Direct marketing

Question 1

What is direct marketing?

Answer 1

Direct marketing is when an enterprise communicates with a customer directly to try to sell them something, either by:
1) Phone
or
2) Written communication

Question 2

The purpose/point of direct marketing:
Direct marketing enables an enterprise to set up …

Answer 2

Direct marketing enables an enterprise to set up an individual relationship with the customer

Question 3

The purpose/point of direct marketing:
Direct marketing enables an enterprise to set up an individual relationship with the customer.
Since the enterprise already knows its target market, what is it able to do?

Answer 3

Since the enterprise already knows its target market, it is able to tailor the message being sent to the customer to meet their needs

Question 4

The purpose/point of direct marketing:
Direct marketing enables an enterprise to set up an individual relationship with the customer.
Since the enterprise already knows its target market, it is able to tailor the message being sent to the customer to meet their needs.
What must the enterprise have, in order to contact them?

Answer 4

The enterprise must have the customer’s:
1) Postal address
2) Telephone number
or
3) Email address
in order to contact them

Question 5

What are the advantages of direct marketing?

Answer 5

The advantages of direct marketing are that it:
1) Can build positive associations with a brand, leading to repeat sales
2) May introduce new customers to products

Question 6

What are the disadvantages of direct marketing?

Answer 6

The disadvantages of direct marketing are that:
1) Uninvited phone calls may be unwelcome
2) Customers may ignore written communication

Question 7

What are the methods of direct marketing?

Answer 7

The methods of direct marketing are:
1) Direct mail (junk mail)
2) Mail order catalogues
3) Magazines
4) Telemarketing
5) Email marketing and text messaging

Question 8

The methods of direct marketing are direct mail (junk mail), mail order catalogues, magazines, telemarketing and email marketing and text messaging.

1) Direct mail (junk mail):
What is ‘direct mail (junk mail)’?

Answer 8

‘Direct mail (junk mail)’ is leaflets, letters and brochures about new products

Question 9

The methods of direct marketing are direct mail (junk mail), mail order catalogues, magazines, telemarketing and email marketing and text messaging.

1) Direct mail (junk mail):
‘Direct mail (junk mail)’ is leaflets, letters and brochures about new products.
Who is direct mail (junk mail) suitable for?

Answer 9

Direct mail (junk mail) is suitable for a small enterprise such as a local restaurant or service

Question 10

The methods of direct marketing are direct mail (junk mail), mail order catalogues, magazines, telemarketing and email marketing and text messaging.

2) Mail order catalogues:
What do mail order catalogues include?

Answer 10

Mail order catalogues include:
1) Photos and descriptions of products
and
2) Information on how to order

Question 11

The methods of direct marketing are direct mail (junk mail), mail order catalogues, magazines, telemarketing and email marketing and text messaging.

2) Mail order catalogues:
Mail order catalogues include photos and descriptions of products and information on how to order.
Which enterprises is mail order catalogues used by?

Answer 11

Mail order catalogues are used by enterprises selling a wide range of products, such as building materials, tools or clothing

Question 12

The methods of direct marketing are direct mail (junk mail), mail order catalogues, magazines, telemarketing and email marketing and text messaging.

3) Magazines:
What does this involve?

Answer 12

This involves:
1) The enterprise’s own magazine including features and news of its latest products
2) Specialist magazines targeting a specific market

Question 13

The methods of direct marketing are direct mail (junk mail), mail order catalogues, magazines, telemarketing and email marketing and text messaging.

3) Magazines:
This involves the enterprise’s own magazine including features and news of its latest products and specialist magazines targeting a specific market.
Magazines are usually used by which enterprises?

Answer 13

Magazines are usually used by large established enterprises with a large customer base such as supermarkets or financial institutions

Question 14

The methods of direct marketing are direct mail (junk mail), mail order catalogues, magazines, telemarketing and email marketing and text messaging.

4) Telemarketing:
What is telemarketing?

Answer 14

Telemarketing is when sales representatives make phone calls to inform customers of offers or new products (cold calling)

Question 15

The methods of direct marketing are direct mail (junk mail), mail order catalogues, magazines, telemarketing and email marketing and text messaging.

4) Telemarketing:
Telemarketing is when sales representatives make phone calls to inform customers of offers or new products (cold calling).
Which enterprises is telemarketing suitable for?

Answer 15

Telemarketing is suitable for enterprises selling home improvements such as double glazing

Question 16

The methods of direct marketing are direct mail (junk mail), mail order catalogues, magazines, telemarketing and email marketing and text messaging.

5) Email marketing and text messaging:
What may both email marketing and text messaging include?

Answer 16

Both email marketing and text messaging may include links to the enterprise’s website

Question 17

The methods of direct marketing are direct mail (junk mail), mail order catalogues, magazines, telemarketing and email marketing and text messaging.

5) Email marketing and text messaging:
Both email marketing and text messaging may include links to the enterprise’s website.
Email marketing and text messaging is used by which enterprises?

Answer 17

Email marketing and text messaging is used by enterprises:
1) with a major online presence, such as specialist hotel booking companies
or
2) whose customers have a track record of online shopping