P&G products are widely available worldwide. Direct sales from the internet offers a easy access to customers without the intrusion of television/ radio ads and bulk mailing. Customers can do their research comfortably and at their pace and they feel good about comparison shopping online .
Direct marketing also offers sellers a low-cost, efficient, speedy alternative for reaching their markets. Direct marketing has grown rapidly in business-to-business marketing, partly in response to the ever-increasing costs of marketing through the sales force. When personal sales calls cost an average of more than $400 per contact, they should be made only when necessary and to high-potential customers and prospects.3 Lower-cost-per-contact media—such as business-to-business telemarketing, direct mail, and company Web sites—often prove more cost effective.
Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed.
No comments:
Post a Comment