Professional Documents
Culture Documents
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W D|rect market|ng ls a form of adverLlslnng LhaL
reaches lLs audlence wlLhouL uslng LradlLlonal
formal channels of adverLlslng such as @I
newspapers or radlo uslnesses communlcaLe
sLralghL Lo Lhe consumer wlLh adverLlslng
Lechnlques such as fllers caLalogue
dlsLrlbuLlon promoLlonal leLLers and sLreeL
adverLlslng
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IS1Ck CI DIkLC1 MAkkL1I-
W IIkS1 DSL I- 1967 by Lester Wunderman
W who p|oneered d|rect market|ng techn|ques
w|th brands such as Amer|can Lxpress and
Co|umb|a kecords
W D|rect market|ngs h|story |n Lurope can be
traced to the 1Sth century
0
CHANNELS OF DIRECT
MARkETINS
1
CHANNELS OF DIRECT
MARkETINS
W DIkLC1 MAIL
D|rect ma|| |nc|udes advert|s|ng c|rcu|ars
cata|ogs free tr|a| CDs preapproved cred|t card
app||cat|ons
CHANNELS OF DIRECT
MARkETINS
W LMAlL MA8kL@lnC
W uCC8@CuCC8 LLAlLL@ MA8kL@lnC
W IClCLMAlL MA8kL@lnC
SCClAL nL@WC8klnC
LCCS
SLA8CP LnClnLS
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CA@ALCCuL
LCommerce MarkeLlng
Lcommerce (ecommerce) or e|ectron|c
commerce |s def|ned as purchas|ng
se|||ng and exchang|ng of goods and
serv|ces over computer networks (such
as the Internet)
LMAkkL1I-
LlecLronlc markeLlng refers Lo Lhe appllcaLlon
of markeLlng prlnclples and Lechnlques v|a
e|ectron|c med|a and more speclflcally Lhe
lnLerneL
W Lcommerce are d|v|ded |nto be|ow
ment|oned cateogor|es
W (uslness uslness)
W C(uslness Consumer)
W C(Consumer uslness)
W CC(Consumer Consumer)
8us|ness 2 8us|ness
@hls ls ecommerce beLween varlous
buslnesses @he exchange of producLs
servlces or lnformaLlon beLween buslnesses
on Lhe lnLerneL ls deflned as L
commerce
O lor exCompanles dolng buslness wlLh each
oLher such as manufacLurers selllng Lo
dlsLrlbuLors and wholesalers selllng Lo
reLallers
W ls Lhe selllng and purchaslng beLween
companles wholesale raLher Lhan reLall
W lnvolves wldenlng Lhe clrcle of suppllers (for
safeLy and compeLlLlon) and of cenLrallzlng conLrol
(for records and dlscounLs)
W Some slLes lnvolvlng markeLlng
www free market com
www chemdexcom
|nd|amarketscom
8us|ness 2 Consumer
W C refers Lo exchange beLween buslness and
consumers
W C lnclude servlces such as onllne banklng Lravel
servlces real esLaLe healLh servlceslnsurance and
oLher servlces
W uslnesses selllng Lo Lhe general publlc Lyplcally
Lhrough caLalogs uLlllzlng shopplng carL sofLware
W Lg amazoncomyahoocomwwwlndlabookcom
82C Lcommerce |nc|ude
W ManufacLurersLo sell and reLall Lhe buslness
buyers
W ulsLrlbuLorsLo Lake orders from Lhe merchanLs
Lhey supply
W ubllshersLo sell subscrlpLlons and books
W LnLerLalnmenL llrmsLo promoLe new producLs
and sell coples
W lnsurance llrmsonllne raLe quoLes and
premlum paymenLs have made lL easler for Lhls
lndusLry Lo aLLracL and reLaln cusLomers
Customer to Customer Market|ng
CC ecommerce lnvolves exchanglng
LransacLlons beLween and among consumers
@hese exchanges may or may noL lnclude Lhe @hlrd parLy
lnvolvemenL as ln Lhe case of aucLlon exchange
@here are many slLes offerlng free classlfleds aucLlons
and forums where lndlvlduals can buy and sell Lhanks
Lo onllne paymenL sysLems llke ay a| where people
can send and recelve money onllne wlLh ease
eays aucLlon servlce ls a greaL example of where
personLoperson LransacLlons Lake place everyday
Consumer Lo uslness
W Consumer Lo uslness ls a growlng arena where Lhe
consumer requesLs a speclflc servlce from Lhe buslness
W Lxample Parry ls plannlng a hollday ln uarwln Pe
requlres a fllghL ln Lhe flrsL week of uecember and ls
only wllllng Lo pay $0 Parry places a submlsslon wlLh
ln a web based C faclllLy uodgy roLhers Alrways
accesses Lhe faclllLy and sees Parrys submlsslon uue Lo
lL belng a slow perlod Lhe alrllne offers Parry a reLurn
fare for $0
Some other k|nds of Lcommerce
W CC (CovernmenLLoCovernmenL)
W CL (CovernmenLLoLmployee)
W C (CovernmenLLouslness)
W C (uslnessLoCovernmenL)
W CC (CovernmenLLoClLlzen)
W CC (ClLlzenLoCovernmenL)
AdvanLages of LCommerce
W Cata|ogue f|ex|b||ty and on||ne fast updat|ng
W Shr|nks the compet|t|on gap
W Cpen for 24 hours
W Lnab|es |nd|v|dua| to work from home
W Lower cost of do|ng bus|ness
W -o m|dd|emen
W Lxpand customer reach or geograph|ca|
W otent|a| to |ncrease the sa|e of the company
W otent|a| to |ncrease company prof|t
W Lasy way to compare and shop
W know|edge market
ulsadvanLages
1lnLerneL noL Louched Lhe greaL number of people
noL sulLable for perlshable goods llke foods lLem
LoL of phone calls and e mall may be requlred Lo geL Lhe
producL
8eLurnlng of producL and geLLlng a refund can be a
problem
SecurlLy rlsk
6CusLomer relaLlon problem
@lme Laklng
LCCMMLkCL LkAMLLS
W An lndlvldual purchases a book on Lhe lnLerneL
W A governmenL employee reserves a hoLel room over
Lhe lnLerneL
W A buslness buys offlce supplles onllne or Lhrough an
elecLronlc aucLlon
W An lndlvldual wlLhdraws funds from an auLomaLlc
Leller machlne (A@M)
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