Question 1

One of the great advantages of direct marketing is the ability to test, under real marketplace conditions, different elements of an offer strategy.

Accepted Answer

The statement accurately reflects the advantages of direct marketing in terms of testing different offer strategies in actual market conditions.

Question 2

"Carpet bombing" is a term used to describe the mailing out to every customer in the database..

Accepted Answer

"Carpet bombing" is a term used in the marketing world to refer to the practice of sending out mass email campaigns to a large number of customers, without targeting or segmenting the audience. It is also sometimes referred to as "spray and pray" marketing.

Question 3

Visitors to a Web site will judge a site's performance on its ease of use and on the Internet Service Provider.

Accepted Answer

Visitors to a Web site will judge a site's performance primarily on its ease of use and the speed at which the pages load, which is influenced by the website's server, coding efficiency, and the user's internet connection, not directly by the Internet Service Provider (ISP) of the website.

Question 4

Beauty pioneer Estee Lauder, who said she relied on three means of communication to build her multimillion-dollar cosmetics business-"telephone, telegraph, and tell a woman", forgo online transactions.

Accepted Answer

While Estee Lauder did rely on telephone, telegraph, and word-of-mouth advertising to build her business, this does not necessarily mean she forwent online transactions. In fact, the Estee Lauder brand offers online shopping and has a strong presence on social media.

Question 5

Direct mail is a popular medium because it permits target market selectivity.

Accepted Answer

Direct mail allows companies to send targeted messages to specific demographics, making it an effective means of reaching a specific audience.

Question 6

One of the challenges in designing a Web site is to create one that is both attractive on first viewing and interesting enough for repeat visits.

Accepted Answer

Designing a Web site that is both attractive and interesting is a challenge because it needs to capture the attention of visitors and also retain their interest for future visits.

Question 7

Inbound telemarketing centres receive calls from customers.

Accepted Answer

Inbound telemarketing centres are designed to receive calls from customers who are interested in the products or services being offered by the company. These centres are typically staffed by trained professionals who are able to answer questions, provide information, and help customers with their inquiries. In contrast, outbound telemarketing centres are used to make calls to potential customers in an effort to generate leads and sales.

Question 8

Telemarketing is the use of the telephone and call centres to attract prospects, sell to existing customers, and provide service by taking orders and answering questions.

Accepted Answer

Telemarketing involves using the telephone and call centres for sales and customer service purposes.

Question 9

According to Malcolm Gladwell's fir law, "The Law of the Few", two types of people help to spread an idea like an epidemic.

Accepted Answer

"The Law of the Few" suggests that three types of people are essential for spreading ideas: Connectors, Mavens, and Salesmen.

Question 10

The better list of names for direct mail marketers includes those names that include financial information with purchase history.

Accepted Answer

The answer of The better list of names for direct...

Question 11

Outbound telemarketing centres initiate calls to prospects and customers.

Accepted Answer

Outbound telemarketing centres are known for initiating calls, so they are responsible for contacting prospects and customers.

Question 12

Direct marketing is one of the fastest growing avenues for serving customers.

Accepted Answer

Direct marketing has seen significant growth with the rise of digital marketing channels and personalized targeting capabilities. It allows businesses to communicate directly with their target audience and often yields better response rates and ROI compared to traditional advertising methods.

Question 13

In catalogue marketing, companies may send full-line merchandise catalogs to consumers and business customers.

Accepted Answer

Catalogue marketing involves sending full-line merchandise catalogs to consumers and business customers as a means of promoting and selling products or services.

Question 14

One of the shortcomings of direct marketing is that the firm conducing the marketing cannot easily measure their response to find out which campaign was most effective.

Accepted Answer

This statement is false. One of the advantages of direct marketing is that it allows for precise measurement of response rates, making it easier for firms to evaluate the effectiveness of different campaigns and adjust their strategies accordingly.

Question 15

Direct marketing is the use of consumer-direct channels to reach and deliver goods and services to customers without using marketing middlemen.

Accepted Answer

Direct marketing involves reaching out to customers through channels like email, social media, and direct mail, without using intermediaries like retailers, wholesalers, or distributors.

Question 16

Direct marketer can also buy lists of names from list brokers. Better lists include overlays of demographic and psychographic information.

Accepted Answer

This statement is true. Direct marketers often purchase lists of names from list brokers, and better lists will often include additional demographic and psychographic information. This can help the marketer target their campaigns more effectively.

Question 17

The term "market demassification" refers to the growth and concentration of large retailers in a market.

Accepted Answer

The term "market demassification" actually refers to the opposite of the growth and concentration of large retailers in a market. It refers to the fragmentation and diversification of markets due to changes in consumer preferences, technology, and competition, resulting in a greater variety of products and services offered by smaller, specialized businesses.

Question 18

A common direct marketing strategy is to follow up direct mail with an email.

Accepted Answer

This is a common practice in direct marketing as it allows for a multi-channel approach to reach potential customers and reinforce the messaging from the direct mail piece. It also allows for easier tracking and measurement of campaign success.

Question 19

Direct-mail marketing involves sending an offer, announcement, reminder, or other items to a person.

Accepted Answer

Direct-mail marketing is a form of advertising where businesses or organizations send physical promotional materials to potential or existing customers via mail. These materials can include postcards, catalogs, brochures, and flyers that contain an offer, announcement, reminder, or other item.

Question 20

Products don't have to be outrageous or edge to generate buzz.

Accepted Answer

Products that are unique or have an interesting story behind them can generate buzz even without being outrageous or edgy. It's all about finding the right angle and connecting with consumers.

Quiz 19: Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling