Question 1

The most complex and demanding type of creative selling is seen in telemarketing efforts directed at consumers at home.

Accepted Answer

Telemarketing is generally less complex and demanding compared to other forms of creative selling, such as personal selling or business-to-business sales, which often require more in-depth product knowledge and relationship-building skills.

Question 2

The job of a marcom manager is to provide technical advice, information, and service to the consumer.

Accepted Answer

The primary job of a marcom manager is to develop and implement marketing communications strategies to promote products or services. They may provide some technical advice and information, but their main focus is on marketing and advertising.

Question 3

A recent surge in database development has involved companies that use advanced technology to get more personal information on consumers.They merge offline data, like credit ratings and home value, with online data, like ordinary search activities and Internet navigation.

Accepted Answer

The statement is true. There has been an increase in the use of advanced technology by companies to gather more personal information on consumers by merging offline and online data.

Question 4

Direct marketing pioneer L.L.Bean has always been a relationship builder.What insight did L.L.Bean have from the beginning regarding the use of direct marketing?

Accepted Answer

L.L.Bean understood that building long-term customer relationships was crucial, and this needed to be based on trust. This insight led them to focus on direct marketing strategies to communicate with their customers, build personalized relationships, and offer exceptional customer service.

Question 5

The broad concept of ____ is interactive in that the marketer attempts to develop an ongoing dialogue with the customer, based on the idea that one contact will lead to another, and then another, so the message is continually refined.

Accepted Answer

Direct marketing involves engaging directly with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships, making it interactive.

Question 6

Perhaps the least controversial tool deployed recently by direct marketers has been the unsolicited email message, also called bulk email.

Accepted Answer

The statement is incorrect. Unsolicited email messages, also known as spam, are highly controversial and can lead to legal consequences for companies who use them.

Question 7

All conventional media-television, radio, newspapers, and magazines-can be used to deliver direct response advertising.

Accepted Answer

All types of conventional media can be used for direct response advertising as they provide a direct medium between the advertiser and the audience. This includes TV, radio, newspapers, and magazines, among others.

Question 8

Merely having a marketing database can create conflict between departments within a company as well as between a company and its advertising agency.

Accepted Answer

This is because different departments may have different ideas on how to use the data, and the advertising agency may have its own ideas on how to target the audience. This can lead to disagreements and conflicts on how to effectively utilize the marketing database.

Question 9

Infomercials that use celebrity testimonials have a definite advantage over those featuring ordinary people, though this adds significantly to overall cost.

Accepted Answer

The answer of Infomercials that use celebrity testimonials have a...

Question 10

The missionary salesperson is required to handle the hardest part of selling-closing the sale.

Accepted Answer

Missionary salespeople focus on promoting products and building relationships rather than closing sales. They support the sales process by generating interest and providing information.

Question 11

Order taking is just what it sounds like-accepting orders for merchandise or scheduling services.But it also requires answering basic questions and communicating effectively so that a quality relationship with the customer is established and maintained.

Accepted Answer

The statement accurately describes the role and responsibilities of order taking, which extends beyond just accepting orders to include effective communication and building positive relationships with customers.

Question 12

What is one main reason why direct marketing has grown in popularity?

Accepted Answer

Direct marketing allows for immediate measurement of response through trackable methods such as coupon codes, promotional links, and email open rates. This has led to its increased popularity as marketers can quickly assess the effectiveness of their campaigns and make adjustments in real-time.

Question 13

Direct marketing is defined as an interactive system that uses one or more advertising media to

Accepted Answer

Direct marketing aims to generate a measurable response and/or transaction, which distinguishes it from other forms of advertising that focus on building brand awareness or reaching a large audience. By using targeted messaging and specific calls to action, direct marketing encourages consumers to take immediate action, such as making a purchase or requesting more information.

Question 14

Creative selling involves answering questions and providing basic benefits of the goods being offered, but it rarely requires communicating large amounts of information or advice.

Accepted Answer

Creative selling involves identifying customer needs and tailoring a unique solution to meet them. This often involves communicating large amounts of information or advice in a persuasive and engaging way.

Question 15

Products that are higher priced, complicated to use, or require demonstration are heavily dependent on personal selling in order to close the deal.

Accepted Answer

Personal selling allows for one-on-one interactions to explain and demonstrate the product, which can be crucial for higher priced or complex products. It also provides an opportunity for salespeople to address any concerns or objections that potential customers may have, ultimately leading to a higher likelihood of closing the sale.

Question 16

Direct mail is probably the direct marketer's most invasive tool and as such must be used with discretion so as not to alienate customers.

Accepted Answer

The answer of Direct mail is probably the direct marketer's...

Question 17

Three types of personal selling are described in the text-order taking, creative selling, and supportive communication.

Accepted Answer

The answer of Three types of personal selling are described...

Question 18

Failure to get the consumer dialogue right in the personal selling part of the direct marketing process can be easily rectified by accelerating and stressing other the direct marketing efforts of a business.

Accepted Answer

Failure to get the consumer dialogue right in personal selling cannot be easily rectified by accelerating and stressing other direct marketing efforts. Personal selling is a crucial aspect of the direct marketing process, and if it is not executed correctly, it can result in lost sales and damaged relationships with customers.

Question 19

If a company is looking for the lowest cost-per-contact, it should choose telemarketing.

Accepted Answer

The answer of If a company is looking for the...

Question 20

Customer relationship management, or CRM, is just what the term implies.It involves cultivating long-term relationships with customers.

Accepted Answer

Customer relationship management, or CRM, is focused on building and maintaining relationships with customers over the long term. This involves understanding their needs and preferences, addressing any issues or concerns they may have, and creating personalized experiences to enhance their satisfaction and loyalty.

Quiz 17: Integrating Direct Marketing and Personal Selling