Exam 17: Direct and Online Marketing: Building Direct Customer Relationships

Office Depot is a click-and-mortar company.Which of the following is LEAST likely to be an advantage that Office Depot has over click-only competitors?

________ online marketing sites are online exchanges in which consumers search out sellers,learn about their offers,and initiate purchases.

When consumers can drive transactions with businesses,what type of online marketing is being used?

Blogs are ________ that are usually focused on a narrowly defined topic.

________ are designed to engage consumers in interactions that will move them closer to a direct purchase or other marketing outcome.

________ is the term used to describe a company that does not use online marketing.

The forerunners of today's direct marketing were the catalog companies,direct mailers,and telemarketers who gathered customer names and sold goods mainly by mail and telephone.

Data about the recency,frequency,and monetary value of past purchases are included in the ________ category of a customer database.

How has the direct marketing industry taken steps to address privacy and security concerns?

What characteristic of niche sites makes the medium MOST appealing to marketers?

Marketers view mobile phones as the next big marketing medium for all of the following reasons EXCEPT which one?

What kind of information is likely to be included in a business-to-business customer database?

Organic Designs is a small,successful chain of stores offering stylish clothes made of all-organic materials for infants,toddlers,and young children.Most of the Organic Designs stores are located in urban areas.Now Organic Designs is considering using direct marketing to reach potential customers who live outside of the company's existing markets,with the goal of creating emotional connections and long-term relationships with a new group of customers.Which of the following methods of direct marketing would most likely be effective in accomplishing this goal?

What is the term used for online journals where people post their thoughts?

Uptown Cleaning Crew is a company that provides house cleaning services in major urban and suburban areas.Marketers at Uptown Cleaning Crew developed a short,humorous video promoting the company's services,and they hope that customers who see the video will be so entertained that they will pass it on to their friends and colleagues.The marketers at Uptown Cleaning Crew are using ________.

Sales via B2B online marketing are continuing to decline.

Which of the following is the most accurate name for a 30-minute television advertising program marketing a single product?

Which of the following is a primary disadvantage of viral marketing?

Which kind of marketing involves sending an offer,announcement,reminder,or other item to a person at a particular physical or virtual address?

Which of the following is essential for direct marketing to be effective?