Abstract
Direct marketing (D.M) is a method of marketing. Transactions are between buyer and seller. "D.M is tailor made-marketing" because the technique is to avoid a unique strategy for all the customers or all the prospective customers. It is focused on the individual customer. The key of D.M is to obtain individual customer details at the first sale. Marketers want to begin a relationship with the customer and to generate repeat business.
D.M has increased in all types of organizations in a few years. It is due to:
The increase of individualism of the population, who has got different needs and wants.
The growth of the competition.
These elements permit to show the importance of having a good relationship with its consumers, to cover brand loyalties. D.M uses a lot of techniques to attract people like: e-mailing, phone etc it is important for them to have a database to know their consumers very well.
The young person's railcard (YPRC) is a rail travel discount card. It is available to anybody between the ages of 16 and 25 as well as a full-time mature student. The association of train operating companies (ATOC) is responsible for its sales.
