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Applied Managerial Marketing - Global Gadgets Imports - Phase 2 Task 3

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Discussion Question: Phase 2 - Task 3

Task Name: Deliverable Length: 10-12 slides w/200-250 word speaker notes per slid
Details: This assignment addresses both direct marketing and the issue of privacy. One of the most challenging issues for direct marketers is privacy. Privacy affects a direct marketer's ability to both find and reach its audience. This has been an ongoing concern for GGI and now is the time to address it in a formal manner.

Use the textbook, Library, and Internet to do research on direct marketing and privacy issues in direct marketing, and then prepare a presentation, to be given to GGI's senior management team, which answers the following questions:

Questions:
What is Direct Marketing (DM)? Describe at least three forms of communication that direct marketers utilize (e.g. direct mail catalogs). What are the key benefits and challenges with each of these three approaches?

Give your answer from both the consumer point of view and from the marketer's point of view.

How do direct marketers obtain consumer information? What are some of the issues faced in effectively and appropriately using this data?

What is personalization? Give examples of personalized marketing. What does a marketer hope to achieve with a personalization strategy? What are the key factors of a personalized approach?

How could GGI use direct marketing in this project and at the same time protect the customer's privacy?

10 - 12 slides with speaker notes, plus a title, introduction, and reference slide are required for your presentation.



Case Scenario:

Global Gadgets Imports (GGI) began operations in 1992 as an importer of home decor and gift items. Initially, GGI imported from various Asian manufacturers and sold its inventory through a network of distributors and other intermediaries who supplied to the retail and mail order catalog market. In 1995, GGI opened its first retail store. This decision was fueled by a desire the owner had to be closer to the consumer and capture the high profit margins possible through eliminating the distributors. The success of this one location led to the opening of ten additional stores in a three state region, while the distributor business also continued to grow.
After ten years in business, GGI deals almost exclusively with one manufacturer so import and distribution functions are somewhat optimized. However, over the last year, revenues from the wholesale business have been slipping, while store sales remain flat. Management believes the weakness to be marketing. GGI has a few ideas that might turn the business around and bring new growth. They want to hire you to give them guidance and direction on this marketing project.
Your roles and responsibilities are to implement the following ideas:
• Expand the product line to include housewares. The key supplier carries a full range of good quality housewares products and GGI can leverage its existing relationship to obtain discounted pricing on these additional product lines.
• Repackage and brand: currently, the products arrive with a "plain brown wrapper" sort of packaging so little attention has been paid to whether GGI even has a reputation in the market. GGI has the option to repackage the items to promote a stronger brand image, but the cost will shrink their profit margin.
• Open additional stores, possibly under a new brand, much like other manufacturers' and importers' "factory" stores.
Engage in a major marketing effort to increase sales and brand awareness.
Solution
The solution has a detailed power point presentation with 12 slides. The slides included in solution are:Slide 1: Title
Slide 2: Introduction
Slide 3: Direct Marketing
Slide 4: Approaches to Direct Marketing
Slide 5: Direct Mailing
Slide 6: E-Mail Marketing
Slide 7: Mobile Marketing
Slide 8: Information
Slide 9: Data Issues and uses
Slide 10: Personalisation
Slide 11: GGI's options
Slide 12: Bibliography
Each slide is accompanied by detailed speaker notes. Options for the GGI have been developed based on a thorough analysis of the company. 
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