Exam 10: Creating Customer Dialogue

In this step of the CRM process,a strategy is designed,which involves multiple channels such as direct mail,e-mail,print advertising,trade shows and even field sales efforts.

A strategic,two-way communication targeted to specific customers and their needs,all coordinated through a variety of media,is best known as:

Compare and contrast search engine marketing and search engine optimization?

In a customer acquisition situation,a natural communication link is already established.

All of the following statements about touchpoints are true EXCEPT:

Which of the following budgeting methods assumes that competitors' sales are due to their communications and that they are using dollars efficiently?

According to the text,what is the final purpose of advertising?

This is the desired behavior that one wants from the audience.

An effort by firms to manage the key word content of their web pages and the number of external links to their site on other sites in order to come up on the first page of searches is:

Tactical goals specify the desired outcomes for specific communication efforts.

_____ is electronic communication initiated by the customer that can be used to take orders and for customer service.

PR is a specialized communications tool that is best reserved for crisis situations which threaten the firm's profits and/or reputation.

Marketers may seek to "bypass" the hierarchy-of-effects and go directly after the action by using:

_____ is created when potential buyers become acquainted with the product or brand.

The majority of marketing dollars are spent on:

IMC is strategic,two-way communication targeted to specific customers and their needs,all coordinated through a variety of media.

What is the advantage of personal selling?

Interpersonal communication in which one person attempts to secure a purchase from another person is:

The best method for budgeting in order to reach strategic objectives is the:

The goal-setting process for communications planning includes determining the audience and deciding what the marketer wants the audience to get out of the communication.