【正文】 et.B) The success of a catalog business depends on the pany’s ability to manage its:1) Customer lists.2) Control inventory.3) Offer quality merchandise so returns are low.4) Project a distinctive image.C) Global consumers in Asia and Europe are catching on to the catalog craze.D) Business marketers are making inroads to global consumers as well. Telemarketing Telemarketing is the use of the telephone and call centers to attract prospects, sell to existing customers, and provide service by taking orders and answering questions.A) Telemarketing helps panies increase revenue, reduce selling costs, and improve customer satisfaction. B) Companies use calls centers for:1) Inbound telemarketing.2) Outbound telemarketing.C) Companies carry out four types of telemarketing:1) Telesales.2) Telecoverage.3) Teleprospecting.4) Customer service and technical support.D) October 2003, National Do Not Call Registry. 1) Only political organizations, charities, telephone surveyors, or panies with existing relationships with consumers were exempt.E) Telemarketing is increasingly used in business as well as consumer marketing.F) Telemarketing, as it improves, with the use of videophones, will increasingly replace, though never eliminate, more expensive field sales calls. Review Key Definition here: telemarketing, inbound, outbound telemarketing, telesales, telecoverage, teleprospectingOther Media for DirectResponse Marketing Direct marketers use all the major media to make offers to potential buyers. Television Television is used by direct marketers in several ways: A) Directresponse advertising.B) Athome shopping channels.C) Videotext and interactive TV.Kiosk Marketing A kiosk is a small building or structure that might house a selling or information unit. A) The name describes: 1) Newsstands.2) Refreshment stands.3) Freestanding carts. 4) Computerlinked vending machines.5) “Customerorderplacing machines.” INTERACTIVE MARKETING The newest channels for direct marketers are electronic. The Internet provides marketers and consumers with opportunities for much greater interaction and individualization. A) Today panies can send individualized content and consumers themselves can further individualize the content.B) Companies can interact and dialogue with much larger groups than in the past.C) The exchange process has bee increasingly customerinitiated and customercontrolled. 1) Customers define the rules of engagement.2) Define what information they need.3) What offering they are interested in.4) What prices they are willing to pay.Benefits of Interactive Marketing Interactive marketing offers many unique benefits. Messages delivered by attractive or popular sources can potentially achieve higher attention and recall.A) It is highly accountable and its effects can be easily traced.B) The Web offers the advantage of “contextual placements.”C) Light consumers of other media can be reached.D) The Web is especially effective at reaching people during the day.E) Young, high ine, high education consumer’s online media consumption exceeds that of TV. Designing An Attractive Web Site Clearly all panies need to consider and evaluate emarketing and epurchasing opportunities.A) A key challenge is designing a site that is attractive on first viewing and interesting enough to encourage repeat visits.B) Rayport and Jaworski have proposed that effective Web sites feature seven design elements that they call the 7Cs:1) Context.2) Content.3) Community.4) Customization.5) Communication.6) Connection.7) Commerce.C) To encourage repeat visit, panies need to pay special attention to context and content factors and embrace another “C”—constant change.D) Visitors will judge a site’s performance on its ease of use and its physical attractiveness.E) Ease of use breaks down into three attributes:1) The Web site downloads quickly.2) The first page is easy to understand.3) The visitor finds it easy to navigate to other pages that open quickly.F) Physical attractiveness is determined by the following factors:1) The individual pages are clean looking and not overly crammed with content.2) The typefaces and font sizes are very readable.3) The site makes good use of color (and sound).G) Retuning to a site depends on content.1) Content must be: a. Interesting.b. Useful.c. Continuously changing.H) Certain types of content function will attract firsttime visitors and bring them back again:1) Deep information with links to related sites.2) Changing news of interest.3) Changing free offers to visitors.4) Contests and sweepstakes.5) Humor and jokes.6) GamesPlacing Ads and Promotion Online A pany has to decide which forms of Internet advertising will be most costeffective in achieving advertising objectives. A) Banner ads are small rectangular boxes containing text and perhaps a picture.B) Companies pay to place banner ads on relevant Web sites. C) Sponsorships are best placed in welltarget sites where they can offer relevant information or service.D) A microsite is a limited area on the Web managed and paid for by an external advertiser/pany. E) Interstitials are advertisements that pop up between changes on a Web siteF) The hottest growth area has been searchrelated ads. G) A newer trend, contenttarget advertising links ads not keywords to the content of Web pages.H) Companies can set up alliances and affiliate programs (when one Internet pany works with another one, they end up advertising each other).I) Web advertising is showing doubledigit growth.EMarketing Guidelines If a pany does an campaign right, it cannot only build customer relationships, but also reap additional profits. A) Here are some guidelines followed by pioneering marketers: 1) Give the customer a reason