Direct and Internet Marketing Research Paper Example | Topics and Well Written Essays - 3000 words

pass and net profit Marketing - Research Paper ExampleFrom appearing first in 1952 in annual newspaper publisher of GE (Annual Report, New York General Electric Comp some(prenominal), 1952) selling concept has acquired the most important aspect for any physical composition. An organization that has a market orientation focuses its efforts on. The ever changing situation of the market i.e. of buyers, suppliers, customers, employees or scientific could change the equilibrium of any organization. Organizations normally adjust to these changes by changing their overall all-round policies and strategies. The market-led address has three comp peerlessnts Consumer orientation, Competitor orientation and Inter-functional co-ordination (See Appendix). The result is todays Customers era, in which firms seek continuously to satisfy the proud expectations of customers. An important outgrowth of this focus on the customer is the recent attention placed on customers kind management (CRM), the process of identifying prospective buyers, understanding them intimately and developing favorable long term perceptions of the organization and its offering so that buyers will choose them in the market place (Srivastava, Shervani and Fahey, 1999). This process requires the involvement and dedication of managers and employees throughout the organization and a growing application of information, communication and Internet technology. Now reaching post buyers either, directly or indirectly is a prerequisite for successful marketing. To reach out to the customers organizations use various channels through which goods and services from the producer/providers flows to buyers either through intermediaries or without them. To communicate with customers, a political party can use one or more of five promotional alternatives advertising, personal selling, public relations, gross sales promotions and direct marketing. The first three alternatives are often use mass selling because t hey are apply with groups of location buyers. In contrast, personal selling uses customized interaction between a seller and a perspective buyer. Personal selling activities include prospect-to-face, telephone and interactive electronic communications. Direct marketing also uses messages customized for special customers. Direct marketing uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet (Economic impact U.S. Direct marketing today, New York Direct marketing Association, 1998). The communication can take many forms including face to face selling, direct mail, catalogs, telephone, oscillations, direct response advertising (on television and radio and in print), and online (Internet) marketing. It has an advantage of being customized to fulfill the needs to specific target markets. Messages can be developed and adopted quickly to facilitate one to one relationship with customers . Direct marketing have certain disadvantage First direct marketing requires a comprehensive and up to date data base with information about target market. develop and maintaining the database can be expensive and time consuming.