9.2. Direct Marketing & Personal Selling

Question 1

Direct Marketing

Answer 1

and interactive system of marketing that uses one or more advertising media to effect a transition or another measurable response at any location

Question 2

Direct marketing consists of…

Answer 2

direct one-to-one connections with carefully targeted individual consumers to both obtain an immediate reponse and cultivate lasting customer relationships

Question 3

Direct Marekting categories

Answer 3

• catalog
• direct mail
• telemarketing
• direct-response advertising

Question 4

Direct Marketing strategy - the offer

Answer 4

describes the product, terms of sale, payment, and delivery terms

Question 5

Direct Marketing strategy - the response/ order

Answer 5

direct marketings ultimate objectiv is a behavior (purchase, donation, subscription,…)

Question 6

Direct Marketing strategy - fulfillment and customer maintenance

Answer 6

most critical aspect of successful direct marketing is maintaining a customer relationship

Question 7

Direct Mail

Answer 7

• targets specific markets
• measures success immediately
• permits personalization
• gains prospects undivided attention
• no constraints on size, color, form

Question 8

Porsche targets prospects with direct mail

Question 9

Telemarketing

Answer 9

• ads delivered through phone calls
• almost as persuasive as personal sales but a lot less expensive

Question 10

Telemarketing - customers are unhappy with:

Answer 10

• predictive dialing: allows companies to call anyone, even if they are unlisted
• FTC enacted legislation to protect consumers

Question 11

Telemarketing - inbound

Answer 11

• consumer originates call
• marketers facilitate and invite prospects to call a central location via a toll-free 800 number or a fixed-cost 900 number
• requests service info or product
• express complaints or grievances
• request coupons or other sales-promotion materials

Question 12

Telemarketing - outbound

Answer 12

• call originates with the company
• Telephone calling by the marketer or marketers agent to individual prospects, seeking purchase, subscription, membership, or participation by the call recipient
• servicing existing business, including reorders and customer service

Question 13

Catalogs

Answer 13

• multi.page direct mail publication hat shows variety of merchandise
• low-pressure sales tactic
• provides detailed info about various products

Question 14

Live Commerce (Live shopping)

Answer 14

• new platform similar to home shopping channel
• maximizes attention/ engagement and minimizes extensive searching/ decision making process by focusing on one item
• directly leads to final step “purchase” skipping all precedent info processing steps
• creates needs/ wants spontaneously
• allows direct and interactive communication
• customers being stimulated by other customers on the same venue

Question 15

Direct response advertising

Answer 15

• seeks to achieve n action-objective as a result of an adv message and without the intervention of a sales representative

Question 16

Direct reponse adv types

Answer 16

• print media
• broadcast media
• internet

Question 17

Print media

Answer 17

ads in newspapers and magazines can carry a coupon, an order form, an address, a toll-free number

Question 18

Broadcast media

Answer 18

cable lends itself to direct-response because the medium targets consumers so well

Question 19

Internet

Answer 19

internet provides the same components found in direct mail and telemarketing

Question 20

Benefits of direct marketing

Answer 20

• building relationships
• allows for targeting of small groups or individuals with customized offers in a personalized fashion
• can be timed to reach prospects at the right time
• offers access to buyers that couldn’t be reached via other channels
• low-cost effective alternative for reaching specific markets

Question 21

Personal selling

Answer 21

form of person-to-person communication in which a salesperson works with prospective buyers and attempts to influence their purchase needs in the direction of his or her company’s products or service

Question 22

Personal sellings unique role

Answer 22

• customize the message
• high level of customer attention
• yields immediate feedback
• communicate more technical and complex information
• demonstrate a products functioning and characteristics
• develop long-term relationships

Question 23

Case: Fresh manager by HY

Answer 23

• yacurt seller => fresh manager
• typical personal seller => unique communication channel
• more than 90% of sales come from fresh managers

Question 24

unique role of fresh managers

Answer 24

• selling exclusive products
• building long-term relationships with customers by delivering subscribed orders
• connecting with online platform by delivering online orders
• conducting CSR activities