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DIRECT MARKETING

DIRECT MARKETING. Direct Marketing. DM is a Demassified Marketing DM deals with Customers directly DM is interactive marketing. DM does not involve Marketing Channels/Stores DM does not involve Advertising/Mass promotion. Reasons for Growth of DM. Market “Demassification”.

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DIRECT MARKETING

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  1. DIRECT MARKETING

  2. Direct Marketing • DM is a Demassified Marketing • DM deals with Customers directly • DM is interactive marketing. • DM does not involve Marketing Channels/Stores • DM does not involve Advertising/Mass promotion

  3. Reasons for Growth of DM • Market “Demassification”. • Increase in “At Home Shopping”. • DM is 24 X 7 with Commitment to customer Service • Growth in “Next Day Delivery” Services. • Growth of computers and customer Databases. • Cost involved in ‘Sales force’ management. • Dropping out of slower moving speciality items by many chain stores.

  4. Benefits of Direct Marketing • Hasslefree, convenient way of “Home Shopping” • No need to meet sales people. • Sellers can personalise & customise their message. • Helps to reach prospects at right time • Alternate media can be tested to select most effective approach. • Direct marketers can measure responses to their campaign and check the profitability.

  5. Requisits for Success of DM • Comprehensive, Reliable and Up-to-date Database • Careful and close targeting of Markets/Prospects • Service Guarantee And Product Warranty • Backroom Logistic • An Eye for details • Sustained efforts

  6. Major Channels for Direct Marketing • Face to Face Selling • Direct Mail • Catalog Marketing • Telemarketing • Teleshopping • Kiosk Marketing • Electronic Channels

  7. The “Maximarketing Model” by Rapp and Collin(For Integrated Marketing) Steps: • Maximized targeting • Maximized Media • Maximized Accountability • Maximized Awareness • Maximized Activation • Maximized Synergy • Maximized Linkage • Maximized Sales • Maximized Distribution

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