Direct Marketing Essay Example | Topics and Well Written Essays - 2000 words

Direct Marketing - Essay ExampleIt is a placement of interactive merchandise which is aimed at maintaining and building long term relationships with customers through the harvestings and services offerings (Koekemoer & Bird, 2004, p.332). On the other(a) hand, mass marketing aims to target the total market without emphasising on specific market segments. In much(prenominal) a case, the marketer believes that the entire market would be satisfied through the wholeness product offering. The product is offered in the market with minimum or completely no variation in the marketing. It includes a private price, one single promotional campaign targeting the entire market and also a single manner of distribution (Strydom, 2001, p.61). This is a relatively less costly affair which includes only a single hackneyed package using one promotional message. Some of the common differences between the devil are discussed as follows. The traditional advantages associated with mass marketing are that the production costs the Great Compromiser low beca practice of a single production run for a product which is homogeneous in nature. The advertising cost also remains low because of the launch of a single campaign. It also does not require extensive market interrogation which is why the cost associated with market research also remains low (Strydom, 2001, p.62). ... It is verbalise that the strategies for direct marketing must be in alignment and should be guided by the marketing strategy of the constitution on the whole. It shows the way in which the customers can be reached on a one to one basis. This includes determine the product strategies, setting the price and arranging for the distribution. The L. L. Bean Inc. targets the outdoor apparel niche by the use of catalogue marketing. Many companies have used direct marketing to communicate with the target market. For example, Dell Inc. employs gross revenue contact directly with the business customers, internet sale s and telephone sales (Cravens, 2009, 377). Dell Inc. is also state to be using the internet for providing customers with the necessary information prior to taking an order over the telephone. The followers paragraph discusses some of the common features of both forms of marketing. In term of the costs involved, direct marketing is said to be less costly as compared to mass marketing because it targets less number of people and is cautiously aimed at a selected few. It would be more applicable for businesses which have a small or spiritualist target market and which has string prospects. For example, the TV home shopping channels, like Home Shopping cyberspace is one the modes of direct marketing (Kennedy, 2006, p.3). In other words, direct marketing involves an one to one customer relationship on the basis of personalized communications (Stone & Jacobs, 2007, p.10). Another basic difference between the two is that direct marketing has a greater conversion rate than mass marketing . It is likely to be surer of converting the commencement ceremony person it targets before moving to its next target. Also,