Direct Marketing through Internet

& International MarketingPresented byProf. Ashish Bhalla

Direct MarketingDirect marketing is a system of marketing by which organizations directly communicate with the target customer/s to generate a response or transaction. This response may take the form of an inquiry, a purchase or even a vote.

Direct Marketing is the total of activities by which the seller in effecting the exchange of goods and/or services with the buyer, directs efforts to target audience using one or more media(direct selling, direct mail, telemarketing, direct-action advertising, catalogue selling, cable TV selling, mobile marketing etc) for the purpose of soliciting a response by phone, mail or personal visit from a prospect or customer. - Peter Bennet

Basic Reasons for the Growth of Direct MarketingChanging Market Place: Growth of delivery systems and media fragmentation. Affordable computing power & growth of databases (databases used for future purpose of marketing).Changing Role of Direct Marketing & Business focus:Building & maintaining customer relationshipTo maximize salesTo maximize customer loyaltyChanging Cost Structures:It is getting to be more expensive to use mass-media.Advertising is done thro line extensions- since advt. is above- the- line expenditure.

Basic Reasons for the Growth of Direct MarketingTechnological development: (Advances & Innovations) Changes in the market place- B2B selling- it has increased or has seen tremendous growth.The change place of market- e.g. home, office etc.Alternative distribution channels.

Changing lifestyles and demographics.Evolving economy and international competition. Direct marketing is an interactive system of marketing which uses one or more advertising media to effect a measurable response and/or transaction at any location.

Why use the Internet for Direct MarketingRegion is increasing populated by people who want benefits of a rural lifestyle, though not necessarily from rural areas themselves This is one of the trends driving growth in direct marketing Also a reason that using the internet to direct market can be beneficialthese people (and others) tend to be internet savvy and rely on it for information

Increase sales Increase your access to customers & their access to you. Sales via internet.

Reduce costs Electronic mailings save on printing & postage Be sure to determine customers preferences and not alienate

Information saves time, labor Who we are Why our product is unique How to find us, hours, etc.Benefits of Internet Marketing

Marketing your business vs. marketing your products

Providing information About your business About your product

Sales Permit sales via internet e.g. accept credit cards, have on-line ordering

How can you use the Internet for Direct Marketing?

International marketing (IM)orglobal marketingrefers tomarketingcarried out by companies overseas or across national borderlines. This strategy uses an extension of the techniques used in the home country of a firm. It refers to the firm-level marketing practices across the border including market identification and targeting, entry mode selection, marketing mix, and strategic decisions to compete in international markets.According to theAmerican Marketing Association (AMA)"international marketingis the multinational process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.

A firm that, by operating in more than one country, gains R&D, production, marketing, and financial advantages in its costs and reputation that are not available to purely domestic competitors.

International Marketing

Keep pace with competition

Reach a larger market

Reap higher profits

Prolong the lifecycle of their productsImportance of International Marketing

International Marketing DecisionLooking at the global environmentDeciding whether to go internationalDeciding which markets to enterDeciding how to enter the marketsDeciding on the global marketing problemDeciding on the global marketing organization

Levels of International Marketing

Domestic MarketingExport MarketingInternational MarketingGlobal Marketing Least international commitment Domestic focus Limited international commitment Involves direct or indirect export Substantial international commitment Focus on individual countries or regions Extensive international commitment Focus on segments, rather than countries or regions

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