“IMPORTANCE OF DIRECT MARKETING IN REACHING TARGET MARKET
AND BUILDING COMMUNICATION TOWARDS THE CUSTOMERS OF ASIA
PACIFIC CIRCULATION EXPONENT INC.”
___________________________________________
A Thesis Proposal
Presented to the Faculty of the
College of Business Administration
Adamson University
__________________________________________
In Fulfillment of the
Requirements for the Degree of
Bachelor of Science in Business Administration
Major in Marketing
________________________________________
By:
Muñoz, Shalimar P.
Poso, Renalyn S.
Urmasa, Sherry Ann C.
October 2009
CHAPTER 1
INTRODUCTION
BACKGROUND INFORMATION
STATEMENT OF THE PROBLEM
This study aims to determine the importance ofdirect marketing in reaching target market andbuilding communication towards the customers ofAPCEI.
Specifically the study wants to answer thefollowing questions through the respondents to gatherdata that will help the researchers to easily determinethe importance of direct marketing in reaching targetmarket and building communication towards thecustomers of APCEI.
1. What is the profile of the respondents in terms of
1.1Gender
1.2Age
1.3 Present position in the company
1.4 Number of years in the present position
2. As perceived by the respondents, how important is direct
marketing in reaching target market and building
communication towards the customers of APCEI in terms of:
2.1 Selective Reach
2.2 Measurability
2.3 Flexibility
2.4 Personalization
3. Is there a significant difference in the perception of the
respondents with regard to the importance of direct marketing
in reaching target market and building communication towards
the customers of APCEI?
4 . What problems are often encountered by the
respondents in using direct marketing channel
in reaching target market and building
communication in terms of?
4.1 Direct Mail
4.2 Email / Internet
5. What solutions are proposed by the
respondents to cope with problems encountered
as mentioned in #4?
Hypothesis
Ho: There is no significant difference in the
perception of the respondents with regard to the
importance of direct marketing in reaching
target market and building communication
towards the customers of Asia Pacific
Circulation Exponent Inc.
Ha: There is significant difference in the
perception of the respondents with regard to the
importance of direct marketing in reaching
target market and building communication
towards the customers of Asia Pacific
Circulation Exponent Inc.
SIGNIFICANCE OF
THE STUDY
SCOPE AND
DELIMITATION
CHAPTER 2
THEORETICAL
FRAMEWORK
CONCEPTUAL LITERATURE
RELEVANCE OF THE PRESENT STUDY
CONCEPTUAL PARADIGM
* Marketing employee
*Non-marketing employee
*DIRECT MAIL
*E-MAIL / INTERNET
OUTPUT
*SELECTIVE REACH
*MEASURABILITY
*FLEXIBILITY
*PERSONALIZATION
INPUT
CHAPTER 3
METHODOLOGY
RESEARCH DESIGN
POPULATION AND SAMPLING TECHNIQUE
*RESEARCH LOCALE
*DATA GATHERING
PROCEDURE
DATA ANALYSIS
PROCEDURE
PERCENTAGE
WEIGHTED MEAN
STANDARD DEVIATION
T-TEST
SURVEY
QUESTIONNAIRERESPONDENT’S PROFILE
Name: (Optional) _________________________________
DIRECTIONS: Please check the item that corresponds to your answers.
1.1 Age
20 years old and below
21-25 years old
26-30 years old
31-35 years old
36 years old and above
1.2 Gender
male
female
1.3 Present position in the Company
Marketing Employee
Non-marketing employee
1.4 Number of years in the present position
1 year and below
2-3 years
4-5 years
5-6 years
7 years and above
II. IMPORTANCE OF DIRECT MARKETING
In your perception, how important is direct marketing
in reaching target market and building communication
towards your customers.
DIRECTION: (Please blacken the item that best
describes your answer)
5 - Extremely important
4 - Very important
3 - Important
2 - Less important
1 - Not important
2.1 Selective Reach 5 4 3 2 1
• Direct marketing lets the marketer reach
their targeted group and reduces or eliminates
waste coverage.
• It helps the company marketer to present an
offer to existing customer.
• With the use of Direct Marketing, it enables the
company to understand customers and prospects
need and wants
• Direct marketing has an advantage of determining
what segments exist in a particular market.
• It helps direct marketers to develop a
detailed message to targeted individuals
2.2 Measurability 5 4 3 2 1
• Direct marketers can measure the response to
any offer
• Using Direct Marketing, it enables the marketer
to test a variety of list, offers, and media in order to
allocate marketing resources to the most effective
combination of elements.
• With the use of Direct Marketing, it enables
the company to identify good and bad publications,
mailing list.
• It can identify the prospect very quickly without
spending large amount of money.
• It is designed to elicit a response from the recipient
and they can be measure very precisely.
2.3 Flexibility 5 4 3 2 1
• Users don’t have to be producers;
there is no need to purchase special equipment.
• It is highly accurate way of forecasting and
following up on sales at the same time that
you are making them.
• Direct Marketing is an efficient and
effective system for communicating to customers.
• It enables the company to identify which of the
customers and prospect files are likely to be
interested in a particular products, service and offer.
• Direct Marketing can be used to
develop long-term relationships.
2.4Personalization 5 4 3 2 1
In personalizing direct mails, or emails
it can expand your market reach
It can increase response rates.
It builds customers relationship
It can capture valuable customers
Personalized direct mail or email may leave
the prospect with a positive feeling in
order to gain loyal customers.
III. ENCOUNTERED PROBLEMS
What problems do you encounter in using direct marketing
medium in reaching target market and building communication
towards your customers?
DIRECTION: Please blacken the item that corresponds to your
answer
3.1 Direct Mail
o Marketers in APCEI have lack of unique selling point in creating
direct mail brochures
o Direct mail has poor printed materials
o There is no offer or call to action
o Direct mail brochures is packed with long paragraph which makes
the customers not to read the important details and information
o APCEI has a bad mailing list which result to wasting of time andmoney
3.2 Email / Internet
o In sending emails to customers and prospects, there is
less response coming from them
o Email content or content with no message is sometimes
sent that causes the subscribers to leave and unsubscribe
to your newsletter.
o Information overload
o No social contact
o Being accused of spamming
IV. RESPONDENT’S PROPOSED SOLUTIONS TO THE PROBLEM
What solutions can you suggest to solve the problems?
DIRECTION: Check the item that best describes your answer
4.1 Direct mail
Your direct mail brochure must emphasize your unique selling points. Consider what makes you different from the competitors
Direct mail should properly presented with good quality because clients equate the quality of your company with the quality of marketing materials.
Give your customers an incentive to purchase from you and tell them what to do next
Highlight key benefits with pull out boxes, bulleted
points and other attention getting devices. Deliver your
messages through powerful headlines.
Define your target audience, your key product and
service as well, and then use the powerful mailing list
creation tools to develop a list that will work for you
4.2 Email / Internet
Encourage clients to give response by giving rewards
Make sure that your email messages are sent to inform
important announcements
Send emails with the purpose of giving accurate
information that will not make your clients confuse
Encourage them to send some feedback and suggestions
that will help to know your clients better
Send emails in a legitimate way
END OF
PRESENTATION
THANK YOU
VERY MUCH!!!!
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