Market demassification has resulted in an ever-increasing number
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Consider the segments of direct marketing; do you agree or disagree with this statement? Is either method under-utilized, in your opinion? Is there too much reliance on either segment? Explain in detail.
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The expert examines market demassification as a result in an ever-increasing numbers.
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MASS MARKETING AND MARKET DEMASSIFICATION:
IMPLICATIONS TO DIRECT MARKETING
Direct marketing is defined by Kotler and Keller (2006) as, "The use of consumer-direct (CD) channels to reach and deliver goods and services to customers without using marketing middlemen. Among the common channels utilized include: direct mail, catalogs, telemarketing, interactive TV, web sites, kiosks, and mobile devices". This kind of marketing has been utilized among airlines, hotels, and other businesses.
Direct marketers have been engaged in demassification or segmenting the market into parts and the coming up with a personalized or customized offer. Through direct mail, direct marketers take advantage of target market selectivity; marketing offer can be personalized, and allows early testing and response measurement (Kotler and Keller, 2006). These views of Kotler and Keller were confirmed by an online source in its statements: "Direct marketing can be evaluated and measured precisely. You can ...
Education
- Bachelor of Science in Business Administration, University of the Philippines
- Master in Business Administration, Saint Mary's University
- Doctor of Philosophy in Education, University of the Philippines
- Doctor in Business Adminstration (IP), Polytechnic University of the Philippines
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