psu marketing 221 ch. 14 – Flashcards
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What are the two goals of direct marketing?
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to obtain an immediate response and build a lasting customer relationship
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Amazon.com, eBay, and GEICO have built their entire promotional approach around ________.
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direct marketing
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Which of the following is NOT one of the benefits for the buyer in direct marketing?
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guranteed low prices
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One of the advantages of direct marketing for sellers is that direct marketing ________.
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offers access to buyers outside local markets
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A comprehensive database is a tremendous tool for the direct marketer. It should contain geographic, demographic, psychographic, and ________ data.
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behavioral
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Information about a customer's activities and interests are all ________ in a customer database.
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psychographics
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How does a company's effective use of a customer database benefit consumers?
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Companies match customer needs and interests with products and services.
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Which kind of marketing involves sending an offer, announcement, reminder, or other item to a person at a particular address?
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direct-mail marketing
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The use of which of the new forms of direct-mail marketing is booming?
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e-mail
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Most companies that create print catalogs now also provide ________ catalogs.
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web-based
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Using ________ telephone marketing, marketers sell directly to consumers.
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outbound
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Which of the following is an advantage of a well-designed and targeted telemarketing plan?
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purchasing convenience
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How has the National Do Not Call Registry changed the telemarketing industry?
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Telemarketers are more effectively managing relationships with existing customers.
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What are two major forms of direct-response television marketing?
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direct-response television advertising infomercials
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Why have direct-response television commercials seen an increase in popularity in recent years?
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return on advertising investment can be easily measured.
