Question 1

As a result of the federal government's Do Not Call Registry, telemarketing is now rarely used.

Accepted Answer

While the Do Not Call Registry has reduced the number of telemarketing calls, it has not eliminated the practice entirely. Telemarketers can still contact consumers who have given permission to be contacted, and certain types of organizations (such as charities and political campaigns) are exempt from the registry. Additionally, some telemarketers may ignore the registry and make illegal calls.

Question 2

What is the difference between catalogs and direct mail?

Accepted Answer

The answer of What is the difference between catalogs and...

Question 3

Why is m-commerce considered an important form of direct marketing?

Accepted Answer

The answer of Why is m-commerce considered an important form...

Question 4

Why is the image of telemarketers more positive in business marketing than it is in consumer marketing?

Accepted Answer

The answer of Why is the image of telemarketers more...

Question 5

Fiona Lambrech is the marketing director of a charity that raises funds to help provide educational services to children and families in developing countries. Fiona wants to reach a selective market of individuals who have recently donated to international charities. Which of the following types of direct marketing is Fiona most likely to use?
A) direct-mail marketing
B) catalog marketing
C) short-messaging system marketing
D) direct-response TV marketing
E) direct-response advertising

Accepted Answer

Direct-mail marketing is the best choice as it allows Fiona to target a specific group of individuals who have recently donated to international charities. It also allows her to personalize the message and provide more detailed information about the charity and its mission. Catalog marketing and direct-response TV marketing are not as targeted or personalized, and short-messaging system marketing and direct-response advertising may not provide enough information about the charity and its mission.

Question 6

The FTC regulates the opt-out list for direct mail solicitations and catalogs.

Accepted Answer

The Direct Marketing Association (DMA), not the FTC, manages the opt-out list for direct mail solicitations and catalogs through its DMAchoice service.

Question 7

________ is the most expensive form of marketing communication.
A) Direct marketing
B) Advertising
C) Mass marketing
D) Personal selling
E) Public relations

Accepted Answer

Personal selling typically involves face-to-face interaction with potential customers and requires a skilled salesperson, which can be costly in terms of salary, training, and other related expenses.

Question 8

Telemarketing is more profitable for consumer markets than for business markets.

Accepted Answer

Telemarketing is usually more profitable for business markets as they typically have higher potential for sales volume and larger transaction sizes. Consumer markets often have a lower profit margin and may have more difficulty converting sales through telemarketing.

Question 9

A producer of beverages and snack foods wants to market its products to the 14-to-22-year-old demographic, providing incentives to respond instantly to time-sensitive offers. Which of the following forms of direct marketing would this producer most likely choose?
A) direct-response TV
B) m-commerce
C) telemarketing
D) catalog marketing
E) direct mail

Accepted Answer

The 14-to-22-year-old demographic is more likely to use mobile devices and respond to time-sensitive offers through mobile commerce (m-commerce). This form of direct marketing allows for instant responses and quick purchases through smartphones or other mobile devices. Direct-response TV and catalog marketing may not be as effective for this demographic, as they tend to consume media through digital channels. Telemarketing and direct mail may also be less effective due to their intrusive nature and lower response rates among younger consumers.

Question 10

According to an axiom in marketing, the more ________ the product, the more heavily firms tend to rely on personal selling to promote it.
A) popular
B) available
C) intangible
D) impersonal
E) marketable

Accepted Answer

The more intangible a product is, the harder it is to promote through advertising alone, as consumers cannot physically interact with the product in the same way they can with a tangible product. Therefore, firms tend to rely more on personal selling to demonstrate the benefits of the product and build a connection with potential customers.

Question 11

Why are people reached by direct mail better prospects for a company than those reached by mass media such as television or magazines?

Accepted Answer

The answer of Why are people reached by direct mail...

Question 12

Organic Designs is a small, successful chain of stores offering stylish clothes made of all-organic materials for infants, toddlers, and young children. Most of the Organic Designs stores are located in urban areas. Now Organic Designs is considering using direct marketing to reach potential customers who live outside of the company's existing markets. Which of the following methods of direct marketing would likely be most effective in accomplishing this goal?
A) direct-mail marketing
B) m-commerce
C) catalog marketing
D) infomercials
E) telemarketing

Accepted Answer

Catalog marketing would likely be most effective because it allows Organic Designs to showcase their products in a visually appealing way to potential customers who are not near their physical stores, and it can be distributed widely to reach those outside existing markets.

Question 13

Direct-response advertising involves a marketer individually contacting a consumer about a product.

Accepted Answer

Direct-response advertising encourages consumers to take immediate action, such as making a purchase, but it does not involve marketers individually contacting consumers. It often uses media like TV, radio, mail, or online ads to reach a broad audience.

Question 14

Consumers are able to opt-out of receiving telemarketing solicitations.

Accepted Answer

According to the Federal Trade Commission's Telemarketing Sales Rule, consumers have the right to opt-out of receiving telemarketing calls from companies by registering their phone numbers on the National Do Not Call Registry. Once a number is on the list, companies must refrain from calling it unless the consumer has given consent or there is an established business relationship.

Question 15

Which of the following communication and promotion tools involves establishing direct connections with customers aimed toward building crucial relationships?
A) personal selling
B) advertising
C) e-commerce
D) publicity
E) m-commerce

Accepted Answer

Personal selling involves establishing direct connections with customers with the aim of building crucial relationships. This communication and promotion tool allows salespeople to understand customer needs and provide personalized solutions.

Question 16

For which of the following operations would telemarketing efforts likely be the most successful and the most profitable?
A) selling magazine subscriptions to consumers
B) selling double-pane windows to home owners
C) selling plastic bottles to a bottling company
D) asking people for charitable donations
E) selling vacation packages to people who earn $50,000 or more annually

Accepted Answer

The answer of For which of the following operations would...

Question 17

Direct-response TV (DRTV) includes short commercials of less than two minutes, 30-minute or longer infomercials, and home shopping networks such as QVC and HSN.

Accepted Answer

This statement is true. DRTV refers to various forms of television advertising that aim to elicit a direct response from consumers, including short commercials, infomercials, and home shopping networks.

Question 18

Which of the following is the most likely description of the modern catalog customer?
A) someone who has little or no access to retail stores
B) someone who has little or no access to Internet technologies
C) someone who wants to save time shopping
D) someone who shops only for sales bargains
E) someone who does not accept telemarketing calls

Accepted Answer

The modern catalog customer is someone who wants to save time shopping, as catalogs allow them to shop from the convenience of their own home without having to physically visit retail stores. Option A and B are unlikely as the majority of people have access to retail stores and Internet technologies. Option D is not necessarily true as many modern catalog customers may be willing to pay full price for certain items. Option E is also not necessarily true as not all catalog shopping involves telemarketing calls.

Question 19

Which of the following is the most logical reason that many organizations rely heavily on personal selling?
A) to make more efficient use of the promotional mix
B) to quickly move a product to the maturity stage of the product life cycle
C) to create consistent marketing communications
D) to more effectively sell highly technical or very expensive products
E) to decrease promotional expenditures

Accepted Answer

Personal selling is particularly effective for selling highly technical or very expensive products because it allows for more in-depth communication with the customer and can address any concerns or questions they may have. Personal selling can also provide a more personalized sales experience which is important for this type of product.

Question 20

A type of m-commerce that simply involves sending a text message is known as ________.
A) predictive marketing
B) spam
C) short-message system marketing
D) telemarketing
E) e-commerce

Accepted Answer

Short-message system marketing, or SMS marketing, involves sending text messages to customers or potential customers to promote a product or service. This type of m-commerce is commonly used due to the widespread use of text messaging on mobile devices.

Quiz 14: Promotion Ii: Social Media, Directdatabase Marketing, Personal Selling, and Public Relations

As a result of the federal government's Do Not Call Registry, telemarketing is now rarely used.

What is the difference between catalogs and direct mail?

Why is m-commerce considered an important form of direct marketing?

Why is the image of telemarketers more positive in business marketing than it is in consumer marketing?

The FTC regulates the opt-out list for direct mail solicitations and catalogs.

________ is the most expensive form of marketing communication.

Telemarketing is more profitable for consumer markets than for business markets.

A producer of beverages and snack foods wants to market its products to the 14-to-22-year-old demographic, providing incentives to respond instantly to time-sensitive offers. Which of the following forms of direct marketing would this producer most likely choose?

According to an axiom in marketing, the more ________ the product, the more heavily firms tend to rely on personal selling to promote it.

Why are people reached by direct mail better prospects for a company than those reached by mass media such as television or magazines?

Direct-response advertising involves a marketer individually contacting a consumer about a product.

Consumers are able to opt-out of receiving telemarketing solicitations.

Which of the following communication and promotion tools involves establishing direct connections with customers aimed toward building crucial relationships?

For which of the following operations would telemarketing efforts likely be the most successful and the most profitable?

Direct-response TV (DRTV) includes short commercials of less than two minutes, 30-minute or longer infomercials, and home shopping networks such as QVC and HSN.

Which of the following is the most likely description of the modern catalog customer?

Which of the following is the most logical reason that many organizations rely heavily on personal selling?

A type of m-commerce that simply involves sending a text message is known as ________.