Friday, 28 July 2017

Mass Marketing, Direct Marketing, and Internet Marketing

Mass marketing is distinguished from direct marketing in terms of the distance betweenthe manufacturer and the ultimate user of the product. Mass marketing is characterized as
having wide separation and
indirect communication. A mass marketer, such as Nike, havery little direct contact with its customers and must distribute its product through various
retail outlets alongside its competitors. Communication is impersonal, as evidenced by its
national television and print advertising campaigns,
couponing, and point-of-purchase displays. The success of mass marketing is contingent on the probability that within the hugeaudience exposed to the marketing strategy.. there exist sufficient potential customers interested in the product to make ~he strategy worthwhile.  
Direct marketing establishes a somewhat personal relationship with the customer byfirst allowing the customer to purchase the product directly from the manufacturer and thencommunicating with the customer on a first-name basis. This type of marketing is experiencing tremendous growth. Apparently, marketers have tired of the waste associated withmass IParketing and customers want more personal attention. Also, modem mechanisms
coliecting and processing accurate mailing lists have greatly increased the effectiveness
of direct marketing. Catalogue companies (Spiegel,
J.e. Penney), telecommunications companies (Sprint), and direct mail companies (Publishers Clearing House) are example of direct
marketers. A
modified type of direct marketing is represented by companies that allow
of product by calling a toll-free number or mailing in an order card as part of an
 Although (officially), Intemet marketing is a type of direct marketing, it has evolved
so quickly and demanded the attention of so many companies that a separate section hereis 'varranted. Essentially, Intemet technology (which changes by the moment) has created
new way of doing business. In the Internet age, the way consumers evaluate and follow
on their purchase decisions has changed significantly. "Call now!" is no longer aneffective pitch. Consumers have control over how, when, and where they shop on the Internet. The Internet has all but eliminated the urgency of satisfying the need when the opportunity is presented. Internet marketing will b e discussed in detail in a later chapter.  

No comments: