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Introduction Direct Marketing describes a collection of tactics and communications channels via mail order Internet sales personal sales etc with no middleman involved wwwItsAllGoodcom It also an approach to marketing which aims to create and continue a direct relationship between an organisation and its customers on a one-to-one basis Direct marketing offers the powerful benefit of providing an ongoing relationship between company and customers As mention by Kotler FNow is the time for really remembering those customers of yours the nuances what and when they bought what they are interested in keeping up with their needs and showing your continued interest in them Engel Warshaw and Kinner Direct marketing involves direct communication between a firm and its target customers to generate a response or transaction Direct marketing also involves the use of a much wider range of different forms of communication than advertising These include mail direct mailcatalogues telephones telemarketing the traditional broadcast and print media direct response advertising via television radio newspapers and magazines and new electronic media the Internet Kiosks Central to all direct marketing to existing customers is the use of a database that contains at the very least their names and addresses or telephone numbers More sophisticated databases can contain information on the previous purchases made by the consumer their preferences and financial status In this assignment I will be analyzing the 5 stage of purchasing process and evaluating the potential contribution that Direct Marketing can make to increasing value Traditionally consumer researchers have approached decision making process from a rational perspective This dominant school of thought views consumers as being cognitive ie problem-solving Such a view is reflected in the stage model of a typical buying process often called the consumer decision making model as shown Figure 1 For each element of the decision making process a useful tool ie AIDA can be use to capture the
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