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0%4. telechanneling.0%5. none of these.0%Score:1.5/1.54.Knowing a customer's lifetime value:StudentResponseValueCorrectAnswerFeedback1. guides a firm inchoosing itsdirect-marketingmedia.0%2.helps a companyfocus itscommunicationon its most100%
StudentResponseValueCorrectAnswerFeedbackattractivecustomers.3. helps a companysell the customerin futurecommunications.0%4. allows a firm toengage in long-range productplanning.0%5. assists a firm infiguring itsmarket share.0%Score:1.5/1.55.Glen was thumbing through his wife'sCraftmagazine when he saw an ad for amusical collectible doll. Since the doll was dressed in green with red hair and played"That's an Irish Lullaby," Glen decided it would be a perfect gift for his wife whowas born on St. Patrick's Day. He debated on using the reply card that was a part ofthe ad, but then decided to use the toll-free number to place his order. Glen used__________ to buy his wife's birthday present.StudentResponseValueCorrectAnswerFeedback1. direct sales0%2. on-linemarketing0%3.direct-responsemarketing100%4. videotext0%5. outboundtelemarketing0%
Score:1.5/1.56.One of the advantages on-line marketing provides marketers with is:StudentResponseValueCorrectAnswerFeedback1.the ability tobuildrelationshipswith thecustomers.100%2. 24-hour-a-dayaccess toproducts.0%3. fewer hassles. 0%4. technicalassistance asneeded.0%5. comparativeproductinformation.0%Score:1.5/1.57.Mini-Case 14-2Knighton Genealogical Services has been doing business for almost thirty years. Ithas in stock over 12,000 books useful to those who are trying to trace their familyorigins. It also sells software for keeping these records. Its owner Jim Knighton isevaluating a plan to implement online marketing. He wants a way to inform hiscustomers about the company and its products, give them a bit of the company'shistory, and leave a way for them to respond with questions and inquiries. He
decides to try advertising online.A few weeks later as a result of the initial response to his advertising, Knightondecided to use not only the online ads, but also direct mail with coupons, andtelemarketers to follow-up the direct mail efforts for his latest product-agenealogical service for those who reach an impasse in their search. Knighton issomewhat hesitant about using telemarketers, but is convinced by his marketingmanager who argues that since they are only calling current customers who havealready been direct-mailed, it will be okay.According to your text, direct marketing is all about:StudentResponseValueCorrectAnswerFeedback1. creatingpositiveconsumerattitudes fortiredproducts.0%2.building adialoguewith theconsumer.100%3. building abrandimage viaTVadvertising.0%4. all of these0%5. creatingawarenessforproducts.

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Term
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Tags
Marketing, Sales, Andrew, Arabella

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