Exam 14: Direct and Online Marketing: Building Direct Customer Relationships

Amazon.com and Expedia.com are best described as ________ that sell products and services directly to final buyers via the Internet.

Fox Scully received an e-mail promoting a new financial services institution that offers surprisingly low mortgage rates.The e-mail simply asked customers to provide their address,date of birth,social security number,and current mortgage information in order to receive a free loan quote.Suspicious of the offer,Fox researched the company and discovered that the e-mail was a fraud.This is an example of ________.

Bruce Hobbs started his company,Cookzee,with the aim of creating a single kitchen appliance that would meet all the needs of a home-maker be it conventional cooking,baking,or grilling.With time this multi-functional kitchen appliance became very popular with consumers and Bruce decided to increase his reach by using direct marketing.Bruce and his team came up with a full 30-minute long program describing the various ways in which their product could be used and aired it on television with a toll-free number that interested consumers could call.This program is a(n)________.

What happened in response to the FTC finding that many Web sites were collecting personal information from children without disclosure or parental permission?

Viral marketing involves creating a Web site,video,e-mail,mobile message,advertisement,or other marketing event that is so infectious that customers will seek it out or pass it along to their friends.

Explain the concept of viral marketing.

CashSecure is a financial services provider.Whenever a customer has a child who is about to become eligible for a driver's license,CashSecure sends the customer materials related to teaching teenagers how to drive safely.This is an example of using ________ information from a customer database.

Marketers use ________ telephone marketing to receive orders from television ads and catalogs.

How has the implementation of the National Do-Not-Call Registry changed telephone marketing?

Do-not-call legislation has rendered all forms of telemarketing ineffective.

You are looking up airline schedules on HolApp,a mobile Web app.A bar at the bottom of the screen reads,"Stay at Holiday Inn and get a 25 percent discount!" This is a(n)________.

________ consists of connecting directly with carefully targeted consumers,often on a one-to-one,interactive basis.

________ marketers use online marketing to reach new business customers,serve current customers more effectively,and obtain buying efficiencies and better prices.

How can a customer database be used as a relationship-building tool? Explain an example from the insurance industry.

Which of the following is a primary disadvantage of viral marketing?

A good customer database contains only demographic data of long-term consumers.

How do Internet consumers differ from traditional offline consumers?

A company would be most likely to benefit in which of the following ways by using blogs as marketing tools?

Which of the following is a transaction site?

What are two major forms of direct-response television marketing?