TUTORIAL 13 DIRECT AND ONLINE MARKETING: BUILDING DIRECT

________ marketing involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.

• Undifferentiated and differentiated

• Mass and targeted

• Direct and digital

• Internal and external

• Standardized and customized

Which of the following statements is most likely true about direct and digital marketing?

• They are used to sell goods to an undifferentiated market segment.

• They are inconvenient and lengthen the process for most buyers.

• They remain unaffected by the rapid growth of technologies.

• They build customer engagement and constitute a complete model for doing business.

• They are rarely used by companies as supplementary channels.

How has the Internet most likely affected direct and digital marketing?

• The time taken by marketers to reach customer segments has increased.

• The role of technology has become less intense.

• The expenditures on direct and digital marketing have increased.

• The growth of digital sales has seen a significant downturn.

• The number of mass marketing forms has expanded.

A comprehensive database is a tremendous tool for the direct marketer. It should contain geographic, demographic, psychographic, and ________ data.

• ethical

• cultural

• medical

• behavioral

• sociological

Catalogs, brochures, samples, and DVDs are all examples of which type of marketing?

• direct-response marketing

• direct-mail marketing

• digital direct marketing

• kiosk marketing

• online marketing

Fiona Lambrech is the marketing director of a charity that raises funds to help provide educational services to children and families in developing countries. Fiona wants to reach a selective market of individuals who have recently donated to international charities. Which of the following types of direct marketing is Fiona most likely to use?

• direct-mail marketing

• catalog marketing

• telephone marketing

• direct-response television marketing

• kiosk marketing

Organic Designs is a small, successful chain of stores offering stylish clothes made of all-organic materials for infants, toddlers, and young children. Most of the Organic Designs stores are located in urban areas. Now Organic Designs is considering using direct marketing to reach potential customers who live outside of the company's existing markets, with the goal of creating emotional connections and long-term relationships with a new group of customers. Which of the following methods of direct marketing would likely be most effective in accomplishing this goal?

• direct-mail marketing

• telephone marketing

• catalog marketing

• direct-response television marketing

• podcast marketing

Marketers use ________ telephone marketing to receive orders from television ads and catalogs.

• inbound

• outbound

• interactive

• direct-response

• business-to-business

What are two major forms of direct-response television marketing?

• direct-response television advertising and infomercials

• home-selling and toll-free response

• home television response and attention commercials

• call-in response and Web-site response

• home shopping channels and vodcasts

Green Gardens is a click-and-mortar seller of gardening and landscaping goods and equipment. The marketing department wants to encourage shoppers at the physical stores to use the company's online catalog to order items that are not available at a given retail location. Which of the following marketing devices is the best match for this goal?

• kiosks

• e-mail

• mobile phones

• telemarketing

• podcasts