Question 1

Telesales involves the use of telephone operators:

Accepted Answer

A)  who send faxes to potential customers. 
B)  who only handle inbound calls. 
C)  who call random telephone numbers from the telephone book. 
D)  who routinely call customers to take their orders. 
E)  all of the above

Question 2

It is important to evaluate the effectiveness of sales promotions. Which of the following research methods would NOT normally be used to evaluate a sales promotion?

Accepted Answer

A)  observation methods 
B)  consumer panels 
C)  experiments 
D)  aided recall tests 
E)  unaided recall tests

Question 3

Telesales involves cold calling new clients.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following statements about electronic dispensing machines is FALSE?

Accepted Answer

A)  Dispensing machines are a cost efficient means of delivering products. 
B)  Out of order machines can be a source of frustration to customers. 
C)  Dispensing machines are designed to dispense products or provide information. 
D)  none of the above

Question 5

Which of the following is NOT a commercial measure of a website's ability to reach and engage with target audiences?

Accepted Answer

A)  Page Views 
B)  Log files 
C)  Total Audience Ratings Points 
D)  Page Impressions 
E)  Clickstream analysis

Question 6

Customers should have certain perceptions of a catalogue if it is to be successful. Which of the following is NOT one of these perceptions?

Accepted Answer

A)  value for money offerings 
B)  glossy paper and full colour images 
C)  unique product offering 
D)  guarantee of satisfaction 
E)  an air of authority by the seller

Question 7

If a company places an information and ordering machine in stores, airports, or other locations, it is using a__________ to market its products.

Accepted Answer

A)  home shopping spot 
B)  kiosk 
C)  vending machine 
D)  push cart 
E)  booth

Question 8

Kiosks are unattended direct marketing tools placed in airports, stores, train stations, and malls that dispense actual products to customers.

Accepted Answer

A) True 
 B)False

Question 9

Catalogues are an outmoded form of direct marketing because most consumers consider them to be "junk mail."

Accepted Answer

A) True 
 B)False

Question 10

Printed materials sent by mail and conveying offers to consumers are called mail outs.

Accepted Answer

A) True 
 B)False

Question 11

According to your text, profitable use of a database requires:

Accepted Answer

A)  keeping track of sales using at least three criteria: postcode of purchasers, frequency of purchase and monetary value of purchase. 
B)  keeping track of sales using at least three criteria: postcode of purchasers, speed in taking up an offer and monetary value of purchase. 
C)  keeping track of sales using at least three criteria: recency of purchase, frequency of purchase and monetary value of purchase. 
D)  keeping track of sales using at least three criteria: recency of purchase, speed in taking up an offer and monetary value of purchase. 
E)  all of the above

Question 12

The set of steps used to reach the prospect, make the sale and develop the relationship is termed:

Accepted Answer

A)  direct selling. 
B)  telemarketing. 
C)  integrated marketing. 
D)  maximarketing. 
E)  relationship marketing.

Question 13

In contrast to vending machines, which dispense only products, many companies are using to__________ dispense information and take orders without direct human aid.

Accepted Answer

A)  kiosks 
B)  TV monitors 
C)  cell phones 
D)  the Internet 
E)  none of the above

Question 14

A major advantage of customer databases is that the customer lifetime value for each customer can be readily monitored.

Accepted Answer

A) True 
 B)False

Question 15

Luke D'Apice sells an online dating service. With the aid of a database, he is selecting young, single, professional people in the Sydney area and will offer them a free trial for one month. Luke is using his database to:

Accepted Answer

A)  reactivate customer interest in his service. 
B)  deepen customer loyalty. 
C)  make sure that the people contacted are able and willing to buy his service. 
D)  qualify customers for his service. 
E)  identify prospects for his dating service.

Question 16

Direct marketers often put TV and radio commercials to air that persuasively describe a product and then give a toll- free number for viewers to call and place an order- this is termed telesales.

Accepted Answer

A) True 
 B)False

Question 17

In spite of its obvious benefits, interactive TV has been slow to penetrate the Australian market.

Accepted Answer

A) True 
 B)False

Question 18

Direct and online marketing has witnessed major growth due to:

Accepted Answer

A)  improvements in postal services. 
B)  the advent of database technologies. 
C)  an improving economy. 
D)  the willingness of consumers to spend more of their disposable income. 
E)  all of the above

Question 19

The most popular purchases made via the Internet are:

Accepted Answer

A)  exercise equipment and weight loss preparations. 
B)  clothing, fashion accessories and leathergoods. 
C)  skincare, fragrances, toiletries and cosmetics. 
D)  sensitive products such as condoms and Viagra. 
E)  travel, accommodation, subscriptions and CDs, DVDs.

Question 20

Which of the following would NOT be considered to be a form of online purchasing?

Accepted Answer

A)  sending a mail order to Myer Direct via Australia post 
B)  placing a bet on a horse race using a computer and modem connection to a totalisator agency 
C)  placing a bet on a horse race via a telephone call to a totalisator agency 
D)  sending a fax to Myer Direct to order a new mattress 
E)  all of the above

Exam 17: Direct and Online Marketing

Telesales involves the use of telephone operators:

It is important to evaluate the effectiveness of sales promotions. Which of the following research methods would NOT normally be used to evaluate a sales promotion?

Telesales involves cold calling new clients.

Which of the following statements about electronic dispensing machines is FALSE?

Which of the following is NOT a commercial measure of a website's ability to reach and engage with target audiences?

Customers should have certain perceptions of a catalogue if it is to be successful. Which of the following is NOT one of these perceptions?

If a company places an information and ordering machine in stores, airports, or other locations, it is using a__________ to market its products.

Kiosks are unattended direct marketing tools placed in airports, stores, train stations, and malls that dispense actual products to customers.

Catalogues are an outmoded form of direct marketing because most consumers consider them to be "junk mail."

Printed materials sent by mail and conveying offers to consumers are called mail outs.

According to your text, profitable use of a database requires:

The set of steps used to reach the prospect, make the sale and develop the relationship is termed:

In contrast to vending machines, which dispense only products, many companies are using to__________ dispense information and take orders without direct human aid.

A major advantage of customer databases is that the customer lifetime value for each customer can be readily monitored.

Luke D'Apice sells an online dating service. With the aid of a database, he is selecting young, single, professional people in the Sydney area and will offer them a free trial for one month. Luke is using his database to:

Direct marketers often put TV and radio commercials to air that persuasively describe a product and then give a toll- free number for viewers to call and place an order- this is termed telesales.

In spite of its obvious benefits, interactive TV has been slow to penetrate the Australian market.

Direct and online marketing has witnessed major growth due to:

The most popular purchases made via the Internet are:

Which of the following would NOT be considered to be a form of online purchasing?