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Mass marketing, direct marketing, and internet marketing

Mass marketing is distinguished from direct marketing in terms of the distance between the manufacturer and the ultimate user of the product. Mass marketing is characterized as having wide separation and indirect communication. A mass marketer, such as Nike, has very little direct contact with its customers and must distribute its product through various retail outlets alongside its competitors. Communication is impersonal, as evidenced by its national television and print advertising campaigns, couponing, and point-of-purchase displays. The success of mass marketing is contingent on the probability that within the huge audience exposed to the marketing strategy there exist sufficient potential customers interested in the product to make the strategy worthwhile.

Direct marketing establishes a somewhat personal relationship with the customer by first allowing the customer to purchase the product directly from the manufacturer and then communicating with the customer on a first-name basis. This type of marketing is experiencing tremendous growth. Apparently, marketers have tired of the waste associated with mass marketing and customers want more personal attention. Also, modern mechanisms for collecting and processing accurate mailing lists have greatly increased the effectiveness of direct marketing. Catalogue companies (Spiegel, J.C. Penney), telecommunications companies (Sprint), and direct mail companies (Publishers Clearing House) are example of direct marketers. A modified type of direct marketing is represented by companies that allow ordering of product by calling a toll-free number or mailing in an order card as part of an advertisement.

Although (officially), Internet marketing is a type of direct marketing, it has evolved so quickly and demanded the attention of so many companies that a separate section here is warranted. Essentially, Internet technology (which changes by the moment) has created a new way of doing business. In the Internet age, the way consumers evaluate and follow through on their purchase decisions has changed significantly. "Call now!" is no longer an effective pitch. Consumers have control over how, when, and where they shop on the Internet. The Internet has all but eliminated the urgency of satisfying the need when the opportunity is presented.

Local, regional, national, international, and global marketers

As one would expect, the size and location of a company's market varies greatly. Local marketers are concerned with customers that tend to be clustered tightly around the marketer. The marketer is able to learn a great deal about the customer and make necessary changes quickly. Naturally, the total potential market is limited. There is also the possibility that a new competitor or environmental factor will put a local marketer out of business.

Regional marketers cover a larger geographic area that may necessitate multiple production plants and a more complex distribution network. While regional marketers tend to serve adjoining cities, parts of states, or entire states, dramatic differences in demand may still exist, requiring extensive adjustments in marketing strategy.

National marketers distribute their product throughout a country. This may involve multiple manufacturing plants, a distribution system including warehouses and privately owned delivery vehicles, and different versions of the marketing "mix" or overall strategy. This type of marketing offers tremendous profit potential, but also exposes the marketer to new, aggressive competitors.

International marketers operate in more than one country. As will become clear later in this book, massive adjustments are normally made in the marketing mix in various countries. Legal and cultural differences alone can greatly affect a strategy's outcome. As the US market becomes more and more saturated with US-made products, the continued expansion into foreign markets appears inevitable.

Global marketing differs from international marketing in some very definite ways. Whereas international marketing means a company sells its goods or services in another country, it does not necessarily mean that the company has made any further commitments. Usually the product is still manufactured in the home country, sold by their people, and the profits are taken back to that country. In the case of Honda Motors, for example, it means building manufacturing plants in the US, hiring local employees, using local distribution systems and advertising agencies, and reinvesting a large percentage of the profits back into the US.

Consumer goods marketing and business-to-business (industrial) marketing

Consumer goods marketers sell to individuals who consume the finished product. Business-to-business marketers sell to other businesses or institutions that consume the product in turn as part of operating the business, or use the product in the assembly of the final product they sell to consumers. Business-to-marketers engage in more personal selling rather than mass advertising and are willing to make extensive adjustments in factors such as the selling price, product features, terms of delivery, and so forth.

For the consumer goods marketer, the various marketing components are relatively fixed. In addition, consumer goods marketers might employ emotional appeals and are faced with the constant battle of getting their product into retail outlets.

Questions & Answers

memory of development brain of the human psychologist
SERAJ Reply
?
lord
hlo
Ananya
Haw are you?
Shilan
hi
zge
hello
Emm
usef
hi
Gil
Haw are you?
Shilan
Aha ok
Shilan
hi
Daniella
waasup
Isaiah
hello
Sara
hello
androi
Haw are you
Shilan
im ok you
Daniella
Me to
Shilan
Thanks
Shilan
What's going?
Shilan
working
Daniella
how did psychology begin?
Valerie Reply
of psychologys commencement, the traces can be seen in the work of Aristotle, where he talk about soul and body, likewise work in durrant, de anima, all these were somewhere supporting dualism, in which soul could exist separately from body
amaan
but if you talk about the moder psychology, Gustav fechner, is credited with performing scientific experiments, basis of his experiments in psychology with his studies perception.
amaan
does psychology deal with love?
Mohammed Reply
Maybe, i think
edem
I definitely would say yes
Clara
how so
Isaiah
*triarchic
Meredith
there are so many different reasons why you can fall in love with someone, many of them develope subconsciously -> psychology
Clara
love messes with the brain, a lot, ergo I believe that Psychology does indeed deal with love
what is synapse
Katie Reply
In the central nervous system, a synapse is a small gap at the end of a neuron that allows a signal to pass from one neuron to the next. synapse are found where nerve cells connect with other nerve cells
Najeem
can you do auto book auto
Mariah Reply
WHT u mean?
usef
yes
MD
heyy, may i join the conversation please?
edem Reply
who is the father of psychology
Richy Reply
aristatil
Ramadevi
and please, how would you guys, describe the study of psychology at college ?
edem
psychologist student?
Aspen
i mean not yet but am about to start college so wanna know how is it(college in general and psychology course) please
edem
Psychology is the study of mind and behaviour. So if you will take psychology as a subject so you will get to know how your everything (physical, mental, social, spiritual aspects) effects your behaviour
sakina
With this brief knowledge you can help people to cope up with their problems and only you can guide them correctly
sakina
And if you go for further specialisations you can study hypnosis, face reading, body language etc
sakina
Thanks a lot🙏🏾 And ik some of the stuffs u said but i am also going to write thesis, right ?
edem
ok no prob, thanks a lot🙏🏾✨
edem
cerebellum
Khan
hae everyone, hope you are well this evning my question is what is the difference between drive and motivation
Michael
good question
Rainee
drive is more like an impulse or urge and i think they both go together (drive and motivation) even if there is a slight difference
edem
@ Michael Drive is delivered to be innate without the use of an external stimuli, motivation normally evolves an outside stimuli which may include praise, appreciate, or reward.
Reginald
*believed...sorry for typo
Reginald
@Reginald, can't the motivation come from the inner self?
edem
Good question, please give an example.
Reginald
can we say desire of success for example
edem
Wilhelm Wundt is the father of psychology
ipau
Wilhem Wundt thank you for the road that you opened.
Qwanta
You mean who is the father of having a great educated argumentative guess? nothing is more wrong than this question. The question is you should ask yourselfs is, how sure are you abour their scientific studying? one's percieved assimilated approach to judging another person and saying they are
Roger
the biggest problem with scientific research and data is that ya you could get the same result 1000 times then it could go the other way 1000 times, but we would never know that and we did, we would still say ya but the proof is there. The only thing science proves is that humanity has
Roger
no facts about human behavior in the scientific context, but more in the trial and error.. sorry to tell you, but so far no one has proven Father of anything, thats up to you and i, judgement is bias, science is good enough lazy
Roger
cognitive development is the growing and development of the brain.
Jessy Reply
Anyone knows about Techno-fascism?
Hussein Reply
Ecofascism is a theoretical political model in which an authoritarian government would require individuals to sacrifice their own interests to the "organic whole of nature". The term is also used as a rhetorical pejorative to undermine the environmental movement.
ipau
what's the big difference between prejudice and discrimination?
Danice Reply
A prejudiced person may not act on their attitude.  Therefore, someone can be prejudiced towards a certain group but not discriminate against them.  Also, prejudice includes all three components of an attitude (affective, behavioral and cognitive), whereas discrimination just involves behavior
Nancy Lee
hi
basher
hello
Rahul
what is all about cognitive development?
Kamohelo
cognitive development is the growing and development of the brain
Jessy
how do you control a variable when using spss whilst running a pearsons correlation analysis?
Jessie Reply
it dependa on your study. according to what you want to say and explain your result
Pouran
why does it say her and she
Jayla Reply
stages of cognitive development
brivia Reply
sensory preoperatinal concrete formal
Rajendra
what is psychology
Chethani Reply
the study of insecurities and the effect on the host .
Sera
Psychology is the scientific study of behavior & mental processes
Angela
psychology is science about learning human behaviour
Zhamshid
behaviorosm
Khan
In thinking about the case of Candace described earlier, do you think that Candace benefitted or suffered as a result of consistently being passed on to the next grade?
Nene Reply
what does it mean business eco system?
Mohammed Reply
what is business
Abdul Reply
how can i know my business best resources, cheap and good quality
cabdi Reply
vikash rawat
jagvir Reply
entrepreneurial mobility
Manish Reply

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Source:  OpenStax, Business fundamentals. OpenStax CNX. Oct 08, 2010 Download for free at http://cnx.org/content/col11227/1.4
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