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Chapter 21

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lixue
13 diapositives · 519 Views · Aug 07, 2014

Chapter 21. Managing Direct and Online Marketing. Marketing Management Tenth Edition Philip Kotler. Objectives. Growth & Benefits of Direct Marketing Customer Databases & Direct Marketing Major Channels for Direct Marketing Marketing in the 21st Century: Electronic Commerce

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  1. Chapter 21 Managing Direct and Online Marketing Marketing Management Tenth Edition Philip Kotler

  2. Objectives • Growth & Benefits of Direct Marketing • Customer Databases & Direct Marketing • Major Channels for Direct Marketing • Marketing in the 21st Century: Electronic Commerce • Public & Ethical Issues in Direct Marketing

  3. Why Growth in Direct Marketing • Market “Demassification” • Effort of “Traditional Shopping” • Continuous Access • Next-day Delivery • Specialty Items • Increase in Computer Power

  4. To Customers To Companies Benefits of Direct Marketing Fun, Convenient & Hassle-Free Mailing Lists for Almost Any Market Saves Time Customized Offers Larger Merchandise Selection Ongoing Relationships with Customers Timed to Achieve Higher Readership & Response Comparison Shopping Alternative Media/Message Testing Order Products for Themselves or Others Privacy Measurable Response

  5. Uses for Databases 1. Identify Prospects 2. Match Customers & Offers 3. Deepen Customer Loyalty 4. Reactivate Customers

  6. Direct Marketing Channels Face-to-Face Selling Direct-Mail Marketing Online Marketing Catalog Marketing Kiosk Marketing Telemarketing Direct-Response TV Marketing

  7. Lifetime Value Cost of Campaign: $10,000 100 new members @ $70 $7,000 1st year “cost”$3,000 2d Year 80 renewals @ $70 $5,600 Two year “gain” $2,600 3d Year… 4th Year...

  8. “Information Rich” Buyers Objective Information Initiation of Information Requests Design Desired Offerings Employ “Agents” or Solicit Bids Find Specialized Third-party Sellers

  9. Convenience Quick Adjustments to Market Conditions Information Lower Costs Fewer Hassles Relationship Building Audience Sizing Benefits of Online Marketing Consumers Companies

  10. Electronic Presence Corporate Website Marketing Website Advertising 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

  11. Challenges of Online Marketers • Limited Consumer Exposure & Buying • Skewed User Demographics & Psychographics • Chaos & Clutter • Security

  12. Irritation Unfairness Deception & Fraud Invasion of Privacy Public & Ethical Issues in Direct Marketing

  13. Review • Growth & Benefits of Direct Marketing • Customer Databases & Direct Marketing • Major Channels for Direct Marketing • Marketing in the 21st Century: Electronic Commerce • Public & Ethical Issues in Direct Marketing