Direct Marketing Product-Market Strategies

Sorina-Raula Girboveanu
Additional contact information
Sorina-Raula Girboveanu: University of Craiova

Annals of University of Craiova - Economic Sciences Series, 2008, vol. 3, issue 36, 1284-1293

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.

Keywords: planning; product-market options; strategies; tactics; differentiation (search for similar items in EconPapers)
JEL-codes: M00 M31 (search for similar items in EconPapers)
Date: 2008
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
http://feaa.ucv.ro/AUCSSE/0036v3-017.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aio:aucsse:v:3:y:2008:i:11:p:1284-1293

Access Statistics for this article

Annals of University of Craiova - Economic Sciences Series is currently edited by Sorinel Domnisoru

More articles in Annals of University of Craiova - Economic Sciences Series from University of Craiova, Faculty of Economics and Business Administration Contact information at EDIRC.
Bibliographic data for series maintained by Anca Bandoi ( this e-mail address is bad, please contact ).