Question 1

Amazon.com,a successful online retailer,manages an extensive customer database that is used to determine which products are suggested to each customer.Some data are best collected from the customer;other data are best collected from the businesses where purchases are made.Which of the following customer data are best collected by Amazon through tracking transactions?

Accepted Answer

Databases are the result of organizations' efforts to create profiles of customers.While most companies like Amazon try to keep records of their customers' past purchases,many other types of data are needed to develop one-to-one relationships with customers.Some data,such as lifestyles,media use,and demographics,are best collected from the consumer.Other types of data,such as price,quantity,and brand,are best collected from the businesses where purchases are made.

Question 2

List the key elements of the promotional mix.Why are they used?

Accepted Answer

The answer of List the key elements of the promotional...

Question 3

The advertising campaign,"Think Outside the Bun" was designed for millennials and belongs to which brand?

Accepted Answer

"Think Outside the Bun" was a Taco Bell campaign.

Question 4

Throughout its history,Taco Bell has

Accepted Answer

From its beginning,Taco Bell has used very creative promotional activities.For example,when the Mir space station was about to reenter the Earth's atmosphere,Taco Bell placed a target in the Pacific Ocean and announced that every person in the United States would receive a free taco if any piece of the falling space station hit the target.Similarly,in its "Steal a Base,Steal a Taco" promotion,Taco Bell promised to give everyone a free taco if any player steals a base in the World Series.

Question 5

Figure 17-1
 
-Figure 17-1 above depicts the communication process,which consists of ten key elements (Boxes A through J).Identify and briefly describe each of the ten elements.

Accepted Answer

The answer of Figure 17-1
 
-Figure 17-1 above depicts the...

Question 6

List and briefly describe the key elements of the communication process.

Accepted Answer

The answer of List and briefly describe the key elements...

Question 7

Proponents of Do-Not-Track regulations suggest that website owners that use cookies to collect information about consumers' shopping habits should only do so

Accepted Answer

Proponents of Do-Not-Track regulations suggest that website owners that use cookies to collect information about consumers' shopping habits should only do so with consumers' consent.See Making Responsible Decisions.

Question 8

Factors such as differences in payment methods (credit and credit cards),the need for improved reliability and security with regard to the mail system,and government regulations make it especially difficult to use ________ in the global market.

Accepted Answer

Direct marketing faces several challenges and opportunities in global markets today,including payment methods,improved reliability and security with regard to the mail system,and government regulations.

Question 9

A new version of the Data Protection Directive,called the ________,will address new developments pertaining to consumer privacy such as social networks and cloud computing and take effect in 2018.

Accepted Answer

A new version of the Data Protection Directive,called the General Data Protection Regulation,will address new developments such as social networks and cloud computing and take effect in 2018.

Question 10

What are the strengths/advantages and weaknesses/disadvantages of using advertising in the promotional mix?

Accepted Answer

The answer of What are the strengths/advantages and weaknesses/disadvantages of...

Question 11

The National Do Not Call Registry was created to give Americans a tool for maintaining their privacy on home telephone lines.More than ________ percent of all households are registered.

Accepted Answer

More than 70 percent of all households are registered on the National Do Not Call Registry.See Making Responsible Decisions.

Question 12

The European Union passed a law called the E-Privacy Directive to

Accepted Answer

Concerns about privacy have led to various attempts to provide guidelines that balance consumer and business interests.The European Union passed the E-Privacy Directive to provide explicit laws for website owners.See Making Responsible Decisions.

Question 13

All of the following are challenges and opportunities that direct marketing faces in global markets except which?

Accepted Answer

There are actually growing concerns about the web "tracking" tools used by direct marketers to segment consumers and match them with advertising.

Question 14

The integrated marketing communications approach for Taco Bell seeks to

Accepted Answer

"Every touch point is considered," explains Stephanie Perdue,Taco Bell's senior director of marketing,"from the posters in the restaurants down to the packaging,and all of the different media channels." Stephanie is describing the integrated marketing communications (IMC)approach used by Taco Bell,the nation's leading Mexican-style quick service restaurant.

Question 15

Direct marketing faces several challenges and opportunities in global markets.Several countries,such as Australia and Japan,have requirements for mandatory "opt-in," which means

Accepted Answer

Direct marketing faces several challenges and opportunities in global markets today.Many countries,including the United Kingdom,Australia,the European Union,and Japan,have requirements for a mandatory "opt-in"-that is,potential customers must give permission to include their name on a list for direct marketing solicitations.

Question 16

The European Union passed a consumer privacy law,called the ________,after several years of discussion with the Federation of European Direct Marketing and the U.K.'s Direct Marketing Association.

Accepted Answer

Key term definition-Data Protection Directive.

Question 17

Brand creative director at Taco Bell Tracee Larocca describes her job as making "sure that all of our communications have the same look,tone,and feel across all platforms," which could be described as

Accepted Answer

Providing a consistent message across all audiences and among all promotional activities is known as integrated marketing communications.

Question 18

What are the strengths/advantages and weaknesses/disadvantages of using personal selling in the promotional mix?

Accepted Answer