Management and Organizational Studies 2320A/B Study Guide - Snail Mail, Podcast, Online Advertising

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: Angela White

Document Summary

Chapter seventeen- direct and online marketing: the new direct marketing model. Direct marketing: connecting directly with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships. It is: a marketing channel without intermediaries, an element of the promotion mix, fastest growing form of marketing. Benefits to buyers: convenience, ready access to many products, access to comparative information about companies, products, and competitors, interactive and immediate. Benefits to sellers: tool to build customer relationships, low cost, efficient, fast alternative to reach markets, flexible, access to buyers not reachable through other channels. Customer database is an organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic, and behavioural data: forms of direct marketing. Catalogue direct marketing involves printed and web-based catalogues. Podcasts and vodcast involve the downloading of audio and video files via the. Internet to a handheld device such as a pda or ipod and listening to them at the consumers convenience.