Ch6 : Non Traditional Retailing
Database Retailing
Direct Marketing
List of Media Selection
Roles of Web
Definision
A form of advertising in which physical marketing material are provide to consumers
Advantage
Reduced costs
Lower prices
Large geographic coverage
Convenient to customers
Ability to supplement regular business
without additional outlets
Ability to eliminate sales tax for some
Ability to pinpoint customer segments
Limitation
Products cannot be examined prior to
purchase
Costs may be underestimated
Response rates to catalogs under 10%
Long lead time required
Industry reputation sometimes negative
Collection, storage, and usage of relevant
customer information
name
background
address
shopping interests
purchase behavior
Reach geographically-dispersed customers
Provide information to customers
Demonstrate new product benefits
Enhance image
Generate sales
Inserts with monthly credit card and other
bills (statement stuffers)
Video kiosks
Freestanding displays
Banner ads or hot links on the Web
Printed catalogs
Ads or programs in mass media