Exam 17: Integrating Direct Marketing and Personal Selling

Scenario 17-1 If you walk into a Cracker Barrel Old Country Store, you'll see many items once found in general stores, like porcelain signs, ceramic jugs, tin boxes, and Coca-Cola trays and plaques.Since 2004, Coca-Cola Co.has maintained a larger display of unique Coca-Cola memorabilia at the Cracker Barrel in Nashville, right next to the Opryland Hotel.Visitors will find a number of rare holiday paintings, prints, and calendars featuring the familiar Santa Claus figure and a bottle of Coke.In 1931, the company had commissioned professional illustrator Haddon Sundblom to create illustrations for its advertising.This resulted in the warm and jolly image of Santa that has endured in American culture ever since.The soft drink has been served in Cracker Barrel stores for 40 years, so this is a natural connection for both brands.In fact, for its 40th anniversary in 2009, Cracker Barrel featured Black Cherry Coke in limited-edition glasses bearing logos of both brands. HYPERLINK http://www.crackerbarrel.com/about-decor.cfm?doc_id=51 (http://www.crackerbarrel.com/about-decor.cfm?doc_id=51.Accessed January 17, 2011.) (original press release by Jim Taylor, "Rare Coca­Cola^® Holiday Artwork on Display at Cracker Barrel Old Country Store^®," HYPERLINK http://www.crackerbarrel.com/mediaroom http://www.crackerbarrel.com/mediaroom­newsreleases, November 15, 2004.) -(Scenario 17-1) The marketers of Coca Cola collectibles offer their most loyal customers a program in which they are allowed to preview and purchase limited-edition items one month before the general public is informed of the sale.This assures key customers that they won't miss out on a valued collectible due to unusually high demand.This is an example of:

Scenario 17-1 If you walk into a Cracker Barrel Old Country Store, you'll see many items once found in general stores, like porcelain signs, ceramic jugs, tin boxes, and Coca-Cola trays and plaques.Since 2004, Coca-Cola Co.has maintained a larger display of unique Coca-Cola memorabilia at the Cracker Barrel in Nashville, right next to the Opryland Hotel.Visitors will find a number of rare holiday paintings, prints, and calendars featuring the familiar Santa Claus figure and a bottle of Coke.In 1931, the company had commissioned professional illustrator Haddon Sundblom to create illustrations for its advertising.This resulted in the warm and jolly image of Santa that has endured in American culture ever since.The soft drink has been served in Cracker Barrel stores for 40 years, so this is a natural connection for both brands.In fact, for its 40th anniversary in 2009, Cracker Barrel featured Black Cherry Coke in limited-edition glasses bearing logos of both brands. HYPERLINK http://www.crackerbarrel.com/about-decor.cfm?doc_id=51 (http://www.crackerbarrel.com/about-decor.cfm?doc_id=51.Accessed January 17, 2011.) (original press release by Jim Taylor, "Rare Coca­Cola^® Holiday Artwork on Display at Cracker Barrel Old Country Store^®," HYPERLINK http://www.crackerbarrel.com/mediaroom http://www.crackerbarrel.com/mediaroom­newsreleases, November 15, 2004.) -(Scenario 17-1) If Coca-Cola employed someone to call on frequent buyers of its memorabilia to guarantee their satisfaction and update their needs; but not necessarily to pitch new products or close another sale, this employee would be considered as a(n):

An emphasis on producing measurable effects is one of the noted appeals of direct marketing.In evaluating direct marketing programs, which of the following are frequently used parameters?

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 is considering imitating a direct marketing tactic employed by several consumer magazines.Visitors to the home pages of these magazines' websites can link to tips on gardening, home decorating, cooking, clothes shopping, skin care, hair care, etc.They are then encouraged to rate these articles and columns, explain whether they were helpful, and add comments and suggestions based on their own lifestyles and hobbies.This allows marketers to enhance their customer information with:

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 an essential application of the marketing database?

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 the initial contact, the managers have identified about two dozen potential new visitors who live in and around the closest big city, the one that is about 250 miles away.They decide to start with this group.They want to send a sales representative to host a casual buffet dinner for these potential guests along with the current customers who recommended them.The representative will promote the features of the recreational facility and drum up sales from both returning and new customers.Which of the following roles is this person playing in supporting the lodge's direct marketing process?

Infomercials that use celebrity testimonials have a definite advantage over those featuring ordinary people, though this adds significantly to overall cost.

Keeping a date of birth in a customer database allows companies to do something a little special and contact customers on their birthdays.

The most complex and demanding type of creative selling is seen in telemarketing efforts directed toward consumers at home.

The most common use of direct marketing is as a tool to close the sale with a customer.

Marketing databases can be expanded by adding in which a person resides.

External lists are the starting point for developing better relations with current customers.

Scenario 17-1 If you walk into a Cracker Barrel Old Country Store, you'll see many items once found in general stores, like porcelain signs, ceramic jugs, tin boxes, and Coca-Cola trays and plaques.Since 2004, Coca-Cola Co.has maintained a larger display of unique Coca-Cola memorabilia at the Cracker Barrel in Nashville, right next to the Opryland Hotel.Visitors will find a number of rare holiday paintings, prints, and calendars featuring the familiar Santa Claus figure and a bottle of Coke.In 1931, the company had commissioned professional illustrator Haddon Sundblom to create illustrations for its advertising.This resulted in the warm and jolly image of Santa that has endured in American culture ever since.The soft drink has been served in Cracker Barrel stores for 40 years, so this is a natural connection for both brands.In fact, for its 40th anniversary in 2009, Cracker Barrel featured Black Cherry Coke in limited-edition glasses bearing logos of both brands. HYPERLINK http://www.crackerbarrel.com/about-decor.cfm?doc_id=51 (http://www.crackerbarrel.com/about-decor.cfm?doc_id=51.Accessed January 17, 2011.) (original press release by Jim Taylor, "Rare Coca­Cola^® Holiday Artwork on Display at Cracker Barrel Old Country Store^®," HYPERLINK http://www.crackerbarrel.com/mediaroom http://www.crackerbarrel.com/mediaroom­newsreleases, November 15, 2004.) -(Scenario 17-1) When consumers drop their business cards into a fishbowl at a Cracker Barrel store, they are entering a contest.However, in essence, the marketers at Cracker Barrel may see this move as a(n):

Products that are higher priced, complicated to use, or require demonstration are heavily dependent on personal selling in order to close the deal.