
346 ◾ New JIT, New Management Technology Principle
e author has created a model of customer response for use in auto sales (Amasaka,
2007f, 2009). is model is based on the AIDA Model and is presented in Figure 9.46.
e model allows dealerships to boost the percentage of customers that visit their
showrooms by using mass media advertising, yers, magazine ads, and DM.
9.5.2.3 Current Research on Direct Mail Activities
In studying the current status of DM activities at dealerships, the author identied
the following issues:
1. Strategy formulation: target customers and sales concepts are unclear
2. Direct mail content: customer preferences are ...