Examination questions

1 Define and explain direct marketing within the Internet context.

2 What characteristics of the Internet make it so conducive to the direct marketing approach?

3 How does a company initiate one-to-one marketing with a company using the Internet?

4 Explain the concept of a 'virtual community' and how such communities can be used as part of relationship marketing.

5 Suggest three measures a company can take to ensure a customer's privacy is not infringed when conducting one-to-one marketing.

6 What is the role of a database when conducting one-to-one marketing on the Internet?

7 What is 'web self-service'? What are typical challenges in managing this?

8 Explore opportunities and methods for personalising the interactive web session and adding value for that individual customer.

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