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Chapter 6 Web, Non Store-Based, and Other Forms of Nontraditional…
Chapter 6
Web, Non Store-Based, and Other Forms of Nontraditional Retailing
Direct Marketing
Definition:
A form of advertising in which physical marketing materials are provided to consumers.
Advantages:
Reduced costs
Lower prices
Large geographic coverage
Convenient to customers
Ability to pinpoint customer segments
Ability to eliminate sales tax for some
Ability to supplement regular business without additional outlets
Limitations:
Products cannot be examined priop to purchase
Costs may be understimated
Response rates to catalogs under 10%
Long lead time required
Industry reputation sometimes negative
Database Retailing
Name
Address
Background
Shopping interests
Purchase behavior
Media Selection
Printed catalogs
Inserts with monthly credit card and other bills(statement stuffers)
Freestanding displays
Ads or programs in mass media
Banner ads or hot link on the Web
Video kiosks
Role of the Web
Enhance image
Generate sales
Reach geographically-dispersed customers
Provide information
Demonstrate new product benefits