Chapter 16

Question 1

Direct marketing consists of direct connections with carefully targeted individual consumers to obtain an ________ _______and cultivate lasting customer relationships.

Answer 1

immediate response

Question 2

Direct marketers communicate directly with customers, often on a one-to-one, ________basis – they tailor marketing ________& communications to narrowly defined ________or even ________buyers.

Answer 2

interactive,offers,segments,individual

Question 3

Beyond brand and relationship building, direct marketers usually seek a ________, ________, and ________consumer response – a manager can track response to a particular campaign
and usually determine the ________that it produced.

Answer 3

direct, immediate, measurable,revenue

Question 4

Direct marketing is becoming more ________, and Internet marketing now accounts for about 18% of direct marketing-driven ________.

Answer 4

web-oriented,sales

Question 5

Unrestrained by ________boundaries, direct marketers can offer an almost unlimited selection anywhere in the world, and information about companies, products & competitors

Answer 5

physical

Question 6

Direct marketing gives ________a great measure of ________, as they decide which catalogs they will browse and which web sites they will visit.

Answer 6

consumers,control

Question 7

Direct marketing offers sellers a________, ________, ________alternative to reaching their markets.

Answer 7

low-cost, efficient, speedy

Question 8

In periods of low ________, companies can use direct marketing to target known customers and produce quick results.

Answer 8

demand

Question 9

Online direct marketing is an ________that independent restaurants, inns, and hotels have
against the ________, giving small marketers ready access to ________markets.

Answer 9

equalizer, brands, global

Question 10

Effective direct marketing begins with a good customer database, a relationship-building tool. In consumer marketing, a database may contain ________, ________& ________behavior.

Answer 10

demographics, psychographics, buying

Question 11

In ________marketing, a customer database might contain products & services the customer has bought, key contacts, past volumes & prices and much more.

Answer 11

business-to-business

Question 12

Companies use their databases to ________good potential customers & generate sales ________.

Answer 12

locate,leads

Question 13

________in the hotel industry has created a need for companies to build a centralized data warehouse for all their brands, for the purpose of data ________– the exploration & analysis of a database by ________or ________means to discover patterns or rules.

Answer 13

Consolidation,mining,automatic, semiautomatic

Question 14

To be useful, the data stored in a database must be ________, so it is important that everyone using the database understand the importance of careful input and minimizing duplicates.

Answer 14

accurate

Question 15

Managers recognize that spending to develop ________among current customers can be more effective than spending to attract new guests, which costs ________to ________times as much.

Answer 15

loyalty,four, seven

Question 16

Five Levels of Customer Relationships:
________- selling the product with no follow-up
________- the company sells the product & encourages the customer to call with questions
________- a company rep calls the customer after a booking to check-up & answer questions
________- the rep or others in the company phone the customer from time-to-time with suggestions about improvements that have been made or creative suggestions for future events
________- the company works continuously with the customer to discover better value

Answer 16

Basic,Reactive,Accountable,Proactive,Partnership

Question 17

Traditional forms of direct marketing in hospitality are ________, ________, and ________marketing.

Answer 17

direct-mail, telephone, kiosk

Question 18

Direct-mail marketing involves sending an ________, ________, ________, or other item to a person at a particular ________.

Answer 18

offer, announcement, reminder,address

Question 19

According to a recent study, return on e-mail marketing investment is $________for every dollar spent – compared with direct mail at $________per dollar spent.

Answer 19

$52, $15

Question 20

E-mail marketers walk a fine line between adding value for consumers & being ________.

Answer 20

intrusive

Question 21

The explosion of ________—unsolicited, unwanted commercial e-mail messages that clog our inboxes—has produced consumer irritation and frustration.

Answer 21

spam

Question 22

The most basic website is a corporate (or brand) site, designed to build customer ________, collect ________, and ________other sales channels.

Answer 22

goodwill,feedback,supplement

Question 23

To attract new visitors and encourage revisits, online marketers should pay attention to:
________: site layout and design
________: text, pictures, sound, and video on the site
________: ways the site enables user-to-user communication
________: the site’s ability to tailor itself to users or to allow users to personalize the site
________: ways the site enables site-to-user, user-to-site, or two-way
________: degree to which the site is links to other sites
________: capabilities to enable transactions

Answer 23

Context, Content, Community, Customization, Communication, Connection,Commerce

Question 24

Another hot growth area is search-related ads (or ________ ________) in which text-based ads and links appear alongside ________ ________results.

Answer 24

(contextual advertising), search engine

Question 25

Participating successfully in existing online social networks presents challenges, as online social networks are ________& results are hard to ________.

Answer 25

new, measure