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From OSU Extension Direct Marketing
OSU Direct Marketing
Contents |
Marketing defined
"Marketing is not only much broader than selling, it is the entire enterprise seen from the customer's point of view" - Peter Drucker
Marketing is...
an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders (American Marketing Association’s most recent definition of marketing as reported by Keefe, 2004: 17).
What makes direct marketing unique?
Direct marketing is often referred to as interactive marketing because it goes beyond mass marketing’s broad audience appeal and involves two-way communication between sellers and buyers (Spiller and Baier, 2005).
Direct marketing as it relates to agriculture and natural resources
According to the North American Farmers’ Direct Marketing Association, direct marketing, as it relates to agriculture, is “selling direct to consumers - individuals, families, restaurants, tour groups, big companies and others.”
Creating the right marketing combination
Each section of this publication adds context to help guide you in unlocking the unique combination of direct marketing elements.
People
Who is selling direct in Ohio & Who purchases or influences purchasing?
Products/Services
What is sold/purchased?
Places
Where are products/services sold and delivered?
Promotions
How do buyers and sellers communicate throughout the marketing process? How are products/services promoted and sold?
Process (planning & managing resources)
What is the marketing situation? What are the driving goals? How do all of the elements come together in a marketing calendar, budget, and plan? How is the marketing plan integrated into business planning and management? What are the marketing tactics, strategies, and cultural values?
Impacts
Producers
Producers view direct marketing as an alternative market outlet to increase their income while consumers see it as a means of gaining access to fresher, higher quality goods at lower costs (Nayga et al., 1994).
Consumers
Consumers also derive cultural and social benefits from direct contacts with farmers, visits to farms and nature (Linstrom, 1978).
Communities
Communities develop improved social and economic conditions by strengthening local neighborhoods and creating opportunities at the rural/urban interface.
Additional OSU Resources
OSU Direct Marketing Website, [1] OSU South Centers, [2] OSU Extension, [3] OARDC, [4] College of Food, Agricultural & Environmental Sciences, [5]
