Scenario 17.2 Use the following to answer the questions. ...

[WWatsford]

Scenario 17.2
  Use the following to answer the questions.
 
 
 
  The State Farm Group includes several companies. Probably the most well-known company in the group is the State Farm Insurance company, the largest auto and home insurer in the United States. State Farm Insurance provides protection for approximately 78 million policies on auto, fire, life, and health services. It is also a leading insurer of homes and autos in Canada. Another company in the State Farm group is the State Farm Bank, which was opened in 2000, beginning State Farm's entry into the financial services field. However, the State Farm Bank is not a traditional bank, in that it has no branch offices and its services are provided through State Farm agents, a call center, the mail, and on the Internet. It currently serves over 1.9 million bank accounts.
 
 
 
  Refer to Scenario 17.2. If State Farm Bank decided that it wanted to increase its number of bank customers by 10 in the coming year, it would most likely use the ____ approach to advertising allocation.
 A) arbitrary
  B) competition-matching
  C) objective-and-task
  D) percent-of-sales
  E) percent-of-customer

Question 2

Define the characteristics that distinguish e-marketing from traditional marketing.

[SomethingSomething]

Answer to Question 1

C

Answer to Question 2

The characteristics that distinguish e-marketing from traditional marketing are as follows:
Addressability: the ability of the marketer to identify customers before they make a purchase.

Interactivity: the ability of customers to express their needs and wants directly to the firm in response to its marketing communications.

Accessibility: the ability for marketers to obtain digital information.

Connectivity: the ability for consumers to be connected with marketers along with other consumers.

Control: the customer's ability to regulate the information they view as well as the rate and exposure to that information.

[WWatsford]

Excellent

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