Factors Influencing Consumer Behaviour

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Govt. Certified Marketing Manager

Direct marketing is an interactive marketing system that uses one or more media to effect a measurable response or transaction at any location. Electronic marketing, as a part of direct marketing has been displaying increasing growth.

Direct marketers plan campaigns by deciding on objectives, target markets and prospects, offers, and prices. This is followed by testing and establishing measures to determine the campaign success.

Major channels for direct marketing and include face-to-face selling, direct mail, catalog marketing, telemarketing, interactive TV, websites, and mobile devices.

Interactive marketing provides marketers with opportunities for much greater interaction and individualization through well-designed websites as well as online ads and permissions.

Sales personnel serve as a companies linked to its customers. The sales rep is the company to many of its customers, and it is the rep who brings back to the company much-needed information about the customer.

    1. prospecting and qualifying customers
    2. pre-approach
    3. approach
    4. presentation and demonstration
    5. overcoming objections
    6. closing
    7. follow-up and maintenance

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