Video Case Home Shopping Network
Long ago, television marketing was associated with low-quality commercials broadcast in the wee hours of the morning that offered obscure merchandise. But Home Shopping Network (HSN) has played an instrumental role in marking television shopping a legitimate outlet. Around the clock, top-quality programming featuring name-brand merchandise is now the norm

But just like any other retailer, HSN has had its share of challenges. This video illustrates how HSN has focused on principles of direct marketing in order to overcome these challenges and form strong customer relationships. As market conditions continue to shift, HSN explores new ways to form and strengthen direct relationships with customers.

After viewing the video featuring HSN, answer the following questions:

1. What are the different ways that HSN engages in direct marketing?

2. What advantages does HSN specifically have over brick-and-mortar retailers?

3. What recommendations would you suggest for how HSN could make better use of its role as a direct marketer?