Exam 17: Integrating Direct Marketing and Personal Selling

According to Seth Godin in his 1999 book Permission Marketing,what is the best way to make your customer list worthless? 

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)Like many firms,American Profile uses an RFM analysis to identify certain groups of high-profile customers and analyze their habits across three criteria.RFM stands for: 

One characteristic of direct marketing is that it: 

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)After the initial contact,the managers have identified about two dozen potential new visitors who live in and around the closest big city,the one that is about 250 miles away.They decide to start with this group.They want to send a sales representative to host a casual buffet dinner for these potential guests along with the current customers who recommended them.The representative will promote the features of the recreational facility and drum up sales from both returning and new customers.Which of the following roles is this person playing in supporting the lodge's direct marketing process? 

Which forms of media can be used in executing direct marketing programs? 

Since the Do Not Call Registry was established,U.S.regulators have fined violators more than ________.

A real estate firm has a name-and-address file.It now chooses to incorporate into the file the demographic,geo-demographic,psychographic,and behavioral data of its customers.Through this type of list enhancement,the real estate firm will: 

A key aspect of direct marketing is that it is interactive; the advertiser is attempting to develop an ongoing dialogue with customers.

Direct marketing is ________________ because the marketer attempts to develop an ongoing dialogue with the customer based on the idea that one contact will lead to another,and the message is continually refined. 

What is a very important concern for consumers regarding direct marketing that advertisers and marketers should take very seriously? 

Our advice is to stay away from the low-cost temptations of bulk-email because the quickest way to get flamed and damage your brand name is to start sending out bulk emails to people who do not want to hear from you.

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 the most controversial of the various direct marketing methods? 

In digital form,spam is the new manifestation of junk mail.

The wide variety of options available for reaching customers poses tremendous challenges with respect to:  

ARF Systems sells a finance and payroll application to a corporate buyer.In addition to the software,they offer to install the hardware required to run,install,and maintain the software.It will also train the employees on the usage of the software,and provide engineers to fix any problem that may arise in the software.They fulfill all or a majority of client needs in a particular area.In this scenario,ARF is involved in ________.

Knowing who the best customers are along with what and how often they buy is a direct marketer's secret weapon.

The pivotal role for direct marketing programs in this process is to establish dialogue with customers and then close the sale.

Privacy is a big concern with respect to consumer databases and other related lists (internal lists,mailing lists,e-mail lists).