Direct marketing (D.M) is a method of marketing. Transactions are between buyer and seller. D.M is tailor made-marketing because the technique is to avoid a unique strategy for all the customers or all the prospective customers. It is focused on the individual customer. The key of D.M is to obtain individual customer details at the first sale. Marketers want to begin a relationship with the customer and to generate repeat business.
D.M has increased in all types of organizations in a few years. It is due to:
The increase of individualism of the population, who has got different needs and wants.
The growth of the competition.
These elements permit to show the importance of having a good relationship with its consumers, to cover brand loyalties. D.M uses a lot of techniques to attract people like: e-mailing, phone etc it is important for them to have a database to know their consumers very well.
The young person's railcard (YPRC) is a rail travel discount card. It is available to anybody between the ages of 16 and 25 as well as a full-time mature student. The association of train operating companies (ATOC) is responsible for its sales.
[...] Marketing used to focus on the acquisition of new customers. Now, it is different. The most important thing is the relationship with the existing customers. It is the strategy of all the companies. The volume of the returns depends on the relation that customers have with the product, the brand or the company. To optimize the returns, it is important to estimate the potential and the profitability of each buyer. D.M was a purely tactical tool but now it is an instrument of strategic importance. [...]
[...] The adoption of a database has got effects on business. Database marketing permits to improve the relationship with customers (acquiring and defending them) and increase revenues. A Database also permits to set the budget. It permits to identify the results of the activity of a company. It is traced back to the activities and the benefits set against the costs. It permits to improve result. A database is the number of customers who are registered and who can be analyzed and output for communications. [...]
[...] So the advantages of database are: Increased understanding of customers, improved customer service, greater understanding of the market, better information on competitors, more effective management of sales operations, improved marketing campaigns, better communication with customers. The importance of Internet D.M online is considered as one of the most profitable tools. In the U.S.A, in of the interrogate companies indicated that sending e-mail is more profitable than the tools of marketing off line. Today, every important company has a website for customers. [...]
[...] The aim of this report is to answer this question: How can the principles of marketing help YPRC deliver their objectives? First, I will present a literature review, critical analysis and commentary on academic theory regarding the given topic. To continue, I will appreciate the importance of direct marketing in strategic, tactical and operational level. Then, I will explain the importance of database marketing and Internet marketing in developing a coherent direct marketing strategy. Provide a literature review, critical analysis and commentary on academic theory regarding the given topic Definition of D.M Fill defines D.M as strategy used to create a personal and intermediary free dialogue with customers. [...]
[...] Amazon, permits re-purchase by sending an email every time when, a new book appears in the category for which the customer showed his interest. Conclusion To conclude and to answer at the question: How can the principles of direct marketing help YPRC deliver their objectives? YPRC has to know as much as possible about its consumers. It can be said that with D.M, the customer is at the centre of the preoccupation. marketers who know their customers best will be the winners.” (Direct and database marketing). [...]
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