Exam 17: Integrating Direct Marketing and Personal Selling

Consumer worries about privacy issues related to direct marketing have been addressed, at least to a point, by

At present, which form of direct marketing is considered the most controversial?

One characteristic of a direct marketing program is that it almost always tries to strengthen brand recognition.

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.

Though emerging technologies have created exciting new options for direct marketers, businesses have had direct contact with consumers since the early days of Richard Sears, Alvah Roebuck, Les Wunderman, and L.L.Bean.

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

Three types of personal selling are described in the text-order taking, creative selling, and supportive communication.

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

In one word, you can summarize the popularity of direct marketing with consumers today.What is that word?

Marketing databases are used by businesses for three concrete tasks or specific applications.Identify and define all three.Then select one and demonstrate how it is used by a well-known corporation, manufacturer, retailer, or service provider.

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

Scenario 17-3 As the number of firms utilizing direct marketing continues to grow, so too 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 outlet 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 opt-in 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 U.S.companies hope to build stronger and more useful marketing databases. -(Scenario 17-3) Building a marketing database can be helpful because it allows companies to gauge how receptive customers may be to new products or product features. One way of isolating a company's best customers is by utilizing

Direct marketing pioneer L.L.Bean has always been a relationship builder.What insight did L.L.Bean have from the beginning regarding the use of direct marketing?

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

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?

Direct marketers employ mailing lists because they are easy to use and inexpensive.

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.So, 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 also adapted techniques of marketers at a well-known pet magazine who are well aware that casual visitors are often reluctant to provide personal information.The pet magazine has a full page on its website dedicated to these privacy concerns.The magazine pledges to deal with these issues by making sure consumers are contacted only with meaningful messages, and by

The missionary salesperson is required to handle the hardest part of selling-closing the sale.

The role of a marcom manager is to

Xercise, a nationwide fitness center chain, interviews its customers to determine their wants and needs regarding their local center's services, classes, equipment, facility features, business hours, etc.The marketers at Xercise are in the process of developing