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Direct Marketing, 2008.
Evaluates strategies for direct marketing.
2,970 words (approx. 11.9 pages), 12 sources, APA, $ 87.95
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Abstract
This paper examines the ways that direct marketing can provide the operational framework through which direct relations with customers may be built and maintained. The paper stresses that, because the investments required to launch a direct marketing campaign are quite high, management has to evaluate rigorously the profitability of launching direct marketing campaigns. The paper then underscores the importance of the market research through all stages of the functional value chain. The paper then points out methods of evaluating direct marketing programs such as calculating the return on investment (ROI). The paper presents Dell, Inc. and Amazon.com as examples of direct marketing programs.
From the Paper
"A widely practiced strategy in launching this type of marketing program is to do a test run initially. Data collected from the test run will provide an indication of the level of response to be expected if the direct marketing campaign is launched. If the level of response is judged to be too low, then the management has to revise its procedures of selecting the right consumer segment. Because the costs of implementing direct marketing programs are high and because direct marketing programs usually generate a very low percentage of response, it is critical that the right consumer segment be selected."
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Direct Marketing Campaign, 2003.
An examination of what a direct marketing campaign is and how it is implemented in practice.
1,985 words (approx. 7.9 pages), 4 sources, APA, $ 63.95
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Abstract
Direct marketing involves communication by a marketer to a prospect, without an intermediary, via a medium that supports some degree of interaction. This paper explains how this concept has largely merged with the idea of database marketing, which involves the establishment and maintenance of quantities of data about prospects and customers, and is exploited in order to enhance the probability of making a sale to each of them. It explains how direct marketing is intrusive, both in relation to the privacy of personal behaviour and the privacy of personal data. The degree of sensitivity varies greatly, depending on the person, the data, and the context.
Table of Contents
Introduction
Definition of Direct Marketing
The Campaign Process
Campaign Plans
Setting the Campaign Objectives
Campaign Strategy
The Campaign Implementation
Conclusion
From the Paper
"Marketing communications are indirect, where marketer-prospect interactions are inhibited. This may be because the communication channel is one-way, as in the use of broadcasting media such as television, radio, newspapers and billboards. Alternatively, it may be because of the interposition of an intermediary of some kind that does not have a principal-agent relationship with the marketer, e.g. a shop assistant in a retail department store."
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Direct Marketing, 2007.
This paper compares the the use of the Internet email versus snail mail in direct marketing.
3,640 words (approx. 14.6 pages), 20 sources, APA, $ 101.95
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Abstract
This paper relates that, although a number of marketers believe that email direct marketing campaigns are preferable to the use of snail mail, other critics suggest that snail mail marketing has a better return on investment (ROI) in terms of customer response and perceived legitimacy of the marketing process. The author points out that adventurous and technology sophisticated marketing methods, such as video and mobile marketing and the ability to organize and keep track of customer marketing responses, are advantages of the computer and the Internet. This paper concludes that email direct marketing should be used to keep in touch with clients and prospects who the marketer already knows; however, for unknown people, snail mail is more appropriate. The paper includes many quotations.
Table of Contents:
Introduction and Overview
Research Objectives
Importance of Topic
A Comparison between Email and Snail Mail
Snail Mail: Pros and Cons
Demographics
Summation and Assessment
From the Paper
"The subject of direct marketing in the age of the Internet has assumed a predominant position in discussions of business advancement and marketing development. The advent of email as a means of advertising and marketing has challenged many traditional modes and means of marketing and has created new avenues for the advancement in the direct marketing field. At the same time, email marketing is also subject to various problems which, when studied in context, affect the future of marketing in general. One of these aspects, namely spam mail, will be discussed in more detail below."
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Direct Marketing.
This paper proposes a direct marketing campaign for the Maytag Corporation, marketing home appliances under household the brand names Maytag, Jenn-Air, Amana, Magic Chef, Hoover, and Jade.
950 words (approx. 3.8 pages), 5 sources, APA, $ 33.95
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Abstract
This paper explains that, although Maytag is one of America's "Most Admired Companies," the company has been weathering some rough times, largely due to a fiercely competitive, mature market, and is now undergoing major restructuring. The author points out that Maytag may be losing an opportunity to build an ongoing relationship with its existing and prospective customers because, instead of using an umbrella direct marketing campaign to communicate the benefits of all the Maytag-owned brands, each brand is conducting its own campaigns. The paper relates the benefits of umbrella direct marketing; it (1) helps establish the link between its brands, (2) leverages Maytag long standing equity for the reliability and dependability of its products, (3) supports, not contradicts, the individual brands' positioning in conventional media, (4) procures a higher share of the customer wallet or home by cross-selling its various product offerings, and (5) entices customers into wanting to purchase products that "make their lives easier" before existing appliances wear out.
From the Paper
"The Maytag Direct Marketing effort would naturally have to start with building and profiling a data base of its existing and prospective customers. While the latter could be done through buying ready data bases that match Maytag's customer profiles, a good starting point for the former may be Maytag Stores and other retail outlets. The Maytag Stores especially would be an ideal source since they act as an innovation showcase for the company; are independently owned and operated; and offer a "try before you buy" approach. The incentive for customers to opt-in for Maytag's mailings could be a monthly newsletter on "Making Life Easier at Home." Not only will such a newsletter be in line with Maytag's overall business strategy, it is likely to be of high interest to all home owners and makers since they are constantly on the look out for tips on how to create an efficient and pleasant home environment."
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Direct Mail Marketing, 2005.
This paper discusses the use of a direct mailing marketing strategy in the telecommunications industry.
975 words (approx. 3.9 pages), 2 sources, MLA, $ 34.95
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Abstract
This paper explains that direct mail is a marketing approach in which potential prospects included on a list of names and addresses are sent information about a company or product; it is a controversial means of generating prospects but has been used effectively for years. The author points out that the telecommunications industry has typically used lists more oriented toward volume than quality, which is appropriate because telecommunications companies need a large volume of customers to impact their financial results. The paper concludes that the telecommunication companies have become very sophisticated in using direct mail such as enclosing a check, which could be credited against future billings, to motivate consumers to switch long distance carriers.
From the Paper
"The cost of direct mail is high compared to other means of marketing. In addition to the cost of producing a letter, brochure or other material, the major cost of direct mail is postage. According to the United States Postal Service (USPS) web site, the cost can range from $.37 per item to $.12 per item. The discounted rate can be used if the sender is willing to perform some of the tasks the USPS performs, such as bar-coding and sorting. An annual fee is also required. There are also minimum amounts of pieces in order to qualify. However, the disadvantages of bulk mail (no correction of incorrect addresses, slow delivery, extra labor, lower response rate by recipients) can sometimes outweigh the savings."
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Marketing, 2002.
A discussion on the methods used in direct marketing campaigns.
1,617 words (approx. 6.5 pages), 6 sources, MLA, $ 52.95
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Abstract
This paper describes the benefits of direct marketing. Direct marketing includes six different methods, and the paper explains what each one is: direct selling; direct mail ads; direct mail catalogs; telemarketing; direct response ads and interactive electronic media. The paper includes actual examples of each of these methods. The writer believes that in today?s marketplace, direct marketing is a highly effective means of getting ad messages direct to the customer or prospect to produce some type of immediate action.
From the Paper
"Different companies organize their direct selling campaigns in different ways. For example, a company may operate on a one-to-one basis, in which a salesperson gives a personal sales pitch to a potential client, or it may operate on a part plan basis, in which products or services are demonstrated to a group of prospective customers by a salesperson.
Many companies find network marketing or multilevel marketing to be beneficial to their business."
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Marketing Strategy: Automobile Association (AA-U.K.), 2005.
This paper describes a direct marketing strategy for the Automobile Association (AA) of the U.K. entitled 'Just AASK'.
3,905 words (approx. 15.6 pages), 9 sources, APA, $ 106.95
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Abstract
This paper explains that, because the main product line of the Automobile Association (AA) of the U.K. has reached the maturity phase of the product life-cycle; a new advertising strategy, 'Just AASK', incorporating AA's entire umbrella of business products and services, allows the company to communicate a single streamlined message that addresses both new and existing customer concerns and creates new opportunities for cross sales from the core business. The author points out that the AA has a database including every customer who has ever inquired or purchased a product or service from the company, which can be analyzed to develop potential new markets, target groups and new products and to evaluate models for the 'Just AASK' campaign. The paper relates that the key of the 'Just AASK' agenda is to establish a direct marketing communications program that will increase revenue by increasing sales from existing customers; the acquisition strategy of choice for new customers will be a combination of 'Buzz Marketing' and 'Word-of-Mouth' advertising.
Table of Contents
Introduction
Communication and Customer Service
4 P's Approach
Database Strategy
Direct Marketing Communication Program for Existing Customers
Motor Section
Travel Section
Financial Services
Acquisition Strategy for New Customers
Motor Section and Travel Section
Financial Services
Conclusion
From the Paper
"The majority of all business success revolves around attracting and retaining customers. "It is well recognized that a key issue in gaining brand awareness, trial, and subsequent loyalty is to reflect deep-seated values in advertising and augmented product offerings. When marketers address consumer values, target consumers sense that the product's purpose is to benefit their individual lives." The company will therefore seek to take advantage of its valuable customer databases by first enhancing this wealth of information and then creating new strategies for direct marketing communications with existing customers. The new marketing approach will also create viable means for acquiring new customers."
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Marketing Guinness, 2005.
A proposal for a relationship and direct marketing strategy for Guinness stout beer in the U.K.
3,089 words (approx. 12.4 pages), 5 sources, MLA, $ 90.95
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Abstract
This paper examines how Guinness enjoys a kind of monopoly in the 'stout beer' segment in the U.K. market and how it stands at the 5th position in the overall beer sales. It proposes relationship, direct and database marketing for the U.K. including market analysis, customer analysis, communications plan and budgeting.
Outline
Introduction
Situational Analysis
Customer Analysis
SWOT Analysis
Objectives
Segmentation
Targeting
Positioning and Creative Strategy
Database Strategy
Communications Plan
Communication Objectives
Relationship & Direct Marketing
Advertising
Sponsorships
Time Plan
Budgeting
Conclusion
References
Appendix
From the Paper
"Guinness has a distinct positioning due to its product characteristics such as dark color; creamy head and the unique two-step pour process. It is seen as a premium beer and is positioned in the specific 'stout' category with to be drunk only on certain occasions. A major change in the positioning is not required, however we suggest a minor drift towards the wider beer category, which can be had on a regular basis. And also its association with occasions such as the St. Patrick's Day, Sports matches, Christmas etc. should be maintained which the company can capitalize."
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Managing Marketing Communications, 2004.
This paper discusses the management of marketing communications: advertising, sales promotion, public relations, and direct marketing.
3,490 words (approx. 14.0 pages), 17 sources, MLA, $ 98.95
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Abstract
This paper explains that the key elements to the success of a marketing, sales, or public relations campaign are the abilities to target audiences and to respond effectively to consumers' ever-changing wants, needs, and desires. The author points out that traditional large-budget mass advertising and marketing campaigns are no longer considered the most effective mechanisms for moving products and services; rather, more focused campaigns, which take into consideration target markets and consumer objectives and preferences, are necessary. The paper stresses that most effective marketing plans and campaigns serve as tools to help move consumers into a manufacturer or retailer?s corner and to keep them buying into a particular market share.
Table of Contents
Introduction
Sales Campaigns
Public Relations
Marketing
Advertising
Conclusion
From the Paper
"More than 36 percent of public relations professionals claim that finding strategic direction is difficult. Most public relations campaigns fail due to lack of appropriate insider knowledge regarding industry and business issues and a lack of ability to communicate among professionals and consumers. An effect PR campaign is destined to fail if the individuals promoting it have not aligned their goals with those of the corporation they are representing; at the same time, PR professionals have a duty to understand the industry in which they are working. Without adequately understanding the market they are promoting, PR professionals can?t hope to design campaigns that instill confidence in consumers."
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Market Segmentation, 2003.
A look at the use of market segmentation in direct and conventional marketing.
1,150 words (approx. 4.6 pages), 5 sources, MLA, $ 39.95
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Abstract
This paper defines market segmentation and compares and contrasts how market segmentation is used in both direct and conventional marketing. It looks at market segmentation as an integral part of marketing\ and the importance of demographics in marketing a product.
From the Paper
" Market segmentation is an integral part of marketing and nearly all marketers engage in segmentation even though they may not be aware they are doing so. Market segmentation makes its ..."
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Ethics of Marketing to Children, 2004.
This paper outlines research to determine the ethics of marketing to children and to identify boundaries within which organizations should maintain their marketing efforts
1,860 words (approx. 7.4 pages), 9 sources, APA, $ 59.95
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Abstract
This paper explains that, regardless of who holds responsibility for the behavior of the nation?s children, direct marketing to children, online or through traditional techniques, is developing a new profitable channel for business sales. The author points out that direct marketing to children expanded to schools through the entry of vending machines and corporate-sponsored products and events. The paper outlines two research approaches: a review of current regulatory policy to identity specific guidelines and a qualitative survey of teachers to collect their perceptions of current marketing practices.
Table of Contents
Introduction
Purpose of This Study
Literature Review
Research Methodology
Ethical Considerations
Timeline
From the Paper
"The economic value of marketing to children extends beyond the amount of money in their collective pocket at any one time. Children are determining their own personal spending patterns, and developing brand identity which could influence a lifetime of buying habits. For this second reason, children are profitable targets of business marketing dollars. When a child established their own purchasing habits, businesses can have a customer for the rest of the child?s life."
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Marketing: An Overview, 2002.
This paper is an expanded overview of marketing, dealing with the concepts, strategies and models of contemporary marketing.
2,642 words (approx. 10.6 pages), 11 sources, APA, $ 79.95
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Abstract
The paper shows that marketing is a primary function in business and involves a company trying to sell its product through manipulating four stages: planning, pricing, promoting and distributing. The paper discusses how models and strategies, such as the brand-switching model, the distribution model, action strategy and direct marketing campaigns, have been designed to help marketers make difficult decisions. These strategies and models, however, are not used with business professionals known as visionaries. The paper explores how visionaries think outside of models and strategies to find a better way to deliver higher profits. Strategies and models (as well as marketing agents and visionaries) aside, marketing is changing and those involved must continue to evolve.
From the Paper
"This is the basic idea of Carnegie (if we were to adapt his theory into marketing practice). Carnegie has a commonsense approach and believes that giving people what they want is the objective. Carnegie (1980) mentions that he likes strawberries and cream, but when he goes fishing, he notices the fish likes worms. So he says, ? . . . I didn?t think about what I wanted. I thought about what they wanted. I dangled a worm or grasshopper in front of the fish and said: ?Wouldn?t you like to have that??? (p.61)
Although some of these ideas may seem simple enough, they are not solely what guides marketing professionals. Some marketers have to rely on theory or management science. Donnelly, Gibson, and Ivancevich (1981) say, ?Management science has contributed models for dealing with difficult marketing decisions? (p.375)."
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Marketing Communications, 2005.
This paper discusses Countrywide Home Loans' marketing communications.
2,920 words (approx. 11.7 pages), 14 sources, MLA, $ 86.95
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Abstract
This paper explains that Integrated Marketing Concepts (IMC), which Countrywide Home Loans uses in its e-marketing strategy, encompasses the use of tools like advertising, public relations and direct marketing in different types of media. The author points out that, because the business of financing a home and other property is greatly service oriented, it is of utmost importance that the Countrywide name symbolize integrity. This paper concludes that Countrywide's use of marketing is a means of customer manipulation but this manipulation is well presented in the company's marketing communications, which illustrate the company's best attributes.
Table of Contents
Introduction
Marketing
Marketing Approach
Strategy
Brand Identity
Leadership Placement
Understanding the Customer and Loyalty
Conclusion
From the Paper
"With powerful leadership in place as a foundation, an organization can move forward with its strategies for market share and competitive uniqueness. Part of this starts with knowing the customer and their needs. As discussed earlier on, this marketing technique can sometimes be overstressed causing a strategy to lose its purpose. However, I believe that for a company like Countrywide to move forward with momentum, the company must go straight to the source of their livelihood. In this way, management can be begun to formulate understanding what aspects of the existing strategy do not add value for the customer's experience."
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Culture and International Marketing Strategies, 2004.
An exploration of the role of culture in the formulation of international marketing strategies.
2,881 words (approx. 11.5 pages), 24 sources, MLA, $ 85.95
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Abstract
This paper examines how, as increasing numbers of businesses look to expand and develop their consumer and market base through the internationalisation of their operations, managers are recognising the importance of effective international marketing to counter the increased levels of uncertainty and complexity. It focuses specifically on the role of culture in the formulation of international marketing strategies, using a number of examples to highlight the points raised. Firstly, international marketing strategies are considered in more detail, followed by an exploration of the concept of culture and its influence on international marketing strategies.
Outline
Introduction
What are International Marketing Strategies?
Understanding Culture
The Role of Culture in International Marketing Strategy Formulation
Hofstede?s Five Dimensions
Hall and Hall?s High-Low Context
Direct Influence on Marketing Mix
Product
Price
Place
Promotion
Importance of Ethics
Critiquing the Role of Culture
Conclusions
References
Appendix 1
From the Paper
"Since value judgements vary between and within cultures, perceptions of what constitutes acceptable behaviour also differ: for example a gift in one country may be considered a bribe in another (Cateora and Ghauri, 2000; Doole and Lowe, 2001). Kotabe and Helsen (2004 p.171) highlight the significance of this for international marketers who ?must understand and respect cultural subtleties, whilst finding the limits of ethical behaviour?; since a company?s ethical stance may affect its ability to do business in some countries. For example, Motorola?s lengthy ?Code of Business Conduct?, sets out standards for accepted behaviour throughout the organisation (see www.motorola.com). They recognise the ?ethical legitimacy? of gift-giving in Japan, but decline to ?participate in the practice? (Hamilton and Knouse, 2001 p.87). This allows the company to show respect for Japanese culture, whilst maintaining its own corporate values. Similarly, consideration should be given to product usage and production processes, which may not be appropriate in certain cultures or environments."
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Relationship Marketing, 2007.
This paper discusses relationship marketing and the customer factor.
2,753 words (approx. 11.0 pages), 16 sources, APA, $ 82.95
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Abstract
In this article, the writer discusses that relationship marketing (RM) is an innovative new approach to marketing that, while having certain developmental relationships with older marketing disciplines, such as direct marketing, takes a long-term view of customer management. The writer notes that marketing in today's highly fractured media environment, where gaining access to audiences takes a far more selective effort than in the past, requires ever more attention and even vestment in customer products and services. The writer points out that RM strategies have been around since the dawn of organized business and companies have historically attempted to please customers in one respect or another. The writer concludes that for any competitor, integrating its customers' needs into its own scheduling and forecasting system for demand is the only way to effectively manage growth and such integration must be managed through the oversight of an effective RM strategy.
Outline:
Introduction
Overview
A Retail Banking Model
CRM in e-Commerce Applications
New Paradigms
Software Applications
Overview
The Big Picture
Conclusion
From the Paper
"RM strategies have been around since the dawn of organized bartering and companies have historically attempted to please customers in one respect or another. Often an organization's RM strategy is nothing more than a business owner's attempt to build a relationship with the organization's customers and this aspect still rests with executive leadership today. However, in the current environment RM has been appropriated by IT applications and products designed to automate RM efforts. Companies are rushing to automate and better manage all the ways they have traditionally dealt with customers, including people who might not be considered customers yet, as well as develop completely new concepts in managing the customer from a service perspective. RM applications incorporate the business functions of marketing materials, developing and maintaining customer histories, and coordinating a company's multi-faceted approach to interactions with customers. One cautionary tale among the recent deluge of CRM applications in the e-business environment is that the field is still in development and integration is an overriding concern. The technology meant to facilitate this degree of integration across an organization's business processes, systems, and networks is being approached from various angles and this in itself is making integration all the more difficult."
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