Marketing Explain Why and How Essay

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Over the course of time, as others on the sales team see that one person is engaging in such actions, they will do the same. This creates an atmosphere, of corruption within an organization, where a large number of people will engage in questionable activities to achieve their objectives. A good example of this can be seen with Enron, during the boom years, when the company stressed that they wanted to meet their sales quotas by any means necessary. This attitude of increasing the overall bottom line at all costs; which meant that the management would encourage the staff to engage in questionable activities such as: building power plants that were to big for the local economy (Dabnol, India) or they would purchase a water company whose water system was full of allege (Azurix Water). These actions would contribute to the large losses that the company received, which helped fuel the off book partnerships to hide the losses from investors and regulators. (Eichenwald, 2005)

The extraordinary growth of direct marketing can be attributed to many factors with both consumers and business are benefiting. List and describe the factors that are contributing to the growth of direct marketing.

The different factors that are contributing to the growth of direct marketing would include: a more personal experience, measurability and it can be used through a number of different advertising mediums. A more personal experience is created by helping the marketer to speak one on one with consumer.

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This allows them to find out what objections they may have about a product / service. At which point, these objections can be overcame and turned into possible sales. ("Direct Marketing," 2010)

Measurability is when company will test and measure the results of the different advertising campaigns. This is important because with the overall demographics changing, direct marketers can test the response to an offer for a particular region or group of the population. If the test is successful, they can begin creating a customized message that will reach out to this group. ("Direct Marketing," 2010)

A number of different advertising mediums can be used in direct marketing to include: television, radio, internet, print, direct mail and billboards. This is significant, because these different areas can be utilized to build the overall image that consumers will have about a particular brand or product. When you combine this with the elements of testing, a marketer could use these different tools to effectively see the overall positive or negative response, to a particular product or services. Depending upon the response, the advertiser can customize their message to improve its overall effectiveness. The repeated exposure of the product will instill this image in minds the general public. At which point, you can use all of the different forms of the media to implant this image in customers about the company or the product. ("Direct Marketing," 2010).....

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