Exam 17: Integrating Direct Marketing and Personal Selling

A marketing database represents an organization's collective memory, which allows the organization to make a personalized offer to the customer.

Personal selling is:

Perhaps the least controversial tool deployed recently by direct marketers has been the unsolicited email message, also called bulk email.

Scenario 17-3 As the number of firms utilizing direct marketing continues to grow, so does the number of consumers opposed to the methods often described as "intrusive." To combat the growing number of opposed consumers, marketers need to find creative new ways to optimize their direct marketing campaigns.One such outlet that firms are beginning to experiment with is social media.Executives understand that many consumers view a company's Facebook page more often than the company's home page, so they've grown to realize that setting up some form of an email opt­in on social media sites is a great way to build marketing databases.In addition to opt-in sections, social media allows businesses to interact with consumers, which may make them less inclined to respond negatively to a company's direct marketing efforts.By utilizing social media more often in the future, a number of U.S.companies hope to build stronger and more useful marketing databases. -(Scenario 17-3) Which of the following is the most controversial of the various direct marketing methods?

Though emerging technologies have created exciting new options for direct marketers, businesses have had direct contact with consumers since the early days of mail-order companies and catalog merchandisers.

A company wants to sell a window cleaning kit in a 30-minute infomercial.Which of the following would an experienced public relations specialist suggest to the company?

Failure to get the consumer dialogue right in the personal selling part of the direct marketing process can be easily rectified by accelerating and stressing on the other direct marketing efforts of a business.

A suburban country club contacts each member who holds a golf membership to enquire if they would also be interested to purchase a pool membership for the entire family.The country club personnel are using their marketing database for .

A busy mother of four is concerned with issues of privacy, and doesn't want her family phone number on mailing lists.Which of the following should she consider?

Internal mailing lists are created by accessing the organization's own records of its customers, donors, subscribers, or inquirers.

A real estate firm has a name-and-address file.It now chooses to incorporate into the file the demographic, geo- demographic, psychographic and behavioral data of its customers.Through this type of list enhancement, the real estate firm will:

Scenario 17-4 Trapper's Lake Lodge is a rustic hotel situated on a large lake in the Flat Tops Wilderness Area.The lodge offers a relaxing getaway as well as guided fishing, hunting, bicycling, and cross-country skiing trips from its remote location 250 miles away from a major airport.Guests must travel the last 40 miles on a rough dirt road during the summer months or ride a special snow car during the snow season.Trapper's Lake Lodge management has found that guests almost always have a wonderful experience during their stay and swear they will visit again.Nonetheless, the biggest problem is getting people to visit in the first place, probably due to the difficult travel involved.So the lodge management has decided to mount an aggressive direct marketing campaign to increase first-time guest visits as well as to nurture loyal frequent visitors. -(Scenario 17-4) Guests at the lodge have always filled out a brief form with their name, address, phone number, and email address.They will now be asked to complete a questionnaire that collects more information such as their age, gender, education level, and occupation.Also; their outdoor interests, recreational preferences, other hobbies, and comments about their stay at Trapper's Lake Lodge.This combination of new a marketing database for the lodge.

Direct marketing can provide consumers access to a range of products and services right in their own homes, which many customers consider to be a valuable trait nowadays.

Direct mail is probably the direct marketer's most invasive tool, and as such must be used with discretion so as not to alienate customers.

Scenario 17-4 Trapper's Lake Lodge is a rustic hotel situated on a large lake in the Flat Tops Wilderness Area.The lodge offers a relaxing getaway as well as guided fishing, hunting, bicycling, and cross-country skiing trips from its remote location 250 miles away from a major airport.Guests must travel the last 40 miles on a rough dirt road during the summer months or ride a special snow car during the snow season.Trapper's Lake Lodge management has found that guests almost always have a wonderful experience during their stay and swear they will visit again.Nonetheless, the biggest problem is getting people to visit in the first place, probably due to the difficult travel involved.So the lodge management has decided to mount an aggressive direct marketing campaign to increase first-time guest visits as well as to nurture loyal frequent visitors. -(Scenario 17-4) After asking for references from current guests, and for permission to use their names, the lodge has gathered a list of about 75 friends and family members who may be interested in a stay.The lodge managers plan on making an initial contact with each of them, hoping to experiment with a couple of different messages to see what works best.But they want to be careful not to turn off these potential customers.Which approach would work best for this first step?

All conventional media such as television, radio, newspapers, and magazines can be used to deliver direct response advertising.

Which of the following is a key to success for an infomercial?

You are the marketing manager for the Internet's largest online shoe retailer.The company ships shoes of all types, styles, and sizes to locations throughout the U.S.and around the world.Given a choice between access to a mailing list and access to a marketing database, which would you choose? Define each and state the advantages of your choice?

Direct marketing is defined as an interactive system that uses one or more advertising media to:

In the context of direct marketing, focusing on a single medium is likely to be more effective than the use of multiple media.