Chapter 16: Direct and Online Marketing - Building Customer

Relationships
1. Direct marketing consists of direct connections with carefully targeted
individual consumers to obtain an ________ _______and cultivate lasting
customer relationships.
2. Direct marketers communicate directly with customers, often on a one-toone, ________basis they tailor marketing ________& communications to
narrowly defined ________or even ________buyers.
3. Beyond brand and relationship building, direct marketers usually seek a
________, ________, and ________consumer response a manager can track
response to a particular campaign
and usually determine the ________that it produced.
4. Direct marketing is becoming more ________, and Internet marketing now
accounts for about 18% of direct marketing-driven ________.
5. Unrestrained by ________boundaries, direct marketers can offer an almost
unlimited selection anywhere in the world, and information about companies,
products & competitors.
6. Direct marketing gives ________a great measure of ________, as they decide
which catalogs they will browse and which web sites they will visit.
7. Direct marketing offers sellers a________, ________, ________alternative to
reaching their markets.
8. In periods of low ________, companies can use direct marketing to target
known customers and produce quick results.
9. Online direct marketing is an ________that independent restaurants, inns, and
hotels have
against the ________, giving small marketers ready access to ________markets.
10.Effective direct marketing begins with a good customer database, a
relationship-building tool. In consumer marketing, a database may contain
________, ________& ________behavior.
11.In ________marketing, a customer database might contain products & services
the customer has bought, key contacts, past volumes & prices and much
more.

12.Companies use their databases to ________good potential customers &

generate sales ________.

13.________in the hotel industry has created a need for companies to build a
centralized data warehouse for all their brands, for the purpose of data
________ the exploration & analysis of a database by ________or
________means to discover patterns or rules.
14.To be useful, the data stored in a database must be ________, so it is
important that everyone using the database understand the importance of
careful input and minimizing duplicates.
15.Managers recognize that spending to develop ________among current
customers can be more effective than spending to attract new guests, which
costs ________to ________times as much.
16.Five Levels of Customer Relationships:
________- selling the product with no follow-up
________- the company sells the product & encourages the customer to call
with questions
________- a company rep calls the customer after a booking to check-up &
answer questions
________- the rep or others in the company phone the customer from time-totime with suggestions about improvements that have been made or creative
suggestions for future events
________- the company works continuously with the customer to discover
better value
17.Traditional forms of direct marketing in hospitality are ________, ________, and
________marketing.
18.Direct-mail marketing involves sending an ________, ________, ________, or
other item to a person at a particular ________.
19.According to a recent study, return on e-mail marketing investment is
$________for every dollar spent compared with direct mail at $________per
dollar spent.
20.E-mail marketers walk a fine line between adding value for consumers &
being ________.
21.The explosion of ________unsolicited, unwanted commercial e-mail
messages that clog our inboxeshas produced consumer irritation and

frustration.
22.The most basic website is a corporate (or brand) site, designed to build
customer ________, collect ________, and ________other sales channels.
23.To attract new visitors and encourage revisits, online marketers should pay
attention to:
________: site layout and design
________: text, pictures, sound, and video on the site
________: ways the site enables user-to-user communication
________: the sites ability to tailor itself to users or to allow users to
personalize the site
________: ways the site enables site-to-user, user-to-site, or two-way
________: degree to which the site is links to other sites
________: capabilities to enable transactions
24.Another hot growth area is search-related ads (or ________ ________) in which
text-based ads and links appear alongside ________ ________results.
25.Participating successfully in existing online social networks presents
challenges, as online social networks are ________& results are hard to
________.