psu marketing 221 ch. 14 – Flashcards
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A comprehensive database is a tremendous tool for the direct marketer. It should contain geographic, demographic, psychographic, and ________ data.
answer
behavioral
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Information about a customer's activities and interests are all ________ in a customer database.
answer
psychographics
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How does a company's effective use of a customer database benefit consumers?
answer
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?
answer
direct-mail marketing
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The use of which of the new forms of direct-mail marketing is booming?
answer
e-mail
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Most companies that create print catalogs now also provide ________ catalogs.
answer
web-based
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Using ________ telephone marketing, marketers sell directly to consumers.
answer
outbound
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Which of the following is an advantage of a well-designed and targeted telemarketing plan?
answer
purchasing convenience
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How has the National Do Not Call Registry changed the telemarketing industry?
answer
Telemarketers are more effectively managing relationships with existing customers.
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What are two major forms of direct-response television marketing?
answer
direct-response television advertising infomercials
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Why have direct-response television commercials seen an increase in popularity in recent years?
answer
return on advertising investment can be easily measured.
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