Ch.17 - Integrating Direct Marketing and Personal Selling

Homework Questions

For consumers, what is often a benefit of direct marketing?

Convenience

You work for a carpet cleaning company. You receive and schedule the customers’ requests for service. What type of salesperson are you?

Order taking

In evaluating direct marketing programs, which of the following are frequently used measures?

Cost per inquiry and cost per order

Which is a key aspect of direct marketing programs?

It often is created to elicit an immediate response that is measurable.

Of all the tools available for direct marketing, which is considered the most invasive?

Telemarketing

Which of the following is an essential application of the marketing database?

Reinforcing and recognizing the most frequent customers

You work in a sales department and your job is to visit customers and find out what else they may need. What type of salesperson are you?

Missionary

In some companies, what position has become part of the chief marketing officer’s job?

Marcom manager

A company wants to enhance its database. It first turns to the Census Bureau to gather information about customers. What kind of data is it collecting?

Demographic

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

Including testimonials from happy users

Which of the following is one of the premises that can help companies address customers’ concerns about privacy?

The purpose of a marketing database is to be able to offer customers products and services that meet their needs.

What are three main purposes of direct marketing programs?

To close the sale, identify prospects, and engage consumers

Scenario 17-1) American Profile is considering imitating a direct marketing tactic employed by several consumer magazines. Visitors to the home pages of these magazines’ websites can link to tips on gardening, home decorating, cooking, clothes shopping, skin care, hair care, etc. They are then encouraged to rate these articles and columns, explain whether they were helpful, and add comments and suggestions based on their own lifestyles and hobbies. This allows marketers to enhance their customer information with:

psychographic data.

What important form of integrated brand promotion related to the sale of a product or service used to be done face-to-face (in person) but now uses technology such as chats, videos, and online calls?

Personal selling

After asking for references from current guests and for permission to use their names, Trappers Lake 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?

Personalization

A company wants to enhance its database. It is focused on collecting information about other items that customers have bought. What kind of data is it collecting?

Behavioral

Which of the following is an example of B2B personal selling?

Meeting with an office manager to demonstrate the use of your equipment

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?

Internal lists help to develop relationships with current customers, whereas external lists help to attract new customers.

Which of the following is true of building customer relationships through direct marketing?

Long-term customer relationships must be based on trust.

A company wants to enhance its database. It wants to learn more about the neighborhoods in which customers live in the hopes that this might lead to new customers as well as cross-selling opportunities. What kind of data is it collecting?

Geo-demographic

What effect has the Internet had on privacy concerns regarding direct marketing?

It has amplified privacy concerns as it makes it easier for marketers to access personal information.

ARF Systems sells a finance and payroll application to a corporate buyer. In addition to the software, they offer to install the hardware required to run, install, and maintain the software. They will also train the employees on the use of the software and provide engineers to fix any problem that may arise in the software. They fulfill all or a majority of client needs in a particular area. In this scenario, ARF is involved in:

system selling.

Building a marketing database can be helpful because it allows companies to gauge how receptive customers may be to new products or product features. One way of isolating a company’s best customers is by utilizing:

a recency, frequency, and monetary analysis.

Guests at the Trappers Lake Lodge have always filled out a brief form with their name, address, phone number, and email address. They will now be asked to complete a questionnaire that collects more information such as their age, gender, education level, and occupation. Additionally, the survey asks about their outdoor interests, recreational preferences, other hobbies, and comments about their stay at Trapper's Lake Lodge. What type of additional data is being collected to help build a marketing database for the lodge?

Demographic and psychographic

Which of the following best captures how most consumers view their personal email addresses and mobile phone numbers?

They are personal property, so violating that space upsets people.

A shoe retailer uses its marketing database to run a recency, frequency, and monetary analysis on its customers. In this context, recency refers to:

how long it has been since a consumer shopped at or bought a product from the company.

What kind of lists help an organization generate new business?

External

A key aspect of the definition of direct marketing is that the transaction can take place:

anywhere.

A suburban country club contacts each member who holds a pool membership to inquire if they would also be interested in purchasing a golf membership. The country club personnel are using their marketing database for:

cross-selling.

Your company wants to engage in direct marketing using email and has contracted with an ad agency. The agency has insisted that you must get some kind of permission from consumers in order to involve them in ongoing emails. What is the agency advocating?

Opt-in marketing