Internet and Direct Marketing Essay Example | Topics and Well Written Essays - 1500 words

Internet and Direct Marketing - Essay Example t marketing has evolved as an important tool for organizations which seeks to eliminate the presence of â€Å"middle man† from the promotion process of an organization. Direct marketing acts as a tool by which marketing messages of organizations can be directly provided to potential consumers. It comprises newspaper advertising, door-to-door selling, and also selling over the telephone by organizations. It involves selling goods and services directly to customers rather than through retailers. Zenith Electronics LLC is a major producer of electronic consumer products, including television receivers, radios, and stereo equipment. Each of these product lines is the responsibility of a product manager. The product line of modular stereo systems of Zenith is called the Allegro line. Each system consists of an AM-FM tuner/amplifier plus phonograph plus tape deck and separate speakers. The company offers 13 different models that sell in the $ 150-$ 400 range. A modular stereo system differs on the one hand from stereo consoles, in which all of the components are built into one cabinet, and on the other hand from audio component systems, where consumers select unrelated but compatible components to make up the systems they want (Chaffey et al, 2012, p. 51). The company also produces a line of stereo console units, but the console market is in a state of decline as consumers switch to smaller sound systems. Zenith does not produce audio components but has considered it from time to time. The main goal of the company is to increase its market share and profitability in the modular-stereo-system market. Direct marketing strategies of an organization should begin with a reliable database of consumers (Tapp et al, 2014, p. 71). The strategies with regard to direct marketing must be able to build consumer value through the adoption of an approach that is considered as more personalized and also more customized for service and product offerings. The distribution processes of the