Your Questions About Direct Marketing
Nancy asks…
What type of marketing channels does gatorade use?
Do they use indirect or direct marketing channels?
I believe they use both but i’m not compeltely sure.
Also who are their marketing channel members?
Jere answers:
You can buy direct from them I think from theri website – so direct.
But mostly they sell thro resellers so indirect model. Channel seems to be sports shops, retailers etc
Mary asks…
What are the marketing benefits to a business participating in a parade?
What are the direct marketing benefits of a small business participating in local parades such as Thanksgiving?
Jere answers:
It’s advertising the name of their business and getting it out in front of the people. Same as an ad on tv or in a magazine except they can seem like they are doing something good for the community and not asking for money or to buy their product. So it’s goodwill too.
Helen asks…
How does a business achieve Integrated Marketing Communication?
Integrated Marketing Communication: A management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation.
Target stores, for example, how does Target achieve IMC?
Jere answers:
VERY long story short…
A company needs strong leadership at the top that supports IMC, and that develops company goals, outputs, quality requirements and incentives that allign consistently across all departments (very simple example, profit or volume, pick one.)
After the company has the c-suite interested in IMC, they still need to develop cross-functional teams and comprehensive communication systems between internal and external stakeholders to create strong horizontal allignment. It often takes a lot to break down corporate cultural barriers (sales and marketing tend to view each other as the enemy, so do competing ad agencies). Strong leadership, communication and consistent goals and incentives are essential for successful IMC.
Making a company TRUELY IMC is very complicated. That’s a really quick and dirty summary. I would recommend picking up some books from Kellogg School of Management or Don Schultz if you want to learn more.
Paul asks…
Is Catholicism like Big Corporation, While Protestant is like multilevel marketing?
Catholicism has the Pope and then deals out their rules down a chain of command. Their corporation is the church.
While protestants, with Martin Luther, thinks they can do it in direct marketing. Like Amway. Multilevel marketing. Selling directly person to person and each salesman is just as qualified?
Jere answers:
They’re both pyramid scams.
Robert asks…
What is the function of advertising in each step of a customer conviction chain?
What is the role of technology in building direct customer relationships?
What are the trends in self-service? Do you support these trends?
What are the major ethical issues presented by direct marketing?
Jere answers:
What is this? Like text book question….gag. Only you have the specific answers they are looking for…it’s right there in your textbook somewhere.
I can gues….
I dont know exactly what a customer conviction chain is… But i’d say advertising helps the customer feel more comfortable when decdiding because they assume someone spent the time and energy to make it “look” valid, it also draws them in in the first place.
The role of tech. Now adays is the ability to gather peoples information for one, and suposedly use it to be of better “service”. There are emails that are ligtning fast and best of all it allows for
“permission marketing” where the customer has the option to respond if needed…it’s very cheap, and effective, because more and more people use tech. As their primary means of communication. They have social networking sites, as well as shopping behavior reports, etc. Etc…
The trends in self service, are growing. Many people prefer the check out line that is peopless. They want to shop online and have it delivered to their door. Also, the business owner is able to have a process that would be done by an employee, instead done by each customer, and it only tkaes each of them a few seconds. Again i’m not sure though. I think that america is headed for an age of robotics personally.
Direct marketing invades privacy and people are often feeling bombarded and intruded on. “permission marketing” is much better for both.
I hope that helps. I spent too long on this already….read your book, and tell me darn answers 🙂
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