Page 93 - EBOOK DPM 10013 POM-FINAL 25.10.2021

7.3.1 Direct Marketing Channel

The term "direct marketing channel" refers to the process of selling directly to the end

consumer without the need of an intermediary. Direct marketing is ideal for the internet
and new media. For example, consider low-cost airlines' business strategy, which allows

customers to order tickets directly on the internet.

Figure 7.4: Direct marketing channel design

Table 7.2: Types of channel 1

Types of Channel Description

A channel for direct marketing is referred to as a direct
marketing channel.

There are no intermediate levels.

Consumers are sold directly by the corporation through mail

catalogues, telephone sales, door-to-door sales, office sales
parties, and online sales.

Use different forms of technologies and include:

telemarketing

mail order and catalogue shopping

online shopping and shopping-at-home television

Example: Avon, Amway and Tupperware

Less problem because it controlled by manufacturer and price

more cheaper

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