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

The Internet gave birth to ________,which operate only on the Internet.

Permission-based e-mail advertising is conducted based on customers' expressed preferences and previous purchases.

The Intranet is a vast public web of computer networks that connect users to each other.

________ might appear anywhere on an Internet user's screen and are often related to the information being viewed.

Jean-Paul's Cutlery has always relied upon advertising to market its products to final customers.However,the marketing team at Jean-Paul's Cutlery is now considering starting a direct marketing campaign consisting of a company Web site,e-mail to current customers,and an online catalog.Which of the following would the marketing team expect to gain as a result of implementing this direct marketing plan?

Mass marketing consists of connecting directly with carefully targeted consumers,often on a one-to-one,interactive basis.

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

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

List and briefly describe the four major online marketing domains.

Describe direct-response television (DRTV)marketing.

A 30-minute or longer television advertising program marketing a single product is called a(n)________.

Explain the major benefits of direct marketing for both customers and sellers.

Apollo,the market leader in high-resolution cameras and lenses is known for its quality and customer service.Apollo markets its vast range of cameras,lenses,and camera accessories directly to final consumers who belong to a broad group of demographic segments.By doing so,Apollo avoids all intermediaries and provides consumers with their products at the most competitive prices.Apollo falls under the ________ online marketing domain.

Describe two ways that marketers can participate in online social networks.What are the challenges and advantages of these approaches?

The site www.bestbargains.com has become a rage among Internet-users and businesses.Though the site is only eight-months old,it has elicited large amounts of Internet traffic and transactions.The site promises to provide the best deals for an almost unlimited range of goods and services it lists.Consumers are required to log-in and bid for goods and services of their choice and can obtain heavy discounts,free shipping,and bonus points for being frequent users.This scenario reflects ________.

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

Unsolicited and unwanted commercial e-mail is known as ________.

Identify the major advantages of the following forms of direct marketing: telephone,direct-mail,catalog,direct-response television,and kiosk.

The Do-Not-Call Registry Act requires Web site operators targeting children to post privacy policies on their sites.

Which of the following statements is true of direct marketing?