Exam 17: Integrating Direct Marketing and Personal Selling

Scenario 17-3 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 location250 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 17-3)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 more information such as their age,gender,education level,and occupation.Additionally,the survey asks about their outdoor interests,recreational preferences,other hobbies,and comments about their stay at Trapper's Lake Lodge.This combination of new _________ data will be used to help build a marketing database for the lodge.

Scenario 17-2 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 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 of U.S. companies hope to build stronger and more useful marketing databases.  -(Scenario 17-2)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: 

Keeping a date of birth in a customer database allows companies to do something a little special and contact customers on their birthdays with a birthday note or special promotion for them.

The unsolicited email generates a response rate that is less than: 

Most consumers view their personal email addresses and mobile phones as _____________ and violating that space _______________.

Scenario 17-2 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 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 of U.S. companies hope to build stronger and more useful marketing databases.  -(Scenario 17-2)Which of the following is an essential application of the marketing database? 

Define list enhancement,and discuss two simple ways to conduct it.What four categories of information can be included to help define various populations and target markets?

Direct marketing is not helpful as a tool to close the sale with a customer.

Which of the following is true of building customer relationships through direct marketing? 

What are three main purposes of direct marketing programs? 

In an omnichannel strategy,a consumer could have the choice of returning an online purchase digitally or in the store.

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 and state the advantages of your choice?

It can cost 19 to 20 times more to reach a person with a direct mail piece than it would to reach that person with a traditional advertising medium because of the cost-per-contact advantages of traditional mass media.

A direct marketing transaction can take place ___________.

A marketing database allows a firm to measure how much business it is doing with its best customers through an analysis of recency,frequency,and monetary factors.

The CAN-SPAM legislation passed in 2003 requires that marketers use an accurate and verifiable return e-mail address,be transparent about the nature of the e-mail content,provide opt-out options and act on such requests or face stiff penalties.

General Motors has its salespeople attend Disney Institute,and BMW,like Apple,now features a highly trained "genius" to demonstrate and explain the many features of its luxury vehicles.This suggests the importance of ________________ in sales and marketing.

For consumers,what is often a benefit of direct marketing? 

Scenario 17-1 American Profile 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, American Profile 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 17-1)One of the publishers that American Profile has studied collects data at its website about readers of its health and fitness columns.The publisher uses direct mail to try and get these readers to subscribe to another one of its publications.This one focuses on nutrition.This publisher is involved in _____________.

A suburban country club contacts each member who holds a pool membership to inquire if they would also be interested in purchasing a golf membership.The country club personnel are using their marketing database for                                               .