Question 1

Which of the following statements about telemarketing is true?

Accepted Answer

A)  Telemarketing is used in both consumer marketing and business marketing. 
B)  Consumer privacy is not an important consideration for telemarketers. 
C)  Telemarketing will one day eliminate expensive field sales calls. 
D)  Effective telemarketing depends on the sales script not the individual reading it. 
E)  All of the above statements about telemarketing are true. 
A)  Telemarketing is used in both consumer marketing and business marketing. 
B)  Consumer privacy is not an important consideration for telemarketers. 
C)  Telemarketing will one day eliminate expensive field sales calls. 
D)  Effective telemarketing depends on the sales script not the individual reading it. 
E)  All of the above statements about telemarketing are true. A

Question 2

Australian Direct Marketing Association endorses the following incomplete definition. Direct Marketing is a(n)__________ which uses one or more __________to effect a(n)__________ at any location. Match the statements below so as to accurately complete the preceding ADMA definition of direct marketing. X = advertising media; Y = measurable response and/or transaction; Z = interactive system of marketing

Accepted Answer

A)  Y; X; Z 
B)  Z; X; Y 
C)  Z; Y; X 
D)  X; Y; Z 
E)  Y; Z; X 
A)  Y; X; Z 
B)  Z; X; Y 
C)  Z; Y; X 
D)  X; Y; Z 
E)  Y; Z; X B

Question 3

Which of the following statements BEST defines direct marketing?

Accepted Answer

A)  another term for telemarketing or telesales 
B)  any approach that permits customers to place orders by telephone, Internet or post 
C)  an interactive system of marketing that uses one or more advertising media and results in a measurable response 
D)  any approach used by an organisation that leads to a sale 
E)  marketing activities conducted via telephone or over the Internet 
A)  another term for telemarketing or telesales 
B)  any approach that permits customers to place orders by telephone, Internet or post 
C)  an interactive system of marketing that uses one or more advertising media and results in a measurable response 
D)  any approach used by an organisation that leads to a sale 
E)  marketing activities conducted via telephone or over the Internet C

Question 4

Companies that lack an online presence are likely to miss out on which of the following?

Accepted Answer

A)  increased sales 
B)  lower information exchanger costs 
C)  enhanced corporate image 
D)  opportunties to build and develop customer relationships 
E)  all of the above 
A)  increased sales 
B)  lower information exchanger costs 
C)  enhanced corporate image 
D)  opportunties to build and develop customer relationships 
E)  all of the above

Question 5

Which of the following statements about evaluating database marketing performance is NOT true?

Accepted Answer

A)  Marketers should get away from the use of "average purchases" and instead use individual accounts. 
B)  Marketers should award points to criteria such as recency of purchase, frequency of purchase and monetary value of purchase to identify worthwhile accounts. 
C)  Break- even costs and profitability for each customer can and should be calculated for each account. 
D)  Marketing activities should be directed at those patrons who have made the most frequent purchases. 
E)  all of the above 
A)  Marketers should get away from the use of "average purchases" and instead use individual accounts. 
B)  Marketers should award points to criteria such as recency of purchase, frequency of purchase and monetary value of purchase to identify worthwhile accounts. 
C)  Break- even costs and profitability for each customer can and should be calculated for each account. 
D)  Marketing activities should be directed at those patrons who have made the most frequent purchases. 
E)  all of the above

Question 6

On average, a field salesperson can make some five to six calls a day, depending on the industry - some 30 calls per week, whereas a telesales operator can call 30 to 40 a day and more.

Accepted Answer

A) True 
 B)False

Question 7

Telemarketing may:

Accepted Answer

A)  involve both inbound and outbound calls. 
B)  be used only with TV. 
C)  be used only with direct mail. 
D)  be used in conjunction with all media. 
E)  none of the above 
A)  involve both inbound and outbound calls. 
B)  be used only with TV. 
C)  be used only with direct mail. 
D)  be used in conjunction with all media. 
E)  none of the above

Question 8

When a marketer uses the telephone to call consumers or businesses, this is known as_________ telemarketing.

Accepted Answer

A)  inbound 
B)  lateral 
C)  outbound 
D)  parallel 
E)  casual 
A)  inbound 
B)  lateral 
C)  outbound 
D)  parallel 
E)  casual

Question 9

Direct- response ads typically provide__________ to make it easier for customers to place an order.

Accepted Answer

A)  an order number 
B)  pop- ups 
C)  a mailing address for comments 
D)  a free number or the web address 
E)  a hit button to record the number of viewers 
A)  an order number 
B)  pop- ups 
C)  a mailing address for comments 
D)  a free number or the web address 
E)  a hit button to record the number of viewers

Question 10

Companies can use their databases in several ways. List and briefly explain each of the ways described in the text.

Accepted Answer

(a) Identifying prospects-many companies

Question 11

A(n)_________ is simply a set of customer names, addresses, and telephone numbers.

Accepted Answer

A)  customer mailing list 
B)  prospect list 
C)  customer database 
D)  Rolodex file 
E)  electronic market 
A)  customer mailing list 
B)  prospect list 
C)  customer database 
D)  Rolodex file 
E)  electronic market

Question 12

The many different measures of web- site performance can be classified into three types, namely web- centric, audience centric and network- centric.

Accepted Answer

A) True 
 B)False

Question 13

Database marketing is Internet based.

Accepted Answer

A) True 
 B)False

Question 14

Approximately _________per cent of Australian households have broadband access.

Accepted Answer

A)  73 
B)  53 
C)  83 
D)  63 
E)  none of the above 
A)  73 
B)  53 
C)  83 
D)  63 
E)  none of the above

Question 15

Which of the following is NOT one of the benefits of direct marketing (DM) from the customer's perspective?

Accepted Answer

A)  Most DM formats provide prospective purchasers with customised information that is relevant to them 
B)  DM enables customers to access products at lower costs than via standard retail sales. 
C)  Many DM formats provide customers with the opportunity to access product- related information at times that are convenient to them. 
D)  Many FM formats provide more product related information than an advertisement or a sales representative. 
E)  DM enables access to a wealth of comparative information. 
A)  Most DM formats provide prospective purchasers with customised information that is relevant to them 
B)  DM enables customers to access products at lower costs than via standard retail sales. 
C)  Many DM formats provide customers with the opportunity to access product- related information at times that are convenient to them. 
D)  Many FM formats provide more product related information than an advertisement or a sales representative. 
E)  DM enables access to a wealth of comparative information.

Question 16

Deepening customer loyalty is a feature of database marketing.

Accepted Answer

A) True 
 B)False

Question 17

Briefly define the various direct and online marketing tools and techniques.

Accepted Answer

(a) Direct print and reproduction-involv

Question 18

Direct marketers view order- processing and delivery as a fulfilment response.

Accepted Answer

A) True 
 B)False

Question 19

A major public policy and ethical issue related to direct marketing is:

Accepted Answer

A)  privacy. 
B)  fraud. 
C)  deception. 
D)  irritation and unfairness. 
E)  none of the above 
A)  privacy. 
B)  fraud. 
C)  deception. 
D)  irritation and unfairness. 
E)  none of the above

Question 20

Kiosk marketing is used for:

Accepted Answer

A)  consumer marketing. 
B)  consumer and business marketing. 
C)  industrial marketing. 
D)  hot foods. 
E)  business marketing. 
A)  consumer marketing. 
B)  consumer and business marketing. 
C)  industrial marketing. 
D)  hot foods. 
E)  business marketing.

Which of the following statements about telemarketing is true?

Which of the following statements BEST defines direct marketing?

Companies that lack an online presence are likely to miss out on which of the following?

Which of the following statements about evaluating database marketing performance is NOT true?

On average, a field salesperson can make some five to six calls a day, depending on the industry - some 30 calls per week, whereas a telesales operator can call 30 to 40 a day and more.

Telemarketing may:

When a marketer uses the telephone to call consumers or businesses, this is known as_________ telemarketing.

Direct- response ads typically provide__________ to make it easier for customers to place an order.

Companies can use their databases in several ways. List and briefly explain each of the ways described in the text.

A(n)_________ is simply a set of customer names, addresses, and telephone numbers.

The many different measures of web- site performance can be classified into three types, namely web- centric, audience centric and network- centric.

Database marketing is Internet based.

Approximately _________per cent of Australian households have broadband access.

Which of the following is NOT one of the benefits of direct marketing (DM) from the customer's perspective?

Deepening customer loyalty is a feature of database marketing.

Briefly define the various direct and online marketing tools and techniques.

Direct marketers view order- processing and delivery as a fulfilment response.

A major public policy and ethical issue related to direct marketing is:

Kiosk marketing is used for:

Marketing: Creating Superior Customer Value

Marketing: Delivering and Capturing Value

Strategic Planning and Marketing

Marketing Strategies for Competitive Advantage

The Global Marketing Environment

Information Management and Marketing Research

Consumer Behaviour

Business-To-Business Behaviour

Market Segmentation, Targeting and Positioning

Products and Services Marketing

New Products

Pricing for Value

Marketing Channels and Logistics Networks

Retailing and Wholesaling

Advertising and Public Relations

Sales Promotion and Selling

Tapping Into Markets Across the Globe

Responsible Marketing

Filters

Exam 17: Direct and Online Marketing

Which of the following statements about telemarketing is true?

Which of the following statements BEST defines direct marketing?

Companies that lack an online presence are likely to miss out on which of the following?

Which of the following statements about evaluating database marketing performance is NOT true?

On average, a field salesperson can make some five to six calls a day, depending on the industry - some 30 calls per week, whereas a telesales operator can call 30 to 40 a day and more.

Telemarketing may:

When a marketer uses the telephone to call consumers or businesses, this is known as_________ telemarketing.

Direct- response ads typically provide__________ to make it easier for customers to place an order.

Companies can use their databases in several ways. List and briefly explain each of the ways described in the text.

A(n)_________ is simply a set of customer names, addresses, and telephone numbers.

The many different measures of web- site performance can be classified into three types, namely web- centric, audience centric and network- centric.

Database marketing is Internet based.

Approximately _________per cent of Australian households have broadband access.

Which of the following is NOT one of the benefits of direct marketing (DM) from the customer's perspective?

Deepening customer loyalty is a feature of database marketing.

Briefly define the various direct and online marketing tools and techniques.

Direct marketers view order- processing and delivery as a fulfilment response.

A major public policy and ethical issue related to direct marketing is:

Kiosk marketing is used for:

Marketing: Creating Superior Customer Value

Marketing: Delivering and Capturing Value

Strategic Planning and Marketing

Marketing Strategies for Competitive Advantage

The Global Marketing Environment

Information Management and Marketing Research

Consumer Behaviour

Business-To-Business Behaviour

Market Segmentation, Targeting and Positioning

Products and Services Marketing

New Products

Pricing for Value

Marketing Channels and Logistics Networks

Retailing and Wholesaling

Advertising and Public Relations

Sales Promotion and Selling

Tapping Into Markets Across the Globe

Responsible Marketing

Filters