psu marketing 221 ch. 14

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