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Essay / Research Paper Abstract
This 16 page paper looks at the what is meant by direct marketing and how it is used. The benefits are examined, including the way it may help to create a customer relationship, creating increased sale opportunities and greater customisation in the way products or services are offered. The paper uses examples to illustrate the points raised. The bibliography cites 12 sources.
Page Count:
16 pages (~225 words per page)
File: TS14_TEdirectcrm.rtf
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Unformatted sample text from the term paper:
needs to be marketing. Unless the potential target market known that the product is available they will not have the knowledge required to make purchase. In a market where
there is increase pressure to manage resources and maximise the return, the marketing budget is one resources that gains a great deal of attention. Direct marketing is one form of
marketing, which, if used correctly, has been seen to maximise the return. However, it must also be remembered that it is often not used in isolation. The value of direct
marketing is not only in the immediate potential increase in return, but the way it can help develop and maintain a customer relationship, a key aspect of creating repeat saes
and retaining customer loyalty with the model of customer relationship marketing. Direct marketing is defined as marketing using the channels that go directly to the consumer, with the absence
of any middleman (Kotler, 2003). Channels such as this are increasing with the development of technology and include e-mail lists and the use of web sites as well as well
as the more traditional direct marketing methods, such as mail order and direct mailings, catalogues, telemarketing, and even door to door salesmen. Direct marketing must be fulfilling many goals as
this s an area of rapid growth. This is one form of advertising that is easy to measure for success as results are measurable with the response levels, due to
the ability to identify the trigger to the purchase. If we look at the United States where there has been an average growth in the retail market of 3% over
the last few years direct sales to consumers have been well into double figures in many instances (Kotler, 2003). In terms of market split in the US, for direct marketing
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