Exam 4: Action and Interaction: Direct Response and Promotions

Refer to the passage below to answer the questions that follow. Kraft is known for its cheese products,but the company also manufactures several consumer packaged goods products,such as mayonnaise,salad dressing,barbecue sauce,macaroni and cheese,and other types of food products sold in grocery stores.A large portion of Kraft's marketing communication budget is spent on incentives such as sales contests and retail kits. -What type of promotion could Kraft provide to retailers to call their customers' attentions to Kraft's products?

According to the Supreme Court's ruling,the free speech rights of the telemarketing industry are infringed upon by the national Do Not Call Registry.

Which of the following is a type of trade promotion?

What is the difference between a push strategy and a pull strategy? How do these two strategies work together?

Which of the following is the original and most effective form of direct marketing?

Direct-response marketing is less expensive than personal sales.

In direct marketing,the ________ is made up of all variables intended to satisfy the needs of the consumer.

What is the purpose of the national Do Not Call Registry?

Converges is a nationwide call center operator and has several call centers in college towns.They are recruiting on campus,and your roommate is interested because the pay is pretty good and the hours are flexible.However,she doesn't know much about telemarketing,so she asked you about it because you are taking this class.Briefly describe the two types of telemarketing.

Tie-ins are successful because brands can leverage similar strengths to achieve a bigger impact in the marketplace.

Adams Cutlery has always relied upon advertising to market its products to final customers.However,the marketing team at Adams Cutlery now wants to begin a direct-marketing campaign consisting of a company website,emails to current customers,and an online catalog.Which of the following would the marketing team expect to gain as a result of implementing this direct marketing plan?

Which of the following is NOT an advantage of direct mail?

Advertisers use database information to target their campaigns to consumers who,based on demographics,are likely to buy their products.

________ occurs when companies support an event either financially or by donating supplies and services.

Creating a high level of excitement about the product among distribution channel members responsible for the product's sale is one of the most important functions of a trade promotion.

Social selling,which is also called network marketing,relies on the reach and persuasiveness of social media.

A temporary price reduction,sale price,or freebie is known as a ________.

With inbound telemarketing,a call center employee calls unqualified numbers that are sometimes just randomly selected.

Which type of agency is responsible for making sure consumers receive whatever they request in a timely manner,be it a catalog,additional information,or the product itself?

Which of the following is NOT a type of consumer promotion?