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1、DirectMarketingAssociation©1998-2010©1998-2010BrowningBrowningDirect,Inc.RightsRightsReserved.SmithSmithDirect,Inc.AllAll1.SuccessfulDirectMarketing:AnIntroductiontoDirectMarketingEssentials1直复营销概述©1998-2010SmithBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssocia
2、tion2史密斯布朗宁直复营销公司所有人EducationalDirectorUSDMADirectMarketingInstitute美国直复营销协会直复营销研究所教育董事AshleighSawdon阿什莉·索顿President,TheAPGGroupAPG集团主席SeniorInstructorUSDMADirectMarketingInstitute美国直复营销协会直复营销研究所高级讲师Presentedby:主讲BethSmith贝斯·史密斯Owner,SmithBrowningDirect,Inc.©1998-2010Smi
3、thBrowningDirect,Inc.AllRightsReserved.DirectMarketingAssociationDirectMarketingisanydirectcommunicationdesignedtogenerateanimmediateresponse。1.直复营销概念直复营销是旨在产生即时响应的直接沟通方式adirectorder,asaleslead,ortrafficforabusinessorwebsite如：一份订单、一条销售线索，或者业务交易量、网站访问量3DirectMarketingmust
4、alsobeconsistentwiththebrandimage.直复营销应和品牌形象保持一致。一、直复营销©2010SmithBrowningDirect,Inc.AllRightsReserved.41-stepor2-stepmarketing?2.一步式营销与二步式营销1.1stepmarketing一步式营销Thesaleisachievedin1step.Therecipientreceivesthepromotionanddirectlyorderstheproduct销售活动一步就能实现，营销活动后顾客直接订购产品。
5、Usuallyusedforsimpleproducts一步式营销通常用于销售一些简单商品。2.2stepmarketing二步式营销Usedformoreexpensiveorcomplicatedproducts二步式营销通常用于销售贵重或复杂的商品。Aninquiryisgenerated,typicallythrougharequestformoreinformation,afreetrial,orasample二步式营销过程中，顾客往往会对商品进行咨询，通常是要求获得更多的信息，进行免费试用或提供样品。Theinqui
6、rywillbeconvertedtoasalethroughamorethorougheffortofasalesman,atelemarketer(telephonesalesperson,directmailorawebsite通过销售人员或远程营销（如电话营销员、直邮或者网站）的进一步努力，将咨询转化为销售。©2010SmithBrowningDirect,Inc.AllRightsReserved.5Isdirectmarketinglikeadvertising?3.直复营销与广告一样吗?•Directmarketing≠a
7、dvertising直复营销≠广告Advertisingisusedtobuildbrandimage,awareness,loyalty,andbenefitrecall.Purchasingactionisdeferred.广告通常用于塑造品牌形象，提高品牌认知度和忠诚度，并记住产品的优点。购买行为的产生晚于广告。•Directmarketing=sales直复营销=销售Directmarketingisusedtogenerateanimmediateinquiryororder.Directmarketingimpliesa
8、commitmenttoalong-termrelationshipwiththecustomernotjustashort-termpromotion直复营销用于产生即时咨询或者订单。直复营销旨在与顾客（
