Exam 17: Integrating Direct Marketing and Personal Selling

System selling entails selling a set or interrelated components that fulfill all or a majority of a customer's needs in a particular area.

Which is a key aspect of direct marketing programs? 

Cross-selling involves marketing: 

The Direct Marketing Association (DMA)estimated that the _______ would cost telemarketers about $50 billion in lost sales.

Companies can address customers' privacy concerns if they remember two fundamental premises about database marketing.Which of the following is one of those premises? 

Scenario 17-2 As the number of firms utilizing direct marketing continues to grow, so does the number of consumers opposed to the methods often described as "intrusive." To combat the growing number of opposed consumers, marketers need to find creative new ways to optimize their direct marketing campaigns. One such outlet that firms are beginning to experiment with is social media. Executives understand that many consumers view a company's Facebook page more often than the company's home page, so they've grown to realize that setting up some form of an email opt-in on social media sites is a great way to build marketing databases. In addition to opt-in sections, social media allows businesses to interact with consumers, which may make them less inclined to respond negatively to a company's direct marketing efforts. By utilizing social media more often in the future, a number of U.S. companies hope to build stronger and more useful marketing databases.  -(Scenario 17-2)Marketers consider _________ to be the most economical form of direct response advertising,but when unsolicited the response rate is less than one percent.

Direct marketing is defined as an interactive system that uses one or more advertising media to: 

Which of the following is a key to success for an infomercial? 

A marcom manager,or marketing communications manager-which may be folded into the chief marketing officer role-plans an organization's overall communications program and oversees the various functional specialists inside and outside the organization.

The role of a marcom manager (or CMO for some firms)is to: 

Multiple media can be used in direct marketing programs 

Direct marketing is an interactive system of marketing that uses one or more advertising media to affect a measurable response and/or transaction at any location.

A direct marketer promoting a service industry uses both internal and external lists.Which of the following is a difference between internal and external lists? 

Products that are higher priced,complicated to use,or require demonstration are heavily dependent on personal selling in order to close the deal.

Direct marketing programs are commonly planned with the notion that one contact will lead them to another and then another.

A key aspect of direct marketing programs is that they are often designed to produce an immediate,measurable response.

Scenario 17-3 Trapper's Lake Lodge is a rustic hotel situated on a large lake in the Flat Tops Wilderness Area. The lodge offers a relaxing getaway as well as guided fishing, hunting, bicycling, and cross-country skiing trips from its remote location250 miles away from a major airport. Guests must travel the last 40 miles on a rough dirt road during the summer months or ride a special snow car during the snow season. Trapper's Lake Lodge management has found that guests almost always have a wonderful experience during their stay and swear they will visit again. Nonetheless, the biggest problem is getting people to visit in the first place, probably due to the difficult travel involved. So the lodge management has decided to mount an aggressive direct marketing campaign to increase first-time guest visits as well as to nurture loyal frequent visitors.  -(Scenario 17-3)A public relations consultant advises the lodge management that any direct marketing campaign should be coordinated with its other advertising and promotional strategies,as well as all the efforts that its employees are making in order to make the stay so wonderful.In effect,the consultant is recommending that the lodge make _________ the final goal of their campaign,since it would make all the efforts even more effective.

Customer relationship management,or CRM,involves cultivating short-term transactions with customers.

Scenario 17-3 Trapper's Lake Lodge is a rustic hotel situated on a large lake in the Flat Tops Wilderness Area. The lodge offers a relaxing getaway as well as guided fishing, hunting, bicycling, and cross-country skiing trips from its remote location250 miles away from a major airport. Guests must travel the last 40 miles on a rough dirt road during the summer months or ride a special snow car during the snow season. Trapper's Lake Lodge management has found that guests almost always have a wonderful experience during their stay and swear they will visit again. Nonetheless, the biggest problem is getting people to visit in the first place, probably due to the difficult travel involved. So the lodge management has decided to mount an aggressive direct marketing campaign to increase first-time guest visits as well as to nurture loyal frequent visitors.  -(Scenario 17-3)After asking for references from current guests and for permission to use their names,the lodge has gathered a list of about 75 friends and family members who may be interested in a stay.The lodge managers plan on making an initial contact with each of them,hoping to experiment with a couple of different messages to see what works best.But they want to be careful not to turn off these potential customers.Which approach would work best for this first step? 

Called hybrid commerce or an omnichannel strategy,the consumer can have the best of both digital and in-store channels.