Lecture 12 Principles of marketing

Direct Marketing

Both a promotion mix element (targeted messages to individuals) and a marketing channel that removes intermediaries (disintermediation).

Direct Marketing Growth

Fastest-growing form of marketing on both promotion and distribution sides, especially online.

Customer Database

Collection of customer names, addresses, phone numbers, and emails used for personalised marketing.

Telephone Marketing

Using phone calls to reach consumers with offers, follow-ups, and customer service.

Direct Response Television

Infomercials and TV ads encouraging immediate purchase or inquiry.

Catalog Marketing

Printed or digital catalogs sent directly to customers.

Electronic/Digital/Mobile/Social Media Marketing

Online tools used for targeted promotions and immediate customer interaction.

Public Policy Issues

Concerns related to irritation, unfairness, deception, and fraud in direct/online marketing.

Irritation

Annoying or offending customers with excessive or intrusive marketing.

Unfairness

Taking advantage of impulsive, vulnerable, or less-sophisticated buyers.

Deception

Misleading consumers with false claims or exaggerated results.

Internet Fraud

Scams such as identity theft and financial fraud that exploit online users.

B2C (Business to Consumer)

Companies selling goods and services directly to final consumers online.

B2B (Business to Business)

Businesses selling goods/services or sharing information with other businesses online.

C2C (Consumer to Consumer)

Consumers interacting with each other through blogs, chat rooms, social media, or online marketplaces.

C2B (Consumer to Business)

Consumers sending feedback, reviews, suggestions, or questions to companies.

Benefits to Sellers

Build customer relationships, improve sales, deliver products efficiently, and communicate information easily online.

Benefits to Buyers

Convenience, wider product choice, search tools, interactivity, price comparisons, and personalised product options.

Digital Age Impact

Changed consumer expectations, increased access to information, and strengthened online brand interaction.

Facets of Online Presence

Websites, social media, online videos, blogs, email, mobile ads, mobile apps, and live chat systems.

E-Commerce Website Requirements

Easy navigation, appealing design, updated content, cultural relevance, and behaviour-tracking tools like cookies.

Corporate Websites

Provide brand excitement, detailed info, community engagement, and customer feedback without necessarily selling products.

Online Brand Communities

Digital groups formed around shared brand interest, increasing engagement and loyalty.

Mobile Applications

Apps that improve visibility, provide features and information, and strengthen loyalty through digital rewards.

Social Media Platforms

Tools for telling brand stories, using visual content, targeting users, and tracking behaviours to drive purchase.

Social Media Engagement

Encourages comments, likes, shares, and participation while measuring campaign effectiveness.

Online Advertising

Using digital channels to reach consumers where they spend time; includes display ads, banners, and video ads.

Email Marketing

Low-cost, targeted communication that can drive purchase with personalised messages or coupons, though affected by spam issues.