Question 1

_______ is a form of marketing that attempts to send its messages directly to consumers, without the use of intervening media.
A)advertising
B)direct marketing
C)public relations
D)ambush marketing

Accepted Answer

Direct marketing involves sending messages directly to consumers without the use of any intervening media. This can include tactics like email marketing, postal mailings, and telemarketing, where the communication is directly between the marketer and the consumer.

Question 2

Direct marketing is a form of marketing that attempts to send its messages directly to consumers, _______ media.
A)without intervening
B)with mass media
C)with advertising media
D)with pr media

Accepted Answer

Direct marketing communicates directly to the consumer without the use of intervening media. This contrasts with other forms of marketing that rely on mass media or other types of media to reach consumers.

Question 3

Direct Marketing plays a broader role, that of building _______with the customer by communicating with them regularly.
A)short term
B)ocassionally
C)long term relationship
D)generally

Accepted Answer

Direct Marketing aims to build long-term relationships with customers by maintaining regular communication and engagement.

Question 4

Sending a birthday card to consumer is an example of ______.
A)advertising
B)direct marketing
C)public relations
D)mass marketing

Accepted Answer

Sending a birthday card to a consumer is an example of direct marketing, as it involves direct communication with individual consumers to generate a response or transaction.

Question 5

Direct marketing has three characteristics namely: Direct Response, _______, build and maintain a database of customers and prospects
A)measurable
B)mass marketing
C)mass media
D)informercials

Accepted Answer

Direct marketing is characterized by its ability to elicit a direct response, its measurability, and the focus on building and maintaining a database of customers and prospects. Measurability allows marketers to track the success of their campaigns.

Question 6

Communications sent to invite cus­tomers to respond - by mail, telephone, Internet, redeemable retail vouchers, etc. is known as _______.
A)direct response
B)maintaining database
C)public relations
D)advertising

Accepted Answer

Direct response is a type of marketing designed to elicit an immediate response by encouraging prospects to take a specific action, such as making a purchase, signing up for a newsletter, or contacting for more information. It often involves communications that can be measured and attributed to specific campaigns, such as mail, telephone calls, and online ads.

Question 7

The _______framework was extensively used to support the direct marketing concept of the 1950s.
A)mass marketing
B)marketing mix
C)relation marketing
D)segmentation

Accepted Answer

The marketing mix framework, often referred to as the 4Ps (Product, Price, Place, Promotion), was extensively used to support the direct marketing concept of the 1950s. It provided a foundational approach for marketers to effectively target their audience by considering these four key aspects of marketing strategy.

Question 8

A _____is an item that is built or produced to satisfy the needs of a certain group of people, it can be tangible or intangible.
A)process
B)physical evidence
C)packaging
D)product

Accepted Answer

A product is anything that can be offered to a market to satisfy a want or need, and it can indeed be tangible (physical goods) or intangible (services).

Question 9

It refers referring to the channel by which a product or services is sold. _____
A)packaging
B)place
C)product
D)process

Accepted Answer

The term "place" in marketing refers to the distribution channel or the route through which a product or service is sold to customers. This includes physical locations as well as online platforms where products or services are available for purchase.

Question 10

An essential ingredient to any service provision is the use of appropriate staff is known as _____.
A)process
B)people
C)place
D)product

Accepted Answer

The correct answer is "people" because in the context of service provision, the staff or employees who deliver the service are crucial to ensuring quality and satisfaction, hence they are referred to as an essential ingredient.

Question 11

This refers to the systems used to assist the organisation in delivering the service. ____.
A)place
B)process
C)people
D)promotion

Accepted Answer

Process refers to the systems and procedures that are used to assist an organization in delivering its service, ensuring efficiency and quality in service delivery.

Question 12

________is the element of the service mix which allows the consumer again to make judgments on the organisation.
A)process
B)place
C)people
D)physical evidences

Accepted Answer

Physical evidence is the element of the service mix that allows consumers to make judgments on the organization because it includes all the tangible proofs of a service that customers interact with. This can range from the physical environment of a service delivery location to the way documents, brochures, or websites look. These tangible aspects help customers form an impression of the service quality and the organization's credibility.

Question 13

E-marketing and online marketing is an example of _____ type of marketing.
A)traditional media
B)non-traditional media
C)promotion
D)direct marketing

Accepted Answer

E-marketing and online marketing fall under non-traditional media, as they utilize digital platforms and technologies rather than traditional marketing channels like print, television, or radio.

Question 14

______could be regarded as the "ultimate" Direct marketing approach. As this approach employ no other means to manage the relationship with their customers.
A)stand-alone
B)peripheral
C)mass marketing
D)traditional marketing

Accepted Answer

Stand-alone direct marketing approaches are considered "ultimate" because they rely solely on direct methods to manage customer relationships, without the use of intermediaries or additional marketing channels.

Question 15

Three approaches in Direct marketing are- Stand-alone, Integrated and ___.
A)perceptual
B)one-to-one
C)peripheral
D)stand-alone

Accepted Answer

The answer of Three approaches in Direct marketing are- Stand-alone,...

Question 16

The following are the decision variables in direct marketing: Offer, Creative, Media, Timing/sequencing, ______.
A)measurable
B)one-to one communication
C)customer service
D)promotion

Accepted Answer

Customer service is a decision variable in direct marketing because it can be used to improve the customer experience and increase sales.

Question 17

One of the _______of direct marketing is effective only when all information about the individual customer is available.
A)disadvantage
B)advantage
C)strategies
D)mass marketing

Accepted Answer

Direct marketing can be disadvantageous because it relies heavily on having comprehensive information about individual customers to be effective. Without this data, the marketing efforts may not be as successful.

Question 18

________ is a comprehensive approach for creating maintaining and expanding customer relationship.
A)stand-alone
B)customer relationship management
C)databse management
D)market research

Accepted Answer

Customer Relationship Management (CRM) is the comprehensive approach aimed at creating, maintaining, and expanding customer relationships by managing customer interactions, analyzing data, and improving business relationships.

Question 19

One of the main benefits of a Customer Relationship Marketing system is that it smoothens_______ process.
A)mass media approach
B)customer retantion
C)peripheral approach
D)creative component

Accepted Answer

A Customer Relationship Marketing system primarily focuses on building and maintaining relationships with customers, which directly contributes to customer retention by addressing their needs, preferences, and feedback, thereby enhancing loyalty and repeat business.

Question 20

Direct Marketing is more ______ as compared to other marketing methods.
A)cost effective
B)expensive
C)not useful
D)aggressive

Accepted Answer

Direct marketing is often considered more cost-effective because it targets specific audiences, reducing waste and increasing the likelihood of reaching potential customers.

Quiz 1: Basics and Strategies of Direct Marketing

_______ is a form of marketing that attempts to send its messages directly to consumers, without the use of intervening media.

Direct marketing is a form of marketing that attempts to send its messages directly to consumers, _______ media.

Direct Marketing plays a broader role, that of building _______with the customer by communicating with them regularly.

Sending a birthday card to consumer is an example of ______.

Direct marketing has three characteristics namely: Direct Response, _______, build and maintain a database of customers and prospects

Communications sent to invite customers to respond - by mail, telephone, Internet, redeemable retail vouchers, etc. is known as _______.

The _______framework was extensively used to support the direct marketing concept of the 1950s.

A _____is an item that is built or produced to satisfy the needs of a certain group of people, it can be tangible or intangible.

It refers referring to the channel by which a product or services is sold. _____

An essential ingredient to any service provision is the use of appropriate staff is known as _____.

This refers to the systems used to assist the organisation in delivering the service. ____.

________is the element of the service mix which allows the consumer again to make judgments on the organisation.

E-marketing and online marketing is an example of _____ type of marketing.

______could be regarded as the "ultimate" Direct marketing approach. As this approach employ no other means to manage the relationship with their customers.

Three approaches in Direct marketing are- Stand-alone, Integrated and ___.

The following are the decision variables in direct marketing: Offer, Creative, Media, Timing/sequencing, ______.

One of the _______of direct marketing is effective only when all information about the individual customer is available.

________ is a comprehensive approach for creating maintaining and expanding customer relationship.

One of the main benefits of a Customer Relationship Marketing system is that it smoothens_______ process.

Direct Marketing is more ______ as compared to other marketing methods.