Marketing: An Introduction (12th Edition)
Marketing: An Introduction (12th Edition)
12th Edition
ISBN: 9780133451276
Author: Gary Armstrong, Philip Kotler
Publisher: PEARSON
Question
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Chapter 14, Problem 1ALC
Summary Introduction

To discuss: The last time that Person X have purchased through direct or digital marketing. The product that was purchased by Person X and the reason for the purchase through direct marketing. The last rejection that was made by Person X through direct or online marketing and the reason for the rejection. The advices that Person X will provide for the direct marketers.

Introduction:

Online marketing is the attraction poised on the customers who use websites. This is done by making promotional messages more appealing to customers.

Digital marketing is promoting products through digital channels or other digital media. This might or might not require internet.

In store marketing is communicating and creating awareness about the product at the purchase point. This includes sampling, coupons, and demonstrations.

Expert Solution & Answer
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Explanation of Solution

Person X has purchased a new mobile through direct marketing a month ago. Person X prefers direct marketing rather than digital marketing for electronic gadgets as the electronic items and huge investment needs special attention. Person X has preferred the online shopping for cosmetic items, thus she has rejected to purchase cosmetic items through direct marketing and the major reason is the cost. Person X notices that the cost of the cosmetic items are lesser on digital marketing when compared to direct marketing.

Person X states that the direct marketers must concentrate on their consumers and must remember the general elements of sales in order to make direct marketing more efficient than digital marketing.

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