Exam 17: Direct and Online Marketing: Building Direct Customer Relationships

You receive a text message on your phone from Upscale Furnishings about an upcoming sale on custom furniture. Upscale Furnishings is developing a direct customer relationship with you through kiosk marketing.

How can firms that use new direct marketing technologies avoid backlash from consumers who view such marketing as an invasion of privacy?

Which of the following is an advantage of using digital catalogs?

The ________ was established by the Direct Marketing Association.

E-tailers, such as Amazon.com and Expedia.com, that sell products and services directly to final buyers exclusively over the Internet are known as ________.

Which of the following is an advantage of a well-designed and targeted telemarketing plan?

Direct marketing is an expensive way of reaching target markets.

B-to-B marketers reach new business customers, sell to current customers effectively, and obtain buying efficiencies and better prices.

Which of the following is a challenge of marketing through online social networks?

Which of the following is most likely a disadvantage of viral marketing?

________ involves sending an offer, announcement, reminder, or other item to a person at a particular address.

In ________, text-based ads and links appear alongside search engine results on sites such as Google, Yahoo!, and Bing.

Josh received an e-mail stating that he had won a lottery of $500,000 from Lottors Corporation. The e-mail asked Josh to send his bank account details and social security number to transfer cash directly to his account. Josh did not remember buying any lottery tickets, and so was apprehensive about providing his bank details without verification. Which of the following is illustrated from this scenario?

Compare and contrast the purpose and content of a corporate Web site to that of a marketing Web site.

Geller Insurance calls qualified prospects to sell insurance. Which of the following forms of marketing is evident from this example?

Spam is unsolicited, unwanted commercial e-mail messages that clog up users' e-mailboxes.

________ features marketing messages and promotions delivered to on-the-go consumers through their handheld devices.

Identify the major advantage of the following forms of direct marketing: telephone, direct mail, catalog, direct-response television, and kiosk.

Gen-next Clothing has clothing stores across the U.S., and the firm also sells online directly to customers. Which of the following best describes Gen-next Clothing?

Refer to the scenario below to answer the following questions. The Treble Clef sells music books, musical instruments, and novelty gifts of a musical nature. In recent years, owner Gary Zahn has served as the local representative of several musical instrument manufacturers, providing a contact person for three local schools. He sends a sample of a manufacturer's products to schools that request a demonstration or presentation. "If we don't have it, we can definitely get it for you," Gary tells all Treble Clef visitors and customers. Most walk-ins are particularly interested in a specific piece of sheet music from a particular era or just browsing among the hundreds of music knick-knacks in the store. Gary spends most of his time making presentations to beginners at the local schools and making biweekly visits to the schools to deliver instruments, make minor repairs, or pick up instruments to ship to the manufacturer for more complicated repairs. After establishing a loyal customer base, Gary was convinced that a Treble Clef Web site could benefit a variety of customers. He began with a simple Web site which provided information about the store and the types of gifts and services available. The site received so much response that Gary added a question-and-answer option. Questions poured in, ranging from "Where can I get 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?" The Web site is now able to accept credit card orders, and gifts can even be wrapped and shipped for no extra charge. "This Web site idea was fantastic!" Gary admitted. "It allows us to be so responsive. And our novelties sales have doubled!" -Gary sends samples of sheet music to schools for demonstration or presentation. Which of the following types of marketing is being illustrated from this statement?