Question 1

Lucia utilizes direct-response ads on TV, but they yield a lower than expected number of orders. A follow-up study of people who saw the ad revealed that they associated direct-response ads on TV with lower-priced products and low-budget ads. Which of the following disadvantages of direct marketing does the scenario highlight?

Accepted Answer

A)  image
B)  accuracy
C)  content support
D)  rising costs
E)  Do Not Call lists A

Question 2

To successfully implement direct-marketing programs, a company must

Accepted Answer

A)  concentrate on market diversification to expand its customer base.
B)  conduct a competitor analysis to assess the strengths and weaknesses of its competitors.
C)  determine which markets to target through the use of a list or marketing database.
D)  use unconventional techniques such as guerrilla marketing to attract customers.
E)  engage in extensive bait-and-switch marketing. C

Question 3

Infomercials are

Accepted Answer

A)  primarily designed to sell products that are classified as trends.
B)  always televised during off-viewing hours.
C)  those ads that appear only in print media.
D)  a part of specialty advertising.
E)  ads that use both one- and two-step approaches.

Question 4

To encourage customers to open a mail offering them a subscription to Home Companion, a home furnishings magazine, the front of the envelope suggested that there was a gift inside.The envelope contained an attractively laminated bookmark.This is an example of combining direct marketing with

Accepted Answer

A)  personal selling.
B)  support media.
C)  place-based media.
D)  product placement.
E)  advertising.

Question 5

_____ is when a salesperson visits a buyer's home, job site, or other location to sell infrequently purchased products or services.

Accepted Answer

A)  Repetitive person-to-person selling
B)  Nonrepetitive person-to-person selling
C)  Party plans
D)  Home shopping
E)  Telemarketing

Question 6

Bianca receives an e-mail notifying her of the end-of-season sale at Hop & Shop, a popular retail chain.The e-mail also informs her that she is invited to enter into a sweepstakes contest.In this scenario, Hop & Shop is using a combination of

Accepted Answer

A)  publicity and public relations.
B)  advertising and personal selling.
C)  direct marketing with sales promotion.
D)  support media and advertising.
E)  direct marketing and personal selling.

Question 7

_____ is a system of marketing by which organizations communicate without intermediaries to the target customers to generate a response or transaction.

Accepted Answer

A)  Sales promotion
B)  Word-of-mouth marketing
C)  Synchro marketing
D)  Direct marketing
E)  Publicity

Question 8

Which of the following is true of repetitive person-to-person selling?

Accepted Answer

A)  It involves the sale of frequently purchased products.
B)  It is not a useful method for selling durables.
C)  It is not considered suitable for selling services.
D)  It involves selling products that are considered to be seasonal.
E)  It involves selling products through home or office parties.

Question 9

The customer response to direct marketing can take the form of

Accepted Answer

A)  inquiries.
B)  product diversification.
C)  product segmentation.
D)  sales promotions.
E)  push promotions.

Question 10

Which of the following statements is true about direct marketing?

Accepted Answer

A)  Direct marketing is suitable only for consumer-to-consumer advertising.
B)  Direct marketing involves marketing research, segmentation, and evaluation.
C)  Direct marketing has the same objectives as that of other promotional-mix tools.
D)  Direct marketing as a promotional media is suitable only for small retailers.
E)  Rapid increase in dual income families in America has led to a reduction in the use of direct marketing as a promotional media.

Question 11

The two-step approach to direct marketing essentially relies on only one medium to generate a sales response.

Accepted Answer

A) True 
 B)False

Question 12

A typical U.S.household receives an average of ___________ direct-mail pieces per week.

Accepted Answer

A)  9
B)  12
C)  17
D)  19
E)  22

Question 13

As postal rates increase, direct-mail advertising is replaced with

Accepted Answer

A)  billboards.
B)  e-mail.
C)  infomercials.
D)  telemarketing.
E)  radio advertising.

Question 14

Which of the following statements is true about the growth of direct marketing?

Accepted Answer

A)  Direct marketing is being used as a promotional media tool only after the invention of the Internet.
B)  Typically, few purchases being made with the use of credit cards are as a result of direct marketing.
C)  The fast-paced and changing values and lifestyles of consumers are decreasing the effectiveness of direct marketing in urban areas.
D)  The rapid decrease in dual-income families has led to growth in direct marketing.
E)  The Internet has made it easier for consumers to shop and for marketers to be successful in reaching the desired target markets.

Question 15

Both direct marketing and advertising could support one another.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following statements is true of a direct mail?

Accepted Answer

A)  Direct mail is often called "treasure mail"-the solicited mail one receives.
B)  Direct mail has been rendered ineffective with the advent of the Internet.
C)  Direct mail is useful only for low-cost products.
D)  Direct mail is not restricted to small companies seeking business.
E)  Direct mail is ineffective in targeting high-income, upscale consumers.

Question 17

Which of the following is an objective of direct marketing?

Accepted Answer

A)  to make use of celebrity endorsements
B)  to maintain customer satisfaction
C)  to engage in social responsibility initiatives
D)  to make innovative products
E)  to increase market diversification B

Question 18

Which of the following factors has increased the effectiveness of mailing lists?

Accepted Answer

A)  rapid technological development and new product innovations
B)  social networking sites
C)  segmentation on the basis of geography and demographics
D)  limiting consumer segregation
E)  improved lifestyle characteristics and increased purchasing power of consumers

Question 19

Which of the following products is likely to be sold using a nonrepetitive person-to-person selling technique?

Accepted Answer

A)  detergents
B)  T-shirts
C)  dairy products
D)  encyclopedias
E)  shoes

Question 20

Unlike traditional marketing, the typical goal of direct marketing is to

Accepted Answer

A)  create brand image.
B)  generate an immediate behavioral response.
C)  utilize telephone communication exclusively.
D)  create awareness.
E)  convey detailed information.

Exam 14: Direct Marketing

Correct Answer
verified
A

To successfully implement direct-marketing programs, a company must

Correct Answer
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C

Infomercials are

Correct Answer
verified

To encourage customers to open a mail offering them a subscription to Home Companion, a home furnishings magazine, the front of the envelope suggested that there was a gift inside.The envelope contained an attractively laminated bookmark.This is an example of combining direct marketing with

Correct Answer
verified

_____ is when a salesperson visits a buyer's home, job site, or other location to sell infrequently purchased products or services.

Correct Answer
verified

Bianca receives an e-mail notifying her of the end-of-season sale at Hop & Shop, a popular retail chain.The e-mail also informs her that she is invited to enter into a sweepstakes contest.In this scenario, Hop & Shop is using a combination of

Correct Answer
verified

_____ is a system of marketing by which organizations communicate without intermediaries to the target customers to generate a response or transaction.

Correct Answer
verified

Which of the following is true of repetitive person-to-person selling?

Correct Answer
verified

The customer response to direct marketing can take the form of

Correct Answer
verified

Which of the following statements is true about direct marketing?

Correct Answer
verified

The two-step approach to direct marketing essentially relies on only one medium to generate a sales response.

Correct Answer
verified

A typical U.S.household receives an average of ___________ direct-mail pieces per week.

Correct Answer
verified

As postal rates increase, direct-mail advertising is replaced with

Correct Answer
verified

Which of the following statements is true about the growth of direct marketing?

Correct Answer
verified

Both direct marketing and advertising could support one another.

Correct Answer
verified

Which of the following statements is true of a direct mail?

Correct Answer
verified

Which of the following is an objective of direct marketing?

Correct Answer
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B

Which of the following factors has increased the effectiveness of mailing lists?

Correct Answer
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Which of the following products is likely to be sold using a nonrepetitive person-to-person selling technique?

Correct Answer
verified

Unlike traditional marketing, the typical goal of direct marketing is to

Correct Answer
verified

Exam 14: Direct Marketing

Correct AnswerverifiedA

To successfully implement direct-marketing programs, a company must

Correct AnswerverifiedC

Infomercials are

Correct AnswerverifiedShow Answer

To encourage customers to open a mail offering them a subscription to Home Companion, a home furnishings magazine, the front of the envelope suggested that there was a gift inside.The envelope contained an attractively laminated bookmark.This is an example of combining direct marketing with

Correct AnswerverifiedShow Answer

_____ is when a salesperson visits a buyer's home, job site, or other location to sell infrequently purchased products or services.

Correct AnswerverifiedShow Answer

Bianca receives an e-mail notifying her of the end-of-season sale at Hop & Shop, a popular retail chain.The e-mail also informs her that she is invited to enter into a sweepstakes contest.In this scenario, Hop & Shop is using a combination of

Correct AnswerverifiedShow Answer

_____ is a system of marketing by which organizations communicate without intermediaries to the target customers to generate a response or transaction.

Correct AnswerverifiedShow Answer

Which of the following is true of repetitive person-to-person selling?

Correct AnswerverifiedShow Answer

The customer response to direct marketing can take the form of

Correct AnswerverifiedShow Answer

Which of the following statements is true about direct marketing?

Correct AnswerverifiedShow Answer

The two-step approach to direct marketing essentially relies on only one medium to generate a sales response.

Correct AnswerverifiedShow Answer

A typical U.S.household receives an average of ___________ direct-mail pieces per week.

Correct AnswerverifiedShow Answer

As postal rates increase, direct-mail advertising is replaced with

Correct AnswerverifiedShow Answer

Which of the following statements is true about the growth of direct marketing?

Correct AnswerverifiedShow Answer

Both direct marketing and advertising could support one another.

Correct AnswerverifiedShow Answer

Which of the following statements is true of a direct mail?

Correct AnswerverifiedShow Answer

Which of the following is an objective of direct marketing?

Correct AnswerverifiedB

Which of the following factors has increased the effectiveness of mailing lists?

Correct AnswerverifiedShow Answer

Which of the following products is likely to be sold using a nonrepetitive person-to-person selling technique?

Correct AnswerverifiedShow Answer

Unlike traditional marketing, the typical goal of direct marketing is to

Correct AnswerverifiedShow Answer

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A

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C

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B

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