Exam 14: Direct and Online Marketing: Building Direct Customer Relationships

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

Blogs are predominantly a C-to-C medium.

________ is the largest online social network with great potential as an online marketing hub.

Direct mail programs are typically used as stand-alone programs and cannot be integrated with a broader marketing campaign.

A Corporate Web site aims to build customer goodwill rather than sell products to customers.

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

New York Times on the Web,ESPN.com,and Encyclopedia Britannica Online provide financial,research,and other information.They are called ________.

Creating a customer database requires minimal investment and effort.

The first step for a new company venturing into online marketing involves sending promotional e-mails.

Kiosk marketing is used for purchases of small value and caters only to products,and not services.

Organic Designs is a small,successful chain of stores offering stylish clothes made of all-organic materials for infants,toddlers,and young children.Most of the Organic Designs stores are located in urban areas.Now Organic Designs is considering using direct marketing to reach potential customers who live outside of the company's existing markets,with the goal of creating emotional connections and building long-term relationships with a new group of customers.Which of the following methods of direct marketing would likely be most effective in accomplishing this goal?

iTV lets viewers interact with television programming and advertising using their remote controls.

Whereas space is limited in an online catalog,print catalogs can offer an almost unlimited amount of merchandise.

Green Gardens is a click-and-mortar seller of gardening and landscaping goods and equipment.The marketing department wants to encourage shoppers at the physical stores to use the company's online catalog to order items that are not available at a given retail location.Which of the following marketing devices is the best match for this goal?

The growth of the Internet caused many traditional companies to ________ in response to customer demands and a changing marketplace.

Which kind of marketing involves sending an offer,announcement,reminder,or other item to a person at a particular postal address?

Online direct marketing results in higher costs and slower handling of channel and logistics functions.

Jenny McCarthy,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.This is an example of ________.

Information about a customer's age,income,and family make-up are all ________ in a customer database.

As the marketing manager at Secure Services,a home security systems company,you have been asked to devise a new sales and marketing strategy for a new line of sophisticated alerting systems called "Imperio." These alerting systems can be programmed to meet individual specifications,have special childlock features,and require the thumb impression of the home-owner(s)for a visitor to be allowed inside the house.The two previous promotional ventures failed to elicit much consumer response because most people were unaware of the benefits of such devices except for those consumers who were specifically looking for them.Can the use of e-mail marketing by Secure services be justified for its current marketing effort?