CH21 中山大学吴柏林教授,Philip Kotler 营销管理,绝密资料

Chapter21,ManagingDirectandOnlineMarketing,MarketingManagementTenthEditionPhilipKotler,Objectives,Growth&BenefitsofDirectMarketingCustomerDatabases&DirectMarketingMajorChannelsforDirectMarketingMarketinginthe21stCentury:ElectronicCommercePublic&EthicalIssuesinDirectMarketing,WhyGrowthinDirectMarketing,Market“Demassification”Effortof“TraditionalShopping”ContinuousAccessNext-dayDeliverySpecialtyItemsIncreaseinComputerPower,Fun,Convenient&Hassle-Free,SavesTime,LargerMerchandiseSelection,ComparisonShopping,MailingListsforAlmostAnyMarket,CustomizedOffers,OngoingRelationshipswithCustomers,TimedtoAchieveHigherReadership&Response,OrderProductsforThemselvesorOthers,AlternativeMedia/MessageTesting,BenefitsofDirectMarketing,Privacy,MeasurableResponse,UsesforDatabases,1.IdentifyProspects,2.MatchCustomers&Offers,3.DeepenCustomerLoyalty,4.ReactivateCustomers,DirectMarketingChannels,CatalogMarketing,KioskMarketing,OnlineMarketing,Direct-MailMarketing,Direct-ResponseTVMarketing,Telemarketing,Face-to-FaceSelling,LifetimeValue,CostofCampaign:$10,000100newmembers$70$7,0001styear“cost”$3,0002dYear80renewals$70$5,600Twoyear“gain”$2,6003dYear4thYear.,ObjectiveInformation,InitiationofInformationRequests,DesignDesiredOfferings,“InformationRich”Buyers,Employ“Agents”orSolicitBids,FindSpecializedThird-partySellers,Consumers,Companies,BenefitsofOnlineMarketing,OnlineMarketingChannels,ElectronicPresenceCorporateWebsiteMarketingWebsite,AdvertisingOnlinePlaceAdsinSpecialSectionsofOnlineServicesPlaceAdsinCertainInternetNewsgroupsBuyOnlineAdsThatPopUpWhileConsumersareSurfing,ParticipatinginForums,Newsgroups&WebCommunitiesForums:DiscussionGroupsonCommercialOnlineServicesNewsgroups:InternetVersionofForumsWebCommunities:SitesWhereMembersExchangeViewsOnline,UsingE-MailandWebcastingCustomersSendQuestions,Suggestions&ComplaintsViaE-MailWebcasting:AutomaticDownloadingofInformationtoPCs,ChallengesofOnlineMarketers,LimitedConsumerExposure&BuyingSkewedUserDemographics&PsychographicsChaos&ClutterSecurity,Public&EthicalIssuesinDirectMarketing,Irritation,Unfairness,Deception&Fraud,InvasionofPrivacy,Review,Growth&BenefitsofDirectMarketingCustomerDatabases&DirectMarketing