Question 1

People who posses natural persuasive power are called ________.

Accepted Answer

A)  bridges 
B)  sticker 
C)  connectors 
D)  salesman 
E)  mavens 
A)  bridges 
B)  sticker 
C)  connectors 
D)  salesman 
E)  mavens D

Question 2

When a relationship management program is properly implemented, the organization will begin to focus as much on managing its customers as on managing its

Accepted Answer

A)  brands. 
B)  personnel. 
C)  finances. 
D)  markets. 
E)  products. 
A)  brands. 
B)  personnel. 
C)  finances. 
D)  markets. 
E)  products. E

Question 3

Direct marketing permits the ________ of alternative media and messages in search of the most cost-effective approach.

Accepted Answer

A)  use of 
B)  accent 
C)  testing 
D)  outsourcing 
E)  implementation 
A)  use of 
B)  accent 
C)  testing 
D)  outsourcing 
E)  implementation C

Question 4

The extraordinary growth of direct marketing is the result of many factors. These include higher costs of driving, traffic congestion, parking headaches, and

Accepted Answer

A)  retailers not having interesting sales. 
B)  lack of interest in shopping malls. 
C)  too few new retailers. 
D)  too many new items to choose from. 
E)  lack of time. 
A)  retailers not having interesting sales. 
B)  lack of interest in shopping malls. 
C)  too few new retailers. 
D)  too many new items to choose from. 
E)  lack of time.

Question 5

Direct mail continues to grow in popularity. Moosehead Breweries has recently developed a direct mail component to their communications strategy to further engage its customers. What makes this marketing communications tool so attractive to Moosehead, as well as other marketers?

Accepted Answer

Direct mail is popular because it permit

Question 6

Sales personnel serve as the company's personnel link to its customers. For that reason, the company must carefully consider sales force design issues such as objectives, strategy, size, and compensation.

Accepted Answer

A) True 
 B)False

Question 7

One of the great advantages of direct marketing is the ability to test, under real marketplace conditions, different elements of an offer strategy. An example of an offer strategy would be a(n)

Accepted Answer

A)  copy platform. 
B)  order. 
C)  consumer response. 
D)  test market. 
E)  list. 
A)  copy platform. 
B)  order. 
C)  consumer response. 
D)  test market. 
E)  list.

Question 8

Beauty pioneer Estee Lauder, who said she relied on three means of communication to build her multimillion-dollar cosmetics business-"telephone, telegraph, and tell a woman", forgo online transactions.

Accepted Answer

A) True 
 B)False

Question 9

One of the newest trends is "content-target advertising" which links ads to keyword searches by consumers.

Accepted Answer

A) True 
 B)False

Question 10

What is direct marketing? What are the various channels that direct marketers use?

Accepted Answer

Direct marketing is the use of consumer-

Question 11

Interactive marketing offers many unique benefits to the direct marketer. Explain some of the benefits afforded to marketers of using interactive marketing.

Accepted Answer

Companies can send tailored messages tha

Question 12

In direct-order marketing, most direct marketers seek a measurable response. Explain what that would be for a direct marketer, such as Avon.

Accepted Answer

Most direct marketer

Question 13

Explain viral marketing and buzz marketing.

Accepted Answer

Buzz marketing generates excitement,crea

Question 14

________ are individual webpages or clusters of pages that function as supplements to a primary site.

Accepted Answer

A)  Banner ads 
B)  Microsites 
C)  Related ads 
D)  Interstitials 
E)  Pop-up ads 
A)  Banner ads 
B)  Microsites 
C)  Related ads 
D)  Interstitials 
E)  Pop-up ads

Question 15

Once the target market is defined, the marketer needs to obtain specific names. The company's best prospects are customers who have bought in the past. Additional names can be obtained by purchasing a list of names. The better lists include overlays of ________ and ________ information

Accepted Answer

A)  demographic/attitudes 
B)  opinions/interests 
C)  financial/buying groups 
D)  demographic/financial 
E)  Demographic/psychographic 
A)  demographic/attitudes 
B)  opinions/interests 
C)  financial/buying groups 
D)  demographic/financial 
E)  Demographic/psychographic

Question 16

One of the important guidelines for conducting an e-mail campaign is to give the customer a reason to respond.

Accepted Answer

A) True 
 B)False

Question 17

The most important source of information about reps is sales reports. Sales reports are divided between activity plans and

Accepted Answer

A)  write-ups of activity results. 
B)  written objectives. 
C)  call reports. 
D)  activity reports. 
E)  daily plans of action. 
A)  write-ups of activity results. 
B)  written objectives. 
C)  call reports. 
D)  activity reports. 
E)  daily plans of action.

Question 18

What aspects need to be considered when designing a company Web site?

Accepted Answer

Companies must design Web sites that emb

Question 19

The sales force performs a number of specific tasks. ________ is conducting market research and doing intelligence work.

Accepted Answer

A)  Information gathering 
B)  Communicating 
C)  Prospecting 
D)  Servicing 
E)  Targeting 
A)  Information gathering 
B)  Communicating 
C)  Prospecting 
D)  Servicing 
E)  Targeting

Question 20

The better list of names for direct mail marketers includes those names that include financial information with purchase history.

Accepted Answer

A) True 
 B)False

Exam 19: Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

People who posses natural persuasive power are called ________.

When a relationship management program is properly implemented, the organization will begin to focus as much on managing its customers as on managing its

Direct marketing permits the ________ of alternative media and messages in search of the most cost-effective approach.

The extraordinary growth of direct marketing is the result of many factors. These include higher costs of driving, traffic congestion, parking headaches, and

Direct mail continues to grow in popularity. Moosehead Breweries has recently developed a direct mail component to their communications strategy to further engage its customers. What makes this marketing communications tool so attractive to Moosehead, as well as other marketers?

Sales personnel serve as the company's personnel link to its customers. For that reason, the company must carefully consider sales force design issues such as objectives, strategy, size, and compensation.

One of the great advantages of direct marketing is the ability to test, under real marketplace conditions, different elements of an offer strategy. An example of an offer strategy would be a(n)

Beauty pioneer Estee Lauder, who said she relied on three means of communication to build her multimillion-dollar cosmetics business-"telephone, telegraph, and tell a woman", forgo online transactions.

One of the newest trends is "content-target advertising" which links ads to keyword searches by consumers.

What is direct marketing? What are the various channels that direct marketers use?

Interactive marketing offers many unique benefits to the direct marketer. Explain some of the benefits afforded to marketers of using interactive marketing.

In direct-order marketing, most direct marketers seek a measurable response. Explain what that would be for a direct marketer, such as Avon.

Explain viral marketing and buzz marketing.

________ are individual webpages or clusters of pages that function as supplements to a primary site.

Once the target market is defined, the marketer needs to obtain specific names. The company's best prospects are customers who have bought in the past. Additional names can be obtained by purchasing a list of names. The better lists include overlays of ________ and ________ information

One of the important guidelines for conducting an e-mail campaign is to give the customer a reason to respond.

The most important source of information about reps is sales reports. Sales reports are divided between activity plans and

What aspects need to be considered when designing a company Web site?

The sales force performs a number of specific tasks. ________ is conducting market research and doing intelligence work.

The better list of names for direct mail marketers includes those names that include financial information with purchase history.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Conducting Marketing Research

Creating Long term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Position

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Introducing New Marketing Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization

Filters

Once the target market is defined, the marketer needs to obtain specific names. The company's best prospects are customers who have bought in the past. Additional names can be obtained by purchasing a list of names. The better lists include overlays of and information