), and new electronic media (the Internet, 'Kiosks').
1 Problem RecognitionIn this information processing model, the consumer buying process begins when the buyer recognizes a problem or need. These are customers loyalty, customer losses, product purchase/usage, service costs, pricing, promotions, and so on. For each element of the decision making process a useful tool, i. The use of Internet as information search source provide "one-click" access to price and product information from numerous competing retailers. In this stage marketers can calculate the lifetime value of any customer, where the sum of discounted net cash flows associated with each relationship over the expected lifetime of the customer. Hyperlinks guide customers through shopping routes must be carefully designed. A complex mosaic of stimuli and influences affect the way in which consumers perceive their current state of affairs and their problems and needs. Supporting the Online Consumer Decision Process: Electronic Commerce in a Small Australian Retailer, Rens Scheepers, School of Information Technology Swinburne University of Technology, Hawthorn, Victoria, Australia2. According to Kotler Direct marketing benefit customers in many ways. One of direct marketing goal is to have goal in persuading the consumer to recognise and take steps to close the gap between their actual current state and not owning the particular product and the desired state of owning it. Retailers need to ensure their websites are accessible via these established and emerging search mechanisms. Such a view is reflected in the stage model of a typical buying process (often called the consumer decision making model) as shown Figure 1. This can be done by filling up the reply form or using telemarketing by calling the free phone number that is included in the direct mail pack.
Common topics in this essay:
O'Keefe McEachern,
Purchasing Decision,
Direct Marketing,
Rens Scheepers,
Source Adopted,
Kinner Direct,
Information Search,
Selection Alternatives,
Evaluation Post-purchase,
Shimp Direct,
direct marketing,
direct mail,
decision process,
information search,
consumer decision,
help consumer,
post-purchase evaluation,
consumer buying,
create awareness,
direct response,
consumer decision process,
decision process electronic,
evaluation selection alternatives,
direct marketing involves,
help consumer save,
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Acceptance Essays
