Exam 14: Direct and Online Marketing

How can a customer database be used as a relationship-building tool?

How do Internet consumers differ from traditional offline consumers?

According to your textbook, what is the most likely future for online marketing? Online marketing will replace magazines, newspapers, and eventually stores as sources for information and buying. The growth of online marketing will continue but at a much slower pace. The use of online marketing will decline until its effectiveness can be better measured. Online marketing will remain an important approach in an integrated marketing mix. Online social networking will become the primary type of online marketing.

Do-not-call legislation has made telemarketing an ineffective form of direct marketing.

Though direct mail permits high target-market selectivity and can be personalized, it does not allow easy measurement of results.

Staples is a click-and-mortar company.Which of the following is least likely to be an advantage that Staples has over click-only competitors? Staples is a known name with greater financial resources. Staples has a large, established customer base. By offering online marketing, Staples offers customers more options. Customers can find a local store and check its available stock online. Staples does not have to invest in the infrastructure needed to deliver personal services to different types of customers.

How do today's email advertisements grab the attention of consumers?

Marketers use ________ telephone marketing to receive orders from television ads and catalogs. inbound outbound interactive direct-response business-to-business

Natalie Brennan has been saving her money to buy a BMW convertible.Natalie has spent hours on the BMW website choosing the exterior and interior colors and studying the various options and models.Natalie has been using BMW's marketing website.

Many companies that responded to the popularity of dot coms are doing ________ than their click only competitors. poorer better better portals about the same e-tailing less

Oscar Aviation has a corporate website but wants a marketing website instead.The company wants customers to ________. learn about Oscar's philosophy ask online questions enjoy entertainment features on the site purchase products register to receive more information from the company

Which of the following is an effective way a company can conduct online marketing? creating a portal site placing ads calling their customers to complete surveys participating in web communities sending a letter to interested consumers

Why are printed catalogs still thriving in the face of the growing popularity of web-based catalogs?

Which of the following is a deception or fraud concern for Internet users and marketers? fishing viral marketing online security access by authorized groups spies

What kind of information is likely to be included in a business-to-business customer database?

What are the two goals of direct marketing? to identify a potential customer and obtain an immediate response to obtain an immediate response and to facilitate a purchase to obtain an immediate response and build a lasting customer relationship to provide information and build a lasting customer relationship to save marketing dollars and facilitate a purchase

Converse has a website that welcomes consumers to "the Converse Century," invites readers to post their Converse stories, and offers a wide variety of Converse shoes for direct purchase.The site even allows customers to individually design their own shoes.The Converse site is most accurately categorized as which of the following types of websites? a B2B website a C2B website a C2C website a corporate website a marketing website

In what way could The Treble Clef engage in customer relationship building through the Internet?

What are click-and-mortar companies?

eBay and Overstock.com auctions are two examples of websites that facilitate C2C online marketing.