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Question
As the marketing manager at Secure Services, a home security systems company, you have been asked to devise a new sales and marketing strategy for a new line of sophisticated alerting systems called "Imperio." These alerting systems can be programmed to meet individual specifications, have special child lock features, and require the thumb impression of the home-owner(s) for a visitor to be allowed inside the house. The two previous promotional ventures failed to elicit much consumer response because most people were unaware of the benefits of such devices except for those consumers who were specifically looking for them. Can the use of e-mail marketing by Secure services be justified for its current marketing effort? Why or why not?Answer
This answer is hidden. It contains 774 characters.
Related questions
Q:
The process in which printed catalogs, brochures, samples, and DVDs are distributed to customers using highly selective mailing lists is known as ________.
A) mass marketing
B) direct-mail marketing
C) telemarketing
D) internal marketing
E) kiosk marketing
Q:
Describe two ways in which marketers can engage in social media. What are the advantages and challenges of social media?
Q:
Which of the following is a disadvantage of using social media for marketing?
A) They are impersonal.
B) They primarily provide static content.
C) They do not provide information in a timely manner.
D) They provide lower returns than television.
E) They are largely user controlled.
Q:
________ can provide on-the-go product information, price comparisons, advice and reviews from other consumers, and access to instant deals and digital coupons.
A) Indirect marketing
B) Television marketing
C) Mobile marketing
D) Inbound telephone marketing
E) Direct-mail marketing
Q:
Which of the following is most likely an advantage of social media marketing?
A) Social media are targeted and personal.
B) Social media campaign results are easily measured.
C) Social networks are largely marketer controlled.
D) Social media allow marketers to engage in multichannel sales.
E) Social media campaigns are simply implemented and rarely backfire.
Q:
Which of the following is a primary disadvantage of viral marketing?
A) The costs of viral marketing are generally too high for most companies.
B) The brand associated with the viral message is usually forgotten.
C) Marketers have little control over who receives a viral message.
D) Viral messages are less likely to be viewed than other types of online promotions.
E) Viral messages are blocked by most search engines.
Q:
Which of the following is true of viral marketing?
A) It is the digital version of word-of-mouth marketing.
B) It refers to online marketing problems caused by technical glitches.
C) It is another term for the unethical invasion of online privacy.
D) It is an automated system that manages digital sales and marketing functions.
E) It is a system that allows a supplier to access a customer's inventory levels online.
Q:
For inbound telephone marketing, the company provides a toll-free phone number so it can receive orders solicited by television, print ads, direct mail, and catalogs.
Q:
Properly designed and targeted telemarketing provides many benefits, including purchasing convenience and increased product and service information.
Q:
Printed catalogs hold very little importance to marketers in the digital era.
Q:
Which of the following is generally regarded as the toughest issue of public policy and ethics confronting the direct marketing industry?
A) customization of search results
B) unwanted e-mail spam
C) invasion of consumer privacy
D) increasing costs of browsing
E) restrictions on digital offers and discounts
Q:
M&Ms engages DirecTV or Dish Network viewers in a candy themed video game through the arrow keys on their television remotes. This is an example of ________ advertising.
A) virtual world
B) interactive TV
C) direct-response TV
D) podcast
E) e-catalog
Q:
Though marketers may make long-term gains with high-pressure selling tactics, this approach can do serious damage to short-term customer relationships.
Q:
Deceptive pricing practices include misrepresenting the product's features or performance or luring customers to the store for a bargain that is out of stock.
Q:
Which of the following most likely suggests that marketers lack the power to create consumer needs and control market demand?
A) consumer acceptance of changing clothing styles
B) affordable products in disadvantage communities
C) use of social media in product comparisons
D) consumer interest in modern technology
E) high failure rate of new products
Q:
Some companies intentionally manufacture their products with materials or components that will break, wear, rust, or rot sooner than they should. This practice is called ________.
A) perceived obsolescence
B) redlining
C) planned obsolescence
D) puffery
E) reverse redlining
Q:
A company should avoid high-pressure selling if it wants to ________.
A) achieve short-term gains
B) move a previous year's product models
C) comply with local and federal laws
D) build long-term relationships with valued customers
E) maintain an accurate customer database
Q:
High-pressure selling will most likely work in situations that involve ________.
A) valued customers
B) repeat customers
C) service-based sales
D) one-time sales
E) complex products
Q:
Critics charge that high advertising and promotion costs unnecessarily increase retail prices. Marketers most likely respond to this criticism by arguing that advertising ________.
A) provides essential psychological benefits about products
B) adds value by giving consumers product information
C) generates tax breaks for small businesses
D) applies a functional value to the product
E) lowers prices by increasing competition
Q:
A common criticism of the marketing system is that intermediaries ________.
A) are too few in number
B) mark up prices beyond the value of their services
C) provide only essential services
D) undervalue their service costs
E) are overly protective of manufacturers' interests
Q:
The ________ concept focuses on the future welfare of consumers and future company needs.
A) societal marketing
B) strategic planning
C) sustainable marketing
D) marketing
E) cause marketing
Q:
Which of the following is most likely true about e-mail marketing?
A) It cannot be personalized for individual consumers.
B) It is a traditional form of direct marketing.
C) It is restricted to the use of personal computers.
D) It is used by marketers to send highly targeted messages.
E) It is always non-intrusive in nature due to spam filters.
Q:
For most companies, the first step in conducting online marketing is to ________.
A) place an ad online
B) send e-mails
C) create a Web site
D) create a social networking site
E) place search-related ads
Q:
The growth of the Internet caused many traditional companies to ________ in response to customer demands and a changing marketplace.
A) use traditional direct marketing forms
B) adopt direct-mail marketing
C) use omni-channel retailing
D) develop retail transaction sites
E) expand their outside sales forces
Q:
Which of the following is a direct digital marketing tool?
A) printed catalog
B) direct mail
C) telephone
D) television
E) blog
Q:
How has the Internet most likely affected direct and digital marketing?
A) The time taken by marketers to reach customer segments has increased.
B) The role of technology has become less intense.
C) The expenditures on direct and digital marketing have increased.
D) The growth of digital sales has seen a significant downturn.
E) The number of mass marketing forms has expanded.
Q:
Which of the following statements is most likely true about direct and digital marketing?
A) They are used to sell goods to an undifferentiated market segment.
B) They are inconvenient and lengthen the process for most buyers.
C) They remain unaffected by the rapid growth of technologies.
D) They build customer engagement and constitute a complete model for doing business.
E) They are rarely used by companies as supplementary channels.
Q:
What is the primary goal of trade promotions?
A) boosting long-term relationships with final buyers
B) motivating salespeople to attend trade shows
C) generating qualified business leads and contacts
D) rewarding customers for frequent purchases
E) persuading resellers to carry a brand
Q:
Wisconsin Cheddar has introduced an aged jalapeno cheddar. Displays are set up at various retail cheese stores in the state and patrons are offered free samples as well as $2 off coupons. Which promotion tool is Wisconsin Cheddar most likely using?
A) rebates
B) price packs
C) point-of-purchase promotions
D) coupons
E) advertising specialties
Q:
The manufacturer of Two-In-One, a combination shampoo and conditioner, shrink wraps a 4- ounce foil packet of a smoothing hair pomade to its combo product. Which of the following promotion tools is being used in this case?
A) rebates
B) samples
C) coupons
D) advertising specialties
E) price packs