World Economic Forum-WEF

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World Economic Forum(WEF)-About World Economic Forum(WEF):

World Economic Forum - Introduction

World Economic Forum (WEF) is an international non-governmental organization based in Geneva, Switzerland. Predecessor of the World Economic Forum in 1971 by the current Chairman of the Forum, Professor Klaus Schwab, the Geneva School of Business created the "European Management Forum." In 1987, "European Management Forum," was renamed "World Economic Forum." World Economic Forum's annual end of January to early February each year in Davos, Switzerland, is also called "Davos."

World Economic Forum participants mainly national political and economic circles of the senior leaders, business leaders and renowned experts, the purpose was to explore the world economic problems and to promote international economic cooperation and exchanges. As the international situation changes, forum topics explored in the field gradually broke through the purely economic, many bilateral and regional issues has become a forum to explore the main content. Over the past decade, the world has undergone a significant political, military, security and social events to be reflected more in the forum.

World Economic Forum - members of the structure:
World Economic Forum's influence in the strength of its member groups. Currently, a member of the World Economic Forum Foundation is among the world's top 1000 list, the trend of multinational companies lead the world economy. All members of the group of people representing their respective areas of the most influential decision-makers and trend leader. Members of the exchange of personnel within the group, between different members of the group of close discussion, which makes the World Economic Forum held in each of the activities of the Foundation have been actively involved, and this, it is also different from other World Economic Forum Forum main logo.
World Economic Forum to meet the members and participants in a variety of specific requirements, the Foundation bring together people and organizations a variety of activities such as: the establishment of a special committee, and organized a series of global, regional and local activities to promote cooperation, improve the global economic situation.
Global growth company (GGC) members belong to a single member group, they include some of the world's most important innovation in enterprises. GGC, have established this organization, because there is innovation in small and medium industrial enterprises in the world play an increasingly important role, and they tend to use cross-border business model.
In addition, the World Economic Forum also includes other other participants.
These participants belong to different members of the group, these groups gathered the scattered forces together in order to carry out their specific areas of global cooperation. Each group is independent, and ended limited, so each has its distinct characteristics. They include:
Group of industry leaders: the world's major industrial areas by the most well-known company's senior management staff;
Future global leaders group: about 600 members, the age of 45 years of age, they are the next generation of global decision-makers;
Media Leader Group: Global media field, including the most influential people, their participation will ensure the reliability of this event and impartiality, and to add luster to all participants;
Panelists groups: including the political, economic, scientific, social, science and technology in the field of celebrities; politicians Group: including government leaders and leaders of major international organizations;
Literary elite group: including more than 100 prominent figures from the literary field.
Group of future global leaders the world are trying to recruit outstanding young people from different backgrounds to establish and develop a global network of talent to enhance mutual support between them, and promote them to meet global challenges such a dialogue.

World Economic Forum (WEF) official website address:
http://www.weforum.org/

International Chamber of Commerce-ICC

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International Chamber of Commerce/ICC:

International Chamber of Commerce /ICC- Background

October 1919, after the end of World War I, in order to maintain a state of peace between the economic and trade cooperation, strengthen national economic exchanges, led by the French Trade Minister of France, Britain, Belgium and Italy, business leaders, consisting of the four countries delegation to the United States Atlantic City, New Jersey, International Chamber of Commerce set up consultations with the United States matters. Consultation from October 20 onwards, a total of four days, and decided to set up before the end of International Chamber of Commerce.

International Chamber of Commerce's mission is to promote world economic development, promote free enterprise and market economy and prosperity, enhance economic and trade exchanges between members, to help resolve international trade disputes and disputes arise, and to develop the trade, the rules and freight terms and conditions.

International Chamber of Commerce - Introduction

The International Chamber of Commerce Global Business Services (ICC) is the world's most important private trade organization, founded in 1919 and headquartered in Paris. International Chamber of Commerce aims: the economic and legal areas, with effective action to promote international trade and investment. International Chamber of Commerce works as follows: development of international trade and economic rules, practices and to promote the business world; and dialogue with governments and international organizations, in order to create a conducive to free enterprise, free trade, free competition in the international environment; promote among members economic and trade cooperation, and to provide real world business services.

International Chamber of Commerce / ICC, through its Professional Committee consists of a dozen and dozens of working group to develop many areas of international business rules and practices, such as international trade terms, rules of international trade settlement, widely used around the world. ICC is an important dialogue partner of the United Nations and many other important international organizations, such as the World Trade Organization, EU, ​​OECD, the Western Group of Seven, etc., to maintain a close relationship of these organizations in the formulation of policies on international business time has an important impact. ICC for the majority of the business community to provide practical services such as arbitration, temporary import documents system, trade information networks, etc., greatly facilitated the operation of the business of international trade practices.

International Chamber of Commerce / ICC currently has national committees in 83 countries, from 140 countries with more than 8,000 member companies and member associations. These members are mostly engaged in various countries and regions, the backbone of international trade and economic activities of enterprises and organizations.

International Chamber of Commerce / ICC current Chairman of Vivendi Universal Chairman and CEO Jean-Rene Fourtou, Mr. Secretary-General Kata Wei (former general manager of the World Economic Forum).

International Chamber of Commerce - functions

1 at the international business community representatives, especially the United Nations specialized agencies to act as business and government spokesman.

(2) promote the establishment of free and fair competition in the world based on trade and investment

3 harmonization of trade practices and terms of trade for importers and exporters to develop and the various guidelines.

4 to provide practical services for business.


International Chamber of Commerce - Organization

International Chamber of Commerce organizations including the Council, the Executive Board, Officials Committee, Finance Committee, the Chairman, Vice Chairman and former Secretary-General, their committees and members, members of the General Assembly, also has a national correspondent.


International Chamber of Commerce - other sector

International Trade Policy Committee, International Investment and Multinational Enterprises Committee, International Business Practices Commission, Commission on Banking Technique and Practice, e-commerce committee, intellectual and industrial property committee, Environment Committee, the Energy Commission, Maritime Commission Tax Commission, Committee on Competition Law and Practice , Insurance Committee, the International arbitration Commission, international Chamber of Commerce Court of Arbitration, international Chamber of Commerce Maritime cooperation Center, international Chamber of Commerce counterfeiting Intelligence Bureau, international Chamber of Commerce commercial Crime Bureau against.
Other agencies

International Trade Policy Committee, International Investment and Multinational Enterprises Committee, International Business Practices Commission, Commission on Banking Technique and Practice, e-commerce committee, intellectual and industrial property committee, Environment Committee, the Energy Commission, Maritime Commission Tax Commission, Committee on Competition Law and Practice , Insurance Committee, the International arbitration Commission, international Chamber of Commerce Court of Arbitration, international Chamber of Commerce Maritime cooperation Center, international Chamber of Commerce counterfeiting Intelligence Bureau, international Chamber of Commerce commercial Crime Bureau against.

Andean Group

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Andean Group-About Andean Group:

Andean Group - Introduction

Andean Group, also known as the Andean Pact, the South American Andes developing regional economic cooperation organization. May 26, 1969, Bolivia, Colombia, Chile, Ecuador and Secretary Lu Wuguo in Cartagena, Colombia, signed the "Andean regional integration agreements", later known as "Cartagena Agreement", the establishment of the Cartagena Agreement Committee, October 16, 1969 after the Agreement enters into force, renamed the Andean Pact.

February 13, 1973 Venezuela joined the Andean Group. In October 1976, Chile announced its withdrawal, in September 1992, Peru suspended commitment to the economic obligations of the partner countries In 1994 May, five countries have reached in January 1, 1995 into the Andean free trade zone. September 5, 1995, the Andean Group, the seventh meeting of the Presidential Council decided to establish the Andean Integration System. In January 1996, the Peruvian Government announced a comprehensive Jia Ruan Andean Integration System, assume all the obligations of member states. March 9, 1996, and easy for the present name. In April 2006, Venezuela and Colombia by Peru sign free trade agreement with the United States to withdraw from the organization. It is now only Colombia, Peru, Bolivia and Ecuador four countries. Panama and Mexico for the long-term observers, members of Chile is accepted as a partner, but not full members. Chile, Argentina, Brazil, Paraguay and Uruguay as the associated countries. Now Panama is also the intention to join CAN. To July 1, 2007 members of four are: Peru, Bolivia, Ecuador and Colombia. Andean Group, headquartered in Lima, Peru.
Undo editsAndean Group - Aims

Andean Group's mission is to promote balance and coordination between Member States to develop, the abolition of tariff barriers to ask member states to form a common market, accelerate the economic integration process.

Andean Group - Organization

Andean Group include: Cartagena Agreement Commission, Technical Committee, the Andean Reserve Fund, the Andean Parliament, the Andean Court of Justice, the Andean Development Corporation, Economic and Social Advisory Council and the General Secretariat of the Council of Foreign Ministers.

(1) Presidential Council (formerly known as the 1995 Cartagena Agreement Commission): the highest decision-making body to determine the direction of the integration process of the organization. Once a year.

(2) Council of Foreign Ministers: Foreign ministers from the member states to coordinate member states foreign policy. Meet at least twice a year.

(3) The General Secretariat: replace the original Cartagena Agreement Commission, is the executive body Andean Community, the right to represent Andean integration with other organizational dialogue. Secretary-General elected by the foreign ministers, serving for four years, up for another term. Secretary-General during his tenure, it may not serve as staff, shall not be required to accept any national government and international institutions instructions; if committed a serious error, which may be agreed by all member states to replace.

(4) The Andean Committee: appointed by the Member States presidential plenipotentiary composition. Together with the Council of Foreign Ministers responsible for integration policies, coordination and supervision of the implementation of the policy, and can call other ministers held an enlarged meeting, study and formulate relevant policies.

(5) of the Andean Parliament: October 25, 1979 established the Department Andean advisory body. Each member from the five-member parliamentary factions, a term not exceeding five years. Regular meetings held every year, the headquarters and permanent secretariat based in Lima, Peru.Undo editsAndean Group - the main activities:
Before the 1990s• 1979 In May, five heads of state signed the "Cartagena power of attorney", the Andean Group's activities by the economic cooperation extended to the political sphere. September, in the sixth Summit of the Non-Aligned countries issued a joint statement, adhere to the Non-Aligned Movement's fundamental principles. October 5, President or the President signed on behalf of "Panama Minutes" and support the Panama Canal and the U.S. signed a new treaty.
• 1982 April 5 countries on the Falklands conflict between Argentina and Britain issued a joint statement, the full support of A, condemned the European Union to impose economic sanctions on the Arab.• 1983 January Agreement, the Commission decided to set up entrepreneurial Advisory Board and the Labour Advisory Board, members of the private sector to participate in the absorption process of integration. March 1983, the Andean Parliament strongly condemned foreign interference in Central America. In July, the Andean Court was established, whose main task is to mediate disputes and the right to not implement the treaty members of the organization sanctions.
• 1984 In May, the Andean Parliament adopted the "Lima Declaration" that Latin America's external debt by the debtor and creditor countries shared responsibility, requiring the renegotiation of foreign debt in the developed countries on the issue of flexibility and realism. February 1986, five countries identified the active economic ministers' meeting of trade within the region of small outline emergency plan, as modified by the Cartagena Agreement on the principle of negotiations to develop regulations to modify the principles of the common use of foreign capital.
• 1987 In May, five government representatives signed the "Andean Pact modify Protocol", in trade and tariffs, the five countries on a number of "sensitive products" exceptions to tax system, for some products to implement a limited "trade management system . " Requires each member has the right to develop their own foreign policies and decisions of foreign investment in the sector, and foreign-funded enterprises can export rate of profit, replacing the previous restrictions on foreign Resolution No. 24.
• 1988 In July, the Commission sent a delegation to visit Cartagena Agreement member countries to promote the national government to strengthen consultations and coordinate positions, actively and steadily develop regional integration, and to absorb the country's private enterprises to participate in the integration process.• 1989 In May and December, the Andean Group has in Cartagena, Colombia and Ecuador, the Galapagos Islands, held two summit meetings, the statement required by Member States coordinate their positions, to take practical steps to promote integration process development.
• 1990 March, the Cartagena Agreement Commission announced a unified five countries to reduce external tariff, the minimum tariff rate from 110% down to 50%, reduced to 19 categories of taxes by the seven categories. In November, the Fourth Summit of the "La Paz Outline" to determine the five countries on January 1, 1992 a free trade zone of the target.
The 1990s• 1991 In December, the sixth summit meeting approved the five countries on the establishment of free trade agreements, decisions from January 1, 1992 from the implementation of a common external tariff.• 1992 In April, Peru and Venezuela broke off diplomatic relations since the 7th summit was postponed indefinitely. In June, the establishment of regional free trade zone plan was delayed, the integrated development of the Andean region is facing a serious crisis. In September, E, glass accept the common external tariff standards, Columbia, Committee elimination of export subsidies. Since 1993, the Andean Group, the Latin American and the world's first free trade zone formed by developing countries, and began to implement a common external tariff (except Peru).
• 1994 in Peru to restore some of its membership. In May, the common external tariff on five countries agreed that from January 1, 1995 from countries outside the region to 11.8% of the average tariff, according to the range of products, tariffs of 5%, 10%, 15% and 20% of fourth gear. November, the five countries signed a common external tariff agreement, the agreement from February 1, 1995 effective from this point, the Andean Customs Union was established.
• 1996 March 8th summit decided to set up the Andean Community, the establishment of the Andean Integration System, members of the same.• 1997 January 5 meeting of foreign ministers expressed support for Peru, the "hostage" position. April 6 months, as with other members of Peru's trade deficit between the serious and common tariffs, and other members of the divergence, once announced its withdrawal from Andean. Negotiated after the issue of mutual tariff concessions made, secret "out of storm" temporarily subsided. August 1, Andean Community started operating.
• 1999 In May, the 11th Summit of the latest in 2005, establishing a common market goals, decided to gradually implement a common foreign policy.
21st Century• 2000 the 12th Summit reaffirmed at the end of 2005 to establish the Andean Common Market integration of development goals, decided to establish anti-drug, anti-corruption, security and trust mechanisms in areas such as democracy, the implementation of a common foreign policy, the development of the implementation of social development specific action plans.
• 2001, the 13th summit meeting decided to intensify the implementation of the Andean integration agenda, and strive on December 31, 2005 to establish the Andean Common Market, and gradually expand the country between the freedom of movement, from January 1, 2002, the member states mutual recognition of personal identification, no later than December 31, 2005 issued by Andean unified passport; and strive to be completed in January 2002 with the establishment of the Mercosur free trade area negotiations.
• 2002 å¹´ 1 30, An ECOWAS Extraordinary Summit held in Santa Cruz, Bolivia, Andean five members of president. The meeting mainly discussed the Andean integration process problems, December 31, 2003 introduction of common external tariffs, introduction of the common agricultural policy, and further coordination of foreign policy issues such as agreement. Issued the "Declaration of Santa Cruz."
• 2003 June 14th Summit held at Columbia-based Rama City, Colombia, Venezuela, Ecuador, Bolivia, Peru's First Vice President and President attended the meeting, President Lula of Brazil as a special guest to attend. The meeting mainly discussed how to strengthen the Andean Community and Mercosur in the field of government and economic cooperation, coordination, the two groups in the "Free Trade Area of ​​the Americas," the position of the process and other issues. After signing the "Declaration Ji Lama", decided to accelerate the development of Andean common foreign and security policy, coordination of Member States in the movement of persons, social security, medical insurance and other social policy areas; to strengthen democracy, promote good governance, anti- toxic anti-corruption, eradicate illicit arms trafficking, and promote common development of the entire region Andean Group - External Relations:

Andean Group has with Mexico (October 1972), Argentina (November 1972), Spain (June 1973), the European Community (December 1983) established a Mixed Commission, signed a cooperation agreement with Panama.
• 1979 January 5, Cuban foreign ministers and foreign ministers signed the "Memorandum of Understanding", decided to set up a permanent consultative body.
• 1981 å¹´ 4 on the U.S. to begin the implementation of the Andean Tariff Preferences.
• 1977 å¹´ July and the European Community issued the bulletin to strengthen bilateral economic cooperation, signed in 1983, the first five-year cooperation agreement to strengthen the political and economic cooperation.
• 1999 In June, the EU decided to Andean countries, the GSP will be extended in 2004.
• 1983 October Economic Commission for Latin America to sign with the cooperation agreement, decided to finance, negotiations and other aspects of international economic cooperation.
• 1985 November, with members of the Central American Common Market held its first meeting in San Jose, to discuss strengthening trade between the two organizations.
• 1998 In April, with Panama signed a free trade area negotiations to establish a framework agreement. April 16, and the Southern Common Market signed a framework agreement, the decision on January 1, 2000 onwards to establish free trade zone between the two groups, but no significant progress until the negotiations. Mercosur members Brazil and the Andes to reach a separate preferential tariff agreement.
• 2003 In June, the Organization of American States to attend the 33rd Congress, Andean Community and MERCOSUR member states Foreign Ministers reiterated the end of 2003 to complete free trade negotiations between the two regions desire, decided to set up a two-regional headquarters and Secretariat members of the working group to develop plan for negotiations.
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Direct Marketing

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Direct Marketing-What is direct marketing?

Direct marketing is the product of individual needs, the dissemination of personalized products and services, the best channels. U.S. Direct Marketing Association (ADMA), marketing experts will define it as "a place to produce any measurable response can be used one or a deal or the interaction of several advertising media marketing system."

Direct marketing - the origin of
Direct marketing originated in the mail order activities. In 1498, Al publishers set in Venice, Italy, founder of Aldus Manutius published the first printed price list of directories. This generally is considered the first documented mail order activities. 1667, William Lucas in the United Kingdom published the first gardening catalog. Later, the mail order activities in the United States, Italy and Britain made some progress. To 1926, Sherman and Sackheim founded in the United States, the first modern book club - monthly book club (The Book of the Month Club). They began to use the free trial, that is first consumer Jishu, until the consumer no longer order or not payment. This is the first collection after the Jishu traditional way different. This is also the marketers trying to measure customer lifetime value (lifetime customer value) of the first attempt the world's second-largest direct response companies - Wunderman marketing consultant (WCJ) - founder Lester Wunderman said the manufacturer 90 % of the profits from repeat customers, and only 10% of sporadic individual. Reduction in losses of 5% of the old customers will increase by 25% of the profits. Therefore, from a strategic perspective, companies must be clear that he is to focus on the fight for market share, or to maintain or develop customer loyalty. According to experts, is facing fierce competition in the market, to maintain an old customer is looking for a cost of 0.5 times the cost of new customers, and to make a loss of old customers again become new customers that cost is to find a new customer cost of 10 times. How to traditional advertising to get customers to be maintained and converted into loyal customers for direct marketing is an important goal.
Mr. Wunderman in 1967 first proposed the concept of direct marketing. He believes that human society is the direct trading began, that the sale of the classical one (service) mode is the most and can satisfy the needs of the people, rather the industrial revolution brought about by mass production and mass marketing is not consistent with human nature, is immoral.
Especially the fish market at this stage, a large number of traditional advertising media are full of people called the "eyeball economy" is said to have aroused a public outcry, the conditions in today's society, people seek more personalized products and services, no one is willing to accept and others as products and services. This is a lot of marketing, marketing a large number of fatal weaknesses and decay times, the end of the root causes.
While consumer products generally do not trust some time; tired of a lot of advertising is not the time; especially health care products company marketing staff know what to do and to think hard to find when the new marketing, direct marketing operation and should be Health and vitality and adaptability to rapidly swept all Western countries, launched a marketing revolution in twenty-first century. Our nation's health care products drug companies most part accept the use of a direct marketing approach, but not yet used the system. We direct marketing as a primary means of entering the market, can greatly reduce risk.

Direct marketing - forms:Network as an interactive two-way communication channels can be and the media, it can be very convenient for the bridge between enterprises and customers, customers can order and pay directly through the network, businesses can receive the orders through the network to arrange the production, directly Products sent to the customer. Internet-based direct marketing will be more consistent with the concept of direct marketing. This is reflected in the following four areas:
First, direct marketing as an interacting system, with special emphasis on direct marketing and target customers are between the "two-way exchange of information" in order to overcome the traditional marketing in the "one-way information exchange," the way marketers and customers can not communicate between the Achilles' heel. Internet as open and free two-way communication networks, between businesses and customers can direct one to one exchange of information and direct communication, companies can target the needs of customers in production and marketing decision-making, maximize customer satisfaction in demand, improve the efficiency and effectiveness of marketing decisions.
Second, direct marketing activities for each goal, the key is to provide customers with direct response marketers channels, companies can rely on customer feedback to identify shortcomings, for the next direct marketing campaign ready. The Internet easy and fast makes it easy for customers via the Internet to make recommendations directly to the business and purchase requirements, you can also directly access the Internet service. Enterprises can also suggestions from customers, needs and requirements of the service, to identify the lack of business, according to customer demand management, reducing marketing costs.
Third, the direct marketing activities, emphasizing at any time, any place you can achieve the enterprise and customer, "two-way exchange of information." Internet's global and persistent, which makes the customer can at any time, any place direct response to business requests and issues, companies can also use the Internet to achieve low-cost break across space and time constraints of two-way communication with customers, This is because the use of the Internet can be automated all-day communication tools to provide online information, customers can access their own schedule to get any information.
Fourth, the direct marketing activities, the most important feature is the effect of direct marketing activity is measured. The Internet as the most simple and direct communication tool for business can be very convenient when dealing with customers to provide communication support and trading platform to achieve, through database technology and network control technology, companies can easily deal with each customer order and demand, and Customers do not control the size, the amount of purchase, this is because the cost of Internet communication and information processing costs are very low. Thus, through the Internet can be achieved at the lowest possible cost to meet customer needs while understanding customer needs, target market segments, improve marketing efficiency and effectiveness.

Direct marketing - main features:

Difference between direct marketing and other marketing methods, the main features are:

1 choose more accurately target customers

Direct marketing can from the customer list and database information, the selected customers may become their own people as the target customers, and target customers with a single user or a specific business direct exchange of information. So that the target customers accurately targeted communication.

(2) emphasize the relationship with customers

Direct marketing campaign, direct marketing may be based on each customer's different needs and spending habits for targeted marketing activities. This will form one to one with two-way communication between the customer, will work with customers to create and maintain a good relationship. Various studies show that the majority of consumer purchase behavior is a planned purchase. Direct marketers know that customers will not stay at home passively waiting for the arrival of advertising. Therefore, they encourage consumers to always concentrate on the unplanned purchase or impulse buy, as consumers respond immediately to provide all possible convenience.

3 encourage the customer an immediate response

Through the incentive to concentrate on advertising in a particular recipients to take immediate action and to reflect the customer immediately and provide a convenient way possible, people of the immediate implementation of direct communication.

4 covert marketing strategy

Direct marketing strategy is not the conduct of high-profile, so competitors can not easily be detected, even if competitors aware of their marketing strategy will be too late, as advertising and direct marketing sales is the same time.

5 attention to customer lifetime value and long-term communication

Direct marketing to business customers (including end customers, distributors and partners) as the most important corporate resource, by improving customer service and in-depth customer analysis to meet the customer's needs, concerns and help customers achieve lifetime value.Direct marketing - Category:Direct marketing (direct marketing) as part of marketing activities, and modern consumers are becoming increasingly close. On the one hand, the accelerating pace of life in modern society, so that consumers are becoming used to reduce shopping time. On the other hand, information, communication technology, and continuously improve the credit system, the development of direct marketing provides an opportunity.
Now, with the credit instruments and the rapid development of information technology, the form of direct marketing has been an unprecedented development, the form is no longer limited to mail-order activities. With the telephone, television and the Internet and many other media, the emergence of forms of direct marketing has become increasingly diverse, a common form of direct marketing are:
1. Direct mail marketing:Marketing staff to letters, samples or advertising sent directly to the target customer marketing activities. A list of target customers can rent, buy or no competition with other businesses to exchange. Use these lists, they should pay attention to the list of repetition, to avoid two or more products with a mailing sent to the same customers, causing resentment.
2. Catalog marketing:Marketers to target customers mailing list, or available for customers to obtain the directory at any time. The integrated operation of the complete production line mail order store more this way, such as Montgomery Ward • Company (Montgomery Ward), • Sears Roebuck (Sears Roebuck) and so on.
3. Telemarketing:Marketers to target customers by telephone for marketing activities. Phone penetration, especially in the opening 800 free phone so that consumers are more willing to accept this form. Many consumers through telephone inquiries about products or services, and make purchases.
4. Direct response television marketing:Marketing staff through on television about the products, sell products or sponsor a special program, marketing activities. In China, television is the most popular media, television channels are more, many companies have started marketing on television.5. Direct response print media:Direct response print media usually refers to magazines, newspapers and other print media, direct response advertising to do, to encourage the target members of the order by telephone or letter, to achieve the purpose of increasing sales and provide customers with knowledge of other services.6. Direct response radioBroadcast as a direct response to the dominant media can also be used as with other media, so that the customer feedback on the radio. With the broadcasting industry, an increasing number of radio stations, more and more professional the whole, some stations even for a particular segment of small groups or height for the direct marketing targeting those who seek to provide a precise the opportunity.
7. Network Marketing:Marketing staff through the Internet, fax and other electronic means of communication to carry out marketing activities. At present, such as books, computer software and hardware, travel services, etc., have generally started their online marketing business. In addition, marketers also use newspapers, magazines, radio and other media for marketing activities. The types of direct marketing can be a single use, can also be combined with use.

Direct marketing - FeaturesAlthough direct marketing as a marketing idea has long existed, but until the 1980s, people still think it is a method of distribution. It is widely accepted definition of Stan • Rip (Stan Rapp) and Tom • Collins (Tom Collins) by the definition: "Direct marketing is without a store, directly between buyers and sellers to complete transactions in a distribution form . "Although the above definition outlines the basic nature of direct marketing, but the role of direct marketing as more and more widely, it has been difficult to fully summarize the purpose of direct marketing.
Direct marketing and database concern is that each of its consumers and potential consumers. They are based on consumer buying behavior in the past to predict future behavior. This information is processed on an individual as a unit, even tens of thousands of consumers can still use it to carry out the analysis of individual behavior and decision-making. This does not mean that marketing research is outdated, but if you rely only on marketing research information obtained will be made generally applicable to the assumption that consumer behavior, this assumption when applied to individual circumstances, may be wrong. In short, direct marketing stressed that according to the analysis of information about individual decision-making, and finally to maximize customer lifetime value.
Characteristics of direct marketing can be summarized as connectivity, the target, control and continuity.1. Connectivity (interaction) refers to the marketing staff and the linkages between consumers, which includes two meanings: (1) how marketers target consumers on the market to provide responses to stimuli cause. (2) how consumers react. Interaction with consumers, marketers can gain effective control for target-oriented and consumer information and how to keep in touch with the information. Therefore, the four characteristics of direct marketing, the Internet is the centrally located.
2. Goal-oriented (targeting) is the marketing staff select a product or service information received into the process, information has been received income can be purchased product or service to consumers, or likely to become patrons of potential customers, or the majority of potential consumers. Marketing personnel can periodically check the results of the last campaign, in order to obtain more accurate goal-oriented information.
3. Control (control) refers to the management of marketing activities, including setting goals and plans, make budget and assessment. It is a cyclical process, marketers generally based on past results of the control process to develop plans for the future.
4 continuity (continuity) is to retain the existing customer base, to sell them other products and more advanced products. In business, a lot of profit from the existing customer base, so the continuity is very important. Interaction with customers to obtain important data, enabling marketers to better communicate with customers, timely access to their interests and preferences, to understand their views on marketing activities of the past. Although many companies do not realize the importance of continuity, but studies have shown that the product has been purchased re-sale to consumers the cost of attracting new customers only a small part. For example, in the new car market, the cost ratio of the two 1 / 5.
Direct marketing of the above four characteristics are interrelated, and its overall goal is to establish a database to keep old customers and attract new customers, maximize the customer lifetime value. Customer Lifetime Value is the life of an enterprise to bring the customer the total net income, which means that customers remain loyal to the company during the period, will bring the total value of expected future income.

The shortcomings of traditional marketing and direct marketing advantages:Marketing costs related to traditional marketing, advertising media costs, warehousing costs, channel costs, management and marketing costs are very high, and direct marketing to a certain extent, lower cost, and efficiency is improved.1, direct marketing to reduce overall customer costs. Direct marketing aspects of the exclusion of intermediaries increases, thus reducing commodity prices; while allowing the customer does not need to go out shopping can make their time, physical and spiritual cost to almost zero.2, direct marketing emphasis on time efficiency of customer response to the trend. Comparison shopping, modern people are more willing to invest valuable time to work, learning, communication, sports, leisure and other more meaningful things, and direct marketing telephone (or network) ordering, home delivery of benefits to customers shopping offers great convenience.
3, the promotion of network communication technology to promote the development of direct marketing. Media is the key to successful direct marketing. Today, advanced communication facilities, in particular the use of Internet technologies (According to statistics, China has 50 million mobile phones, 100 million fixed telephone; computer ownership in more than 12 million Internet users over 4 million) is to e-shopping has become a trend.
4, the direct response to customer demand for personalized marketing trend. Direct marketing by the manufacturer according to the specific needs of each customer customized products to provide customers with complete satisfaction with the goods. New century calls for direct marketing, but marketing strategy change has economic grounds. The traditional image of the advertising for many companies it is not too specific.
For example, most of the revenue from Coca-Cola 8% of Americans, but Coca-Cola is in the cook billion in television advertising to 100% of the people. This is a reasonable proportion of Coca-Cola tried to find the right ratio. Coca-Cola understand that each client must establish a closer relationship because no one has seen a customer base to buy Coke, every time a single customer.
Traditional advertising is facing a structural crisis. In order not to forget, companies must do more advertising. But only well-known and a good impression is not enough. Statistics show that consumers face every day a 1600 advertising messages. Not surprisingly, he will forget after a while a large part, the other part would be wrong to memory.