Direct Order Marketing Case Study

Introduction

The pioneer of direct marketing “Aaron Montgomery Ward” stated that, if executed effectively and efficiently the marketing industry could experience a new phase altogether by increasing customer loyalty at an increasing level.

Direct marketing in simple terms refers to the use of consumer-direct channels to reach and deliver goods and services to customers without using Marketing Middlemen.

In other words this is where the company would directly reach and cater to its customers. This can also be termed as “direct order marketing”, because the business would get orders directly from the customers.

Direct marketing has become the forefront in the industry due to its immense level of maintaining customer relationships at greater heights.

Maintaining customer relationships is very important because in direct marketing the producers/sellers themselves get the opportunity to interact with their customer and they also have an opportunity in recognizing the needs and the behaviors of their customer. Therefore they understand the concepts like:

≥ What do the customer’s demand for?

≥ How much do they need to supply in order to meet their customer’s needs?

≥ At what price are the customers willing to buy the given product?

Such questions could be

And this highly residential area consists of people who own their own computers and laptops and who are fairly knowledgeable and have a fair understanding of this particular subject. Hence the target market they were aiming for was ridiculous because most of the people in this area did not require or was not seeking for such a service. Hence their effort put into this was utterly a waste of time and money. Therefore it is indeed very important that company’s take necessary steps in order to know and research on the particular market that they are aiming