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DIRECT AND ONLINE MARKETING

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Broadcast One-Way, Product Information: TV, Catalog, Direct Mail, etc. ... US Postal Service. Messenger Service. Delivery (Fast Food) Internet for Data ... – PowerPoint PPT presentation

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Title: DIRECT AND ONLINE MARKETING


1
DIRECT AND ON-LINE MARKETING
  • Dr. Metzner

EMGT451 2/2004
2
BYPASSING CHANNELS
  • High Per Customer Costs, Low Unit Density
  • Two Channels, Communications and Delivery
  • More Control, Focus Without Mixing
  • Organizing for Small Orders
  • Customer Risk Reduction
  • Transaction Cost Control

3
Channel Flows
  • COMUNICATIONS
    DELIVERY

4
COMMUNICATIONS CHANNEL
  • Broadcast One-Way, Product Information TV,
    Catalog, Direct Mail, etc.
  • Order Transmittal Two-Way, Telephone
  • Computer-Aided Through Data-Base Management of
    Customers
  • Telephone, Fax and E-Mail Solicitation
  • Privacy Issues

5
DELIVERY CHANNEL
  • UPS, FEDEX, etc.
  • US Postal Service
  • Messenger Service
  • Delivery (Fast Food)
  • Internet for Data

6
BUSINESS-TO-BUSINESS DIRECT MARKETING
  • Salesperson Costs High (300/Call)
  • Volume Uncertainty in Customers
  • Direct, but Remote Customer Contact

7
ACCOUNTS RANKED BY SALES

SALES
ACCOUNTS
8
NEW TECHNOLOGIES
  • EDI/EDT Electronic Data Interchange/Electronic
    Data Transfer
  • Videoconferencing
  • Kiosk Selling
  • Virtual Store
  • World-Wide Telephone Monitoring

9
Engineering Management 451
Advanced Marketing Management
Next Lecture Sales Force Decisions
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