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

According to your text,"bridge the gap between old- fashioned stores and online shopping."

Fiona Lambrech is the marketing director of a charity that raises funds to help provide educational services to children and families in developing countries.Fiona wants to reach a select market of individuals who have recently donated to international charities.Which of the following types of direct marketing will Fiona most likely use?

What are two major forms of direct- response television marketing?

Direct marketing is continuing to become more oriented.

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

Ring- tone giveaways,mobile games,and text- in contests are all examples of marketing.

Provide two reasons that many companies are shifting more of their marketing dollars to online advertising.

Firms such as Kodak and Fuji are placing _ in stores,airports,and other locations to provide people with information about products and services or to enable customers to place orders.

Do- not- call legislation has made telemarketing an ineffective form of direct marketing,especially for nonprofit groups.

allows consumers to gain additional information about a product through the use of a remote control.

What does the term viral marketing mean?

Companies conduct online marketing by creating a Web site,placing ads and promotions online,or setting up or participating in online social networks.

What is the main purpose of a corporate Web site?

Consumers and companies connect to each other and access and share huge amounts of information through a public web of computer networks called .

Catalogs,brochures,samples,and DVDs can all used in which type of marketing?

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

Sales via B2B online marketing are continuing to decline.

Converse has a Web site 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 Web sites?

For which of the following operations would telemarketing efforts likely be the most successful and the most profitable?

By using Priceline.com,potential buyers can bid for airline tickets,hotel rooms,rental cars,cruises,and vacation packages.It is then up to sellers to decide whether or not to accept an offered bid.This is an example of .