DIRECT MARKETING

“One to One marketing.” Use of phone,fax, e-mail, mail to communicate directly & solicit a direct response from specific prospects & customers. Used for both C2C & B2B.

# Non public – specific target

# Customised – tailor made

# Uptodate - quick

# Interactive – both way

# Non personal – Catalogues, T.V, e-mail, voice mail, other impersonal means.

MAJOR CHANNELS -

• Face to face marketing – direct / personal selling, door to door selling

• Direct mail

• Catalogue marketing

• Telemarketing

• Automated vending machines

• Kiosk marketing

• T.V home shopping

• Online marketing

ADVANTAGES –

• Focused

• Cost effective

• Immediate & flexible

• Tailor made

• Wide reach

• Measurable

• Alternative channel

• Database building

CONSUMERISM• A social movement seeking to increase the

powers & rights of buyers in relation to sellers.

• “Caveat emptor to Caveat vendor”.Mal practises by sellers – • Artificial shortage• High prices• Dishonest methods – overcharging,

adulteration,duplicate products,underweight• Illiteracy & lethargic attitude

Consumer safeguards through –

• Self regulation

• Consumer associations

• Alert customer

• State support

LAWS to protect consumer rights –

Contract act 1982, Sale o goods act 1930, Essential commodities act 1955, Prevention of food adulteration act 1954, Standard weights & measures act 1976, MRTP act 1969.