COMM 131 Chapter Notes - Chapter 14: Dbt Online Inc., Direct Market, Infomercial

• School: Queen's University
• Department: Commerce
• Course: COMM 131
• Professor: Ethan Pancer

Document Summary

Direct marketing consists of connecting directly with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting relationships: target marketing offers and communications to the needs of narrowly defined segments or even individual buyers. With the development of online marketing some companies only use direct marketing. Direct marketing is easy, convenient, and private: can browse/buy from the comfort of their own homes any time of day. Gives consumer and business buyers more control they decide which catalogues they will browse and which websites they"ll visit. Gives buying immediate access to virtually unlimited products and info: can get product from all around the world without going in-store. Direct marketing is interactive and immediate buyers can interact with sellers by phone or online, create exactly the configuration of info, p/s they want, then order right there. Direct marketing is a powerful tool for building customer relationships.