Question 1

Which of the following is definitely one of the benefits for the seller in direct marketing?
transportation options
price and program flexibility
mass reach and frequency
increasing cost-per-contact
economics of order processing

Accepted Answer

price and program flexibility

Question 2

Amazon.ca and eBay have built their entire promotional approach around ________.
mass marketing
sales promotion
direct marketing
public relations
personal selling

Accepted Answer

direct marketing

Question 3

The use of which of the new forms of direct-mail marketing is booming?
fax mail
email
voice mail
Canada Post
samples

Accepted Answer

email

Question 4

Which of the following purposes is a common use of a direct marketing database?
identifying prospective competition
generating sales leads
profiling competition
socializing with competitors
building long-term seller relationships

Accepted Answer

The answer of Which of the following purposes is a...

Question 5

Using ________ telephone marketing, marketers sell directly to consumers.
inbound
outbound
direct-response
opt-out
business-to-business

Accepted Answer

The answer of Using ________ telephone marketing, marketers sell directly...

Question 6

Today, direct marketing relies heavily on database technologies and new marketing media.Early direct marketers primarily used direct mailers, telemarketing, and ________.
advertising specialties
catalogues
POP promotions
email
inside salespeople

Accepted Answer

The answer of Today, direct marketing relies heavily on database...

Question 7

How does a company's effective use of a customer database benefit consumers?
Companies make name-brand products and images readily available to customers.
Companies match customer needs and interests with products and services.
Customers receive better prices on products and services that they need.
Customers receive faster and more reliable service from companies.
Customers receive instant credit from more companies.

Accepted Answer

The answer of How does a company's effective use of...

Question 8

Information about a customer's activities and interests are all ________ in a customer database.
demographics
psychographics
key contacts
buying behaviours
assessments

Accepted Answer

The answer of Information about a customer's activities and interests...

Question 9

Catalogs, brochures, samples, and DVDs are all examples of which type of marketing?
direct-response marketing
direct-mail marketing
digital direct marketing
kiosk marketing
online marketing

Accepted Answer

The answer of Catalogs, brochures, samples, and DVDs are all...

Question 10

Most companies that create print catalogs now also provide ________ catalogs.
video
email
store
Web-based
specialty

Accepted Answer

The answer of Most companies that create print catalogs now...

Question 11

A comprehensive database is a tremendous tool for the direct marketer.It should contain geographic, demographic, psychographic, and ________ data.
ethical
cultural
medical
behavioural
sociological

Accepted Answer

The answer of A comprehensive database is a tremendous tool...

Question 12

Which of the following is an advantage of printed catalogs over digital catalogs?
a stronger emotional connection with customers
the ability to offer an almost unlimited amount of merchandise
less competition for customer's attention
efficiencies in production, printing, and mailing costs
real-time merchandising

Accepted Answer

The answer of Which of the following is an advantage...

Question 13

One of the advantages of direct marketing for sellers is that direct marketing ________.
offers access to buyers outside local markets
eliminates the need for a sales force
provides statistical information about industry buying habits
provides comparative information about customers and competitors
eliminates expenses such as order processing and inventory handling

Accepted Answer

The answer of One of the advantages of direct marketing...

Question 14

Which of the following statements does not describe direct mail marketing?
a highly selective database of customer information is needed
mail sent out which includes samples and DVDs
well-suited for one-to-one communication
impersonal but flexible
permits high levels of targeting a particular audience

Accepted Answer

The answer of Which of the following statements does not...

Question 15

Which of the following is least likely to be one of the benefits for the buyer in direct marketing?
access to numerous products
access to comparative information
convenience
guaranteed low prices
privacy

Accepted Answer

The answer of Which of the following is least likely...

Question 16

What are the two goals of direct marketing?
to identify a potential customer and obtain an immediate response
to obtain an immediate response and to facilitate a purchase
to obtain an immediate response and build a lasting customer relationship
to provide information and build a lasting customer relationship
to save marketing dollars and facilitate a purchase

Accepted Answer

The answer of What are the two goals of direct...

Question 17

Which of the following is necessary for direct marketing to be effective?
an online presence
a good customer database
a well-trained sales force
inbound telephone marketing
use of new digital direct marketing technologies

Accepted Answer

The answer of Which of the following is necessary for...

Question 18

Which kind of marketing involves sending an offer, announcement, reminder, or other item to a person at a particular address?
kiosk marketing
digital direct marketing
catalog marketing
direct-mail marketing
telephone marketing

Accepted Answer

The answer of Which kind of marketing involves sending an...

Question 19

Information about a customer's age, income, and family make-up are all ________ in a customer database.
demographics
psychographics
key contacts
buying behaviours
assessments

Accepted Answer

The answer of Information about a customer's age, income, and...

Question 20

Direct marketing is continuing to become more ________-oriented.
television
web
mail
telephone
personal selling

Accepted Answer

The answer of Direct marketing is continuing to become more...

Quiz 14: Direct and Online Marketing

Which of the following is definitely one of the benefits for the seller in direct marketing? transportation options price and program flexibility mass reach and frequency increasing cost-per-contact economics of order processing

Amazon.ca and eBay have built their entire promotional approach around ________. mass marketing sales promotion direct marketing public relations personal selling

The use of which of the new forms of direct-mail marketing is booming? fax mail email voice mail Canada Post samples

Which of the following purposes is a common use of a direct marketing database? identifying prospective competition generating sales leads profiling competition socializing with competitors building long-term seller relationships

Using ________ telephone marketing, marketers sell directly to consumers. inbound outbound direct-response opt-out business-to-business

Today, direct marketing relies heavily on database technologies and new marketing media.Early direct marketers primarily used direct mailers, telemarketing, and ________. advertising specialties catalogues POP promotions email inside salespeople

Information about a customer's activities and interests are all ________ in a customer database. demographics psychographics key contacts buying behaviours assessments

Catalogs, brochures, samples, and DVDs are all examples of which type of marketing? direct-response marketing direct-mail marketing digital direct marketing kiosk marketing online marketing

Most companies that create print catalogs now also provide ________ catalogs. video email store Web-based specialty

A comprehensive database is a tremendous tool for the direct marketer.It should contain geographic, demographic, psychographic, and ________ data. ethical cultural medical behavioural sociological

Which of the following is least likely to be one of the benefits for the buyer in direct marketing? access to numerous products access to comparative information convenience guaranteed low prices privacy

Which of the following is necessary for direct marketing to be effective? an online presence a good customer database a well-trained sales force inbound telephone marketing use of new digital direct marketing technologies

Which kind of marketing involves sending an offer, announcement, reminder, or other item to a person at a particular address? kiosk marketing digital direct marketing catalog marketing direct-mail marketing telephone marketing

Information about a customer's age, income, and family make-up are all ________ in a customer database. demographics psychographics key contacts buying behaviours assessments

Direct marketing is continuing to become more ________-oriented. television web mail telephone personal selling