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

A ___________ or online social network is where people can exchange views and obtain information about products.

Psychographic data in a customer database used by direct marketers includes information regarding a customer's ________ and ________.

Today,most companies still use direct marketing as a ________ for marketing their goods.

What are "opt-in" calling systems?

All of the following are benefits of direct marketing for buyers EXCEPT ________.

C2B online marketing often involves the interchange of information through Internet forums,including customers' praise for and complaints about products.

Marketers use ________ telephone marketing to receive orders from television ads and catalogs.

Because of its association with somewhat questionable pitches and get-rich-quick schemes,direct-response television is becoming less popular.

Which of the following Web sites facilitates consumer-to-business online marketing?

Provide two reasons that many companies are shifting more of their marketing dollars to online advertising.

Refer to the scenario below to answer the following questions. The Treble Clef offers a complete line of sheet music, musical instruments, and novelty gifts of a musical nature. In recent years, owner Gary Phan has even served as the local representative of several musical instrument manufacturers, providing a contact person for three local school districts. "If we don't have it, chances are excellent that we can get it for you," Gary tells all Treble Clef visitors and customers. Most walk-ins are interested in a specific piece of sheet music from a particular era or just browsing among the hundreds of musical knick-knacks in the store. Gary spends most of his time making presentations to beginning music students at the local schools and making bi-weekly visits to the schools in order to deliver instruments, to make minor reports when possible, or to pick up instruments to ship to the manufacturer for more complicated repairs. After dragging his feet for quite some time, Gary was convinced that a Treble Clef Web site could benefit a variety of customers. He began with a simple site explaining store hours and depicting types of gifts and services available. The site received so much response that Gary added a question-and-answer option. Questions poured in, ranging from "Where can I get the sheet music for 'Hello, Dolly'?" to "Do you carry clarinet reeds?" to "My saxophone needs two new pads. When will you be at Yamaha school to repair it?" Eventually, customers found the capability of ordering musical novelties online with a credit card as well. A gift could now be wrapped and sent to the recipient at no extra charge. "I don't know how we did it without our Web site," Gary admitted. "It allows us to be so responsive. And our novelties sales have doubled!" -Which of the following BEST describes the Treble Clef?

Most companies that create print catalogs now also provide ________ catalogs.

________ also damages the brand identities of legitimate online marketers who have worked to build user confidence in Web and email transactions.

One of the advantages of direct marketing for sellers is that direct marketing ________.

Companies mine their databases to learn about customers in detail,and then fine tune their ________________ to the special preferences and behaviors of target segments or individuals.

Explain how a company benefits from monitoring blogs?

Using Web sites,email,online product catalogs,online trading networks,and other online resources to reach new business customers is most closely associated with ________ online marketing.

For which of the following operations would telemarketing efforts likely be the most successful and the most profitable?

Online communities where people socialize or exchange information and opinions are called ________.

A large percentage of online advertising expenditures goes towards ________,which are text-based ads and links that appear alongside search engine results.