Exam 17: Integrating Direct Marketing and Personal Selling

An emphasis on producing measurable effects is one of the noted appeals of direct marketing.In evaluating direct marketing programs, ____ and ____ are frequently used.

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) Emailing consumers is considered what type of advertising?

The difference between a database and a mailing list is that the mailing list also includes information collected directly from a marketer's own customers.

The job of a marcom manager is to provide technical advice, information, and service to the consumer.

Your phone rings one evening at dinnertime.A man says he's calling from a nationwide magazine subscription service and wants to know about your hobbies and interests and what you like to read.He proceeds to tell you about a special deal if you order three magazines.This type of telemarketing will most likely act to

Cross-selling is the practice of identifying past purchasers of one product and suggesting that they purchase other products.

With the power that comes from every new computer chip, today's marketers can gather and manage a massive amount of information.They might think of their overall goal as cultivating a kind of cybernetic intimacy with customers.

The broad concept of ____ is interactive in that the marketer attempts to develop an ongoing dialogue with the customer, based on the idea that one contact will lead to another, and then another, so the message is continually refined.

Creative selling involves answering questions and providing basic benefits of the goods being offered, but it rarely requires communicating large amounts of information or advice.

A suburban country club contacts each member who holds a golf membership and inquires as to whether he or she would also like to purchase a pool membership for the entire household. The country club personnel are using their marketing database for

Scenario 17-4 Trapper's Lake Lodge is 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 this information plus more-their age, gender, education level, and occupation, plus their outdoor interests, recreational preferences, other hobbies, and comments about their stay at Trapper's Lake Lodge.This combination of new ____ and ____ will be used to help build a marketing database for the lodge.

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.And 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, resulting 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.(http://www.crackerbarrel.com/about-decor.cfm?doc_id=51.Accessed January 17, 2011.) (original press release by Jim Taylor, "Rare Coca-Cola® Holiday Artwork on Display at Cracker Barrel Old Country Store®," http://www.crackerbarrel.com/mediaroom-newsreleases, 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.But in essence, the marketers at Cracker Barrel may see this as

One great benefit of a database is that it allows a firm to measure how much business it is actually doing with its best customers.This can be found with an analysis of recency, frequency, and monetary factors.

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.And 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, resulting 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.(http://www.crackerbarrel.com/about-decor.cfm?doc_id=51.Accessed January 17, 2011.) (original press release by Jim Taylor, "Rare Coca-Cola® Holiday Artwork on Display at Cracker Barrel Old Country Store®," http://www.crackerbarrel.com/mediaroom-newsreleases, November 15, 2004.) -(Scenario 17-1) The marketers of Coca Cola collectibles offer their best 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

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

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

You are a marketing manager for a company that packages vacations to exotic locations.You use a variety of media to promote these trips, including upscale magazines, infomercials, and direct mail.One of your primary objectives is integration.This is because if you integrate these programs,

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

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 other the direct marketing efforts of a business.

A nationally distributed fashion and beauty magazine regularly acts as a vehicle for direct marketing.This occurs when direct marketers promote their products or services by