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

Today,many click-and-mortar companies are experiencing more online success than their click-only competitors.

The online exchange of goods and information between final consumers is called ________.

Unlike Internet consumers,traditional offline consumers initiate and control contact with marketers.

How can firms that use new direct marketing technologies avoid backlash from consumers who view such marketing as an invasion of privacy?

Which of the following is considered to be the fastest-growing form of direct marketing?

Fiona Lam is the marketing director of a charity that raises funds to help provide educational services to children and families in developing countries.Fiona wants to reach a select market of individuals who have recently donated to international charities.Which of the following types of direct marketing will Fiona most likely use?

What is the main purpose of a corporate Web site?

Using ________ telephone marketing to contact potential customers,marketers sell directly to consumers.

By using Priceline.com,potential buyers can bid for airline tickets,hotel rooms,rental cars,cruises,and vacation packages.It is then up to sellers to decide whether or not to accept an offered bid.This is an example of ________.

ABC Company sells directly to final consumers and avoids intermediaries while catering to a broad group of demographic segments.This marketer falls under which online marketing domain?

You receive a text message from Upscale Furnishings about an upcoming sale on custom furniture.Upscale Furnishings is developing a direct customer relationship with you through kiosk marketing.

Consumers and companies connect to each other and access and share huge amounts of information through a public web of computer networks called ________.

As one of the first ________,Amazon.com changed the rules of marketing and set the bar high for the online customer experience.

All of the following are common uses for a direct marketing customer database EXCEPT ________.

For customers,the benefits of direct marketing are that it is an easy,private,and convenient way to shop.

Describe two ways that marketers can participate in online social networks.What are the challenges and advantages of these approaches?

With inbound telephone marketing,the company provides a toll-free phone number to receive orders from television ads,print ads,direct mail,and catalogs.

Rich media ads are online ads that pop up between changes on a Web site.

Which of the following enables consumers to download files from the Internet to a handheld device?

Amazon.com,eBay,and Dell employ ________ as their only method of doing business with customers.