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Chp6: Nontraditional Retailing - Coggle Diagram
Chp6: Nontraditional Retailing
Roles of Web:
Provide information to customers
Demonstrate new product benefits
Enhance image
Reach geographically-dispersed customers
Generate sales
Database Retailing:
background
shopping interests
address
purchase behavior
name
Direct Marketing:
Definition
A form of advertising in which physical
marketing materials are provided to
consumers.
Direct marketing does not involve advertisements placed on the internet, on television or over the radio.
Advantages
Convenient to customers
Large geographic coverage
Reduced costs
Ability to pinpoint customer segments
Lower prices
Limitations
Products cannot be examined prior to
purchase
Industry reputation sometimes negative
Response rates to catalogs under 10%
Costs may be underestimated
Long lead time required
List of Media Selection:
Freestanding displays
Ads or programs in mass media
Printed catalogs
Banner ads or hot links on the Web
Video kiosks