Chapter I: Introduction
In this day and age, technology is developing so rapidly that changes are occurring all across the board. Faster internet, digital photography, and interactive programs are all making advertising and marketing much easier in the ever expanding world of consumerism. With all these new advances, there are bound to be numerous changes
With more consumers globally, choice and desire to get involved in co-creation through the business system, the race is on to own the consumer. Businesses are leveraging their extended networks along with technology and the exploding number of channels available to connect with the consumer to build reputations, trust, loyalty, returns, market position and ultimately the license to compete. The competitive advantage of companies on the frontline of consumer interactions is being challenged by those one or more steps removed, as they seek to leapfrog retail channels, through direct online sales, or to build reputations that mean consumers demand their product or service as part of the solution. As consumers increasingly demand experiences and solutions and become more socially aware, the notion of value is shifting, potentially demanding new forms of cooperation between firms and consumers.
Direct marketing removes the "middle man" from the promotion process, as a company's message is provided directly to a potential customer. This type of marketing is typically used by companies with smaller advertising budgets, since they cannot afford to pay for advertisements on television and often do not have the brand recognition of larger firms ( rouse,2007) According to tim berry who studies the strategies of direct marketing, direct marketing includes various approaches in which the producer of goods or services directly contacts the end-user. Direct marketing encompasses face-to-face selling, direct mail, catalogs, telemarketing, and more. Regardless of the form you choose, there are some critical considerations. The criteria for direct marketing begin with a reliable customer database. Other factors include offering greater customer value through a more customized and personalized approach for product and service offerings, distribution processes tailored to meet the needs of customers, and the opportunity to build customer loyalty. One of the first criteria for direct marketing is to have a consistent customer profile available which describes the dominant target markets. This information must have sufficient detail to support a customer database. A customer database quantitatively captures the key characteristics of prospects and customers who are most ready, willing, and able to purchase your product or service. It may offer demographic information about their age, income, education, gender, and previous mail order purchase. 1.1
purpose of the study
Direct marketing involves direct business, in this research the benefits of direct marketing is highlighting through answering these questions, is direct cost beneficial for consumers, as there is no price hike due to wholesalers or retailers? Can Marketing executives state certainly of the exact response to their products? Is profit or loss can be more accurately judged? When direct marketing can become successful? 1.2
The methodology consists of questioner that will be distributed over a sample of Lebanese consumer in order to examine the benefits of direct marketing. Chapter II: Literature Review
2.1 direct marketing
Direct marketing is a channel-agnostic form of advertising that allows businesses and nonprofits to communicate straight to the customer, with advertising techniques such as mobile messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional letters, and outdoor advertising. Direct marketing messages emphasize a focus on the customer, data, and accountability. Characteristics that distinguish direct marketing are: 1....
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