Direct marketing ...

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Direct marketing with examples

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Direct Marketing

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THE FOUR SALES CHANNELS • Channels all include both business-to-business and direct-to-customer selling. • Over-the-counter selling Personal selling conducted in retail and some wholesale locations in which customers come to the seller’s place of business. • Field selling Sales presentations made at prospective customers’ locations on a face-to-face basis. • Telemarketing Promotional presentation involving the use of the telephone on an outbound basis by salespeople or on an inbound basis by customers who initiate calls to obtain information and place orders. • Inside selling Selling by phone, mail, and electronic commerce. • Firms generally blend sales channels in their sales organization.

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Direct mail Catalogs Kiosks marketing Direct-action advertising Direct-response television marketing Types of Direct Marketing

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THE FOUR SALES CHANNELS In Personal selling there are four types. Over-the-counter selling(Retail selling) Field selling Telemarketing online selling

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Over –the –counter selling (Retail selling)

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Field selling

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Inbound:-HST 18 Outbound:-Just dial Telemarketing

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Telemarketing

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Online selling

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Narrowly defined target market. Needs to explain the product. Interested in direct response. Large absolute margin (e.g . dell ) When to use

Types of Direct Marketing:

Types of Direct Marketing Direct mail can be used for all types of communication (inform, differentiate, persuade, remind). Catalogs are the most popular form of direct marketing. They are used to sell to both individual and business consumers. Telemarketing (usually used to inform or sell products/services) Vending machines are used for low priced, convenience goods like sodas, stamps Direct-action advertising is used to obtain an immediate response from consumers (Call 1-800)

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Direct mail m arketing To mark World Water Day, this mailing was sent out to companies and the press. The letter inside can only be read when held under water – proving that water really is the source of all knowledge.

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Direct mail m arketing

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Direct –response television marketing

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Catalog marketing

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Infomercials : A 30-minute or longer advertising program for a single product . Ex-Tele brand Home Shopping Channels: Entire cable channels dedicated to selling multiple brands, items, and services. e.g.: Home shop 18 Direct response TV marketing

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Kiosks marketing

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Thank you Sarika.Chougule

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