Exam 1: Basics and Strategies of Direct Marketing

Communications sent to invite cus­tomers to respond - by mail, telephone, Internet, redeemable retail vouchers, etc. is known as _______.

One of the _______of direct marketing is effective only when all information about the individual customer is available.

Three strategies of Relationship marketing are get found, get followed and ____.

Direct marketing is a form of marketing that attempts to send its messages directly to consumers, _______ media.

A _____is an item that is built or produced to satisfy the needs of a certain group of people, it can be tangible or intangible.

_____ is the process of selling related, an added item to a customer.

Direct marketing has three characteristics namely: Direct Response, _______, build and maintain a database of customers and prospects

Direct Marketing plays a broader role, that of building _______with the customer by communicating with them regularly.

E-marketing and online marketing is an example of _____ type of marketing.

________ is a comprehensive approach for creating maintaining and expanding customer relationship.

The following are the decision variables in direct marketing: Offer, Creative, Media, Timing/sequencing, ______.

Sending a birthday card to consumer is an example of ______.

Three approaches in Direct marketing are- Stand-alone, Integrated and ___.

________is the element of the service mix which allows the consumer again to make judgments on the organisation.

It refers referring to the channel by which a product or services is sold. _____

Which of the following aspects are of one to one marketing?

_______ is a form of marketing that attempts to send its messages directly to consumers, without the use of intervening media.

This refers to the systems used to assist the organisation in delivering the service. ____.

Which of the following aspects are of Mass marketing?

The _______framework was extensively used to support the direct marketing concept of the 1950s.