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Marketing in a Consumer Oriented World: Appraisal pad Challenges changes highlights the fact that marketing is dynamic. Marketing managers must constantly evaluate their strategies to be sure they're not being left in the dust by competitors who see new and better ways of doing things.
It's crazy for a marketing manager to constantly change a strategy that's working well. But too many managers fail to see or plan for needed changes. They're afraid to do anything different and adhere to the idea that "if it ain't broke, don't fix it."
Marketing managers who take the lead in finding innovative new markets and approaches get a competitive advantage. Some managers hate I that thought. Tactical differences between B2B and consumer direct marketing contrary to the widely held notion, there is no single figure that can be used as an "average" or "typical" direct mail response rate.
At this point you may be thinking, "I heard that z percent is the average response rate." But what does that mean? Is it leads or sales? Did 2 per-cent request more information, or did they actually order the product? It's the same with business-to-business direct mail. Let's say you get a 3 percent response with your first mailing.
That becomes your base-line. If the next mailing pulls a 2 percent response, you know you haven't done as well as you can with this product. If a third mailing pulls a 3.5 percent response, you know you've got an incremental improvement in gross response rate of half a percent for your time and trouble.
Ignore the "2 percent is standard" rule. The baseline tells you what's average or typical for your product, given your price, offer, and market. Although, as we've just discussed, I feel it's dangerous to give typical response rates, I know that's what you are looking for. So let me give you some feel for what you can expect when you mail a lead-generating business to business direct marketing mailing.
Welcome Increasingly, marketing managers face global competition.
More about Marketing Strategies . See also: Consumer Marketing List and Consumer Marketing .
Response Makers - Marketing Strategies
