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Exam 17: Direct and Online Marketing: Building Direct Customer Relationships

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Question 1

True/False

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You receive a text message from Upscale Furnishings about an upcoming sale on custom furniture.Upscale Furnishings is developing a direct customer relationship with you through kiosk marketing.

Correct Answer

verified

False

Question 2

Multiple Choice

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Financial services provider USAA sends materials about teaching teenagers how to drive safely to USAA customers who have children approaching driving eligibility age.USAA is using _ information from a customer database to determine which customers should receive the materials.

A) geographic
B) key contact
C) demographic
D) behavioral
E) psychographic

Correct Answer

verified

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Question 3

Multiple Choice

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Modern direct marketers rely heavily on database technologies and the Internet,while early direct marketers primarily used direct mailers,telemarketing,and _.

Companies such as Craigslist.com facilitate C2C online marketing.

Rich media ads are online ads that pop up between changes on a Web site.

Business customers of Dell Computer have access to customized Web sites that include purchasing and asset management reports and system- specific technical information.Dell uses B2B online marketing.

What is the benefit to companies of using blogs as marketing tools?

are designed to engage consumers in interactions that will move them closer to a direct purchase or other marketing outcome.

Refer to the scenario below to answer the following questions. The Treble Clef offers a complete line of sheet music,musical instruments,and novelty gifts of a musical nature.In recent years,owner Gary Zahn has even served as the local representative of several musical instrument manufacturers,providing a contact person for three local school districts."If we don't have it,chances are excellent that we can get it for you," Gary tells all Treble Clef visitors and customers. Most walk- ins are particularly interested in a specific piece of sheet music from a particular era or just browsing among the hundreds of musical knick- knacks in the store.Gary spends most of his time making presentations to beginning music students at the local schools and making biweekly visits to the schools in order to deliver instruments,make minor repairs when possible,or pick up instruments to ship to the manufacturer for more complicated repairs. After dragging his feet for quite some time,Gary was convinced that a Treble Clef Web site could benefit a variety of customers.He began with a simple site explaining store hours and depicting types of gifts and services available.The site received so much response that Gary added a question- and- answer option.Questions poured in,ranging from "Where can I get the sheet music for 'Hello,Dolly'?" to "Do you carry clarinet reeds?" to "My saxophone needs two new pads.When will you be at Elmhurst school to repair it?" The Web site is now able to accept credit card orders,and gifts can even be wrapped and shipped for no extra charge. "I don't know how we did it without our Web site," Gary admitted."It allows us to be so responsive.And our novelties sales have doubled!" -Which of the following BEST describes the Treble Clef?

B2C Web sites deal with exchanges between businesses and companies.

In a short essay,identify the major advantage of the following forms of direct marketing: telephone,direct mail,catalog,direct- response television,and kiosk.

What is the fastest growing form of direct- marketing?

Which of the following is a potential drawback to advertising on a blog?

Why are historically online shops such as Zappos.com adding catalogs to their marketing methods?

One of the advantages of direct marketing for sellers is that direct marketing .

A television program or entire channel dedicated to selling goods and services is known as a(n) .

are designed to build customer goodwill and to supplement other sales channels,rather than to sell the company's products directly.

Permission- based e- mail advertising allows marketers to send tailored messages to targeted customers who have chosen to receive them.

How has the National Do Not Call Registry changed the telemarketing industry?

Mega Music sells products to customers only through its Web site.Mega Music employs the direct model as its marketing approach.