Exam 17: Integrating Direct Marketing and Personal Selling

List enhancement includes any of four categories of information: demographic data,geodemographic data,psychographic data,and behavioral data.

In some companies,the ___________ is rolled into the Chief Marketing Officer (CMO)job.

With the growing concern about fragmenting markets and the diminishing effectiveness of traditional media in reaching those markets,many advertisers are investing in direct marketing programs for more precision in targeting and measuring results.

Why is privacy so important to consider when working in the area of direct marketing and customer relationship management?

Which of the following is the least complex form of personal selling? 

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)American Profile is considering imitating a direct marketing tactic employed by several consumer magazines.Visitors to the home pages of these magazines' websites can link to tips on gardening,home decorating,cooking,clothes shopping,skin care,hair care,etc.They are then encouraged to rate these articles and columns,explain whether they were helpful,and add comments and suggestions based on their own lifestyles and hobbies.This allows marketers to enhance their customer information with: 

Traditionally done via face-to-face-communications,now personal selling has emerged to include personal chats,video session,calls,and other ways to communicate in a more personal manner with a consumer as it relates to a sale or service.

Two advantages of direct mail as a medium of communication is its: 

Direct marketing programs are commonly used for three purposes: closing a sale,prospecting future customers,and engaging customers.

Just because a company sends an email does not mean it was received.Roughly what percent of emails get directed to recipients' "spam inboxes"? 

Direct marketing is measurable by calculating cost per inquiry (CPI)or cost per order (CPO),for example.

The missionary salesperson calls on accounts with the express purpose of monitoring the satisfaction of buyers and updating buyers' needs but may provide product information after a purchase.

A smart way to enhance direct mail is to make it personal,such as addressing it to the consumer's name or thanking a consumer for their loyalty.

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)What effect has the Internet had on privacy concerns regarding direct marketing? 

What is an important form of integrated brand promotion that relates to the sale of a product or service,and one that was traditionally done face-to-face (in person)but now has emerged with technology such as chats,videos,and online calls? 

A shoe retailer uses its marketing database to run a recency,frequency,monetary analysis on its customers.In this context,recency refers to: 

Companies use advanced technology to merge offline data,like credit ratings and home value,with online data,like online searches.

Direct marketing is interactive because the advertiser is attempting to develop an ongoing dialogue with customers.

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

Direct marketing includes e-commerce; direct marketing has broken free from its mail-order heritage to e-commerce and other direct-to-consumer interactive digital platforms.