Specialty catalogs 251351 218649005 2008-06-11T15:49:12Z Damian Yerrick 1 categorize stub {{peacock}} '''Specialty catalogs''' are a [[promotion (marketing)|promotion]] and [[distribution (business)|distribution]] technique commonly employed by [[direct marketing|direct marketers]]. They describe, graphically and verbally, a limited range of [[product (business)|products]]. Specialty catalogs are a good promotion/distribution choice for new products. They are also most effective when using a [[niche strategy]]. There are several reasons for this: * It is less risky than a mass distribution strategy. If it is not successful, it can be altered with only moderate expense. * It is a stealthy way of testing market acceptance of the product. It doesn't alert the competition, or at least the competition will not perceive it as a threat. * Specialty distribution is better able to obtain high margins than mass distribution. This will allow a price skimming strategy, where it is possible to capture the consumer surplus over time. * Specialty catalogs allow the marketer to better target prime segments, like the [[early adopter (marketing)|early adopters]] and innovators that will be prepared to try a new product. * Catalog response is immediate. Product problems will become evident before too many products are shipped. * Catalogs are less expensive than sales forces. The average cost per sale is lower than most forms of advertising where low volumes are involved. * The printed medium is suitable for new products or any other situation where detailed information needs to be communicated. ==See also== *[[Marketing]] *[[promotion (marketing)|Promotion]] *[[distribution (business)|Distribution]] *[[Niche strategy]] *[[Direct marketing]] {{marketing-stub}} [[category:Direct marketing]][[Category:Promotion and marketing communications]] [[category:Sales promotion]] [[de:mailorder]]