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

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!" -Which of the following best describes Treble Clef?

A(n) ________ is designed to build customer goodwill, collect customer feedback, and supplement other sales channels rather than sell the company's products directly.

Which of the following online marketing domains would most likely involve customers driving online transactions rather than businesses?

________ online marketing involves businesses selling goods and services online to final consumers.

Fiona Lambrech is the marketing director of a newly established detergent company. In order to introduce her product effectively into the market, Fiona sends samples of the detergent to a select group of individuals. Which of the following forms of marketing was most likely used by Fiona?

Gant Hardwares is a huge chain of hardware stores. GantHardwares.com helps customers conduct product research and also lets them order directly online or redirects them to the nearest Gant retail store. Which of the following best describes GantHardwares.com?

For customers, the benefits of direct marketing are being able to shop online anytime and anywhere.

Florian Fasteners recently introduced a new line of products. In order to promote its product, it sent samples to the addresses of a few select customers. Which of the following types of marketing is evident from this example?

Which term refers to an in-store machine that allows a customer to order merchandise not carried in the store?

What is the primary advantage of printed catalogs?

Which of the following terms refers to a 30-minute television advertising program that markets a single product?

________ are communities over the Internet where people congregate, socialize, and exchange views and information.

Rich media ads are text-based ads and links that appear alongside search engine results on sites such as Google, Yahoo!, and Bing.

One common form of Internet fraud is phishing, a type of identity theft that uses deceptive e-mails and fraudulent online sites to fool users into divulging personal data.

C-to-B online marketing often involves the interchange of information through Internet forums that includes customers' praise for and complaints about products.

Which of the following is NOT a deception or fraud concern for Internet users and marketers?

Which of the following best describes permission-based e-mail marketing?

Which of the following categories in the customer database includes information on customers' age, income, and birthdays?

An organized collection of comprehensive data about individual customers or prospects is called spam.

Podcasts are online journals where people post their thoughts, usually on a narrow topic.