The Impact Of Direct And Digital Marketing

The Impact Of Direct And Digital Marketing
This can take place by keeping the application understand the customer needs, making the interfaces
between the customer need in order to conclude an knowledge / wisdom through ability to learn and
adapt the requirement turning it into suitable , rational solutions .
By using "CRM" system we are going to learn about customer preferences as this is the stage at
which marketers should learn about consumer demographics, attitudes, and behaviors. Demographic
and attitudinal information may come in the form of e–mail communications to marketers, opinions
volunteered on bulletin boards or information gathered in surveys, questionnaires, or registration
processes. Behavioral information can be gathered from transaction records or "click–stream" ...
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As B2B marketers develop and launch AI programs, there are major challenges that they will face,
the final arbiter of whether AI will be successful is likely to be the bottom line, if the company is
driving more revenue because of its use.
As data detect that in order to be successful, marketers need to lead the change and present
opportunities for AI instruction and to deliver experience for their followers, to ensure implementing
it into their B2B technology to be is effective.
About Demand base, the leader in Account–Based Marketing (ABM), has been introducing ABM
solutions to the market since 2011. The company offers the only end–to–end ABM platform –
account identification, account–based advertising, B2B website personalization, account–based
marketing automation, sales insights and integrations into CRM so that ABM results are optimized
around sales activity.
To end the old dilemma of impact marketing activity on revenue, implementing AI will solve it
directly and in an easy way, this solution will let marketers connect campaigns directly to revenue.
The B2B Marketing Cloud is powered by huge amount of technology, which allows companies
personalize their digital marketing efforts to them. The drive nowadays pointing out that the demand
base is the only solution for survival and this let the high–growth companies such as Adobe, GE,
Salesforce.com,
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Elements Of Persuasive Communication
Elements in Persuasive Communication: As for the elements in a process of persuasive
communication according to Sumirat & Suryana (2014: 2.25), are: 1) Persuader Persuader is a
person and or group of people who convey a message with the aim to influence the opinions,
beliefs, and behavior of others, both verbally and non–verbally. 2) Persuadee Persuadee is the
person or group of people who are the destination of the message delivered / channeled by the
persuader/ communicator, both verbally and non–verbally. 3) Perception Persuadee's perception
about the persuader and the message he/she conveyed will determine the effectiveness of persuasive
communication. The perception in (Sumirat & Suryana, 2014) is a process of observed a person
derived ... Show more content on Helpwriting.net ...
The meaning of manipulation in the statement is not reducing or adding facts according to context,
but in the sense of utilizing the facts related to the motives of the target consumers, so that it will
follow the purpose of the message conveyed by the persuader to the target consumers. 5) Persuasive
Channel A channel is an intermediary when a persuadee redirects messages originating from the
original source for the ultimate purpose. Channels are used by persuaders to communicate with
various people, formally or informally, face to face communication or mediated communication.
However, in this study is focused on persuasive communication via telephone by the telemarketers.
6) Feedback and Effects According to Sastropoetro (in Sumirat & Suryana, 2014: 2.38) feedback is
an answer or reaction that comes from the persuadee. Feedback consists of internal feedback and
external feedback. Internal feedback is the communicator's reaction to the message he/she has
conveyed. While external feedback is a reaction that comes from the persuadee because the message
conveyed by the communicator does not understand or not in accordance with his wishes or

Database Paper
Whatis.com (2004) defines a database as "a collection of information that is organized so that it can
easily be accessed, managed, and updated." In my current job at Wellco Tank Trucks, Inc., we do
not use any type of databases in the daily operations of our business. My only job that involved
regular use of a database was at Chilcutt Direct Marketing (CDM) in Oklahoma City, Oklahoma.
From February 2003 to June 2004, I was an Account Executive of Brokerage at CDM. CDM is a
direct marketing company that manages and brokers customer mailing lists for companies across the
United States. The company uses an operating system called AS/400. AS/400 is setup with a
database included. The database is customizable to fit the specific needs ... Show more content on
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By searching through the database using the target customer information, I could narrow the field of
possible lists from 40,000 to less than fifty. From there, I would research each of the lists further to
find the best possible customer lists for Bass Pro Shops to send Christmas catalogs to. Each
employee at Chilcutt Direct Marketing spends an average of five hours per day actively using the
Marketing Information Network database. MIN definitely made our jobs at CDM easier but the
database would be much more beneficial to the company if a few changes were made. First, there
have been several updates released for the AS/400 operating system that CDM uses but they are still
using the original version. If they would update their operating system, they would find that the
program would be more user–friendly and would be much more dependable. The other
improvement that needs I suggest is in the consistency of functions within the database. For
example, if you are in the order entry screen, the F1 function key is the command for field exit, the
F4 key is for deleting and F5 updates the screen. In the order shipment screen, F1 is the command
for delete, F4 is update, and F5 is field exit. This makes it very difficult to use and very easy to
make mistakes. Over the years, other mailing list databases have come on the market to compete
with Marketing

Deontological Ethical Analysis of Direct-to-Consumer...
Deontological Ethical Analysis of Direct–to–Consumer Pharmaceutical Marketing
In Deontological ethics, morality of an action is based upon the particular action's adherence to
moral laws independent of their consequences (DeGeorge 62). Direct–to–consumer marketing of
pharmaceuticals has had heated debate with logical arguments from those for, and for those against
allowing such practices to exist. I do not believe the marketing of the prescription medication to be
solely unethical but more of as a shade of grey in–between ethical and unethical moral standards
dependent upon the actions of the individual pharmaceutical companies. Advertising to the general
public can be ethical if the medication truly benefits those in society ... Show more content on
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This false sense of security held by the public at large leads the masses to believe in the complete
truthfulness of drug advertisements which could and will lead many consumers to not do their
research on a medication before seeking it out to get it prescribed.
The other area of moral concern for many is in regards to the safety of the general public. The
question being; is it safe for public health to allow pharmaceuticals to advertise and push new drugs
directly to the public? The answer to this isn't clear, in May of 2011 the Congressional Budget
Office released its study; Potential Effects of a Ban on Direct–To–Consumer Advertising of New
Prescription Drugs. The study was inconclusive, it stated that a moratorium on direct–to–consumer
advertising could benefit public health by providing more time for possible safety problems with
some drugs to be uncovered, but could also harm public health by delaying the widespread adoption
of useful new drugs (Procon.org).
From an ethical standpoint this depends upon the company advertising the product. If they create a
medicine to help relieve a certain ailment, as long as they disclose the facts, dangers, and risks of
the drug, I believe that they are doing a public service because the advance in modern medicine can
help society as a whole, but if a company produces a

Mary Kay: The History And Profile Of Mary Kay
Profile of Mary Kay
Mary Kay was founded in 1963, it is located in Dallas, mainly engaged cosmetics. More than
200,000 employees, annual sales of over 300 million US dollars. General Manager Mary Kay Ash
was a late bloomer women entrepreneurs, management tips not only for her cosmetics company, and
for other types of company, she's honest, caring, trust, corporate values won wide recognition in
business.
Today, with 3.5 million Independent Beauty Consultants, Mary Kay offers more than 200 premium
products in more than 35 countries around the world. For more than 50 years, Mary Kay has helped
women discover products that they love: innovative skin care, irresistible makeup and unforgettable
fragrances. At the same time, the Mary Kay business ... Show more content on Helpwriting.net ...
Organizational structure
Mary Kay is a direct marketing cosmetics company founded by Mary Kay Ash in 1963. The
company relies on an active sales force of independent beauty consultants who are free to work as
much or as little as they would like. Consultants desiring to earn a more full–time salary are
encouraged to recruit, manage and support a sales team of new consultants. The company believes
that encouraging consultants to form their own sales teams, and rewarding them for sharing in each
other's success, builds a stronger sales force than one formed via more traditional management
approaches.
Sales Force
The Mary Kay Cosmetics sales force consists of a team of contractors called Independent Beauty
Consultants. Beauty consultants buy their inventory from the Mary Kay wholesale division and sell
it directly to customers at in–home parties and through personal websites. Similar to brick–and–
mortar stores, consultants keep the difference between what they sell their products for and what
they paid for them. In addition to sales profits, consultants earn commissions by recruiting and
supervising new consultants. Once a consultant's team consists of five consultants, she is eligible for
a promotion to sales director. Subsequent promotions for building a successful team include

Short Report
1a. Develop brief profiles for Richard's target market Since their beginning, Richard's Hobby and
Sports Store rely on customer relationship, fulfilling their wants and needs has been their goal, such
as after a few years in the market they have segmented their business into Hobby and Sports Goods.
The first step to understand their clients is segmenting and identifying customer's attributes such as
demographics, geographic, psychographics or behavioural, using as source of information: internal
(case study/intuitive) and secondary data researched on Australian Bureau of Statistics (ABS) and
marketing textbooks. Hobby Goods Customers Profile | DEMOGRAPHICS | | Age | 15 to 50+
(users and/or buyers) | Gender | Male and Female ... Show more content on Helpwriting.net ...
Narrowing bonds (emotional, social, lifetime value) with customers is the most effective way to
achieve the store marketing goal and increase his market share. Social and benefits programs such
as above reaches better visibility and perception from local and national customers, strengthening
the turnover of his business.
For a better illustration, check information bellow:
According to Nielsen's 2010 State of the Nation Report, an overwhelming 70 per cent of Australians
believed the state of their personal finances was positive; and 59 per cent (the highest score
globally) claimed the next 12 months was an excellent or good time to buy the things they want and
need.
According to the 2008–09 MPHS, 72% of Australian households had home internet access and 78%
of households had access to a computer. Between 1998 to 2008–09, household access to the internet
at home has more than quadrupled from 16% to 72%, while access to computers has increased from
44% to 78%.
According the Australian Bureau of Statistics, the number of people aged 15–64 years (working age
population) increased by 1.6% (or 237,700 persons) in the year ended 30 June 2010.
THERE ARE AN VAST NUMBER OF POTENTIAL BUYERS ONLINE IN AUSTRALIA
2a. The difference between a database and a mailing list At the time Richard developed his
catalogue sale, he collected a few informations about store's customers: title (Mr, Mss, Dr), name
and address; which could help him

Role Of Direct Marketing Strategy Of Goodwill
Direct Marketing
Direct marketing plays an important role in developing the IMC strategy of Goodwill Industries that
helps to raise awareness of customers as well as attract donation funds collection to the
organization. Goodwill has developed its direct marketing mainly through the direct mail campaign
and the website.
Direct Marketing to Clients
Known as direct mail campaign, Goodwill uses numerous direct mail postcards and the four–color
piece as well as ad brochures to send to its preferred customers to build store traffic in some areas.
Also, Goodwill creates a convenient website with informative and engaging data that helps client
easy access the organization's missions and key concepts. There is also a map on the main front
page for individual clients, who want to buy goods from the organization, to find their nearest local
Goodwill location. There is a link named "Donate and Shop", which provides some basic
instructions as well as the contact information for the shoppers to have further inquiry. Goodwill
also offers a separate website for customers to shop online through the auction format, where
customers can choose from a variety of used stuff such as clothing, books, electronics, musical
instruments or pet supplies. On the front page of this website, there are some pop–up promotions to
attract the shoppers' attention and notify them which promotions it is having.
For employees looking for a job, Goodwill has two separate pages called GoodProspects and

The Curious Incident of the dog in the Night-Time
The Curious Incident of the dog in the Night–Time
Traits: Determination, Analytical, Immature to Mature
In the novel, "The Curious Incident of the dog in the Night–Time" by Mark Haddon, the
protagonist, Christopher, is trying to solve some of the mysteries that surround his life in Swindon,
and get to his mother's place and back through a mature understanding of social integration. In
Swindon, some positive influences of mother in his past lead to some maturity and parts of his
analytical trait, but primarily, determination and immaturity direct Christopher's autism when
solving the mystery of 'who killed Wellington'. During the transition from Swindon to Mother's
house in London, Christopher's analytical trait is starting to be seen, and ... Show more content on
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When he goes into the store, it is very crowded. Immaturity directs his autism when he crouches on
the floor with his hands over his ears. Immaturity is directing his autism, and drawing away from
social integration because Christopher does not understand that because he is crouching down in the
middle of the store, he is blocking everyone else who is trying to shop. Furthermore, when
Christopher's mother tries to move him, Christopher starts to scream in the store, drawing bad
attention to himself, and drawing further away from his understanding of social integration. This
shows many immature decisions directing his autism because he is not yet able to control his autistic
traits, contrasting to in the end, when he is able to recognize his autistic traits, and control them with
his mature understanding of social integration. In addition, Christopher shows immaturity in his past
when he is able to recognize and reflect maturely on his immature acts that were directing his
autism. When Christopher recognizes his behavioural problems that he used to have, he is able to
reflect on the reasoning of his problems, and know that he has matured from his past. Determination
directs his autism when he gets cross with people if the furniture is moved. This is because he is
determined through his mother's positive influences to keep everything in a strict order, and

Direct Mail's Marketing Strategy
The competition in your industry is fierce and you need to continually find innovative new ways for
presenting promotional messages to your target market audience. Your marketing practices need to
serve a dual purpose of capturing the attention of that audience while also giving you a competitive
advantage that makes you stand out in the crowd in the process. One way to accomplish this goal is
by combining powerful marketing words with a direct mail campaign.
Direct mail campaigns provide you with several opportunities to make an entrance into a new
industry market segment or increase sales revenue with your current customer base. You do this by
creating postcards, newsletters, brochures, catalogs and other print material that contain a
promotional message and a call–to–action that prompts consumers to take further action with your
company. Each of these promotional pieces are available in different textures, sizes and style ...
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As consumers come in contact with your direct mail piece, an emotional connection forms with your
company. Seeing another advertisement for your company at a later point creates a mental
recognition of the direct mail piece arriving in the mailbox earlier. Now consumers have a valid
connection to your company and will take another look at the promotional message on that direct
mail piece.
That connection is one of the reasons you need to make a direct mail practices part of your content
marketing campaign. You can easily integrate elements of direct mail into the digital aspects of a
content marketing campaign. Create a personalized URL on a direct mail piece by including a QR
code that consumers can scan with their smartphone. Scanning that code takes consumers to a
website or landing page that you design specifically for the current content marketing

Direct Marketing Communication Plan for Market Solutions
Direct Marketing Communication Plan for Marketing Solutions
14. INFORMATION NEEDS
Target Markets
At the center of any effective marketing strategy is the ability to define what makes a service unique
and highly valuable to a given target market. When selling services, which are inherently intangible,
the need exists for creating value quickly and with many forms of tangible proof of expertise sold.
When selling information services the need to generate trust and a strong sense of value has to
preclude any long–term purchasing relationship (Laurence, 2001). Market Solutions needs to create
a foundation of trust with the following target markets if their information services business is going
to establish itself and thrive over time.
Trust must be the foundation of the company for it to succeed in the segments it has chosen. These
include automotive, banking, FMCG, food and beverages, hospitality services and
telecommunication services industries. Each of these industries has unique information challenges
or problems, yet all share a common interest in customer satisfaction analysis. The customer
satisfaction analysis service will be offered to all of these industries, in addition to Ad Tracking.
These two services are foundational for the successful operation of any business and will also serve
over time to create a system of record, or master data management (MDM) platform that will
illustrate each of these industries well. One of the most critical factors of success

Regulatory Changes in Direct-To-Consumer Marketing of...
Direct–to–consumer (DTC) marketing of pharmaceuticals has grown increasingly in the past
decade. The American public views prescription drug advertising for a wide range of medical
conditions, including high cholesterol, depression, allergies, and erectile dysfunction. The Federal
Food and Drug Administration (FDA) regulates the content of these advertisements. Critics also
have taken the position that the advertisements garner unearned trust from the public, are
misleading, and promote unnecessary use of prescription drugs for common problems associated
with aging. Proponents counter that DTC ads help eliminate stigmas associated with certain medical
conditions, give patients an active role in their health care management, and ... Show more content
on Helpwriting.net ...
The third and most common type is the "product claim ad," which mentions the product and its
indication and includes efficacy or safety claims." (Ventola, Toxic par 3). These types of ads proved
to be confusing and misleading for consumers. As Greene describes in "Hidden in Plain Sight",
"Over the course of the 1990s, resulting television and radio advertisements took on a surreal,
disconnected quality, exemplified by the division of marketing for Schering–Plough's nonsedating
antihistamine Claritin (loratidine): one set of advertisements praised promising new developments
in antiallergy remedies but did not mention Claritin, while others featured the pill and its logo and
promised "blue skies" without explaining what, in therapeutic terms, that might mean."The FDA
reacted to concerns over confusing DTC prescription drug ads by issuing final guidance in 1999,
which relaxed previous regulations and redefined "adequate provision" of risks and benefits to
include reference to a toll–free number or web site. (Greene, Hidden, par 34). The result of the
relaxed regulations was an explosion of DTC pharmaceutical advertising in broadcast media. DTC
rulings would be relaxed yet again in 2004, which saw the removal of the requirement to include
complete prescribing information, instead requiring only a "simplified brief summary." Ventola says
"this change allowed pharmaceutical companies to present

International Union And The European Parliament Adopted...
"A "directive" is a legislative act that sets out a goal that all EU countries must achieve. However, it
is up to the individual countries to decide how. This was the case with the working time directive,
which stipulates that too much overtime work is illegal." http://europa.eu/eu–law/decision–
making/legal–acts/index_en.htm
In Rochelle's case the European Union and the European Parliament adopted Directive 2012/507
(The Off–Premises Sales Contract Directive), Rochelle may seek to rely on Article 3 (subsection 1)
of Directive 2012/507 that 'member states shall ensure that customers have a period of 14 days to
withdraw from an off–premise sales contract and return unused purchased goods. Such consumers
have a right to a full refund of ... Show more content on Helpwriting.net ...
Direct applicability is the 'capacity of E.U. law to immediately form part of national law of Member
States without a need for any further implementation'.
Directives do not automatically form a part of English law, and therefore Rochelle needs to rely on
the doctrine of direct effect if she is to succeed with this Directive. Direct effect applies in principle,
to all binding EU law. Broadly the doctrine is 'provisions of binding EU law which are sufficiently
clear, precise, and unconditional to be justiciable can be invoked and relied on by individuals,
before national courts', however such definitions are disputed. (Page 180 – 181 EU LAW text cases
and materials 5th edition – Paul Craig)
Van Gend Loos established the doctrine of direct effect; this case involved two conflicting laws
between a Dutch customs law (national law) and Article 30 of the TFEU. The Government argued
that Article 30 conferred rights and obligations between states, and were not enforceable at the suit
of individuals i.e. the company Van Gend en Loos. In addition it was claimed that the treaty
provided enforcement procedures under Articles 258 and 259 of the TFEU. In Advocate General
Romer's opinion, Art.30 TFEU was 'too complex to be enforced by national courts'.
Notwithstanding this, the article was held directly effective by the Court of Justice, it was stated that
EU law 'imposes obligations upon individuals, but also confers on them legal rights'. The courts saw
the doctrine of

What Is An Ethical Issue For Or Against Direct-To-Consumer...
Assignment 4: Legal and Ethical Considerations in Marketing,
Product Safety, and Intellectual Property
1. Research three to five (3–5) ethical issues relating to marketing and advertising, intellectual
property, and regulation of product safety. Many people may not be able to fully process information
about the safety and risk about products. The organizations that attempt to make products that are
safe have a difficult time competing with those who provide unsafe products at cheaper prices. Just
how safe a product is can be difficult for any company to determine and is compounded by the cost
of making the products safe. Costs of manufacturing safe products extend to the total price of the
product and can the company economically. Pressures ... Show more content on Helpwriting.net ...
Analyze the manner in which PharmaCARE used U.S. law to protect its own intellectual property
and if John has any claim to being the true "inventor" of AD23. John was not the sole creator of
AD23 and, therefore, could not claim intellectual property rights. He was a part of a research team
that developed the new formulation of the drug as part of his job function and did not solely develop
AD23 on his own. Similarly, if an engineer creates things for a company, that business will own all
rights to all of it. AD23 was not a project that John was working on by himself and there were not
any agreements or contracts stating otherwise, thus, AD23 is the property of the organization.
PharmaCARE does not need to compensate for John's assistance with the development AD23.
However, they could compensate him by giving a percentage of the profit to him. His assistance
with the drug helped boost the drug's popularity and profit. John did receive a bonus and this could
be viewed as compensation for the work he did. There is no requirement under United States
intellectual property law that an employee should be compensated (Lobel, 2014). If the company is
looking for motivated staff, a compensation program could keep their pharmacists focused and

Marketing Analysis : Brand Equity
Define what is meant by "brand equity" and discuss what a company can do to maintain brand
equity
According to Kotler and Keller "brand equity" is defined as the additional worth enriched on items
and administrations. It might be reflected in the way customers think, feel, and act as for the brand,
and in addition in the costs, piece of the overall industry, and benefit the brand charges (Kotler &
Keller, 2012, p. 243, para. 5). Essentially "brand equity" is the strength of a brand which evolves
from its altruism and notoriety. Over time this equates to higher revenue from increased sales. In
order for a company to maintain brand equity they answer the question by redirecting their focus
toward answering the opposite ... Show more content on Helpwriting.net ...
Advertisers can strengthen brand value by consistently passing on the brand 's significance in
wording of what their product speaks to, its center advantages, the need it fulfills, and its
uniqueness.
Discuss the Product Life Cycle Concept and include the relative amounts of sales and profit during
each stage.
"The product life cycle applies biological knowledge to products. In nature, a seed is planted, begins
to sprout, becomes an adult then eventually withers away and dies. The product life cycle focuses on
introduction (seed), growth (sprout), maturity (tree) and decline (death) phases. Each phase has its
own marketing mix strategy and implications regarding product, price, distribution and promotion."
(Griffin, 2015). The product life cycle has four plainly characterized stages (Introduction, Growth,
Maturity and Decline), each with its own qualities that mean various things for businesses that are
attempting to deal with the life cycle of their specific items. The Introduction stage might be the
most costly for an organization introducing a new brand/item. The extent of the business sector for
the item is little, which implies sales are low, despite the fact that they will be expanding. Then
again, the expense of things like innovative work, customer testing, and the advertising expected to
introduce the

Do Gucci Catalogs Stack Up in Direct Marketing
Case 2: Do Gucci Catalogs Stack Up in Direct Marketing?
Catalogs, one type of direct mail merchandising, have been increasing in popularity as consumers
look toward convenience in their shopping. Catalog business has even been expanding on the
international horizon, Harris Catalog Library has offered 1,250 domestic and international catalogs
for patrons to order from. Catalog libraries can be found close to home in U.S. libraries, and as far
away as Japanese department stores. The Japanese have been especially fond of shopping by
catalog, since by ordering American products directly from catalogs, savings up to 30 or 40 percent
can be had over local retailers. Total U.S. catalog sales were $78.6 billion in 1997 and were
expected ... Show more content on Helpwriting.net ...
This game, therefore, not only benefits Gucci by stimulating readership
(due to the consumer's increased scrutiny of the catalog for lucky numbers); but serves as an
inducement for the customer to make a catalog purchase.
Unfortunately, while the marketing department feels that they have a winning strategy, top
management is not so sure. Before authorizing the implementation of this plan, top management
wants a marketing researcher to discover if the plan is a viable one. Based on the researcher's report,
management will decide whether or not to give marketing the green light.
References:
1) Gucci corporate spokesperson, catalog marketing department, personal interview, May 1998.
2) Gene G. Marcial, "Scuffed–up Gucci May Get a SBhuisnien,e"s s
Week (August 4, 1997): 65.
3) Ida Picker, "Brand RescuIen,s"t itutional Inves t(oArpril 1997):
25–6.
4) Faye Rice, "The Turnaround Champ of Haute CouFtourrteu,n" e
(November 24, 1997): 305–6.
5) "Gucci Resurfaces as Fast–Growing FTirhme, "W all Street
Journal (October 8, 1995): Col. 1, PA14(W), PA16(E).
Case 2 Questions
CHAPTER 1
1) Marketing research involves the identification, collection, analysis, and dissemination of
information. Explain how each of these phases of marketing research applies to Gucci's problem.
2) Is the problem facing Gucci a case of problem identification research or problem solution
research? Explain.

ICEDOT: Direct Marketing Analysis: Positioning Strategy
Direct Marketing Analysis
Positioning Strategy
ICEDOT Company facilitates the provision of identification and notification services in the case of
emergencies at the scene of an accident. The major services used require internet accessibility,
mobile applications, and short message technology. Quick identification of patients is facilitated,
which is needed to provide information. ICEDOT should be well positioned in the competitive
market in which it operates in, especially one that has a comparable offering. In developing a market
position strategy, various dimensions need to be put into consideration. The paper intends to talk
about the brand positioning, competitive positioning, competitive pricing, and product positioning
strategies that should be analyzed and implemented (Hitt, ... Show more content on Helpwriting.net
...
ICEDOT should position itself in the market as an affordable goods and service company. This
strategy may, however, result in decreased quality service delivery. Furthermore, the approach is
bound to enable consumer attractions a result of affordability aspects. c) High price strategy.
ICEDOT may choose to price the products and services it offers, more than the rest of the
competitors in the industry. Concerning the information from the course reading, this will be a
definite move to create a perceived value. Consumers in most cases, relate high priced products and
services to quality, and believe high priced products are more worth than the low priced
commodities. d) Distribution. This strategy will enable ICEDOT to sell the goods and services in
various places, which depicts some form of relationship with the quality. ICEDOT services can be
precisely delivered to individual markets and not to others. This will in turn give the company a
prestigious look from the consumers' perspectives (Hitt, 2008). This will make consumers believe
that their commodities and services are the top–of–the–line models and hence want to have them

Marketing Ethics : The Moral Values That Direct Marketing...
Abstract
Marketing ethics are the moral values that direct marketing choices and activities. These ethics try
to encourage honesty, fairness and accountability in all marketing advertisements. However,
marketing ethics is an especially tough issue because everyone has a different view on what is
considered right or wrong. There are certain ways a company can promote their products that come
across as unethical. Some of these unethical ways include: using misleading information and
deception, using puffery to hype up their products, using sexual content to gain consumer's
attention, and advertising to children. For organizations hoping to enhance the image of their brand
and continue to grow with clients, this sort of deceptive conduct can rapidly prompt disappointment.
Ethical Dilemmas in Marketing
Advertisers have a lot of opportunities to entice customers in the market these days. Today,
consumers are able to pick who they like and what they read. This creates new ethical challenges for
advertisers and brand marketers. Ethical marketing encourages honesty, fairness and accountability
in all marketing advertisements. However, there are many companies that use unethical advertising
because it can be effective, even though it is dishonest. These companies are able to use unethical
advertising to outsmart their rivals because some unethical marketing is not really against the law.
There is a number of common ethical dilemmas marketers' face when they participate in

Marketing Strategy Of Tesco Direct
After two years Tesco introduced their loyalty program with steady growth, Tesco moved to another
marketing strategy, which is Tesco Direct and Tesco.com. Tesco Direct is a platform to sell home
electrical, sports, beauty, toys, entertainment, books, etc. The positioning and message in the main
page of Tesco Direct (Figure 1.0) is very clear and significant. When viewer click into the
organisation's website, the first sight is fall on the homepage. Homepage can decide how truly the
viewers are engaging with your page. At the homepage site of Tesco, viewers can see different kind
of seasonal promotion items. This can grab the attention of viewers, to attract them to stay in their
site for longer time. If the homepage is interesting and informative enough, the viewers will visit the
website more frequently. Online loyalty will be formed if the viewer think that the website is worth
to pay a visit, it could be kind of habit. Then, three years after Tesco Direct, Tesco rolled out the
concept of Tesco.com – buy your groceries online with door step delivery service. Tesco has begun
the Tesco.com home delivery service in United Kingdom to offer the service of groceries home
delivery service by using the environmental friendly paper box instead of carrier bag and
convenience collection at store. This act was to response to the environmental protection, to take
part in green commitment and to reduce the usage of carrier bag because by expressing a positive
and go green image, it is

Data Protection and Customer Privacy
The media, trade bodies and academia has created a large buzz around the Data Protection and
customers' privacy in the recent years. The consequences of the issue raised are different legislation
policies, self–regulation, and general confusion. In order to be discussed, this controversial topic
should be looked at from two different perspectives: customers' one and direct marketers' one. From
customers' point of view, direct marketing is undoubtedly an invasion of their privacy. Consumers
feel intimidated by the direct marketing campaigns that 'fire' them with different types of unwanted
printed and online media daily. Further, many of them are being concerned about their personal
information being so easily available which makes them feel vulnerable. On the other side are direct
marketers who put a lot of effort in their attempts to engage the audience and build/maintain
relationships with them. Moreover, practitioners believe that they are targeting the best prospects
and best customers (rather than uninterested people) who are willing to buy the products offered and
are happy to receive up–to–date information about them. Thus, it has been assumed that marketers
see themselves as assistants who help people in choosing the best deals available whereas customers
feel like victims rather than catered for.
Customers' concerns about their privacy could be simply splitted up into two parts: unwanted direct
marketing approaches and privacy issues. 'Junk mail', 'Spam' emails,

Integrated Marketing Communications: Personal Selling and...
CHAPTER 14 INTEGRATED MARKETING COMMUNICATIONS: PERSONAL SELLING
AND DIRECT MARKETING MULTIPLE CHOICE QUESTIONS 1. __________________ is
quoted as saying that "everyone lives by selling something." a. Bill Gates b. Robert Louis Stevenson
c. Arthur Miller d. Henry Ford Answer: (b) Difficulty: (2) Page: 513 2. All of the following were
characterizations of salespeople brought about by Arthur Miller's Death of Salesman and Meredith
Wilson's The Music Man EXCEPT: a. loners. b. cigar–smoking. c. backslapping. d. conservative
Bible–thumpers. Answer: (d) Difficulty: (1) Page: 513 3. Modern salespeople build
__________________ by listening to ... Show more content on Helpwriting.net ...
a. territorial sales force b. product sales force c. customer sales force d. hybrid sales force Answer:
(c) Difficulty: (1) Page: 516 18. Which of the following sales force designs is designed around
customers in different industries, serving regular customers versus finding new ones, and for major
accounts versus regular accounts? a. territorial sales force b. product sales force c. customer sales
force d. hybrid sales force Answer: (c) Difficulty: (1) Page: 516 19. In determining sales force size,
when a company groups accounts into different size classes and then determines the number of
salespeople needed to call on them the desired number of times, it is called the: a. key–size
approach. b. workload approach. c. product–need approach. d. call–service approach. Answer: (b)
Difficulty: (3) Page: 517 20. Jeff Newman calls on about fifteen clients per day. He visits them in
their offices and demonstrates his product line by carrying samples. If servicing is needed, Jeff
contacts the home office for assistance. What would be the best description of the type of sales force
that Jeff belongs to? a. customer sales force b. inside sales force c. missionary sales force d. outside
or field sales force Answer: (d) Difficulty: (2) Page: 517 21.

Mary Kay case
Question # 1
Mary Kay products have been seen to sell in more than 35 markets expanding across 5 continents.
Mary Kay's sales force exceeds 2 million globally with potential markets such as the Indian and
Asia– Pacific areas that represent extensive growth opportunities. Mary Kay is focused on
expanding into the Indian Market, due to its large population and market size. With the large
population of middle class growing to a total of 500 million individuals will give Mary Kay the
opportunity to build their brand and attract this demographic of consumers. Amongst the population
that is averaging at 26 years of age consists of a growing number of women seen as highly
optimistic candidates who have contributed to an increase in consumption ... Show more content on
Helpwriting.net ...
Direct marketing is considered a channel form of advertising which enables businesses to
communicate straight to the customer. This strategy eliminates the middle man throughout the
distribution channel. The direct marketing messages are designed to accentuate focus on the
customer, data and accountability. Mary Kay business model is built completely around this
strategy. "The company's approach to direct selling employs the party plan, whereby independent
sales representatives host parties in a customer's home to demonstrate and sell products." (pg. 150)
Looking into the Indian market, Mary Kay can foresee potential into expansion. Mary Kay has the
ability to introduce their products to a large population and market size. By attracting this
population can increase employment in the country. Mary Kay has also been very successful in
China, which has a similar size in population and market size. If Mary Kay is able to replicate the
success in China there is huge potential for India based on the market size.
The advantages of direct marketing of cosmetics when taking a product offering concept is based on
the control of price, and the ability to convey your message. Mary Kay is able to demonstrate these
concepts to potential candidates by creating a way for employees to buy into a way of life. Part of
the product offering is to initially try the product so that employees look good and feel good when

Advantages And Disadvantages Of Direct Marketing
Direct Market is occurs when a customers is first exposed to a goods or service through a non–
personal medium. It comprises of a direct connections with targeted individual consumers that is
aimed at obtaining an immediate response and fostering lasting customer relationships. Direct
marketing can be in the form of telephone marketing, direct mail, catalogs, kiosks, internet, and
mobile marketing. These developments provides unique opportunities for marketers as well as
challenges hence firms have to be current and continuously updating their strategies to meet the
demand of consumers.
Advantages
Direct marketing is convenient for customers who are busy and values time. It enables customers to
avoid visiting the store, parking congestion, waiting in checkout lines. Value is added to consumers
through the convenient purchase process and reliable, quick ... Show more content on
Helpwriting.net ...
The emergence of new telecommunication technology have prompt the need for direct marketers to
respond to the changing needs and wants of consumers, lifestyle and competition and respond and
adopt to these changes quickly through the development of strategies. In doing this direct marketer
has encounter challenges.
It may be difficult to gain individual customers data, direct marketing is effective only when all
information about the individual customer is available. It may be difficult to obtain this data for the
data–based retailing system, as some consumers are unwilling to disclose personal information due
to illegal activities such as credit scamming and identity theft. Not being able to obtain adequate
information on customers purchasing patterns and socio–economic variables limits direct marketers
ability to tailor messages that creates a fit between the consumer profile and the messages and the
medium

Marketing Approach For Direct Marketing Essay
With the emergence in technology companies are going through dramatic transformations and are
now adopting a direct marketing approach. Direct marketing is the ability to connect directly with
targeted consumers on a one–to–one interactive basis. It has also created many benefits for buyers
and sellers. For buyers, direct marketing offers a wide selection of products that a store possibly
could not hold all of these items. Through technology customers can look at product descriptions,
images, customer feedback, and ratings before actually buying the product. This has created a
system for a consumer that is convenient, easy, and private. Since online marketing is the fastest–
growing form of direct marketing it has forced eBay to find success where they know they can win.
The internet has fundamentally changed customers' notions of convenience, speed, price, product
description, and services (495). For sellers, through direct marketing they can find out about
customer's needs, personalized products, and services to match their tastes (496). In turn, customers
can ask questions and volunteer feedback. It also offers sellers a low–cost, efficient, and speedy
alternative to broaden their markets regionally and globally. Finally ongoing adjustments to prices
and programs create greater flexibility within the company. In just this little period of time, direct
marketing has become the primary approach and constitutes a whole model for doing business.
Worldwide there are 2 billion

Conflict Management Case Study: Tupperware Brands
Final Research Paper:
Conflict Management
Submitted by:
Gomez, Trisha Marie A.
MD 11 – 0010
Submitted to:
Dr. Efren Laxamana
August 25, 2011
Company Profile: Tupperware Brands Philippines, Inc.
Tupperware Brands (TWB) Corporation is a global direct seller of innovative, premium products
across multiple brands and categories through an independent sales force. Product brands and
categories include design–centric preparation, storage and serving solutions for the kitchen and
home through the Tupperware brand and beauty and personal care products through its Avroy
Shlain, BeautiControl, Fuller, NaturCare, Nutrimetics, Nuvo and Swissgarde brands.
Tupperware was introduced in the Philippines in 1966 and has since become a household name,
changing the lives of ... Show more content on Helpwriting.net ...
There are many potential sources of conflict. Today's organizations are characterized by complex
relationships and a high degree of task interdependence, so friction can easily occur. Moreover, the
goals of the parties are often incompatible, especially when the parties compete for limited
resources (Weihrich & Koontz, 2005). This holds true for Tupperware Brands, as there is a high
degree of task interdependence between the departments comprising each division of the
corporation. Hence, friction can easily occur also, especially that each department has their own
goals to achieve that may or may not be in favour of the goals of the other departments.
It was mentioned that one major source of conflict is when the goal of the parties are incompatible,
especially when parties compete for limited resources but as for Tupperware Brands, the
departments do not compete for limited resources but they do pursue different goals in achieving
their division's goal of producing a functionally and aesthetically quality product at the lowest cost
as

In The Digital World, The Concept Of Direct Marketing...
In the digital world, the concept of direct marketing (especially direct mail) seems novel. Personally,
I love to receive direct marketing messages tailored to my interests such as Ulta Beauty emailing
product recommendations based off of my past purchases. According to the Direct Marketing
Association, "direct marketing produced $2.05 trillion in sales in 2012 – representing roughly 8.7%
of U.S. gross domestic product," (Kalb, 2015). While 8.7% doesn't seem like a large portion of the
GDP, "direct marketing–driven sales growth continued to outpace overall economic growth (7.1%
versus 5.1% for the year 2011)," (Koul, 2013). The DMA Factbook released the 2015 direct
marketing spending which proves the relevance of direct mail, ... Show more content on
Helpwriting.net ...
Based off of DMA Factbook, data several direct marketing channels telemarketing, online
advertisements, and direct mail scored well in the somewhat positive to extremely positive
consumer category. Compared to Facebook advertisements, television commercials and sponsored
LinkedIn posts that ranked as extremely negative to somewhat negative. This data shows that
consumers enjoy the direct marketing experience more that what they are receiving online or on
television.
In addition to personal marketing messages, direct marketing has various mediums to communicate
with target consumers.
A common misconception is that direct marketing is limited to just direct mail. However, direct
marketing simply means direct communication with consumers regardless of the medium used.
According to the DMA, there are several mediums used for business–to–business and business–to–
consumer direct marketing.
While e–mail is the leading medium, especially for B–to–B communications, direct mail is a close
second place for B–to–C communications. According to DMA, "the share of digital channels in the
marketing budget is expected to increase from 19% in 2011 to 21% in 2012. The star of the show is
mobile marketing, with an annual growth rate of more than 50%. Other digital channels, such as
social network marketing, search engine marketing and others will all increase by over 20%,"

Culture And Genre In American And Canadian Direct...
"Dear Friend" (?): Culture and Genre in American and Canadian Direct Marketing Letter
Md Rishad Zaman
001100341
Professor Neil Stubbs
Introduction to Academic Writing
Section WRIT 1000B
17 July 2013
In ""Dear Friend" (?): Culture and Genre in American and Canadian Direct Marketing Letter",
Roger Graves examines how English speaking Canadian people are different from Americans, and
how business communicators need to identify those differences to be successful in both countries.
Roger Graves uses warnings written on the cigarette packet to argue that Americans see only the
health factors when Canadians consider both health and moral issue.
Another difference Roger Graves states is that ... Show more content on Helpwriting.net ...
He mention that "Canadian seem to prefer more direct approach than Americans."(244).In his
research, American culture with less power distance using a friendly facades. As a result, business
letters in America starts with "Dear friend" (244). On the other hand Canadians prefer business
letters with a more formal tone which establishes more power distance. A Canadian focus is only on
the products and services, anything other than that is insincere.
Business letters in America use economics, nationalistic and patriotic sensibilities to sell their
products and services. In contrast, Canadians prefers to have facts, professionalism, and confidential
analysis of products and services, enhancing the credibility and trustworthiness of businesses.
Canadians view the extrinsic rewards in the products and services with suspicion suggesting that it
may not worth purchasing. He also observes that the US market is larger and more complex than the
Canadian market. US businesses include a brief explanation of them; whereas, Canadian businesses
assume customers to know who they are.
In the U.S. presidential campaign, Bill Clinton put the date and hand written sign to reduce the

distance with the general people by making it more personal. They want to believe that politicians
are more in touch with the general people by greeting "Dear Friend" in their letter as a polite
greeting from an equal. In Canada, "Dear

Thorpe Park Direct Marketing Strategy
Direct marketing Every person that visits the college usually gets asked to give their email so the
college can send you regular updates of what's taking place such as; open evenings and enrolment
that is coming up. Lesoco also have an online presence on social media sites like Twitter, Facebook,
YouTube, and Flickr, as they know their target market who are manly 16–18 year olds use sites like
that so it is a good way to communicate with them. Sponsorship LESOCO currently do not have any
sponsors however they try to encourage small external firms to work with the college as partners
according to Malcolm Karmy (Head of the business department) for example the college have
organised for people from external firms to come in and talk to the students ... Show more content
on Helpwriting.net ...
For example placing adverts during prime time on shows such as X Factor & Britain's Got Talent
THE PROMOTINAL MIX USED BY THORPE PARK Thorpe Park is a theme park located in
Chertsey surrey and is owned by a company called Merlin entertainments, and is the second largest
location based entertainments business in the world. The only company that is bigger than Merlin
Entertainments is Disney world. Advertising Thorpe Park advertises through, TV adverts, Radio,
Billboards and posters. TV adverts is the most expensive form of advertising ranging from between
£1,000,000 and £1,500,000 for your adverts to be shown around prime time so shows like Britain's
Got talent and X factor. When Thorpe Park teamed up with SAW which is now a famous ride at the
theme park they were lucky enough to be able to split costs because it was a contra deal. Both sides
benefitted from the deal, Thorpe park gained more customers because people who knew about the
film 'SAW' would have wanted to go out and try the ride at Thorpe and for people who did not know
about the film but had experienced the ride and overall atmosphere would have maybe been
interested about going to watch the

Nike Direct Marketing : Nike
Kristen Brink
Professor Wang
Final Assignment
November 11, 2014
Nike Direct Marketing Nike, Inc. has been the world's leading innovator and provider in athletic
footwear, apparel, equipment and accessories for 50 years. Their mission has been to bring
inspiration and innovation to every athlete in the world; if you have a body, you are an athlete.
Arguably one of the most innovative companies in the world, Nike has built its brand into an iconic
world–class powerhouse that continues to dominate the market with no signs of slowing up. Nike's
marketing and advertising have been breakthrough, aspirational, and legendary over the years,
featuring high–profile athletes and heroes. Direct Marketing is the use of many media channels to
communicate directly to the targeted customer. Nike sells its merchandise through retail stores and
other channels. The company offers its products to retail accounts, through Nike–owned retail stores
and Internet websites and through a mix of independent distributors and licensees, in virtually all
countries around the world. Nike benefits a consumer will receive for purchasing certain products.
Nike offers many things to their consumers. Nike participates in continuity selling. They try to keep
their consumers by offering many things while a person is making a purchase. Nike uses a price
skimming technique for some of their sneakers like the 'Air Max'. They set up the sneakers at a high
price only to lower the price as time goes by. New

Home Depot Direct Marketing Strategy
Direct Marketing Objectives
Reach 60% of target consumers located near Home Depot stores hosting how–to–clinics.
Reach 50% of target consumers in our rewards program through relevant e–mail marketing monthly.
Promote Home Depot exclusive brands to 45% of the target consumers who are in–store.
Hold a strong social media presence on Pinterest, Facebook, Twitter and YouTube. Communicate
consistent messages across all social media platforms to match direct marketing objectives. Our goal
is to receive 100% response rates on social media and to have interactive relationship with
consumers.
Direct Marketing Tactics
Direct mail invitations to target consumers within a 30–mile radius of Home Depot stores. E–mail
previous consumers in the ... Show more content on Helpwriting.net ...
Provide sales incentives to consumers willing to fill out surveys about their point–of–purchase sales
experience.
Influence consumers to join our rewards program to receive targeted product information and sales
incentives monthly.
Practice face–to–face marketing tactics during how–to–clinics promoting Home Depot exclusive
brands with samples, consultations, and discount pricing during the how–to events.
Sales Promotion Tactics
The predominant focus of our campaign is building off of the already existing how–to–clinics and
making the event an experience for our target consumers.
The how–to–clinics will feature a different project each week. In order to maintain relevance with
the target consumer we will take feedback and suggestions for projects. We will offer at least two or
three stations of how–to projects one of the projects targeted toward children. The focus of the how–
to–clinics will be to offer a fun activity for our target consumers, working mothers to participate in
with their families. For consumers participating in the how–to–clinics we will offer a 15% off same
day coupon to thank them for attending our

Case Study Of LG Shoppe
DIRECT MARKETING CHANNEL: LG Shoppe
An LG Shoppe is a premium showroom exclusively for LG products. For our study we had been to
Spectra Vision in Unit IV, Bhubaneswar which has an exclusive franchised LG store called 'LG
Shoppe'. Through the model of Direct Sales, the dealer (Direct Dealer) here, buys the goods directly
from the company and sells it directly to the end–users without any intermediaries.
OBJECTIVE:
The primary objective of LG Electronics of coming out with this concept of Shoppe is to
provide the company a new type of channel to communicate with its trade partners
give a better understanding of the current customer needs and help it come up with solutions for a
more effective marketing strategy.
create a platform to ... Show more content on Helpwriting.net ...
Currently there is an 'LG Buy and Fly Offer' which gives the customers who buy an LG product a
chance to win and watch ICC Cricket World Cup 2015 in Australia / New Zealand.
In the second kind of promotion, the expenses are borne by Spectra Vision itself. For example in
certain offer schemes, special discounts and gifts such as DVD players, Home Theaters, Pen Drives
are given along with the purchase of a high–end product during festive seasons. They come up with
advertisements in the regional language and local settings.
At their level, they usually don't follow ATL (Above the Line) promotion strategy much as it is
mostly handled by the Head Office.
They mostly follow BTL (Below the Line) promotional strategy. They feel, everyone follows ATL
strategies but BTL strategies are the ones that stand out. They go for club activities, mall activities
(Big Bazaar, Pantaloons), road shows, residental welfare activities etc. They go to those pockets in
the city where they know if they pitch or do a demo, customers will be willing to buy. This is
usually accompanied by discounts and freebies on

Creative Strategy in Direct and Interactive Marketing and...
http://www.lotsofessays.com/members/print.php?request=1696343[14/4/2552 18:50:15]
1.0 Executive Summary
An integrated marketing communications audit was performed on Dell Inc. The audit determined
that Dell Inc. had successfully moved away from the mass media approach to marketing through the
implementation of a direct marketing to the consumer strategy. The audit determined further that
Dell Inc. could improve its marketing effort by building on the successful direct marketing to
consumer program to develop and Integrated Marketing
Communications Plan. The elements of such a plan were recommended, and a plan for
implementing the recommendations was provided.
2.0 Company Description
Dell Inc. is the global market leader in ... Show more content on Helpwriting.net ...
The current marketing communications situation at Dell Inc. focuses heavily on the direct marketing
approach pioneered by the company in the PC market. The direct–sales model for computers applied
by Dell Inc. focuses on the elimination of intermediate elements of the marketing channel to allow
the Company to sell directly to end users. This approach has proved to be highly cost–effective for
Dell Inc.
Dell Inc. 's marketing strategy is based on a build–to–order concept that lowers inventories, lower
costs, and improves profits, while simultaneously boosting levels of customer satisfaction. Thus, the
centerpiece of Dell Inc. 's current marketing strategy is direct marketing to the enduser.
The direct marketing program at Dell Inc. relies heavily on precise targeting and the use of direct
mail advertising and email advertising. The direct marketing program at Dell
Inc. was among the first in the personal computer industry, and it has proved to be by far the most
successful.
The precise targeting that is the key to the success of the direct marketing program at Dell
Inc. is based on two types of information. The first type of information is drawn from the
Company 's own customer records. The Company has achieved significant success in the sale of
new models to the purchasers of its own earlier computer models.
Early in the 1990s, Dell Inc. extended its direct marketing program to Europe. The
Company 's direct marketing program in Europe was

Direct And Indirect Marketing Strategy : Spirt Airlines :...
Spirt Airlines Marketing Strategies
Since deregulation, the most influential driver of profit in the airline industry has been the control of
ticket distribution (Shaw, 2013). Spirit Airlines, the leading ultra–low–cost, no–frills carrier; the
worst all–around carrier charges for every ancillary product. Established under Airline
Segmentation, Spirit targets price sensitive, business–class, middle–class, students and solo travelers
within psychographics (Zigu, 2017). Consequently, this paper will discuss the carrier; ticket
distribution channels, pricing strategy, and product promotion.
Marketing Strategies
Direct and Indirect marketing channels
In fact, Spirit Airlines distribute tickets through both Direct and Indirect channels to exploit the
profits (Tnooz, 2011). With direct distribution, the airline directly distributes tickets conventionally
to the customers, using the internet as its primary disbursement channel. Whereas the indirect
channel involves selling through channel intermediaries like wholesalers and retailers.
Direct Channel
Firstly, Spirit's lowest–cost distribution channel and lowest fares are on WWW.Spirit.com;
predominantly, 78% of ticket sales came through this channel (Tnooz, 2011). Ordinarily, the
advantages of this channel eliminate; markups and commissions to intermediaries, foster customer
relationships, and prevents market leverage or play one airline off against another. Likewise, the
channel offers the carrier with full control on ticket

Promotion, Public Relations And Direct Marketing Essay
What is Promotion?
Promotion refers to an attempt to increase sales of a product through the use of various
communications. These include advertising, public relations, sponsorships, direct mail, in–store
displays, website banners and other activities that get your product in front of consumers. These
communications include direct and indirect sales messages. A direct sales message would include a
buy–one–get–one–free promotion, sale, rebate or coupon. An indirect attempt to increase sales
would include trying to increase brand awareness or preference through free samples, contests or
event sponsorships.
Customer Preference towards various Promotional Activities
During certain seasons or festivals promotional activities are helpful for marketers and they help in
increasing sales during a particular season. That we have already come across the different sales
promotion activities in previous blog post this write–up explains promotional activities from a
customer's point of view.
Promotion can be done through four popular ways they are advertising, sales promotion, public
relations and direct marketing. Advertising is the process of creating awareness in the minds of
people about availability of product and stimulating their desire to buy the same. It reaches a large,
geographically dispersed and it involves use of paid space or time; sales promotion refers to the
temporary efforts of the seller to improve sales. It is similar to advertising but the advertisement
changes

Digital And Direct Marketing : Topshop Case Study
DIGITAL AND DIRECT MARKETING. TOPSHOP CASE STUDY.
1. INTRODUCTION
Technology has changed almost every aspect of our lives. People, companies and institutions are
affected from this new way of accessing information called Internet. We just have to look around
and we will see how technology its after almost every operation nowadays. Because of the existence
and use of the internet, companies and consumers are developing new habits of interaction between
them. Companies need to take care of how they adapt to this habits, focusing in how they can offer
their product and how their products can be accessed by their consumers. That is why internet
marketing its the branch of marketing in which a high speed growth can be observed in this last
decade. Because of technology and internet, the world its very connected, and every slightest
change its noticed very rapidly, and at the same time customers are migrating their daily operations
online. This can be explained by few variables: time and space convenience, easy shopping and
comparison and information exchange.
As a result of all this, companies are trying to evolve and adapt their services and product to the
online field, migrating from a traditional marketing to a digital strategy. But the question is how
internet marketers fight all this shifts and changes of the internet. They must try to use the tools that
online field offers as webpages or social networks to succeed in

Direct Marketing Servicing Proposal
Proposal to Board of Directors
Direct Marketing Servicing
By Team 3
Mario Reyes– Network Architecture Senior Manager
Jason Kitchens– Software Architecture Senior Manager
Joshua Fox– Information Security & Assurance Senior Manager
Jeanine Phillips– Web Strategies Senior Manager
08 February 2013
Introduction to the Proposal's Purpose and Content
Direct Marketing Servicing Corporation is a medium–sized manufacturing company with 250
employees. It directly markets one product: unique coffee cup with a patented ball bearing sliding
mechanism. Nathan Jr. and a group of 10 other executives run the company.
Direct Marketing Servicing Corporation has received a large sum of money from a venture
capitalist. The venture ... Show more content on Helpwriting.net ...
We strive to live in the now and not the then.
Web Strategies
This company is in need of new ideas and more employees to venture capitalist of a 100% predicted
growth projection within the next five years in order to survive and compete in this productive and
competitive world, So being manager of this department , I will assure that the company will meet
all competitive objectives by marketing and promoting through advertisements on the Web, Blogs,
Articles and business directories and all through web strategy websites. In doing so this company
will promote
Leadership and Marketing
Membership and Meetings
Human Resources and Technology
This company 's standards will be honored by its Code of Ethics~
The Ethical Code will pertain to this company to provide the best possible services to its community

while working with any quantity of customers honestly and respectfully and reliably while serving
business which will honor and reflect this company 's standards and name.
Information Security and Assurance Department of the IT Systems Functional Area
By Joshua Fox
Member of Team 3
Part 1: Information Security and Assurance Department Composition (four components)
The IT Security code of ethics will be a strict working model of the department. The code of ethics
will be the teams guide to upholding to the strictest standards for the safety of each individual. By
having the power

Ing Direct (“Ing-D”) Case Study
ING DIRECT ("ING–D") Case Study
Course: Marketing Fundamentals
Submission Date: 17th November 2009
Executive Summary
ING–Direct (ING–D) is a marketing orientated bank that has launched into established markets in
the last decade using differentiation as a way to build competitive advantage.
This report splits into Section A, based on information provided by the 'ING Direct USA – Rebel
With A Cause' Case Study by IMD International, and Section B which critically assesses the ING–D
website.
Section A
The Nature of the ING–D's Value Proposition
Customer Value Proposition Creation
By engineering processes and products from the customer inwards, ING–D aimed to construct a
customer value proposition that offsets ... Show more content on Helpwriting.net ...
Previously these banks had core strategies of targeting specific markets. They focussed on their
main product offerings such as Checking Accounts, and on branch network service provision.
However, because ING–D's success many of the established banks implemented new competitor
target strategies in which they went head–to–head with ING–D and the other new entrants, internet
banks, which had been attracted into the direct market.
ING–D's competitors fall into two key groups;
Bricks & Mortar
The traditional banks such as Citibank & HSBC have principally eroded ING–D's unique selling

propositions through the availability of high interest savings accounts.
They had the advantage of building on existing relationships and offer the convenience of being a
one–stop–shop for customers. As holders of the primary checking relationship this has been a
credible market position which has resulted in savings balances switching from ING–D.
Internet
Internet competitors have operating models more like the "no frills" approach adopted by ING–D.
The main competitive threat has been around interest rates but they also attacked ING–D's brand
values and personality, such as the use of less formal marketing messages and communication
channels.
Impact
The result of these strategic changes has been a proliferation of 'me too' savings products from a
range of providers which have created price competition, choice and consumer

Bt Direct Marketing
1.0 Executive Summary
The proposals that we are going to depose are a planning of continuous action in order to confront
the challenges, which BT confronts. The most important factor is considered to be the fact that the
marketing environment changed rapidly after the deregulation of the telephone industry. Up to then
BT was operating as a monopoly, ignoring the competition and ways to face it.
Our intention is to achieve the already given targets and also prepare BT for an opening to new
horizons. In addition, in order to face the fast changing environment we have to introduce within the
companies activities like cross selling and e–marketing.
A new era is at about to start, where BT will become one of the leaders within the global ... Show
more content on Helpwriting.net ...
In such cases, most of the times, the pioneer proves to be less competitive than the followers.
The British telephone industry changes fast according to the way telephone services are offered. In
our days, were cross selling is in growth and it is a commodity the companies to be involved in
various activities, in order to secure their profitability, it is expected that even more companies will
try to enter the market by offering alternative services, coming especially from the sector of new
technology. It is thought that ¡¥the best defence is the attack¡¦. As certainly opportunities will be
given in the sectors of mobile phones and Internet services, BT will meet the challenge to enter. The
participation of the UK in European Union may lead to further evolution in the sector of
telecommunications within the Community. Moreover, it is expected that in the near future
alternative technologies will transform the way telecommunication services were offered till now.
For instance the future coming of Web phone may cause a complete change to the market.
3.2 SWOT Analysis
The following SWOT analysis captures the key strengths and weaknesses within the company and
describes the opportunities and threats BT faces. 3.2.1 Strengths
The following are accepted as the main strong points of BT¡¦s structure:
„X Access to respected amounts of capital, which will fund the

Marketing Techniques Of Direct Marketing Essay
Introduction
Direct marketing is the business of selling products or services directly to the public, e.g., by mail
order or telephone selling, rather than through retailers. Nowadays, with the increase in popularity
of social media and email usage, there has been a rise in direct marketing. Targeting customers
through their personal or business emails and emailing them newsletters, promotions and other
similar marketing techniques used on social media, are all leading examples of direct marketing. In
case of direct marketing, customer response should be calculable and it is often much easier to
measure responses from direct marketing than other marketing techniques. The business should be
able to determine how many customers took advantage of the promotions and how successful the
campaign was.
The most important features of direct marketing are:
Business requires a database of customers' names, with certain other related information such as
their contact number/address, demographic information, and purchase habits.
Marketing communications are targeted directly to this list of customers mostly by following
techniques of email, social media messaging and cell phone messaging.
Direct marketing initiate specific "call to action." For example, an advertisement may ask its user to
click on a link to a website.
A 2010 study by the Direct Marketing Association reports that in 2010, marketers –– commercial
and non–profit spent $153.3 billion on direct marketing, which

Direct Response Marketing Essay
Direct response marketing is a marketing effort aimed at driving immediate action from specific
action from the targeted audience. Such action could be an opt–in mail, calling to a provided phone
number, clicking a link or buy the suggested product. It differs from mass market which simply
reminds prospective customers of the existence of products and services for them to purchase. It
runs on the idea that the more times clients see a particular ad, the more they are likely to buy.
Direct response marketing on the other hand, targets a particular segment in the market and attempts
to move the clients to act immediately
Characteristics of direct response marketing.
Targets specific niche or audience; Direct response marketing looks for ... Show more content on
Helpwriting.net ...
The response steps provided are very easy to follow. For example, one could be asked to give their
phone number or email address in order to get an eBook. With that information, marketers can
contact the prospect beyond initial contact.
Soft sell tactics are employed. There is always valuable information that is passed to the client in
exchange for capturing the prospects details. The information offers a solution to the customer's
problem. In addition, there is an irresistible offer that comes with the action that the marketer needs
the prospect to take. Other follow–up strategies via other media such as email and social media are
added up. The client is asked to take action within a specified period of time.
.
Likely challenges encountered
The likelihood of achieving success from the marketing effort depends on the ability to get quality
leads. Thus there are several things that must be done right to achieve this. Here is a list of
challenges involved.
The marketers must target the right market segment. This segment must be willing and able to buy
the service that is being offered. Poor targeting ends up with prospects that are either not interested
or do not have the capability to pay for the service.
The offer must also be appealing to the clients. If the client does not see the urgency to act' now',
then the campaign loses its set goals.
The timing of direct response marketing efforts must be at a time when the clients are

The Impact Of Direct And Digital Marketing

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The Impact Of Direct And Digital Marketing