Technological Advances
A technological revolution is improving operating efficiency and offering
enhanced sales opportunities:
● Market segments can be better targeted. Through selective binding, longer
catalogs are sent to the best customers and shorter catalogs to new prospects.
● Firms inexpensively use computers to enter mail and phone orders, arrange
for shipments, and monitor inventory on hand.
● It is simple to set up and maintain computerized data bases using inexpensive
software.
● Huge, automated distribution centers efficiently accumulate and ship orders.
● Customers dial toll-free phone numbers or visit Web sites to place orders and
get information. The cost per call for the direct marketer is quite low.
● Consumers can conclude transactions from more sites, including kiosks at
airports and train stations.
● Cable TV programming and the Web offer 24-hour shopping and ordering.
● Both in-home and at-work Web-based shopping transactions can be
conducted.