Page 443 - Foundations of Marketing

410 Part 5 | Distribution Decisions

Catalog Marketing
In catalog marketing , an organization provides a catalog from which customers make selec-
tions and place orders by mail, telephone, or the Internet. Catalog marketing began in 1872,
when Montgomery Ward issued its first catalog to rural families. There are thousands of catalog
marketing companies in the United States, many of which also publish online. Some catalog
marketers sell products spread over multiple product lines, while others are more specialized.
Take, for example, this catalog cover for the Duluth Trading Company. Duluth Trading is a
catalog marketer specializing in work wear, as you can see in the humorous illustration of a
man wearing jeans, work boots, and a trucker hat. The image is promoting the company’s
brand of jeans, which are extra durable and flexible to perform well for all kinds of jobs. This
cover, while promoting a product, also puts a humorous face on Duluth Trading, perhaps inter-
esting consumers enough to look through the catalog. Companies, such as Land’s End, Pottery
Barn, and Crate & Barrel, sell via catalogs, online, and through retail stores in major metro-
politan areas. These retailers generally offer considerable product depth for just a few lines
of products. Still other catalog companies specialize in products from a single product line.
The advantages of catalog retailing include effi ciency and convenience for customers
catalog marketing A type because they do not have to visit a store. The retailer benefi ts by being able to locate in remote,
of marketing in which an
organization provides a catalog low-cost areas, save on expensive store fi xtures, and reduce both personal selling and store
from which customers make operating expenses. On the other hand, catalog retailing is infl exible, provides limited service,
selections and place orders by and is most effective for a selected set of products.
mail, telephone, or the Internet
direct-response marketing Direct-Response Marketing
A type of marketing in which a
retailer advertises a product and Direct-response marketing occurs when a retailer advertises a product and makes it available
makes it available through mail through mail, telephone, or online orders. Generally, customers use a credit card, but other
or telephone orders forms of payment may be permitted. Direct-response marketing through television remains a

Courtesy of Duluth Trading Company

Catalog Marketing
The Duluth Trading Company utilizes catalog marketing to sell its work wear for men and women, including its own brand of jeans.

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