Microsoft Word marketing doc

Modern Marketing Channels 
In the discussion which we had on the merchant middlemen and agent 
middlemen we have learnt that their role is very crucial for successful conduct 
of the business. But with the growing technology, competition sophistication, 
some more modern techniques have been developed which are also highly 
useful in the marketing channels. The important technological maketing 
intermediaries useful for the successful conduct of the business are Tele-
Marketing and E-Commerce which are discussed hereunder. 
Tele Marketing 
Tele marketing is also called telephone selling. It is a new marketing 
discipline that utilises tele communication technology to feature the use of 
personal selling using non face-to-face contacts. Hence, tele-marketing refers 
to a sales person imitating contact with a shopper and closing a sale over the 
telephone. Tele marketing entails canvassing from the phone directory or it 
may depend on the prospects who have requested information from the 
company. It is highly suitable to such products that can be bought without 
being seen are sold over telephone. For example pest control services, 
magazine subscriptions, credit card membership and athletic club membership 
are best suited for telemarketing. 

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Telemarketing can be used solely or in combination with media 
advertising, direct mail, catalogue selling, face to face selling, and other 
communication modes. Finally, the computer systems today can automatically 
dial a telephone number or play a tape message and then record information that 
the consumer gives to complete the sale. This system reduces the high labour 
costs associated with tele marketing. 
Uses of Tele Marketing 
Tele marketing is potentially useful for the markets in the following ways. 
a) 
It is a less costly substitute for personal selling. 
b) 
It is a supplement to personal selling. 
c) 
It is a very useful substitute for direct mail and media advertising. 
d) 
It renders instant and cost of effective personal service to customers
when they need it.