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

A typical customer database is an organized collection of geographic,demographic,psychographic,and _ data about individual customers or prospects.

Green Gardens is a click- and- mortar seller of gardening and landscaping goods and equipment,but the marketing department wants to promote the Green Gardens Web site.When customers are unable to find a product they need on the shelves of their local Green Gardens,the marketing department wants them to search for the product on the Green Gardens Web site.Which of the following marketing devices is the best match for this goal?

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

The marketing manager of Charlie's Car Parts uses a customer database to e- mail promotional information to customers.The demographic information in the database provides the manager with all the data he needs regarding his customers' buying preferences.

Unlike Internet consumers,traditional offline consumers initiate and control contact with marketers.

For customers,the benefits of direct marketing are that it is an easy,private,and convenient way to shop.

Jane Cheatham,a stay- at- home mother,regularly posts new entries on a widely read blog.In these entries,she often reviews consumer products that she uses during the course of her day.Jane participates in _ .

Explain the goal of viral marketing.

Charlie Putnam received an e- mail promoting a new financial services institution that offers surprisingly low mortgage rates.The e- mail simply asked customers to provide their address,date of birth,social security number,and current mortgage information in order to receive a free loan quote.Suspicious of the offer,Charlie researched the company and discovered that the e- mail was a fraud.This is an example of .

When consumers can drive transactions with businesses,what type of online marketing is being used?

Which of the following enables consumers to download files from the Internet to a handheld device?

List and briefly describe the four major online marketing domains.

The growth of the Internet caused many brick- and- mortar firms to _ in response to customer demands and a changing marketplace.

Online communities where people socialize or exchange information and opinions are called .

Online trading networks aimed at obtaining buying efficiencies and better prices are most closely associated with online marketing.

Because of its association with somewhat questionable pitches and get- rich- quick schemes,direct- response television is becoming less popular.

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

All of the following are forms of direct marketing EXCEPT .

Uptown Cleaning Crew is a company that provides house cleaning services in major urban and suburban areas.Marketers at Uptown Cleaning Crew developed a short,humorous video promoting the company's services,and they hope that customers who see the video will be so entertained that they will pass it on to their friends and colleagues.The marketers at Uptown Cleaning Crew are using .

Data about the recency,frequency,and monetary value of past purchases are included in the _ category of a customer database.