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Exam 17: Direct, Online, Social Media, and Mobile Marketing

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Question 21

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What are the strengths and weaknesses of e-mail marketing?

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E-mail is still the king as 91 percent o...

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Question 22

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E-mail can be the ultimate direct marketing tool, as it lets marketers send highly targeted, tightly personalized, relationship-building messages.

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Question 23

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Explain the major benefits of direct marketing for customers and for sellers.

All of the following are benefits of direct marketing for sellers EXCEPT ________.

A ________ is an unsolicited, unwanted commercial e-mail message that clogs up e-mailboxes.

Which of the following is a benefit of using blogs as marketing tools for companies?

Green Gardens is a click-and-mortar company that sells gardening and landscaping goods and equipment. When customers are unable to find a product they need on the shelves of their local Green Gardens store, customers order the product online with the help of the in-store ordering machine. Which of the following best describes the ordering machine?

Buyers with low sales resistance can often be tempted by all the following common features of infomercials EXCEPT ________.

What are the characteristics of a successful Web site?

Direct marketing through catalogs and direct mailers is still the primary method used by marketing professionals.

Which kind of social media networks are smaller communities likely to join or create?

How can firms that use new direct marketing technologies avoid backlash from consumers who view such marketing as an invasion of privacy?

Refer to the scenario below to answer the following question(s) . The Treble Clef sells music books, musical instruments, and novelty gifts of a musical nature. In recent years, owner Gary Zahn has served as the local representative of several musical instrument manufacturers, providing a contact person for three local schools. He sends a sample of a manufacturer's products to schools that request a demonstration or presentation. "If we don't have it, we can definitely 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 music knick-knacks in the store. Gary spends most of his time making presentations to beginners at the local schools and making biweekly visits to the schools to deliver instruments, make minor repairs, or pick up instruments to ship to the manufacturer for more complicated repairs. After establishing a loyal customer base, Gary was convinced that a Treble Clef Web site could benefit a variety of customers. He began with a simple Web site that provided information about the store and the 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 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. "This Web site idea was fantastic!" Gary admitted. "It allows us to be so responsive. And our novelties sales have doubled!" -Gary sends samples of sheet music to schools for demonstration or presentation. Which of the following types of marketing is being illustrated from this statement?

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

Identify the major advantage of the following forms of digital and social media marketing: Web sites, viral marketing, e-mail, blogs, social media, and mobile ads and apps.

After selecting a sweater on the Land's End Web site, Kelly was asked to fill in details for the customer database. Kelly was given a form that required her to fill in her name, date of birth, and e-mail address. Kelly then checked a box that was next to the following statement: "Yes, I would like to receive weekly promotional information from Land's End online." Which of the following practices is evident from this scenario?

Sales executives at Keiron Air Conditioners use phone directories to call customers and convince them to buy their air conditioners. Which form of direct marketing is used here?

Social media are all of the following EXCEPT ________.

________ involves creating a video, e-mail, mobile message, advertisement, or other marketing event that is so infectious that customers will seek it out or pass it along to their friends.

Which of the following is a disadvantage of using blogs as a marketing tool?