promotion: direct marketing Flashcards
what is direct marketing?
when an enterprise communicates with a customer directly to try to sell them something either
what 2 ways can an enterprise to do direct marketing?
by phone or written communication
purpose:
what does direct marketing enable an enterprise to set?
to set up an individual relationship with the customer
purpose:
what is the enterprise able to do as they would already know its target market?
able to tailor the message being sent to the customer to meet their needs
purpose:
what must the enterprise have in order to contact the customers?
postal address
telephone number
email address
benefits:
what can lead to repeat sales?
building positive associations with a brand
benefits:
what may it introduce?
may introduce new customers to products
limitations:
what may be unwelcome?
uninvited phone calls
limitations:
what can customers do?
ignore written communication
methods:
what may a direct mail include? (3)
leaflets
letters
brochures
all about new products
methods:
what is direct mail also called as?
junk mail
methods:
who is suitable for direct mail?
suitable for a new small enterprise such as a local restaurant or service
methods:
what is a mail order catalogues?
it include photos and descriptions of products and information on how to order
methods:
why are mail order catalogues used by enterprises with building materials, tools or clothing?
they are selling a wide range of products
methods:
what may an enterprise’s own magazine include?
features and news of its latest products
