Deck 12: Managing Personal Communications Direct and Interactive Marketing, Word of Mouth, and Personal Selling

Question 1

What does the Arab Direct Marketing Association do?

A) It brings together different players involved in the field of direct marketing, to provide benefits such as advocacy, reputation management, networking, education, and research.
B) It is an advisory board providing resources and advice for new businesses looking at entering direct marketing
C) It is a pan-Arab governmental initiative to encourage the sharing of marketing skills throughout the region
D) It collects information about direct marketing campaigns, and how the law on them differs from country to country in the region
E) None of the above

Answer 1

It brings together different players involved in the field of direct marketing, to provide benefits such as advocacy, reputation management, networking, education, and research.

Question 2

Catalogs are a huge business. In the United States, the internet and catalog retailing industry includes ________ companies with combines annual revenues of US$ ________ billion.

A) 10,000; 100
B) 30,000; 350
C) 16,000; 235
D) 5,000; 120

Answer 2

16,000; 235

Question 3

The average Arab consumer currently spends ________ of their time, compared to 28 per cent watching television.

A) 29%
B) 5%
C) 45%
D) 25%
E) 35%

Answer 3

29%

Question 4

In the UAE, which group is more likely to shop online?

A) Under 25s
B) 25-44
C) Over 50s
D) 25-34
E) They all shop around the same level

Question 5

Companies need to make it difficult for customers to unsubscribe from future emails.

Question 6

Marketing and advertising experts in the Arab world believe that mobile marketing will witness massive growth in the Arab world, given high mobile penetration in several Arab countries.

Question 7

At the heart of a successful sales force is the selection of effective representatives. Managing the sales force consists of five steps, beginning with recruiting and selecting the sales representatives. List the other four steps in the process of managing a sales force.

Question 8

Catalog marketing is a huge business. The United States, the internet and catalog retailing industry includes 16,000 companies with combined annual revenue of US$ 235 billion. One of the factors in the success of a catalog business for a company is in ________.

A) cost containment in catalog production
B) management of customer lists
C) how the company manages its market-management organization
D) the company's product teams
E) the strength of the company's customer-management organization

Question 9

According to a survey in 2011, how many people in the gulf region shop online?

A) 60%
B) 40%
C) 50%
D) 35%
E) 45%

Question 10

In the Arab world, around $56 million was spent on online advertising
In 2009, accounting for only a ________ share of total advertising spending. However, this figure is
Expected to grow more than fourfold to $266 million by 2013.

A) 1%
B) 5%
C) 10%
D) 3%
E) 0.5%

Question 11

Ahmed Nassef, vice president and managing director of Yahoo! Middle East, believes that by
________ more people will connect to the internet via mobile devices than via PCs.

A) 2016
B) 2014
C) 2015
D) 2013
E) 2020

Question 12

Which of the following ways of advertising is said to have more influence in the Arab world than perhaps elsewhere?

A) online advertising
B) word of mouth
C) websites
D) sponsorship
E) event tie-ins

Question 13

According to the text, why is the uptake of social networking by Arab youth the fastest growing in the world?

A) increased interest in digital products
B) changing nature of communication
C) the youth population is becoming more tech savvy
D) more time to relax and socialise
E) increased internet access