Direct marketing, Marketing Management

DIRECT MARKETING:

Meaning: direct marketing (DM) is the process by which a firm approaches its customers on one to one basis and markets its products directly to them. In conventional marketing a firm approaches the customer on a mass basic and sells to them directly.direct marketing association of USA has defined direct marketing as "an interactive system of marketing which uses one or more advertising media to effect a measurable response  and\or transaction at any location.an analysis of this definition brings out three key elements namely.

1. interactive system: it is an interactive system in the sense that there is a two way communication between the marketer and his\her target market. The response or non response of the customer completes the communication loop in the direct marketing programme. For example when the customer fills in the response coupon in an advertisement or a catalogue and mails it he\she communicates to the marketer and hence complets the communication loop.

2. Measurability of response: another element is measurability of response as mentioned above the number of coupons received indicates the response rate to the marketer's communication.

3. Transaction at any location: direct marketing activities are not location specific it is not necessary for the customer to physically interact with the marketer he\she can establish a contact through mail phone fax or the internet.

Posted Date: 9/19/2012 8:22:54 AM | Location : United States







Related Discussions:- Direct marketing, Assignment Help, Ask Question on Direct marketing, Get Answer, Expert's Help, Direct marketing Discussions

Write discussion on Direct marketing
Your posts are moderated
Related Questions
As risk manager, you are concerned about the additional liability exposure the firm will face if it accepts the project. you obtain an estimate of the annual total loss distributio

Define the Strategy Development Phase in brief. Phase Strategy Development Phase: If you already know your competitors and target market, you are capable to start creatin

The road to market leadership has not been without potholes however. In 1998, the company attempted to extend its brand by entering the herbal supplements market, rolling out a lin

What is the focus of selling concept? Selling Concept: Focus: The focus of the firm subsequent selling concept is onto pushing the products through understanding aggres

what is basic strategy and organizational of resources

How is customer relationship affected in business market and the consumer market? Close Supplier: In Customer relationship there is a smaller customer base but having s

Responsibility for investigating injuries varies but is typically divied among the insurance company the legal department and the appropriate technical departments. Irrespect

Q. Illustrations - element of print-ad-copy? Illustrations:- It is the optical elements of print-ad-copy. It perhaps in the form of attractive photo of the cartoons, pictures


What are the objectives of Public Relations? Objectives of Public relations are as illustrated below: Public relations give a service for the company by helping to provid