Exam 17: Relationship Building: Direct Marketing, personal Selling, and Sales Promotion

According to Rob Jackson,database marketing should start with _____ because it gives marketers a snapshot of what their customers like at any given time by identifying common characteristics and ranking their importance to different segments.

Sampling can only be effectively used as a push.

_____ is the process of gathering,consolidating,updating,and enhancing the information about customers and prospects that resides in an organization's database.

Which of the following is the best example of a trade promotion that the publisher Zondervan could use for its newly-introduced Refuel: The Complete New Testament for Guys?

Excessive trade deals help to build up brand loyalty because they encourage customers to buy whatever brand is on sale.

In an IMC program,the objective of personal selling is only to make a sale.

Both contests and sweepstakes encourage consumption of the product by creating consumer involvement.

Which of the following statements describes a reason why an advertiser might decide against using direct marketing?

A trade deal is a(n):

Hard Stuf manufactures sports helmets.It has offered to reimburse its dealers 100 percent of the ad charges when those dealers run newspaper advertisements for Hard Stuf products.This practice is an example of:

The two processes required to work with a marketing database are data storage and data retrieval.

A(n)_____ is paid by a manufacturer for the privilege of obtaining shelf or floor space for its new product.

Personal selling is not very labor intensive,making it the least costly way to communicate with prospects.

In 2005,the airwaves of KFI-AM were saturated with commercials that asked listeners to dial advertisers' toll-free numbers or visit their Web sites.The approach accounted for nearly half the advertising on KFI,and is a big reason why the station has climbed nearly to the top of the Los Angeles market in revenues and to No.4 nationwide.In this example,a broadcast medium is prospering from the use of:

_____ is defined as face-to-face selling away from a fixed retail location.

The maker of Behr paints is offering supermarkets a one-month deal,which allows hardware and do-it-yourself stores to purchase its paints at 25 percent off the regular price.The paint manufacturer hopes supermarkets will pass along these savings to consumers in the form of "specials." Assume buyers for a small regional chain of hardware retailers have purchased enough Behr paint to last the chain for the next five months.This chain is engaging in:

Telemarketing costs a lot less money than personal selling.

A sales promotion aimed at members of the distribution channel is called a:

An ad in a local newspaper featured a can of Behr paint and a room that had been "transformed" by Behr paint.At the bottom of the ad were an orange Home Depot apron and a statement that said that Behr paints were sold at The Home Depot.The addresses of all the local Home Depot stores were then listed.Behr paid for the entire ad.What kind of trade promotion does this ad exemplify?

Sierra South sells whitewater rafting and kayaking trips,and related merchandise.The company uses a Web site to gather information from potential customers of its products.This information is entered into the company's database.Names and information in this database are used to determine who should receive a personalized sales e-mail from the company.Sierra South is using: