Chapter 17

PRINCIPLES OF MARKETING Eighth Edition Philip Kotler and Gary Armstrong. Chapter 17. Direct and Online Marketing. Benefits of Direct Marketing. Direct Marketing Consists of Direct Communications with Carefully Targeted Individual Consumers to Obtain an Immediate Response.

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Chapter 17

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  1. PRINCIPLES OF MARKETING Eighth Edition Philip Kotler and Gary Armstrong Chapter 17 Direct and Online Marketing
  2. Benefits of Direct Marketing • Direct Marketing Consists of Direct Communications with Carefully Targeted Individual Consumers to Obtain an Immediate Response. Fun, Convenient & Hassle-Free Mailing Lists for Almost Any Market Benefits of Direct Marketing to Customers Benefits of Direct Marketing to Companies Saves Time Customized Offers Larger Merchandise Selection Ongoing Relationships with Customers Timed to Achieve Higher Readership & Response Comparison Shopping Privacy Order Products for Themselves or Others
  3. Increasing Number of Market Niches with Distinct Preferences Trends Leading to the Growth of Direct Marketing Higher Costs of Driving, Traffic and Parking Congestion Consumers Lack of Time Convenience of Ordering From Direct Marketers Growth of Customer Databases
  4. Customer Databases and Direct Marketing Customer Databases are an Organized Collection of Comprehensive Data About Individual Customers or Prospects Including: Geographic, Demographic, Psychographic, and Behavioral Data. Identifying Prospects Deciding Which Customers Should Receive a Particular Offer How Companies Use Their Databases Deepening Customer Loyalty Reactivating Customer Purchases
  5. Forms of Direct Marketing Communication Face-to-Face Selling Direct-Mail Marketing Online Marketing Catalog Marketing Kiosk Marketing Telemarketing Direct-Response TV Marketing
  6. Online Marketing is conducted through interactive online computer systems, which link consumers with sellers electronically. Two types of Online Marketing Channels: Commercial Online Services offer online information and marketing services to subscribers who pay a monthly fee. (i.e. AOL, CompuServe & Prodigy) The Internet (the Net) is the vast global and public web of computer networks. The explosion of Internet usage has created a new world of electronic commerce, a term that refers to the buying and selling process supported by electronic means. Online Marketing and ElectronicCommerce
  7. The Benefits of Online Marketing Convenient Consumer Relationship Building Consumers Companies Private Reduces Costs Abundance of Information Increases Efficiency Interactive Provides Flexibility Immediate Global Medium
  8. Creating an Electronic Storefront Buy Space on a Commercial Online Service Open It’s Own Web Page Placing Advertisements Online Place Ads in Special Sections of Online Services Place Ads in Certain Internet Newsgroups Buy Online Ads That Pop Up While Consumers are Surfing Online Marketing Channels Participating in Forums, Newsgroups & Web Communities Forums: Discussion Groups on Commercial Online Services Newsgroups: Internet Version of Forums Web Communities: Sites Where Members Exchange Views Online Using E-Mail and Webcasting Customers Send Questions, Suggestions & Complaints Via E-Mail Webcasting: Automatic Downloading of Information to PC’s
  9. Limited Consumer Exposure and Buying Skewed User Demographics and Psychographics Chaos and Clutter Security Ethical Concerns Challenges of Direct Marketing
  10. Direct marketing campaigns that use multiple vehicles and multiple stages to improve response rates and profits. Marketers seek to improve response rates and profits by adding media and stages that contribute more to additional sales than to additional costs. Integrated Direct Marketing
  11. Public Policy and Ethical Issues inDirect Marketing Irritation to Consumers Unfairness, Deception, or Fraud Invasion of Privacy

Chapter 17

Chapter 17

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Chapter 17

Chapter 17

Chapter 17. Financial Management. Learning Objectives. To understand how value is measured and managed across the multiple units of the multinational firm.

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Chapter 17

Chapter 17

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Chapter 17

Chapter 17

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Chapter 17

Chapter 17

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Chapter 17

Chapter 17

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Chapter 17

Chapter 17

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Chapter 17

Chapter 17

Chapter 17. Methodology Logical Database Design for the Relational Model. Step 2 Build and Validate Logical Data Model.

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Chapter 17

Chapter 17

Chapter 17. Please pick up a handout from the table in the back of the auditorium for class this morning. Vital Concepts & Truths to Know in John 17. Jesus has authority over all (John 17:2; cf. Matt. 28:18)! He alone has the power to offer salvation & eternal life on His conditions.

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Chapter 17

Chapter 17

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Chapter 17

Chapter 17

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CHAPTER 17

CHAPTER 17

CHAPTER 17. Process Costing. Edited by Dr. Charles Bailey for ACCT7310. Job versus Process Costing. Job-Costing Systems Distinct, identifiable units of a product or service Examples: Custom-made machines, houses. Process-Costing Systems Masses of identical or similar units of a

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Chapter 17

Chapter 17

Chapter 17. Auction-based spectrum markets in cognitive radio networks. Outline. Rethinking Spectrum Auctions On-demand Spectrum Auctions Economic-Robust Spectrum Auctions Double Spectrum Auctions for Multi-party Trading Chapter Summary Further Reading. Recent Spectrum Auction Activities.

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Chapter 17

Chapter 17

Chapter 17. Equilibrium. 17.1 Reaction Rates and Equilibrium. To understand the collision model of chemical reactions To understand activation energy To understand how a catalyst speeds up a chemical reaction To explore reactions with reactants or products in different phases

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Chapter 17

Chapter 17

Chapter 17. Current and Resistance. Example 17.3 – Page 578. A) Calculate the resistance per unit length of a 22-gauge nichrome wire of radius 0.321mm. B) If a potential difference of 10V is maintained across a 1m length of the nichrome wire, what is the current in the wire?

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Chapter 17

Chapter 17

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Chapter 17

Chapter 17

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Chapter 17

Chapter 17

Chapter 17. Integrated and Differentiated Services. Introduction. New additions to Internet increasing traffic High volume client/server application Web Graphics Real time voice and video Need to manage traffic and control congestion IEFT standards Integrated services

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Chapter 17

Chapter 17

Chapter 17. Overview.

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CHAPTER 17

CHAPTER 17

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CHAPTER 17

CHAPTER 17

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Chapter 17

Chapter 17

Chapter 17. Epilogue: Fitting the Pieces Together. One year from now, we may find that we have forgotten more than 50 % of what learned from this class. What’s important is the big picture and major principles which we can use in the future. Human Development is a Holistic Enterprise.

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