Exam 17: Integrating Direct Marketing and Personal Selling

Verdure Systems, an electronics company, sells a finance and payroll application to a corporate buyer.In addition to the software; Verdure offers to install the hardware required to run, install, and maintain the software.It will also train the employees on the usage of the software, and provide engineers to fix any problem that may arise in the software.In this way, Verdure manages to eliminate the buyer's worries related to the software package.In this scenario, Verdure is involved in .

Customer relationship management, or CRM, involves cultivating long-term relationships with customers.

Cross-selling involves marketing:

Infomercials were made possible by:

The one word that could be used to summarize the popularity of direct marketing among today's consumers is convenience.

A nationally distributed fashion magazine regularly acts as a vehicle for direct marketing.This occurs when companies use the magazine to promote their products or services by:

A national big-box retailer has created a new marketing database.But it has become the center of great conflict among the departments within the firm.It has also caused problems between the retailer and its advertising agency.Why is such a useful tool creating this discord?

A home decor catalog is trying to use its marketing database to identify and isolate its best customers to determine their decision making and purchasing behavior.A CPO analysis is an excellent tool to help accomplish this.

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) A public relations consultant advises the lodge management that any direct marketing campaign should be coordinated with its other advertising and promotional strategies, as well as all the efforts that its employees are making in order to make the stay so wonderful.In effect, the consultant is recommending that the lodge make the final goal of their campaign, since it would make all the efforts even more effective.

A direct marketer promoting a service industry uses both internal and external lists.Which of the following is a difference between internal and external lists?

Define list enhancement, and discuss two simple ways to conduct it.What four categories of information can be included to help define various populations and target markets?

A shoe retailer uses its marketing database to run a recency, frequency, monetary analysis on its customers.In this context, frequency refers to the number of times a customer:

Direct marketing is an interactive system of marketing, which uses one or more advertising media to affect a measurable response and/or transaction at any location.

Scenario 17-2 AmericanProfile is an e-technology company.It allows companies to search and navigate gigabytes of data, categorize disparate content, and gain secure access to information regardless of where it resides-all from its Web browser.Thus, AmericanProfile can share content across connected servers with partners, suppliers, customers, and employees to form an e-business content network.And it all happens in real time. -(Scenario 17-2) AmericanProfile has adopted marketing techniques at a well-known pet magazine that is aware that casual visitors are often reluctant to provide personal information.The pet magazine has a full page on its website dedicated to privacy concerns.The magazine pledges to deal with these issues by:

One disadvantage of direct marketing is that consumers may become uneasy about the ways in which their personal information is being gathered and used.

One characteristic of direct marketing that distinguishes it from other tactics is that it:

Streamlined catalogs are a great way to make timely offerings to targeted households in a cost-effective manner.

Which of the following should be a key goal of direct marketing in for-profit businesses and not-for-profit organizations?

If a company is looking for the lowest cost-per-contact, it should choose telemarketing.

Which of the following is one of the basic elements of any frequency-marketing program?