Exam 14: Direct and Online Marketing

Catalog marketing has grown explosively during the past 25 years, and the Internet has helped boost its popularity even more.

Permission-based email advertising allows marketers to send tailored messages to targeted customers who actually want to receive them.

Company X began as a brick-and-mortar company.Which of the following statements MUST be true? By adding online marketing options, Company X would become a click-and-mortar company. Company X is also considered a click-only dot-com. Company X should not be concerned about consumer-to-consumer online marketing. Company X probably lacks the resources to create a quality Web presence given its desperate attempt to regain lost sales online. By adding online marketing options, Company X would become a click-only company.

Today, direct marketing relies heavily on database technologies and new marketing media.Early direct marketers primarily used direct mailers, telemarketing, and ________. advertising specialties catalogues POP promotions email inside salespeople

Which kind of marketing involves sending an offer, announcement, reminder, or other item to a person at a particular address? kiosk marketing digital direct marketing catalog marketing direct-mail marketing telephone marketing

Click-only companies avoid the expense of maintaining a retail store.

Database marketing requires minimal initial investment beyond training personnel to code and mine data.

Internet shoppers differ from traditional offline consumers in their approaches to buying.

The use of which of the new forms of direct-mail marketing is booming? fax mail email voice mail Canada Post samples

Because of their growing audience, web logs, also known as blogs, are gaining influence.

Joe Cheatham, a stay-at-home father, regularly posts new entries on a widely read blog.In these entries, he often reviews consumer products that he uses during the course of his day.This is an example of ________. C2B online marketing C2C online marketing viral marketing content sponsorship online social networks

Neal Murphy sells his company's unique gift items on television by providing information about the products using 30-minute infomercials.Neal is using ________. interactive TV a home shopping channel phishing telemarketing public relations

For inbound telephone marketing, the company provides a toll-free phone number so it can receive orders solicited by television and print ads, direct mail, and catalogs.

Which of the following is a potential drawback of advertising on or attempting to influence content on a blog? Advertising on a blog is typically very expensive. It is difficult to use blogs to reach highly targeted audiences. The content of a blog is difficult to control. Blogs are losing popularity. Blogs do not provide the kind of personalized medium that today's marketers want.

Scenario??The Treble Clef offers a complete line of sheet music, musical instruments, and novelty gifts of a musical nature.In recent years, owner Gary Zahn has even served as the local representative of several musical instrument manufacturers, providing a contact person for three local school districts."If we don't have it, chances are excellent that we can get it for you," Gary tells all Treble Clef visitors and customers.?Some patrons are interested in finding a specific piece of sheet music from a particular era.Others walk in just to browse among the hundreds of musical knick-knacks in the store.?Gary spends most of his time making presentations to beginning music students at the local schools and making bi-weekly visits to the schools in order to deliver instruments, to make minor repairs when possible, or to pick up instruments to ship to the manufacturer for more complicated repairs.?After dragging his feet for quite some time, Gary decided that a Treble Clef website would benefit his customers.He began with a simple site explaining store hours and depicting types of gifts and services available.The site was so well received that Gary added a question-and-answer option.Questions poured in, ranging from "Where can I get the sheet music for 'Hello, Dolly'?" to "Do you carry clarinet reeds?" to "My saxophone needs two new pads.When will you be at Elmhurst school to repair it?" Eventually, Gary added purchasing options to the website, so customers could shop for and order musical novelties online with a credit card.A gift could now be wrapped and sent to the recipient at no extra charge.?"I don't know how the Treble Clef managed without our website," Gary admitted."It allows us to be so responsive.And our novelties sales have doubled!"??How are The Treble Clef's buyers benefiting from the direct marketing via the Internet?

The Internet is a vast public web of computer networks that connect users to each other.

Which of the following statements is not true of viral marketing? It can involve creating a website. It needs to be infectious so customers will seek it out. It can be very expensive. It will be likely viewed or read by friends of the sender. It can be a well-made regular ad helped along by targeted seeding.

Most kiosks differ from vending machines in that they do not dispense an actual product.

Most companies use direct marketing as their primary channel.

Which of the following is one of the reasons that many marketers view mobile phones as the next big marketing medium? Older consumers are using their cell phones for text messaging and accessing the web. Cell phone users can respond instantly to time-sensitive offers. Unlike traditional telemarketing, mobile phone marketing is initially appealing to most cell phone users. Mobile phone advertising has a strong response rate. Canadian consumers are slow to adopt new technologies.