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Direct Marketing Product-Market Strategies

Author

Listed:
  • Sorina-Raula GIRBOVEANU

    (University of Craiova)

Abstract

The article points out the characteristics of planning, options choices and strategies in the area of direct marketing. Thus, it is the marketing plan that sets the tasks and defines the scope of direct marketing. The extent to which direct marketing is affected by a firm’s strategic decisions, and in turn affects them, is linked to its importance in the marketing mix. Operational alternatives can be mapped by the conventional product-market matrix. Once a combination is selected, the firm is still left with the question of how to achieve the objective of the strategy; a strategy can fall into three broad groups: undifferentiated, focus, and differentiated. All the producers strive to have customers perceive that their outputs are unique, different, and preferable to competitive products.

Suggested Citation

  • Sorina-Raula GIRBOVEANU, 2008. "Direct Marketing Product-Market Strategies," Annals of University of Craiova - Economic Sciences Series, University of Craiova, Faculty of Economics and Business Administration, vol. 3(36), pages 1284-1293, May.
    • Handle: RePEc:aio:aucsse:v:3:y:2008:i:11:p:1284-1293
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    File URL: http://feaa.ucv.ro/AUCSSE/0036v3-017.pdf
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    More about this item

    Keywords

    planning; product-market options; strategies; tactics; differentiation;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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