Exam 10: Direct Marketing and Personal Selling

The direct marketing medium with the highest response rate is

Which of the following is NOT a primary purpose of direct-marketing programs?

The best word to summarize the popularity of direct marketing with consumers is

Scenario 10-1 Coca-Cola Co., Atlanta, launched a nostalgia-filled retail concept space in Nashville, TN., in the Cracker Barrel Old Country Store location, directly across from the Gaylord Opryland Hotel and Convention Center. Coca-Cola advertising and artwork is known throughout the world and frequently displayed in museums and in the homes of nostalgic collectors. Visitors could now view holiday artwork in Nashville and at Cracker Barrel Old Country Store sales personnel would greet customers and inform them about both brands. This is a natural connection for both brands. For 35 years, Cracker Barrel has served Coca-Cola in its restaurants and the company honored Coca-Cola's heritage alongside its own nostalgic memorabilia. (Jim Taylor, Rare Coca-Cola Holiday Artwork on Display at Cracker Barrel Old Country Store ," http://www.crackerbarrel.com, November 15, 2004.) -(Scenario 10-1) If the managers of the Cracker Barrel Country Store site were to buy a list furnishing not only names but also demographic data and that comes with accompanying software that can match up names and addresses to the internal list they developed by collecting business cards this would be called:

What is meant by the term direct marketing? Select a company that you are familiar with and outline the principal purposes that a direct-marketing program could serve for the company. Be specific.

You are marketing manager for a company that packages and markets vacations to exotic locations. You use a variety of media to promote these trips, including upscale magazines, infomercials, and direct mail. One of your primary objectives regarding these efforts is to make sure the efforts are integrated. This is because

Which of the following is a basic element of frequency marketing program?

Scenario 10-4 Telemarketers say they'll honor the wildly popular but legally besieged Do-Not-Call list until the court battles are over. Those whose telephone numbers have already been submitted to the national Do-Not-Call registry should have noticed a substantial decrease in calls. You know it's a good law by the sheer volume of gnashing teeth emanating from the Direct Marketing Association and other groups representing telemarketers, who would be required to purge their databases of registry phone numbers at least quarterly. Though the DMA continues to pursue legal avenues to block the list, it promises to respect consumers' wishes. (Liz Pullman Weston, Free at last from telemarketing invasions, MSN Online, February 15, 2005). -(Scenario 10-4) Time of course is also a vehicle for other direct marketers. What is a popular device many of them use Time to implement for them?

Scenario 10-5 Trapper's Lake Lodge is a hotel that is situated next to a large lake in the Flat Tops Wilderness Area. The Lodge offers guided fishing, hunting, and cross-country skiing trips throughout the year. The Lodge is in a very remote location and is over 250 miles away from any major airport. Guests must travel 40 miles on a rough dirt road during warm summer months or ride a special snow car for that distance during the snow season. Trapper's Lake Lodge management has found that guests almost always have a wonderful experience during their stay and most swear that they will come back to visit again. Nonetheless, a big problem for the Lodge is getting people to visit in the first place as many travelers are put off by the difficulty in reaching it. As a result, they have decided to mount an aggressive direct marketing campaign increase first-time guest visits as well as nurture loyal frequent visitors. -(Scenario 10-5) Every time a guest stays at the Lodge they are asked to fill out a questionnaire that includes basic demographic items and questions associated with the visitor's recreation preferences. This is an example of a(n) ____, which will be used to help build a marketing database for Trapper's Lake Lodge

Scenario 10-6 Jostens manufactures products for high schools and colleges that serve as memories for students and their loved ones. These products include yearbooks, class rings, graduation announcements, and several other related items. Traditionally, these products have been sold by Jostens sales representatives into individual schools. Recently, the company has decided to develop a marketing database of the names of students and parents in key school districts and at certain colleges and universities. The databases begin with basic demographic information, including names of younger siblings, that is sold to Jostens by school district offices and college admissions offices. With this information, Jostens hopes to begin a direct marketing effort whereby students and their parents receive marketing materials at their homes direct from the company. -(Scenario 10-6) Jostens' marketing research has found that high school student consumers are favorably disposed to a direct marketing campaign via email for the Jostens products. Which of the factors below must Jostens take pains to avoid?

The greatest concern about direct marketing expressed by consumers is

Scenario 10-4 Telemarketers say they'll honor the wildly popular but legally besieged Do-Not-Call list until the court battles are over. Those whose telephone numbers have already been submitted to the national Do-Not-Call registry should have noticed a substantial decrease in calls. You know it's a good law by the sheer volume of gnashing teeth emanating from the Direct Marketing Association and other groups representing telemarketers, who would be required to purge their databases of registry phone numbers at least quarterly. Though the DMA continues to pursue legal avenues to block the list, it promises to respect consumers' wishes. (Liz Pullman Weston, Free at last from telemarketing invasions, MSN Online, February 15, 2005). -(Scenario 10-4) Just what volume of annual lost business do direct marketers fear from the Do-not-call registry?

Scenario 10-1 Coca-Cola Co., Atlanta, launched a nostalgia-filled retail concept space in Nashville, TN., in the Cracker Barrel Old Country Store location, directly across from the Gaylord Opryland Hotel and Convention Center. Coca-Cola advertising and artwork is known throughout the world and frequently displayed in museums and in the homes of nostalgic collectors. Visitors could now view holiday artwork in Nashville and at Cracker Barrel Old Country Store sales personnel would greet customers and inform them about both brands. This is a natural connection for both brands. For 35 years, Cracker Barrel has served Coca-Cola in its restaurants and the company honored Coca-Cola's heritage alongside its own nostalgic memorabilia. (Jim Taylor, Rare Coca-Cola Holiday Artwork on Display at Cracker Barrel Old Country Store ," http://www.crackerbarrel.com, November 15, 2004.) -(Scenario 10-1) One marketer of Coca Cola collectibles offers its best customers a program in which they are alerted to limited edition items one month before the general public. This assures key customers that they won't miss out on a valued collectible due to unexpectedly high demand. This is an example of

Due to emerging technologies, direct marketers will be able to directly engage consumers with the brand for the first time.

Scenario 10-6 Jostens manufactures products for high schools and colleges that serve as memories for students and their loved ones. These products include yearbooks, class rings, graduation announcements, and several other related items. Traditionally, these products have been sold by Jostens sales representatives into individual schools. Recently, the company has decided to develop a marketing database of the names of students and parents in key school districts and at certain colleges and universities. The databases begin with basic demographic information, including names of younger siblings, that is sold to Jostens by school district offices and college admissions offices. With this information, Jostens hopes to begin a direct marketing effort whereby students and their parents receive marketing materials at their homes direct from the company. -(Scenario 10-6) In making the decision to engage in direct marketing efforts for its products, Jostens compared the cost of using salespeople to the cost of using direct marketing against the number of responses generated by each. Which of the following best describes the cost measurement tool used by Jostens?

The appeal of direct marketing to marketers is the ease with which they can measure results, most often by calculating cost per program (CPP).

Scenario 10-6 Jostens manufactures products for high schools and colleges that serve as memories for students and their loved ones. These products include yearbooks, class rings, graduation announcements, and several other related items. Traditionally, these products have been sold by Jostens sales representatives into individual schools. Recently, the company has decided to develop a marketing database of the names of students and parents in key school districts and at certain colleges and universities. The databases begin with basic demographic information, including names of younger siblings, that is sold to Jostens by school district offices and college admissions offices. With this information, Jostens hopes to begin a direct marketing effort whereby students and their parents receive marketing materials at their homes direct from the company. -(Scenario 10-6) Jostens has determined that there is a relationship between profiles of neighborhoods in school districts and the type of class ring purchasing behavior. Enhancing Jostens marketing database by adding neighborhood data means the firm is adding ____ data to the database.

A company is trying to use its marketing database to determine its best customers. An RFM analysis is an excellent tool for this.

At present, which of the following forms of direct marketing is considered the most controversial?

The one characteristic that makes direct marketing different from marketing in general is that