| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 94 === ABSTRACT
How marketing-mix influences a consumer’s purchase behavior has
always been important to retailers. The consumer’s purchase behavior that
results subsequently in the retailers’sales and profits can be influenced by
the decisions on categorization, display, price, and promotional activities.
In the concepts of modern marketing, customer segmentation has
been playing a crucial role. According to the results of customer
segmentation, managers develop the “right” marketing strategies by which,
we believe, achieve maximum profit with minimum capital. Through the
analyses of retail database, retailers segment customers into different
sub-segments of buying groups. The individual groups are provided with
different kinds of promotions through which repurchase behavior is
generated, existing customers is retained and customer loyalty is ultimately
established.
Specific Direct Mail (S-DM for short) is offered to different customer
segments that are identified in terms of their past purchase behavior.
According to the unique needs of the individual segments, specific direct
mail can be used as a medium of providing these customers with needed
information so that opportunities for up-selling and cross-selling may be
created.
To explore the consequential impacts of S-DM, this paper tends to
investigate the following issues: (1) comparing the difference between the
effect of S-DM and the effect of general DM; (2) examining the
relationships between customer loyalty levels (RFM) and S-DM repurchase
responses; (3) comparing the differences in S-DM response rates with
respect to different product categories; (4) investigating the effects of price
on S-DM response rates and monetary purchases; (5) examining the
interaction effects of product category and price. We believe that the
research findings will be beneficial to firms while they are engaged in
targeting marketing and DM marketing.
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