Question

Explain the three reasons we gave for direct marketing’s growth

Answer 1

Direct marketing helps to distribute the product directly to customers and the reasons for the growth of direct marketing are as given below.

1.Direct marketing helps to avoid middlemen and control the whole marketing job. The firm is able to market the product more effectively than middlemen because middlemen carry the products from different producers and may not provide special emphasis to any of the items even if the producer wants. Hence many firms prefer direct marketing.

2. Growth of internet made the direct marketing easier. More customers are using internet and hence direct marketing can be done at less cost through internet. The emergence of e-commerce systems helped the companies to reach the customers directly whom it would have been impossible to reach in the past. The websites can attract the customers from different parts of the world and sell the product directly.

3. The firm can establish direct relationship with the customers which help to understand the change in customer attitudes as the firm gets immediate response or feedback from the customers. It helps the firm to make the necessary changes to the marketing mix and make it more appealing to customers.