1 Since the 1990s direct marketing has enjoyed a period of considerable growth. Some managers believe that its ability to segment customers is direct marketing’s strongest asset.
Explain the relevance of this benefit, along with other benefits described in the chapter.
2 The managing director of a large, fast- moving consumer goods firm said, ‘I have no need for
direct marketing. Ours will always be a mass- marketing industry.’ Do you think he was right?
Explain your reasons.
3 What are the core tangible elements that make up direct, digital and database marketing?
Explain how they fit together.
4 What is the difference between relationship marketing and direct marketing? Explain how
the two areas of marketing overlap with each other.
5 Retailers have never been so adept at meeting customers’ needs as they are now. If this is so,
then why is direct marketing growing so fast?
6 Explain how direct marketing can help a company develop sustainable competitive advantage. What are the keys to success?
7 The roots of direct marketing originally lay in the mail- order industry. Modern mail- order
businesses will often use direct marketing to drive their business. Explain why direct marketing is still so important to them.
8 You are the manager of a large car dealership. At present, you rely on a large pool of dealers to sell your product, but you have noticed recently that consumer opinion appears to be
turning away from car dealers, who are generally mistrusted. One of your marketing team
has written a paper advising you to look at setting up a ‘direct’ operation. What considerations should you take into account before making a decision?
9 Explain the connections between direct and digital marketing. How do the two techniques
work together and what are the essential differences between them?
Baier, M. (1985) Elements of Direct Marketing, McGraw- Hill, New York.
Berry, L. L. (1983) ‘Relationship marketing’ in Berry, L. L., Shostack, G. L. and Upah, G. D. (eds) Emerging
Perspectives on Services Marketing, American Marketing Association, Chicago, pp. 25– 8.
Bird, D. (1989) Commonsense Direct Marketing, Kogan Page, London.
Brassington, F. and Pettitt, S. (2007) Essentials of Marketing, FT Prentice Hall, Harlow.
level. This means marketers can treat existing customers in a different way from new prospects in order to create loyalty and profitability.
In the next chapter (Chapter 2) we will take a much closer look at the most important
practical tool, the database.