Question 1

Describe folders and broadsides,two types of direct-mail formats.

Accepted Answer

Folders are usually printed in multiple colors with photos or other illustrations on good paper stock that reproduces printed images well.Broadsides are larger than folders and are sometimes used as window displays or wall posters in stores.They fold to a compact size to fit in a mailbag.

Question 2

Salespeople perform four distinct communications functions: information gathering,information providing,order fulfillment,and relationship building.What does the function of information gathering involve?

Accepted Answer

Sales reps often serve as the eyes and ears of the company because they have access to information and they can see trends.Generally,information gathering by the sales force relates to three areas: prospecting; determining customer wants,needs,and abilities; and monitoring the competition.

Question 3

Contests are easier to enter and take lesser time than sweepstakes.

Accepted Answer

A) True 
 B)False  False

Question 4

The trend toward self-service retailing is decreasing the importance of P-O-P materials.

Accepted Answer

A) True 
 B)False

Question 5

Orbit Bank is organizing a public marathon event for its customers,employees,and prospects to participate in.For the event,the company is developing posters,displays,and banners.These will be displayed along the run course to help publicize the bank.Which of the following is Orbit bank using to promote its brand?

Accepted Answer

A)  Personal selling 
B)  Interpersonal communication 
C)  Sales promotion 
D)  Database marketing 
E)  Infomercials 
A)  Personal selling 
B)  Interpersonal communication 
C)  Sales promotion 
D)  Database marketing 
E)  Infomercials

Question 6

What are the two processes used when working with a marketing database?

Accepted Answer

The two processes used when working with

Question 7

List three disadvantages of direct marketing.

Accepted Answer

Three disadvantages of direct marketing

Question 8

The practice of charging a slotting allowance is controversial because:

Accepted Answer

A)  large-scale sellers complain that the allowances shut out all but the smallest suppliers. 
B)  the allowance prevents new products from acquiring shelf space. 
C)  it leads to retailers stocking up on a product when it is on discount. 
D)  manufacturers are not entitled to charge retailers a fee to display new products. 
E)  some manufacturers feel they're being forced to subsidize the retailer's cost of doing business. 
A)  large-scale sellers complain that the allowances shut out all but the smallest suppliers. 
B)  the allowance prevents new products from acquiring shelf space. 
C)  it leads to retailers stocking up on a product when it is on discount. 
D)  manufacturers are not entitled to charge retailers a fee to display new products. 
E)  some manufacturers feel they're being forced to subsidize the retailer's cost of doing business.

Question 9

How does a good database help marketers in understanding customers?

Accepted Answer

A good database enables market

Question 10

Which of the following is true of database marketing?

Accepted Answer

A)  Its drawback is that it is not a cost effective way to increase sales. 
B)  It helps maintain a pool of data on current and prospective customers. 
C)  It uses solely direct mail to reach out to customers. 
D)  It is the striking opposite of direct marketing. 
E)  It is limited to databases related to mail order and catalog sales. 
A)  Its drawback is that it is not a cost effective way to increase sales. 
B)  It helps maintain a pool of data on current and prospective customers. 
C)  It uses solely direct mail to reach out to customers. 
D)  It is the striking opposite of direct marketing. 
E)  It is limited to databases related to mail order and catalog sales.

Question 11

What is a premium? Why do marketers offer premiums?

Accepted Answer

A premium is an item offered free or at

Question 12

Which of the following is true of postcards,a direct-mail format?

Accepted Answer

A)  They are also known as statement stuffers. 
B)  They are the most common direct-mail format. 
C)  They are used to generate customer traffic. 
D)  They are larger in size than broadsides. 
E)  They constitute newsletters and consumer magazines. 
A)  They are also known as statement stuffers. 
B)  They are the most common direct-mail format. 
C)  They are used to generate customer traffic. 
D)  They are larger in size than broadsides. 
E)  They constitute newsletters and consumer magazines.

Question 13

One of the drawbacks of direct marketing is that it does not offer precision to cost-sensitive marketers.

Accepted Answer

A) True 
 B)False

Question 14

In a direct-sales strategy,marketers' representatives sell to customers through a retail establishment.

Accepted Answer

A) True 
 B)False

Question 15

The print ads for Fitness X exercise equipment asks readers to call them in order to place orders for the equipment.The print ads used by Fitness X is an example of direct-response advertising.

Accepted Answer

A) True 
 B)False

Question 16

The maker of Quality Paints is offering a one-month deal to retail stores to purchase its paints at 25 percent off the regular price.Rainbow Paints,a retailer,avails the offer by stocking up on these discounted products.By doing this,it plans to sell these products to customers at the listed price and thus,generating a higher profit margin.Rainbow paints is engaging in _____.

Accepted Answer

A)  refunding 
B)  forward buying 
C)  polybagging 
D)  cooperative advertising 
E)  sampling 
A)  refunding 
B)  forward buying 
C)  polybagging 
D)  cooperative advertising 
E)  sampling

Question 17

Bennett and Wood Inc.an interior designing firm,uses its print ads to help customers connect with them.The ads provide the company's e-mail and Web site details for customers to inquire about their services.In such a scenario,which of the following is Bennett and Wood Inc.using?

Accepted Answer

A)  Linkage media 
B)  Letter shop 
C)  Spiffs 
D)  Broadsides 
E)  Statement stuffers 
A)  Linkage media 
B)  Letter shop 
C)  Spiffs 
D)  Broadsides 
E)  Statement stuffers

Question 18

For combination offers to be effective,items should be unrelated.

Accepted Answer

A) True 
 B)False

Question 19

A sales promotion aimed at members of the distribution channel is called a _____.

Accepted Answer

A)  spiff 
B)  diverting promotion 
C)  sampling process 
D)  trade promotion 
E)  polybagging promotion 
A)  spiff 
B)  diverting promotion 
C)  sampling process 
D)  trade promotion 
E)  polybagging promotion

Question 20

Database marketers communicate with customers using various media that ranges from personal contact to mass media.

Accepted Answer

A) True 
 B)False

Describe folders and broadsides,two types of direct-mail formats.

Salespeople perform four distinct communications functions: information gathering,information providing,order fulfillment,and relationship building.What does the function of information gathering involve?

Contests are easier to enter and take lesser time than sweepstakes.

The trend toward self-service retailing is decreasing the importance of P-O-P materials.

What are the two processes used when working with a marketing database?

List three disadvantages of direct marketing.

The practice of charging a slotting allowance is controversial because:

How does a good database help marketers in understanding customers?

Which of the following is true of database marketing?

What is a premium? Why do marketers offer premiums?

Which of the following is true of postcards,a direct-mail format?

One of the drawbacks of direct marketing is that it does not offer precision to cost-sensitive marketers.

In a direct-sales strategy,marketers' representatives sell to customers through a retail establishment.

The print ads for Fitness X exercise equipment asks readers to call them in order to place orders for the equipment.The print ads used by Fitness X is an example of direct-response advertising.

Bennett and Wood Inc.an interior designing firm,uses its print ads to help customers connect with them.The ads provide the company's e-mail and Web site details for customers to inquire about their services.In such a scenario,which of the following is Bennett and Wood Inc.using?

For combination offers to be effective,items should be unrelated.

A sales promotion aimed at members of the distribution channel is called a _____.

Database marketers communicate with customers using various media that ranges from personal contact to mass media.

Advertising and IMC Today

The Big Picture: The Evolution of Advertising and Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research

Marketing and Imc Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution

Print, Electronic, and Digital Media Production

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Social Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building

Filters

Exam 18: Relationship Building

Describe folders and broadsides,two types of direct-mail formats.

Salespeople perform four distinct communications functions: information gathering,information providing,order fulfillment,and relationship building.What does the function of information gathering involve?

Contests are easier to enter and take lesser time than sweepstakes.

The trend toward self-service retailing is decreasing the importance of P-O-P materials.

What are the two processes used when working with a marketing database?

List three disadvantages of direct marketing.

The practice of charging a slotting allowance is controversial because:

How does a good database help marketers in understanding customers?

Which of the following is true of database marketing?

What is a premium? Why do marketers offer premiums?

Which of the following is true of postcards,a direct-mail format?

One of the drawbacks of direct marketing is that it does not offer precision to cost-sensitive marketers.

In a direct-sales strategy,marketers' representatives sell to customers through a retail establishment.

The print ads for Fitness X exercise equipment asks readers to call them in order to place orders for the equipment.The print ads used by Fitness X is an example of direct-response advertising.

Bennett and Wood Inc.an interior designing firm,uses its print ads to help customers connect with them.The ads provide the company's e-mail and Web site details for customers to inquire about their services.In such a scenario,which of the following is Bennett and Wood Inc.using?

For combination offers to be effective,items should be unrelated.

A sales promotion aimed at members of the distribution channel is called a _____.

Database marketers communicate with customers using various media that ranges from personal contact to mass media.

Advertising and IMC Today

The Big Picture: The Evolution of Advertising and Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research

Marketing and Imc Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution

Print, Electronic, and Digital Media Production

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Social Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building

Filters