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industrial equipment - To retain current custo_mers, some companies develop loyalty programs such as the frequent flyer programs used by many airlines. A marketer may also seek to retain custo_mers by learning a custo_mer's individual interests and then tailoring services to meet them. Amazon. com, for example, keeps a data_base of the types of books custo_mers have ordered in the past and then recommends new books to them based on their past selections. Such programs help companies retain custo_mers not only by providing a useful service, but also by making custo_mers feel appreciated. This is known as relationship building. Some products are marketed most effectively by direct sale from manufacturer to consumer. Among these are durable equipment such as computers, office equipment, industrial machinery and supplies, and consumer specialties such as vacuum cleaners and life insurance. The direct marketing of products such as cosmetics and household needs is very important. Formerly common door to door products, these are now usually sold
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by the more sophisticated house party technique. Many types of products and services now use direct mail catalogs or have a presence on the World Wide Web. Because many people are extremely busy, they may find it simpler to shop in their leisure hours at home by using catalogs or visiting Web sites. Comparison shopping is also made easier, because both catalogs and e-commerce sites generally contain extensive product information. For retailers, catalogs and the Web make it possible to do business far beyond their usual trading area and with a minimum of overhead. More than 95 percent of the leading 1,000 companies in the United States sell products over the Internet. Television is a potent tool in direct marketing because it facilitates the demonstration of products in use. Direct sale of all kinds of goods to the public via home-shopping clubs broadcasting on cable television channels is gaining in popularity. Some companies also use telephone marketing, called telemarketing, a technique used in selling to businesses as well as to consumers.
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