Question 1

The two processes required to work with a marketing database are data storage and data retrieval.

Accepted Answer

A) True 
 B)False

Question 2

What is a sweepstake?

Accepted Answer

A sweepstake offers prizes bas

Question 3

What are the two primary forms of personal selling?

Accepted Answer

A)  Trade concentration and trade promotion 
B)  Buyback allowances and advertising allowances 
C)  Rebates and contests 
D)  Diverting and forward buying 
E)  Person-to-person sales and group sales 
A)  Trade concentration and trade promotion 
B)  Buyback allowances and advertising allowances 
C)  Rebates and contests 
D)  Diverting and forward buying 
E)  Person-to-person sales and group sales

Question 4

Personal selling is the most costly way to communicate with prospects because:

Accepted Answer

A)  it has a poor reputation among customers. 
B)  it is labor intensive in nature. 
C)  it does not give sales reps the flexibility to negotiate with prospects. 
D)  it has high time-constraints for sales representatives. 
E)  it cannot be integrated into a company's marketing strategy. 
A)  it has a poor reputation among customers. 
B)  it is labor intensive in nature. 
C)  it does not give sales reps the flexibility to negotiate with prospects. 
D)  it has high time-constraints for sales representatives. 
E)  it cannot be integrated into a company's marketing strategy.

Question 5

A push strategy is:

Accepted Answer

A)  primarily created to generate publicity for a product among consumers. 
B)  designed to gain shelf space. 
C)  developed to attract customers. 
D)  created to increase demand for a product. 
E)  build traffic and promote impulse buying. 
A)  primarily created to generate publicity for a product among consumers. 
B)  designed to gain shelf space. 
C)  developed to attract customers. 
D)  created to increase demand for a product. 
E)  build traffic and promote impulse buying.

Question 6

The single biggest weakness of personal selling is that it:

Accepted Answer

A)  is the most costly way to communicate with prospects. 
B)  is not a one-on-one medium of communicating with customers. 
C)  prevents sales representatives from observing customers' nonverbal signs. 
D)  does not allow representatives to demonstrate products live. 
E)  is the most ineffective way of developing customer databases. 
A)  is the most costly way to communicate with prospects. 
B)  is not a one-on-one medium of communicating with customers. 
C)  prevents sales representatives from observing customers' nonverbal signs. 
D)  does not allow representatives to demonstrate products live. 
E)  is the most ineffective way of developing customer databases.

Question 7

Direct-mail advertisers use three types of lists: house,mail-response,and _____.

Accepted Answer

A)  broadside 
B)  premium 
C)  letter shop 
D)  direct 
E)  compiled 
A)  broadside 
B)  premium 
C)  letter shop 
D)  direct 
E)  compiled

Question 8

_____ lists are the house lists of other direct-mail advertisers and they can be rented with a wide variety of demographic breakdowns.

Accepted Answer

A)  Self-mailer 
B)  Sampling 
C)  Rebate 
D)  Premium 
E)  Mail-response 
A)  Self-mailer 
B)  Sampling 
C)  Rebate 
D)  Premium 
E)  Mail-response

Question 9

Telemarketing is a major source of income for many companies and organizations.List two advantages telemarketing provides companies.

Accepted Answer

First,telemarketing costs a lo

Question 10

The customer lifetime value (LTV)model is based on historical and potential share of business.

Accepted Answer

A) True 
 B)False

Question 11

Estillo is a manufacturer of sports helmets.To publicize its products,it has offered to reimburse its dealers 100 percent of the ad expenses they entail when they run print advertisements for Estillo products.This practice is an example of:

Accepted Answer

A)  an advertising commission. 
B)  counteradvertising. 
C)  a combination offer. 
D)  cooperative advertising. 
E)  point-of-purchase advertising. 
A)  an advertising commission. 
B)  counteradvertising. 
C)  a combination offer. 
D)  cooperative advertising. 
E)  point-of-purchase advertising.

Question 12

A broadside is a certificate with a stated value presented to the retail store for a price reduction on a specified item.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following is an example of direct-response broadcast advertising?

Accepted Answer

A)  An e-mail offering a trial subscription to an online music station 
B)  A catalog featuring children's clothing 
C)  A television infomercial for exercise equipment 
D)  A telemarketing call selling health insurance schemes 
E)  A billboard that asks viewers to shop at a furniture store 
A)  An e-mail offering a trial subscription to an online music station 
B)  A catalog featuring children's clothing 
C)  A television infomercial for exercise equipment 
D)  A telemarketing call selling health insurance schemes 
E)  A billboard that asks viewers to shop at a furniture store

Question 14

List three factors that make sales promotions a unique communication form.

Accepted Answer

(1)Sales promotions can be used anywhere

Question 15

To increase the number of orders it receives from recipients of its direct-mail advertising campaign,Red,a furniture manufacturing company,encloses a special envelope.This envelope is used by customers to mail their order details without paying postage.This is an example of a _____.

Accepted Answer

A)  house organ 
B)  self-mailer 
C)  postcard 
D)  business reply 
E)  broadside 
A)  house organ 
B)  self-mailer 
C)  postcard 
D)  business reply 
E)  broadside

Question 16

Direct marketing experts Stone and Jacobs use an RFM formula to identify the best customers."RFM" is an acronym for:

Accepted Answer

A)  replicate, find, and monitor. 
B)  research, finance, and manage. 
C)  regulate, fund, and maintain. 
D)  recency, frequency, and monetary. 
E)  reach, frugality, and marketability. 
A)  replicate, find, and monitor. 
B)  research, finance, and manage. 
C)  regulate, fund, and maintain. 
D)  recency, frequency, and monetary. 
E)  reach, frugality, and marketability.

Question 17

_____ is defined as a direct inducement offering extra incentives anywhere along the marketing route to enhance the product's movement from producer to consumer.

Accepted Answer

A)  Personal selling 
B)  Interpersonal communication 
C)  Public relations 
D)  Sales promotion 
E)  Direct-response advertising 
A)  Personal selling 
B)  Interpersonal communication 
C)  Public relations 
D)  Sales promotion 
E)  Direct-response advertising

Question 18

Which of the following is a drawback of direct mails?

Accepted Answer

A)  It has a junk mail image. 
B)  It is the least effective method of closing a sale. 
C)  It is limited to two main formats-sales letters and brochures. 
D)  Its primary disadvantage is that it reduces the effectiveness of ads in other media. 
E)  It is the most uneconomical medium for business promotion. 
A)  It has a junk mail image. 
B)  It is the least effective method of closing a sale. 
C)  It is limited to two main formats-sales letters and brochures. 
D)  Its primary disadvantage is that it reduces the effectiveness of ads in other media. 
E)  It is the most uneconomical medium for business promotion.

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

Which of the following statements about direct marketing is true?

Accepted Answer

A)  It is more public in nature than mass media. 
B)  It lacks the precision and flexibility that cost-sensitive marketers require. 
C)  It offers accountability by providing a tangible response. 
D)  It is based on the idea that people like to see themselves as a part of the mass market. 
E)  Its campaigns are effective for all customers except time-sensitive consumers. 
A)  It is more public in nature than mass media. 
B)  It lacks the precision and flexibility that cost-sensitive marketers require. 
C)  It offers accountability by providing a tangible response. 
D)  It is based on the idea that people like to see themselves as a part of the mass market. 
E)  Its campaigns are effective for all customers except time-sensitive consumers.

The two processes required to work with a marketing database are data storage and data retrieval.

What is a sweepstake?

What are the two primary forms of personal selling?

Personal selling is the most costly way to communicate with prospects because:

A push strategy is:

The single biggest weakness of personal selling is that it:

Direct-mail advertisers use three types of lists: house,mail-response,and _____.

_____ lists are the house lists of other direct-mail advertisers and they can be rented with a wide variety of demographic breakdowns.

Telemarketing is a major source of income for many companies and organizations.List two advantages telemarketing provides companies.

The customer lifetime value (LTV)model is based on historical and potential share of business.

Estillo is a manufacturer of sports helmets.To publicize its products,it has offered to reimburse its dealers 100 percent of the ad expenses they entail when they run print advertisements for Estillo products.This practice is an example of:

A broadside is a certificate with a stated value presented to the retail store for a price reduction on a specified item.

Which of the following is an example of direct-response broadcast advertising?

List three factors that make sales promotions a unique communication form.

To increase the number of orders it receives from recipients of its direct-mail advertising campaign,Red,a furniture manufacturing company,encloses a special envelope.This envelope is used by customers to mail their order details without paying postage.This is an example of a _____.

Direct marketing experts Stone and Jacobs use an RFM formula to identify the best customers."RFM" is an acronym for:

_____ is defined as a direct inducement offering extra incentives anywhere along the marketing route to enhance the product's movement from producer to consumer.

Which of the following is a drawback of direct mails?

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

Which of the following statements about direct marketing is true?

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

The two processes required to work with a marketing database are data storage and data retrieval.

What is a sweepstake?

What are the two primary forms of personal selling?

Personal selling is the most costly way to communicate with prospects because:

A push strategy is:

The single biggest weakness of personal selling is that it:

Direct-mail advertisers use three types of lists: house,mail-response,and _____.

_____ lists are the house lists of other direct-mail advertisers and they can be rented with a wide variety of demographic breakdowns.

Telemarketing is a major source of income for many companies and organizations.List two advantages telemarketing provides companies.

The customer lifetime value (LTV)model is based on historical and potential share of business.

Estillo is a manufacturer of sports helmets.To publicize its products,it has offered to reimburse its dealers 100 percent of the ad expenses they entail when they run print advertisements for Estillo products.This practice is an example of:

A broadside is a certificate with a stated value presented to the retail store for a price reduction on a specified item.

Which of the following is an example of direct-response broadcast advertising?

List three factors that make sales promotions a unique communication form.

To increase the number of orders it receives from recipients of its direct-mail advertising campaign,Red,a furniture manufacturing company,encloses a special envelope.This envelope is used by customers to mail their order details without paying postage.This is an example of a _____.

Direct marketing experts Stone and Jacobs use an RFM formula to identify the best customers."RFM" is an acronym for:

_____ is defined as a direct inducement offering extra incentives anywhere along the marketing route to enhance the product's movement from producer to consumer.

Which of the following is a drawback of direct mails?

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

Which of the following statements about direct marketing is true?

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