The paper "Direct Marketing and Its Value to an Organisation" is a perfect example of marketing coursework. In recent years, operation management tools and techniques have emerged as integral in improving performance and enhancing growth and productivity of a firm. Operation management is part of innovation and creativity strategies that companies in this competitive era ought to apply. Leahy (2006) has explored the value of creativity and innovation in business. Leahy upholds that tools of management ought to be creatively thought out and applied so that companies are able to promote competitiveness for their businesses. In the UK, for instance, research has concentrated a great deal on management tools like six sigma, total quality management, lean operations, creativity, and innovation.
The main goal of such endeavours is to unearth the best practices that can re-engineer growth, minimise waste, satisfy the customers’ needs, and at the same time make efficient and effective use of the available resources. In the 21st century, most companies are keen on improving their operational excellence. This report examines the value of direct marketing to an organisation. It further explores operations management tools and techniques can be applied in direct marketing to promote operational excellence.
Some of the management techniques that have been discussed include the IS Architecture, the Lean and the Six Sigma Management approach. For each management tool, a brief explanation has been given to lay emphasis on the preceding discussion. The functional area chosen for this report is marketing. Given that marketing is a broad field, a specific section in marketing (direct marketing) has been selected to explore how the aforementioned management tools can be applied.
In addition to this, the report undertakes to evaluate each of the tools identified. Direct Marketing and its Value to an Organisation In the 21st the art of marketing is an inescapable tool in any business. Manufacturing quality products and packaging them in the store is not sufficient. There is need for continuous marketing to tap and maintain customers. Kotler and Kettler (2009) justify the indispensable need for marketing to any business in the 21st century owing to the availability of the positions of Chief Marketing/Financial. As a means of marketing, direct marketing enables customers to exchange information on a direct basis (Bird 2000). .In direct marketing means of communication that link the customers directly to the businesses are the ones employed.
They include; couponing direct mail, direct advertising telemarketing, Email marketing, direct selling and broadcast faxing. As Figure 1 below illustrates, all these concepts are linked to each other and that they all form part of what direct marketing is. Figure 1: Concept of Direct marketing The main purpose of direct marketing is to manage the relationships between the customers and the business in a manner that is tactical (Payne 2006).
The proponents of direct marketing are cognisant of the diverse differences that exist among the customers and thus prompting the need for approaches to marketing that meet the needs of particular customers. The Significance of Direct Marketing to an Organisation Development of Long-term relationship with customers Lesueur (2007) upholds that one of the major significance of direct marketing is that it enhances the development of a long term relationship with the customers. A long-term relationship is developed as a result of the company investing part of its resources in keeping touch with the customers by providing them with information on new products and services.
Note that direct marketing entails keeping customer database. The database has a personal profile of the individual customers as well as their needs and preferences. The aim of keeping such a database is to be able to market the organisation’ s goods and services. In the process of keeping in touch with the customers, a long term relationship between the company and the customers is developed.
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