|
Relevant Knowledge @ Wharton Articles
|
| bet | 39/48 | | Sana | 24.03.2021 | | Hajmi | 292 Kb. | | #13438 | | Turi | Review |
Relevant Knowledge @ Wharton Articles
Kmart’s 20-Year Identity Crisis
Taking Stock of Supermarket Retail Performance
Pay-for-Performance Trade Promotions Can Ease Friction Between Manufacturers and Retailers
Christmas E-tailers: Will It Be Ho-Ho or So-So?
Making the Case for Outside Sales Reps
How Store Location and Pricing Structure Affect Shopping Behavior
Add relevant websites
Link to discussion board
Return to Syllabus
Marketing Strategy: Key Concepts 9 Direct and Online Marketing
An interactive system that creates a measurable response (variable cost versus fixed cost of marketing) and / or transaction.
Goal to develop relationships with customers.
Rapid growth rate.
catalog and direct mail sales growing about 7% annually (retail sales @ 3%)
internet growth rates (Cyberatlas is a great resource for the number)
Growth due to innovations in:
technology: databases (data mining and warehouses) / communication systems
toll-free telephone services
payment systems (credit cards and smart cards)
Provides continuity, better timing, testability and privacy. Can benefit both customers and business with highly targeted and efficient exchanges.
Database marketing to support direct marketing. Companies can use their databases to:
identify prospects
differentiate offers
cross sell products
build loyalty
reactivate customer purchases
Issues with direct marketing include:
annoyance
deception and fraud
privacy
Major direct marketing channels:
Face-to-Face
Direct Mail (inc. voice-mail and e-mail, bills, fax)
Catalog Marketing (inc. CDs)
Telemarketing (use of computers / cell phones (contextual marketing)
TV (direct response advertising / infomercials / shopping channels)
Kiosks (and vending machines)
Online (permission based marketing)
Online marketing is the most recent evolution of direct marketing. This can create channel conflict.
E-Commerce Marketing
Session 1: Introduction
Session 2: Aspect of WWW as a Medium
Session 3: Markets and Pricing Models and Digital Economics
Session 4: Advertising
Session 5: E-tailing
Session 6: Integrated Marketing and Communications
Direct Marketing Association
Add relevant websites
|
| |
