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

Why are people reached by direct mail better prospects for a company than those reached by mass media such as television or magazines?

A producer of beverages and snack foods wants to market its products to the 18-to-34-year-old demographic by providing incentives to respond instantly to time-sensitive offers.Which of the following forms of direct marketing would this producer most likely choose?

________ are designed to build customer goodwill and to supplement other sales channels,rather than to sell the company's products directly.

The popular press has paid the most attention to ________ online marketing,which is the online selling of goods and services to final consumers.

Direct-response advertisements always contain/use___________,making it easier for marketers to gauge the effectiveness of their sales pitches.

Business customers of Dell Computer have access to customized Web sites that include purchasing and asset management reports and system-specific technical information.Dell uses B2B online marketing.

Which of the following best explains why direct-response television commercials have seen an increase in popularity in recent years?

Unsolicited and unwanted commercial e-mails are known as ________.

A television program or entire channel dedicated to selling goods and services is known as a(n)________.

_____________ involves using the telephone to sell directly to consumers and business customers.

The explosion of ____-unsolicited,unwanted commercial email messages that clog up our inboxes-has produced consumer frustration and anger.

In a brief essay,explain the major benefits of direct marketing to both customers and sellers.

All of the following are forms of direct marketing EXCEPT ________.

How do Internet consumers differ from traditional offline consumers?

Green Gardens is a click-and-mortar seller of gardening and landscaping goods and equipment,but the marketing department wants to promote the Green Gardens Web site.When customers are unable to find a product they need on the shelves of their local Green Gardens,the marketing department wants them to search for the product on the Green Gardens Web site.Which of the following marketing devices is the best match for this goal?

How can a customer database be used as a relationship-building tool?

How does online marketing provide flexibility for sellers?

Converse has a Web site that invites readers to post their Converse stories,and offers a wide variety of Converse shoes for direct purchase.The site even allows customers to individually design their own shoes.The Converse site is most accurately categorized as which of the following types of Web sites?

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!" -What type of online marketing is Gary Phan using to promote the Treble Clef?

Though direct mail permits high target-market selectivity and can be personalized,it does not allow easy measurement of results.