DIRECT MARKETINGProf Prashant Kumar Gupta

Jain College of MBA & MCA

Types Of Direct Marketing• Direct mail can be used for all types of communication

(inform, differentiate, persuade, remind).

• Catalogs are the most popular form of direct marketing. They are used to sell to both individual and business consumers.

• Telemarketing (usually used to inform or sell products/services)

• Vending machines are used for low priced, convenience goods like sodas, stamps

• Direct-action advertising is used to obtain an immediate response from consumers (Call 1-800)

Objectives Of Direct Marketing

• Build customer relationships• develop and maintain continuous buyer-seller

relationships

• Elicit a direct response or transaction• direct order - response in the form of an order• lead generation - request for further information• traffic generation - visit to a store or business for the

purchase of specific good or service

Benefits

• Customers• Convenience• Control• Fun

• Marketers• Personalization• Relationship building• Less competitive scrutiny• Measurable

Home Work• e-commerce,• e-business• e-marketing• m-Commerce• m-marketing• e-networking