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1、DirectMarketingAssociation?1998-2010?1998-2010BrowningBrowningDirect,Inc.RightsRightsReserved.SmithSmithDirect,Inc.AllAll1.SuccessfulDirectMarketing:AnIntroductiontoDirectMarketingEssentials1直復(fù)營(yíng)銷概述?1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssocia
2、tion2史密斯布朗寧直復(fù)營(yíng)銷公司所有人EducationalDirectorUSDMADirectMarketingInstitute美國(guó)直復(fù)營(yíng)銷協(xié)會(huì)直復(fù)營(yíng)銷研究所教育董事AshleighSawdon阿什莉·索頓President,TheAPGGroupAPG集團(tuán)主席SeniorInstructorUSDMADirectMarketingInstitute美國(guó)直復(fù)營(yíng)銷協(xié)會(huì)直復(fù)營(yíng)銷研究所高級(jí)講師Presentedby:主講BethSmith貝斯·史密斯Owner,SmithBrowningDirect,Inc.?1998-2010Smi
3、thBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociationDirectMarketingisanydirectcommunicationdesignedtogenerateanimmediateresponse。1.直復(fù)營(yíng)銷概念直復(fù)營(yíng)銷是旨在產(chǎn)生即時(shí)響應(yīng)的直接溝通方式adirectorder,asaleslead,ortrafficforabusinessorwebsite如：一份訂單、一條銷售線索，或者業(yè)務(wù)交易量、網(wǎng)站訪問量3DirectMarketingmust
4、alsobeconsistentwiththebrandimage.直復(fù)營(yíng)銷應(yīng)和品牌形象保持一致。一、直復(fù)營(yíng)銷?2010SmithBrowningDirect,Inc.AllRightsReserved.41-stepor2-stepmarketing?2.一步式營(yíng)銷與二步式營(yíng)銷1.1stepmarketing一步式營(yíng)銷?Thesaleisachievedin1step.Therecipientreceivesthepromotionanddirectlyorderstheproduct銷售活動(dòng)一步就能實(shí)現(xiàn)，營(yíng)銷活動(dòng)后顧客直接訂購(gòu)產(chǎn)品。
5、?Usuallyusedforsimpleproducts一步式營(yíng)銷通常用于銷售一些簡(jiǎn)單商品。2.2stepmarketing二步式營(yíng)銷?Usedformoreexpensiveorcomplicatedproducts二步式營(yíng)銷通常用于銷售貴重或復(fù)雜的商品。?Aninquiryisgenerated,typicallythrougharequestformoreinformation,afreetrial,orasample二步式營(yíng)銷過(guò)程中，顧客往往會(huì)對(duì)商品進(jìn)行咨詢，通常是要求獲得更多的信息，進(jìn)行免費(fèi)試用或提供樣品。?Theinqui
6、rywillbeconvertedtoasalethroughamorethorougheffortofasalesman,atelemarketer(telephonesalesperson,directmailorawebsite通過(guò)銷售人員或遠(yuǎn)程營(yíng)銷（如電話營(yíng)銷員、直郵或者網(wǎng)站）的進(jìn)一步努力，將咨詢轉(zhuǎn)化為銷售。?2010SmithBrowningDirect,Inc.AllRightsReserved.5Isdirectmarketinglikeadvertising?3.直復(fù)營(yíng)銷與廣告一樣嗎??Directmarketing≠a
7、dvertising直復(fù)營(yíng)銷≠?gòu)V告?Advertisingisusedtobuildbrandimage,awareness,loyalty,andbenefitrecall.Purchasingactionisdeferred.廣告通常用于塑造品牌形象，提高品牌認(rèn)知度和忠誠(chéng)度，并記住產(chǎn)品的優(yōu)點(diǎn)。購(gòu)買行為的產(chǎn)生晚于廣告。?Directmarketing=sales直復(fù)營(yíng)銷=銷售?Directmarketingisusedtogenerateanimmediateinquiryororder.Directmarketingimpliesa
8、commitmenttoalong-termrelationshipwiththecustomernotjustashort-termpromotion直復(fù)營(yíng)銷用于產(chǎn)生即時(shí)咨詢或者訂單。直復(fù)營(yíng)銷旨在與顧客（
