Question 1

The goal of the direct marketer is to:

Accepted Answer

A) eliminate brand marketing 
B)  interact with the customer on a onetoone basis 
C)  do everything inexpensively 
D) use as few channels as possible to get the message out 
A) eliminate brand marketing 
B)  interact with the customer on a onetoone basis 
C)  do everything inexpensively 
D) use as few channels as possible to get the message out

Question 2

Direct marketing objectives do not include _____.

Accepted Answer

A) selling merchandise for a company 
B) enhancing a company's image 
C) getting people to visit a store 
D) getting people to inquire about a specific product or service 
A) selling merchandise for a company 
B) enhancing a company's image 
C) getting people to visit a store 
D) getting people to inquire about a specific product or service

Question 3

Marketers are able to target relevant communications to customers based on geographic location, utilizing ________.

Accepted Answer

A) placement analysis 
B) navitags 
C) geotags 
D) none of the above 
A) placement analysis 
B) navitags 
C) geotags 
D) none of the above

Question 4

Microtargeting has proved to be a valuable technique for political parties.

Accepted Answer

A) True 
 B)False

Question 5

The goal of direct marketers is to interact with customers on a onetoone basis, based on information obtained and stored about each customer in the customer database.

Accepted Answer

A) True 
 B)False

Question 6

The Internet has not yet proved to be a valuable tool in political fundraising.

Accepted Answer

A) True 
 B)False

Question 7

Direct marketing is measurable, with results always being related to costs.

Accepted Answer

A) True 
 B)False

Question 8

The "historical foundations" of direct marketing are centered on __________.

Accepted Answer

A) customer relationship management 
B) hightech media 
C) list rental activities 
D) multichannels 
A) customer relationship management 
B) hightech media 
C) list rental activities 
D) multichannels

Question 9

Multichannel distribution means:

Accepted Answer

A) using more than one direct mail campaign to reach customers 
B)  using more than one television or cable station to reach customers 
C)  using a variety of media to reach customers 
D) none of the above 
A) using more than one direct mail campaign to reach customers 
B)  using more than one television or cable station to reach customers 
C)  using a variety of media to reach customers 
D) none of the above

Question 10

An uncontrollable variable in sports marketing is the reputation of the visiting team.

Accepted Answer

A) True 
 B)False

Question 11

Organizations that can benefit from the use of a database and direct marketing include which of the following?

Accepted Answer

A) product and service enterprises 
B)  nonprofit organizations 
C) political action groups 
D) all of the above 
A) product and service enterprises 
B)  nonprofit organizations 
C) political action groups 
D) all of the above

Question 12

Inherent to the effectiveness of the direct marketing process is the constant focus on offer creation.

Accepted Answer

A) True 
 B)False

The goal of the direct marketer is to:

Direct marketing objectives do not include _____.

Marketers are able to target relevant communications to customers based on geographic location, utilizing ________.

Microtargeting has proved to be a valuable technique for political parties.

The goal of direct marketers is to interact with customers on a onetoone basis, based on information obtained and stored about each customer in the customer database.

The Internet has not yet proved to be a valuable tool in political fundraising.

Direct marketing is measurable, with results always being related to costs.

The "historical foundations" of direct marketing are centered on __________.

Multichannel distribution means:

An uncontrollable variable in sports marketing is the reputation of the visiting team.

Organizations that can benefit from the use of a database and direct marketing include which of the following?

Inherent to the effectiveness of the direct marketing process is the constant focus on offer creation.

Database Marketing and Customer Relationship Marketing

Lists and Market Segments

Marketing Analytics: Testing and Measurement

The Offer

Creative Message Strategies

Print Media

Television, Radio and Digital Video

Mobile, Text and Telephone for Marketing

Digital and Social Media

Businesstobusiness B2B

Fulfillment and Customer Service

Environmental, Ethical and Legal Issues

International Direct and Interactive Marketing

Filters

Exam 1: Processes and Applications of Direct Marketing

The goal of the direct marketer is to:

Direct marketing objectives do not include _____.

Marketers are able to target relevant communications to customers based on geographic location, utilizing ________.

Microtargeting has proved to be a valuable technique for political parties.

The goal of direct marketers is to interact with customers on a onetoone basis, based on information obtained and stored about each customer in the customer database.

The Internet has not yet proved to be a valuable tool in political fundraising.

Direct marketing is measurable, with results always being related to costs.

The "historical foundations" of direct marketing are centered on __________.

Multichannel distribution means:

An uncontrollable variable in sports marketing is the reputation of the visiting team.

Organizations that can benefit from the use of a database and direct marketing include which of the following?

Inherent to the effectiveness of the direct marketing process is the constant focus on offer creation.

Database Marketing and Customer Relationship Marketing

Lists and Market Segments

Marketing Analytics: Testing and Measurement

The Offer

Creative Message Strategies

Print Media

Television, Radio and Digital Video

Mobile, Text and Telephone for Marketing

Digital and Social Media

Businesstobusiness B2B

Fulfillment and Customer Service

Environmental, Ethical and Legal Issues

International Direct and Interactive Marketing

Filters