台大推廣策略11.ppt

无忧资源：/ 中国最大最全的资源下载网 教育新天地：/中国最大的学习培训咨询平台 无忧资源：/ 中国最大最全的资源下载网 教育新天地：/中国最大的学习培训咨询平台 Direct Marketing Direct Marketing Defined Direct mail Telemarketing Catalogs Infomercials Direct Marketing in other media “An interactive system of marketing which uses one or more advertising media to effect a measurable response and/or transaction at any location.” Growth of Direct Marketing Attitudes Toward Credit Over 1 billion credit cards issued. Consumers’ Desire for Convenience Money-rich Time-poor Changes in Technology Cheaper communications Rapid package delivery Electronic delivery systems Measurability in Direct Marketing Cost per Inquiry (CPI) Cost per Order (CPO) ROLE OF DIRECT MARKETING IN PROMOTION AND IMC Closing the Sale Identifying Prospects Engaging the Customer Developing a Database Mailing Lists Internal lists (house lists) External lists List Enhancement adding more names incorporating information Marketing Database Applications REM Analysis Frequency Marketing Program Cross Selling Contents of a ComprehensiveConsumer Data Base Name Address/Zip code Telephone number Length of residence Age Gender Marital status Family data (number of children, etc.) Education Income Occupation Transaction history Promotion history Inquiring history Unique identifier Contents of a ComprehensiveBusiness to Business Data Base Name of company, contact or decision maker(s) Title of contact Telephone number Source of order/inquiry or referral Credit history Industrial classification Size of business Revenues Number of employees Time in business Headquarters location Multiple locations Purchase history Types of Direct Mail Broadsides Catalogs Flyers Folders House organs Inclusions Postcards Reprints Sales letters Self-mailers “All forms of advertising sent directly to prospects through the Postal Service or through private services.” Direct Mail Advantagesand Disadvantages Advantages Selectivity Flexibility Consumer Preference Disadvantages High cost per exposure Saturation among