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Chapter 17

PRINCIPLES OF MARKETING Eighth Edition Philip Kotler and Gary Armstrong. Chapter 17. Direct and Online Marketing. Benefits of Direct Marketing. Direct Marketing Consists of Direct Communications with Carefully Targeted Individual Consumers to Obtain an Immediate Response.

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Chapter 17

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  1. PRINCIPLES OF MARKETING Eighth Edition Philip Kotler and Gary Armstrong Chapter 17 Direct and Online Marketing

  2. Benefits of Direct Marketing • Direct Marketing Consists of Direct Communications with Carefully Targeted Individual Consumers to Obtain an Immediate Response. Fun, Convenient & Hassle-Free Mailing Lists for Almost Any Market Benefits of Direct Marketing to Customers Benefits of Direct Marketing to Companies Saves Time Customized Offers Larger Merchandise Selection Ongoing Relationships with Customers Timed to Achieve Higher Readership & Response Comparison Shopping Privacy Order Products for Themselves or Others

  3. Increasing Number of Market Niches with Distinct Preferences Trends Leading to the Growth of Direct Marketing Higher Costs of Driving, Traffic and Parking Congestion Consumers Lack of Time Convenience of Ordering From Direct Marketers Growth of Customer Databases

  4. Customer Databases and Direct Marketing Customer Databases are an Organized Collection of Comprehensive Data About Individual Customers or Prospects Including: Geographic, Demographic, Psychographic, and Behavioral Data. Identifying Prospects Deciding Which Customers Should Receive a Particular Offer How Companies Use Their Databases Deepening Customer Loyalty Reactivating Customer Purchases

  5. Forms of Direct Marketing Communication Face-to-Face Selling Direct-Mail Marketing Online Marketing Catalog Marketing Kiosk Marketing Telemarketing Direct-Response TV Marketing

  6. Online Marketing is conducted through interactive online computer systems, which link consumers with sellers electronically. Two types of Online Marketing Channels: Commercial Online Services offer online information and marketing services to subscribers who pay a monthly fee. (i.e. AOL, CompuServe & Prodigy) The Internet (the Net) is the vast global and public web of computer networks. The explosion of Internet usage has created a new world of electronic commerce, a term that refers to the buying and selling process supported by electronic means. Online Marketing and ElectronicCommerce

  7. The Benefits of Online Marketing Convenient Consumer Relationship Building Consumers Companies Private Reduces Costs Abundance of Information Increases Efficiency Interactive Provides Flexibility Immediate Global Medium

  8. Creating an Electronic Storefront Buy Space on a Commercial Online Service Open It’s Own Web Page Placing Advertisements Online Place Ads in Special Sections of Online Services Place Ads in Certain Internet Newsgroups Buy Online Ads That Pop Up While Consumers are Surfing Online Marketing Channels Participating in Forums, Newsgroups & Web Communities Forums: Discussion Groups on Commercial Online Services Newsgroups: Internet Version of Forums Web Communities: Sites Where Members Exchange Views Online Using E-Mail and Webcasting Customers Send Questions, Suggestions & Complaints Via E-Mail Webcasting: Automatic Downloading of Information to PC’s

  9. Limited Consumer Exposure and Buying Skewed User Demographics and Psychographics Chaos and Clutter Security Ethical Concerns Challenges of Direct Marketing

  10. Direct marketing campaigns that use multiple vehicles and multiple stages to improve response rates and profits. Marketers seek to improve response rates and profits by adding media and stages that contribute more to additional sales than to additional costs. Integrated Direct Marketing

  11. Public Policy and Ethical Issues inDirect Marketing Irritation to Consumers Unfairness, Deception, or Fraud Invasion of Privacy

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