BUAD 332 EXAM 4 | 123 ACTUAL
QUESTIONS AND CORRECT ANSWERS |
2025 UPDATE
Direct Marketing - ANSWER connecting directly with carefully targeted
individual consumers to both obtain an immediate response and cultivate lasting
customer relationships
The New Direct-Marketing Model - ANSWER -direct marketing has undergone
a dramatic transformation
-most firms use direct marketing as a supplemental/channel or medium
-for many companies, direct marketing constitutes a new and complete model for
doing business
-some firms employ the direct model as their only approach (e.g. Amazon, eBay)
Growth of Direct Marketing - ANSWER -fastest growing form of marketing
-10% of U.S. economy ($2.1 trillion) is generated by direct marketing sales
-direct marketing continues to become more web-oriented and internet marketing
is the fast-growing form of direct sales
Forms of Direct Marketing - ANSWER -face to face selling
-direct mail marketing
-catalog marketing
-telemarketing
direct response television marketing
,-kiosk marketing
-new digital technologies
-online marketing
Direct-mail Marketing - ANSWER -involves sending an offer, announcement,
reminder, or other item to a person at a particular physical or virtual address
-largest direct marketing medium
-well suited to one-to-one communication
-use of traditional forms are declining as marketers switch to newer digital forms
-can be used effectively in combination with other media, such as web sites
-often perceived as "junk mail"
Marketing in Action - ANSWER combining direct mail with personalized URLs
cost JDA $60,000 but yielded a high response rate and $13 million in sales
Catalog Marketing - ANSWER direct marketing through print, video, or digital
catalogs that are mailed to select customers, made available in stores, or
presented online
Catalog Marketing Trends - ANSWER -more and more catalogs are going
digital:
-> minimizes costs and web space is unlimited
-> allows real-time merchandising
-print catalogs are still the primary medium
-> drives web traffic and can create an emotional connection to the consumer
, Telephone Marketing - ANSWER -accounts for 17% of all direct-marketing
driven sales
-used in both consumer and B2B markets
-marketers use outbound and inbound calls
-Do not call legislation has impacted the telemarketing industry
-> many telemarketers have shifted to other forms of direct marketing
Outbound Calls - ANSWER sell directly to consumer
Inbound Calls - ANSWER toll-free ordering or order faxing
Direct Marketing in 2021 - ANSWER -Traditional
-E-commerce
-Multichannel
-Omnichannel
Traditional - ANSWER the good, old-fashioned bricks and mortar store
E-commerce - ANSWER online shopping has skyrocketed in recent years
Multichannel - ANSWER various, discounted channels for customers to use
independently
Omnichannel - ANSWER An integrated, seamless experience across multiple
devices and touchpoints
QUESTIONS AND CORRECT ANSWERS |
2025 UPDATE
Direct Marketing - ANSWER connecting directly with carefully targeted
individual consumers to both obtain an immediate response and cultivate lasting
customer relationships
The New Direct-Marketing Model - ANSWER -direct marketing has undergone
a dramatic transformation
-most firms use direct marketing as a supplemental/channel or medium
-for many companies, direct marketing constitutes a new and complete model for
doing business
-some firms employ the direct model as their only approach (e.g. Amazon, eBay)
Growth of Direct Marketing - ANSWER -fastest growing form of marketing
-10% of U.S. economy ($2.1 trillion) is generated by direct marketing sales
-direct marketing continues to become more web-oriented and internet marketing
is the fast-growing form of direct sales
Forms of Direct Marketing - ANSWER -face to face selling
-direct mail marketing
-catalog marketing
-telemarketing
direct response television marketing
,-kiosk marketing
-new digital technologies
-online marketing
Direct-mail Marketing - ANSWER -involves sending an offer, announcement,
reminder, or other item to a person at a particular physical or virtual address
-largest direct marketing medium
-well suited to one-to-one communication
-use of traditional forms are declining as marketers switch to newer digital forms
-can be used effectively in combination with other media, such as web sites
-often perceived as "junk mail"
Marketing in Action - ANSWER combining direct mail with personalized URLs
cost JDA $60,000 but yielded a high response rate and $13 million in sales
Catalog Marketing - ANSWER direct marketing through print, video, or digital
catalogs that are mailed to select customers, made available in stores, or
presented online
Catalog Marketing Trends - ANSWER -more and more catalogs are going
digital:
-> minimizes costs and web space is unlimited
-> allows real-time merchandising
-print catalogs are still the primary medium
-> drives web traffic and can create an emotional connection to the consumer
, Telephone Marketing - ANSWER -accounts for 17% of all direct-marketing
driven sales
-used in both consumer and B2B markets
-marketers use outbound and inbound calls
-Do not call legislation has impacted the telemarketing industry
-> many telemarketers have shifted to other forms of direct marketing
Outbound Calls - ANSWER sell directly to consumer
Inbound Calls - ANSWER toll-free ordering or order faxing
Direct Marketing in 2021 - ANSWER -Traditional
-E-commerce
-Multichannel
-Omnichannel
Traditional - ANSWER the good, old-fashioned bricks and mortar store
E-commerce - ANSWER online shopping has skyrocketed in recent years
Multichannel - ANSWER various, discounted channels for customers to use
independently
Omnichannel - ANSWER An integrated, seamless experience across multiple
devices and touchpoints
