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

Refer to the scenario below to answer the following questions. 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. Most walk- ins are particularly interested in a specific piece of sheet music from a particular era or just browsing 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 biweekly visits to the schools in order to deliver instruments,make minor repairs when possible,or pick up instruments to ship to the manufacturer for more complicated repairs. After dragging his feet for quite some time,Gary was convinced that a Treble Clef Web site could benefit a variety of customers.He began with a simple site explaining store hours and depicting 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 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?" The Web site is now able to accept credit card orders,and gifts can even be wrapped and shipped for no extra charge. "I don't know how we did it without our Web site," Gary admitted."It allows us to be so responsive.And our novelties sales have doubled!" -What type of online marketing is Gary Zahn using to promote the Treble Clef?

Runners can compare performances,set up profiles,and meet new friends on Nike's Nike Plus Web site.Nike Plus is an example of a .

Why are people reached by direct mail better prospects for a company than those reached by mass media such as television or magazines?

Which of the following best explains why direct- response television commercials have seen an increase in popularity in recent years?

Today,many click- and- mortar companies are experiencing more online success than their click- only competitors.

What characteristic of niche sites makes the medium MOST appealing to marketers?

Which of the following is an individualized Web site that allows a customer to directly connect to a marketer?

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

Why is the use of direct- response television growing in popularity?

online marketing sites are online exchanges in which consumers search out sellers,learn about their offers,and initiate purchases.

All of the following are benefits of direct marketing for buyers EXCEPT .

Blogs are that are usually focused on a narrowly defined topic.

Explain how a company benefits from monitoring the blogosphere.

Gutter Guys is a gutter installation company in Southern California that used to generate most of its sales through telemarketing but now uses direct mail to reach prospective customers.Which of the following most likely explains the reason that Gutter Guys switched from telemarketing to direct mail?

To attract new visitors and to encourage revisits,online marketers need to thoughtfully develop a Web site.What are the characteristics of a successful Web site?

How does database marketing benefit consumers?

How does direct marketing give buyers access to more comparative information about companies,products,and competitors?

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

Office Depot is a click- and- mortar company.Which of the following is LEAST likely to be an advantage that Office Depot has over click- only competitors?

Which of the following is essential for direct marketing to be effective?