Marketing Communications

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Marketing Communications


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Direct Marketing

COMMUNICATION GOALS OF DIRECT MAIL



  1. CREATES GOODWILL: direct mail is used to send gifts, greetings, thanks and even
    apologies. The goal is to enhance or create goodwill for the marketing firm.

  2. DEVELOPS FAMILIARITY AND INTEREST: it is used to establish mail responsiveness
    and perhaps build or identify interest in the general product category. The use of the mail
    in a complex multi-step selling process also involves the generation of inquiries and leads.
    This approach is common when we need to better qualify our target before mailing an
    expensive literature packet, a costly catalogue or a demonstration system.


There are two types of lead strategies:

•    LOOSE LEAD STRATEGIES: this approach attempts to generate as many leads as possible,
relying on a qualifying process to sort out good leads from bad. Markets with high turnover
among buyers or many members in the buying centre, new products and venture into
new markets are situations that may make searching for a large lead necessary.
• TIGHT LEAD STRATEGIES: this approach seeks to generate response from individuals
who are already highly qualified. In most cases, the response generated from a tight lead
strategy should be closer to the actual sale, if not the sale itself. Loose lead strategies search
for anyone remotely interested while tight lead strategies look for buyers. Stable markets,
limited selling capacity and high-cost per sales – call situations require tight lead strategies.

EADS unites a leading aircraft manufacturer, the world’s largest
helicopter supplier, a global leader in space programmes and a
worldwide leader in global security solutions and systems to form
Europe’s largest defence and aerospace group. More than
140,000 people work at Airbus, Astrium, Cassidian and Eurocopter,
in 90 locations globally, to deliver some of the industry’s most
exciting projects.
An EADS internship offers the chance to use your theoretical
knowledge and apply it first-hand to real situations and assignments
during your studies. Given a high level of responsibility, plenty of

learning and development opportunities, and all the support you need,
you will tackle interesting challenges on state-of-the-art products.
We welcome more than 5,000 interns every year across
disciplines ranging from engineering, IT, procurement and
finance, to strategy, customer support, marketing and sales.
Positions are available in France, Germany, Spain and the UK.
To find out more and apply, visit http://www.jobs.eads.com. You can also
find out more on our EADS Careers Facebook page.

Internship opportunities


CHALLENGING PERSPECTIVES

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