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e in the intensity of competition, organizations have understood that in order to stay ahead in this intense competition they need to focus on marketing. In today’s competitive business scenario marketing is the key for the success of any company or product or brand. In the last few years various new concepts of marketing have arrived in the market. Direct marketing is one of these newly developed marketing concept which is one of the most widely used marketing strategies that most of the organizations are adopting. In direct marketing potential customers are approached individually and this is one of the main reasons behind the huge acceptance of direct marketing. Another important factor that has redefined the term ‘marketing’ is internet. It has been found that in the last decade internet has arrived as one of the largest medium of communication. Today, in most of the developed as well as developing countries, products are purchased by the consumers online. So, it can be stated that both direct and internet marketing are two of most important concepts of marketing.
This paper includes a detail overview of direct and internet marketing from both theoretical and application perspective. Bothe marketing concepts are discussed in the context of an organizations named Carbon Trust which is a UK based organization.
Direct marketing could be referred to a process but not a technology. The process of direct marketing is aimed at not only selling the product but also creating and maintaining healthy customer relationships that would be profitable for the organization in future (Nash, 2000).
As far as the definition of direct marketing is concerned, the most widely accepted one is provided by the direct marketing association. According to this association direct marketing could be considered as an interactive process where advertising media is used with the purpose of effecting a measurable transaction and/or response at a particular location. Direct marketing is
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It is generally visual in nature but sometimes it may also be auditory. Different authors have provided different definitions of direct marketing. Drayton Bird (2000), have described it as an advertising activity which creates as well as exploits the direct relationship existing between the buyers and sellers (Mullin, p.1).
(2005), Principles of Direct and Database Marketing, 3rd Ed, Prentice Hall, p9) Discuss this statement. The traditional and conventional approach to marketing has been epitomised and framed in the concept of the ‘Four Ps’ of marketing for decades (Gronroos, 1994), which are product, price, place and promotion but the foundations of a dynamically changing modern marketing environment require that the concept of marketing must now evolve and break free from its economics based roots to cater to the demands of the contemporary consumer, whose primary focus is not embedded exclusively within the exchange of tangible goods but also the purchase of intangible services (Vargo & Lusch, 2004).
They have increasingly diversified their communication strategies to tap into the ever growing markets as a result of globalization. The recent developments in the field of technology marked by the internet revolution have made many companies resort to the use of internet in reaching their clients.
Organization doing the marketing and the stakeholders affected such as customers, employees, suppliers and shareholders should both benefit. External forces such as social, technological, economic, competitive and regulatory factors also affect marketing activities.
The first important thing Sports Gear Incorporated must do is identify its customers.
According to McDonald and Christopher (2003) direct marketing can be defined as: "marketing of products without using intermediaries". In order to organize direct marketing campaign Sports Gear Incorporated should gather information about its potential clients around UK.
In turn, company management had shifted their focus on their clients or customers so as to stay successfully in business. The changing world has then placed much emphasis on the importance of communication for effective marketing. This transition meant that organizations have to completely reformulate their conventional business aims and purposes from being process-focused to customer-centered (Lowenstein, 1997).
According to Kotler (2003) this method is cheaper in times of restricted budgets that firms have. Direct marketing enables firms to focus on a smaller number of audiences and thus saves both time and money. Also, with the emergence of the web and the internet it has
This is due to the fact that marketing management provides vital means to interact with consumers, competitors and society at large, and to influence the outcome of a business operation. In this regard, it can be said that
The three added new elements were people, processes and physical evidence. For the perfect market mix to be created there should be a vast understanding of the target market and consumer needs. Decisions can the 4Ps or 7Ps in the
Presently, most companies contain millions of tons of information about their customers with an objective to using in selling their products directly to them. This stored data is utilized to reach out to the customer directly and
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