Question 1

What are the two goals of 'direct and digital marketing'?

Accepted Answer

The goals of direct and digital marketing are to obtain an immediate response and build a lasting customer relationship. This means that the marketing efforts should not only focus on facilitating a purchase, but also on creating a strong connection with the consumer to encourage loyalty and repeat business. Identifying potential customers and providing information are important aspects of this type of marketing, but they are not the primary goals. Saving marketing dollars may be a desired outcome, but it is not one of the main objectives of direct and digital marketing.

Question 2

Amazon.com,eBay and Facebook have built their entire promotional approach around ________.

Accepted Answer

Amazon.com, eBay, and Facebook primarily use direct and digital marketing to reach their customers. This includes email marketing, social media marketing, search engine marketing, and targeted online advertising. They also use data-driven approaches to personalize marketing messages and offers based on customer behavior and preferences. Mass marketing, sales promotion, public relations, and personal selling are not the primary focus of their promotional approach.

Question 3

Direct and digital marketing is continuing to become more ________ oriented.

Accepted Answer

Direct and digital marketing is becoming more digital and web-oriented as technology continues to advance and more consumers use the internet and mobile devices to make purchases and interact with brands.

Question 4

When using direct and digital marketing,any media can be used.

Accepted Answer

Direct and digital marketing allow for a wide range of media options, including email, social media, SMS, direct mail, and more. Therefore, it is true that any media can be used in these marketing approaches.

Question 5

Most companies use direct marketing as their primary channel.

Accepted Answer

This statement is not entirely accurate. While some companies may use direct marketing as their primary channel, others may use various other channels such as email marketing, social media marketing, content marketing, search engine marketing, etc. It ultimately depends on the company's marketing strategy and goals.

Question 6

Catalogues,brochures,samples and DVDs are all examples of which type of marketing?

Accepted Answer

Catalogues, brochures, samples, and DVDs are all examples of materials that can be printed and reproduced for direct distribution to targeted audiences. This falls under direct print and reproduction marketing. Direct-response marketing typically involves a call-to-action that prompts an immediate response from the consumer, such as subscribing to a newsletter or purchasing a product through a specific link. Digital marketing is focused on online channels and tactics, while kiosk marketing involves interactive displays in physical locations.

Question 7

Which of the following is NOT one of the benefits for the seller in direct and digital marketing?

Accepted Answer

Direct and digital marketing can provide efficiency and speed in reaching markets, price and program flexibility, low cost-per-contact, and efficiency in order processing. However, the ability to control market share is not a benefit for the seller in direct and digital marketing, as market share is determined by various factors beyond the seller's control such as competition and consumer preferences.

Question 8

Which of the following is NOT a form of direct and digital marketing?

Accepted Answer

Public relations is not a form of direct and digital marketing, as it primarily focuses on building relationships and managing the public perception of a company or organization. Direct and digital marketing, on the other hand, involve the use of targeted communication channels to directly reach and engage with consumers, such as through telephone, direct mail, kiosks, and online catalogues.

Question 9

Explain why many companies are shifting more of their marketing dollars to online advertising.

Accepted Answer

The answer of Explain why many companies are shifting more...

Question 10

One of the advantages of direct and digital marketing for sellers is that it ________.

Accepted Answer

Direct and digital marketing allows sellers to reach buyers beyond their local markets, expanding their potential customer base and increasing sales opportunities.

Question 11

Direct marketing rarely occurs on a one-to-one,interactive basis.

Accepted Answer

Direct marketing often occurs on a one-to-one, interactive basis such as direct mail, telemarketing, and email marketing where the marketer communicates directly with the individual customer.

Question 12

In its promotional mix,the XYZ Corporation uses advertising,public relations,personal selling and direct marketing.XYZ is most likely using direct marketing as a ________ channel or medium.

Accepted Answer

Direct marketing is not typically classified as a primary channel or medium, as it is generally used to supplement other promotional efforts. It is also not considered a secondary or tertiary channel, as those terms typically refer to distribution channels rather than promotional tools. The most appropriate classification for direct marketing is therefore as a supplementary channel or medium.

Question 13

Today,direct marketing relies heavily on database technologies and new marketing media.Early direct marketers primarily used direct mailers,telemarketing and ________.

Accepted Answer

The sentence states that early direct marketers primarily used direct mailers and telemarketing, which suggests that the missing option involved physical mail. Catalogues fit that description, making B the most likely answer. The other options - advertising specialties, POP promotions, email, and inside salespeople - are not mentioned in the sentence and do not necessarily fit the context.

Question 14

Outline the major benefits of direct marketing for both customers and sellers.

Accepted Answer

The answer of Outline the major benefits of direct marketing...

Question 15

________ marketing is an interactive system of marketing which uses one or more advertising media to affect a measurable response and / or transaction at any location.

Accepted Answer

The answer of ________ marketing is an interactive system of...

Question 16

Most companies use direct marketing as a supplementary channel or medium.

Accepted Answer

Most companies use direct marketing in addition to other channels or media, such as advertising, public relations, and personal selling. Direct marketing is an effective way to reach a targeted audience and generate direct response, but it is typically not the sole or primary strategy for most companies.

Question 17

A cutlery firm has always relied upon advertising to market its quality products to final customers.The marketing team is now considering beginning a direct and digital marketing campaign consisting of a company website,email to current customers and an online catalogue.Which of the following would the team expect to gain as a result of implementing this direct marketing plan?

Accepted Answer

Direct and digital marketing allows for personalized interaction with customers, which can provide valuable information about their preferences and needs. This information can be used to tailor offerings to fit their specific needs and ultimately increase customer loyalty.

Question 18

________ marketing entails interaction with known customers and others in the marketing channel on a one-to-one basis,and often in real time,using electronic network tools and technologies.

Accepted Answer

The answer of ________ marketing entails interaction with known customers...

Question 19

For customers,the benefits of direct marketing are that it is an easy,private and convenient way to shop.

Accepted Answer

Direct marketing allows customers to shop from home or on-the-go, without the distractions or crowds of a traditional retail store. It also offers personalized messaging and exclusive promotions, making it a more private and convenient option.

Question 20

Which of the following is NOT one of the benefits for the buyer in direct marketing?

Accepted Answer

Guaranteed low prices are not necessarily a benefit of direct marketing for the buyer. While discounts and promotions may be offered, there is no guarantee that prices will always be the lowest available.

Quiz 13: Direct and Digital Marketing: Interactivity and Fulfilment