Chapter 17

Question 1

Direct Marketing

Answer 1

direct marketing involves an attempt to interact or create a dialogue with the consumer

Direct marketing is used as a tool to close the sale, to identify prospects for future contacts, and in general, foster brand loyalty

Question 2

direct marketing different from marketing in general

Answer 2

The one characteristic of direct marketing that distinguishes it from marketing in general is its emphasis on database development. Marketers rely on a variety of databases which can extend from a very simple mailing list to a fully customized and augmented marketing database

Question 3

How personal selling complement advertising activities?

Answer 3

Personal selling is the face-to-face communications and persuasion process. Similar to direct marketing, personal selling also attempt to create a dialogue with the consumer

Question 4

Database Marketing

Answer 4

Knowing who the best customers are as well as what and how often they buy.
Mailing lists:
Internal lists (existing customers)
External lists

Question 5

Direct marketing scope

Answer 5

Pros: Convenience
Cons: Privacy

Question 6

prime media

Answer 6

Direct mail, Telemarketing, E-mail

Question 7

Mailing lists:

Answer 7

Internal lists (existing customers)
External lists

Question 8

direct mail

Answer 8

Advantages
Selective, flexible, little waste, lends itself to testing, uses many formats
Disadvantages
Direct mail is expensive
May cost 15 to 20 times more to reach aperson with a direct mail piece than with aTV commercial
Mail lists can be plagued with bad addresses
Mail delivery dates can be unpredictable

Question 9

Telemarketing

Answer 9

Telemarketing can be a potent tool. As with direct mail:
Contacts can be selectively targeted.
The impact of programs is easy to track.
Experimentation with different scripts and delivery formats is simple and practical.
Telemarketing involves live constructive dialogue.