Exam 17: Integrating Direct Marketing and Personal Selling

A marketer wonders aloud why salespeople no longer simply approach their prospects with the direct intention of making a sale, but instead spend time analyzing all their possible needs and desires.Her colleague in the next cubicle thinks about this as well, and they talk.They realize that the answer is because today's salespeople are expected to

The appeal of direct marketing is the ease with which marketers can measure results, most often by calculating cost per inquiry (CPI) or cost per order (CPO).

A direct marketing campaign can serve many purposes.One of them, though not the most common, is to engage customers and foster brand loyalty.

A real estate firm has a name-and-address file.It can now add more names, add more details about the names already on the list, or merge the list with another list consisting of new information.All of these choices are forms of

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

A fast-growing frozen yogurt chain discovers the need to coordinate all of its communications programs and all of its specialists' efforts.At this point in its growth, the company would be wise to focus on hiring or promoting someone to act as a

A salesperson sells sets of interrelated components, essentially representing a full range of products and services, to his business customers.His accounts are mainly industrial manufacturers who prefer to purchase entire lines of parts and products from his firm, including producers of steel and aluminum goods, manufacturing plants, heavy equipment producers, and government buyers.This individual is involved in

You are the marketing manager for the Internet's largest online shoe retailer.The company ships shoes of all types, styles, and sizes to locations throughout the U.S.and around the world.Given a choice between access to a mailing list and access to a marketing database, which would you choose? Define each.What are the advantages of your choice? Be as specific as possible.

An RFM analysis is used to

A recent surge in database development has involved companies that use advanced technology to get more personal information on consumers.They merge offline data, like credit ratings and home value, with online data, like ordinary search activities and Internet navigation.

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

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.

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

A company wants to sell a window cleaning kit in a 30-minute infomercial.What does an experienced PR specialist suggest that this company do?

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

The one characteristic that makes direct marketing different from marketing in general is that it

What should always be a key goal of direct marketing today, one that many for-profit businesses and not-for-profit organizations seem to forget?

In some cases, marketing databases are expanded with more detail by adding ____ data, which reveals the characteristics of the neighborhood in which a person resides.

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) After asking for references from current guests, and for permission to use their names, the lodge has gathered a list of about 75 friends and family members who may be interested in a stay.The lodge managers plan on making an initial contact with each of them, hoping to experiment with a couple of different messages to see what works best.But they want to be careful not to turn off these potential customers.Which approach would work best for this first step?

According to the text, what looms as arguably the major concern regarding direct marketing today in the minds of consumers?