Principles of Marketing, Student Value Edition Plus MyLab Marketing with Pearson eText -- Access Card Package (17th Edition)
Principles of Marketing, Student Value Edition Plus MyLab Marketing with Pearson eText -- Access Card Package (17th Edition)
17th Edition
ISBN: 9780134642321
Author: Philip T. Kotler, Gary Armstrong
Publisher: PEARSON
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Chapter 17, Problem 17.1DQ
Summary Introduction

To discuss: The advantages of direct and digital marketing to the sellers and buyers.

Introduction:

Direct digital marketing has a direct involvement in engagement of the targeted individual consumers and communities of customers to get two factors like the immediate reply and building up an ultimate relationship with customer.

Expert Solution & Answer
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Explanation of Solution

The benefits of direct and digital marketing to the buyers are as follows:

From the purchaser’s perspective the direct marketing is easy, convenient, and private its advantages are as follows:

  • It provides the buyers a ready access to the wealth of the products.
  • It provides the buyers the access to a wealth of comparative facts about the products, companies, and competitors.
  • It is immediate and interactive.
  • It provides the consumers with a higher measure of control.

The benefits of direct and digital marketing to the sellers are as follows:

  • The direct and digital marketing can make their target as smaller groups or the individual consumers.
  • They provide the goods and services at a lower cost, efficient, and speedy alternative for reaching their markets.
  • They can provide a greater flexibility.
  • They provide sellers the access to buyers that they cannot reach through various other channels.

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