The document discusses direct marketing and its importance in today's business world. It covers various channels of direct marketing like direct mail, telemarketing, email marketing. It also discusses the planning process for direct marketing which involves idea generation, objective setting, implementation and measuring results. Industrial or business to business marketing is also discussed along with differences between industrial and consumer marketing. The role of different promotional tools like advertising, sales promotion, publicity and direct marketing for business markets is explained.

1. Changing face in Direct Marketing Rajiv P. Kumar (Buddhist) [email_address] HCTM-Kaithal

2. Directly to Consumers Call to Action Direct Marketing Send the message directly to consumers by involving commercial communication i.e. telemarketing, direct mail etc, Persuade customer for immediate purchasing or action against approach by the marketer

8. Market Planning, Implementation & control Idea Generation & Objective Setting Organizing & Implementation Measuring Result Diagnosing Result Taking Corrective Action Planning Implementing Controlling

9. Strategic Planning Process MKG Objectives & Goal External Environment Internal Environment Goal Formulation MKG Strategy Formulation Prrogramme Formulation Implementation Feedback & Control

10. Industrial Direct Marketing

20. How are Industrial Products / Services Classified? Classification into 3 Groups shown below.

28. ROLE OF PUBLICITY & PUBLIC RELATIONS (PR) Public Relations (PR) performs certain tasks to promote or protect a company’s image or its products. The tasks / functions performed by PR are: press relations, corporate communication, lobbying, and counseling. PR department deals with various categories of people like press, legislators, Govt. officials, public, employees, suppliers, customers, and hence it tends to neglect marketing objectives. Publicity or Marketing Public Relations (MPR) has more credibility and lower cost compared to advertising, MPR includes placing technical articles from the company’s technical persons in trade journals, business magazines, and / or news papers. MPR should be planned with advertising and should be given larger budget allocation

29. Retail Direct Marketing