《零售业概述》（英文版） Chapter 6 Sold Through Nonpersonal Medium

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Chapter 6

Objectives To Examine characteristics of non Store Retail Strategy Mixes To EXplore Emergence of Electronic Retailing To Discuss Two other nontraditional Forms of Retailing

• To Examine Characteristics of Non￾Store Retail Strategy Mixes • To Explore Emergence of Electronic Retailing • To Discuss Two Other Nontraditional Forms of Retailing

Direct Marketing Sold Through Nonpersonal Medium TWO Categories General Specialty

• Sold Through Nonpersonal Medium • Two Categories – General – Specialty

Reduced costs Lower prices Shopping Convenience Market Segmentation Easy Geographic Expansion

• Reduced Costs • Lower Prices • Shopping Convenience • Market Segmentation Easy • Geographic Expansion

Direct Marketing Limitations Limited Product examination Underestimated Entry Costs Less Than 10% Purchase Clutter Prices and Styles Difficult to Plan Industry Bad Name

• Limited Product Examination • Underestimated Entry Costs • Less Than 10% Purchase • Clutter • Prices and Styles Difficult to Plan • Industry Bad Name

Direct Marketing Domain Mail Radio ° Magazine Newspaper Phone Directory Fax

• Mail • TV • Radio • Magazine • Newspaper • Phone Directory • Fax

Emerging Trends Evolving Attitudes and Activities of Direct Marketers Changing Consumer Life-Styles Increased Competition Among Firms Greater Use of Dual Distribution Channels ° Newer Roles for Catalogs and T∨ Technological Advances Mounting Interest in Global Direct Marketing

• Evolving Attitudes and Activities of Direct Marketers • Changing Consumer Life-Styles • Increased Competition Among Firms • Greater Use of Dual Distribution Channels • Newer Roles for Catalogs and TV • Technological Advances • Mounting Interest in Global Direct Marketing

Executing a Direct Marketing Strategy Business Generating Media Presenting Defin ition Customers Selection the Message Measuring Results Order Customer Customer Maintaining Fulfillment Response Contact the data Base

Business Definition Generating Customers Media Selection Presenting the Message Customer Contact Customer Response Measuring Results & Maintaining the Data Base Order Fulfillment

Direct Marketing Issues People dislike Customer Privacy Dual Distribution Requires Consistency Rising Postal Rates ° Legal Environment

• People Dislike • Customer Privacy • Dual Distribution Requires Consistency • Rising Postal Rates • Legal Environment

Direct Selling Personal Contact in Homes Phone Solicitations Strategy Mⅸx Convenient Shopping Personal Touch

• Personal Contact in Homes • Phone Solicitations • Strategy Mix – Convenient Shopping – Personal Touch