Discuss the advantages and disadvantages of catalog marketing.
What will be an ideal response?
In catalog marketing, an organization provides a catalog from which customers make selections and place orders by mail, telephone, or the Internet.
Companies such as Lands' End, Pottery Barn, and Crate & Barrel sell via catalogs, online, and through retail stores in major metropolitan 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 efficiency and convenience for customers because they do not have to visit a store. The retailer benefits by being able to locate in remote, low-cost areas, save on expensive store fixtures, and reduce both personal selling and store operating expenses. On the other hand, catalog retailing is inflexible, provides limited service, and is most effective for a selected set of products.
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