Question 1

Which prospective customers are most likely to respond to a direct marketer's offering?

Accepted Answer

A)  regulars and nonregulars 
B)  regulars and new contacts 
C)  new contacts and nonregulars 
D)  new contacts and nonrespondents 
A)  regulars and nonregulars 
B)  regulars and new contacts 
C)  new contacts and nonregulars 
D)  new contacts and nonrespondents

Question 2

Which prospective customers are least likely to respond to a direct marketer's offering?

Accepted Answer

A)  regulars and nonregulars 
B)  regulars and new contacts 
C)  new contacts and nonregulars 
D)  new contacts and nonrespondents 
A)  regulars and nonregulars 
B)  regulars and new contacts 
C)  new contacts and nonregulars 
D)  new contacts and nonrespondents

Question 3

The Web enables a retailer to efficiency reach geographically dispersed customers,including foreign ones.

Accepted Answer

A) True 
 B)False

Question 4

Which customer classification is least likely to respond to a direct marketer's efforts?

Accepted Answer

A)  regulars 
B)  nonregulars 
C)  trivial buyers 
D)  nonrespondents 
A)  regulars 
B)  nonregulars 
C)  trivial buyers 
D)  nonrespondents

Question 5

A fishing specialties retailer concerned about the quality of a list of fly fishermen enthusiasts seeks to test a mailing list broker's mailing list.The retailer should ________.

Accepted Answer

A)  purchase a mailing list 
B)  rent a mailing list 
C)  purchase a PC-based list of homeowners and mail catalogs to selected towns 
D)  seek to quickly develop its own list through a Web site 
A)  purchase a mailing list 
B)  rent a mailing list 
C)  purchase a PC-based list of homeowners and mail catalogs to selected towns 
D)  seek to quickly develop its own list through a Web site

Question 6

Sales productivity in direct selling is comparatively low,due to the difficulty of reaching prospects.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is a not a disadvantage to a catalog-based direct marketer?

Accepted Answer

A)  the inability to pinpoint specific customer segments through mailing lists 
B)  the effect of increases in postal rates and paper stock costs on profits 
C)  high clutter due to the large number of catalogs that are mailed 
D)  the inability to revise prices when catalogs are prepared months in advance of distribution 
A)  the inability to pinpoint specific customer segments through mailing lists 
B)  the effect of increases in postal rates and paper stock costs on profits 
C)  high clutter due to the large number of catalogs that are mailed 
D)  the inability to revise prices when catalogs are prepared months in advance of distribution

Question 8

Most direct sales activity currently occurs in the workplace.

Accepted Answer

A) True 
 B)False

Question 9

Multichannel and omnichannel channel retailing both engage in ________.

Accepted Answer

A)  nonstore retailing 
B)  store-based retailing 
C)  vertically integrated marketing 
D)  channel control retailing 
A)  nonstore retailing 
B)  store-based retailing 
C)  vertically integrated marketing 
D)  channel control retailing

Question 10

The handling of merchandise,including addressing,mailing,and billing customers is often conducted by third-party service providers on a fee basis.These firms are called ________.

Accepted Answer

A)  direct marketing service specialists 
B)  mailing list brokers 
C)  expediters 
D)  order fulfillment firms 
A)  direct marketing service specialists 
B)  mailing list brokers 
C)  expediters 
D)  order fulfillment firms

Question 11

What are the relative advantages and disadvantages of airport retailing as compared to a traditional retail site?

Accepted Answer

Airport retailing offers several advanta

Question 12

Infomercials are ideally suited for ________.

Accepted Answer

A)  nationally advertised manufacturer brands 
B)  goods that are not widely available that require a demonstration to show their benefits 
C)  private labels of major retailers 
D)  goods priced below market 
A)  nationally advertised manufacturer brands 
B)  goods that are not widely available that require a demonstration to show their benefits 
C)  private labels of major retailers 
D)  goods priced below market

Question 13

Direct marketing enables a retailer to cover a large geographic area inexpensively and efficiently.

Accepted Answer

A) True 
 B)False

Question 14

Single-channel retailing is less complex to manage than multichannel retailing.

Accepted Answer

A) True 
 B)False

Question 15

Outline the steps in conducting a direct marketing strategy.

Accepted Answer

Conducting a direct marketing strategy i

Question 16

Which forms of nonstore and nontraditional retailing are used by retailers that need to demonstrate their products to consumers for at least 15 minutes to show their unique features?

Accepted Answer

A)  the World Wide Web and video kiosks 
B)  the World Wide Web and video catalogs 
C)  infomercials and direct selling 
D)  vending machines and direct marketing 
A)  the World Wide Web and video kiosks 
B)  the World Wide Web and video catalogs 
C)  infomercials and direct selling 
D)  vending machines and direct marketing

Question 17

Direct marketers of collectibles have the same repurchase rate as direct marketers of other merchandise.

Accepted Answer

A) True 
 B)False

Question 18

Which statement concerning vending machines is not correct?

Accepted Answer

A)  Newspapers and cigarettes account for a high percent of vending machine sales. 
B)  Well-known brands and standardized nonfood items are best suited for vending machine sales. 
C)  Eighty-five percent of vending machine sales involve hot and cold beverages and food items. 
D)  Most vending machines still do not have dollar bill changers. 
A)  Newspapers and cigarettes account for a high percent of vending machine sales. 
B)  Well-known brands and standardized nonfood items are best suited for vending machine sales. 
C)  Eighty-five percent of vending machine sales involve hot and cold beverages and food items. 
D)  Most vending machines still do not have dollar bill changers.

Question 19

A direct marketer contracts with a mailing list broker for one-time use of a mailing list.This constitutes a mailing list purchase.

Accepted Answer

A) True 
 B)False

Question 20

Low costs to develop and maintain a catalog or Web site,the ability to outsource order fulfillment operations,and low inventory needs all contribute to ________.

Accepted Answer

A)  a low level of competition within direct marketing 
B)  high direct marketing sales 
C)  low barriers to entry for direct marketing 
D)  the need for the 30-day rule of the Federal Trade Commission 
A)  a low level of competition within direct marketing 
B)  high direct marketing sales 
C)  low barriers to entry for direct marketing 
D)  the need for the 30-day rule of the Federal Trade Commission

Which prospective customers are most likely to respond to a direct marketer's offering?

Which prospective customers are least likely to respond to a direct marketer's offering?

The Web enables a retailer to efficiency reach geographically dispersed customers,including foreign ones.

Which customer classification is least likely to respond to a direct marketer's efforts?

A fishing specialties retailer concerned about the quality of a list of fly fishermen enthusiasts seeks to test a mailing list broker's mailing list.The retailer should ________.

Sales productivity in direct selling is comparatively low,due to the difficulty of reaching prospects.

Which of the following is a not a disadvantage to a catalog-based direct marketer?

Most direct sales activity currently occurs in the workplace.

Multichannel and omnichannel channel retailing both engage in ________.

The handling of merchandise,including addressing,mailing,and billing customers is often conducted by third-party service providers on a fee basis.These firms are called ________.

What are the relative advantages and disadvantages of airport retailing as compared to a traditional retail site?

Infomercials are ideally suited for ________.

Direct marketing enables a retailer to cover a large geographic area inexpensively and efficiently.

Single-channel retailing is less complex to manage than multichannel retailing.

Outline the steps in conducting a direct marketing strategy.

Which forms of nonstore and nontraditional retailing are used by retailers that need to demonstrate their products to consumers for at least 15 minutes to show their unique features?

Direct marketers of collectibles have the same repurchase rate as direct marketers of other merchandise.

Which statement concerning vending machines is not correct?

A direct marketer contracts with a mailing list broker for one-time use of a mailing list.This constitutes a mailing list purchase.

Low costs to develop and maintain a catalog or Web site,the ability to outsource order fulfillment operations,and low inventory needs all contribute to ________.

An Introduction to Retailing

Building and Sustaining Relationships in Retailing

Strategic Planning in Retailing

Retail Institutions by Ownership

Retail Institutions by Store-Based Strategy Mix

Identifying and Understanding Consumers

Information Gathering and Processing in Retailing

Trading-Area Analysis

Site Selection

Retail Organization and Human Resource Management

Operations Management: Financial Dimensions

Operations Management: Operational Dimensions

Developing Merchandise Plans

Implementing Merchandise Plans

Financial Merchandise Management

Pricing in Retailing

Establishing and Maintaining a Retail Image

Promotional Strategy

Integrating and Controlling the Retail Strategy

Filters

Exam 6: Web, nonstore-Based, and Other Forms of Nontraditional Retailing

Which prospective customers are most likely to respond to a direct marketer's offering?

Which prospective customers are least likely to respond to a direct marketer's offering?

The Web enables a retailer to efficiency reach geographically dispersed customers,including foreign ones.

Which customer classification is least likely to respond to a direct marketer's efforts?

A fishing specialties retailer concerned about the quality of a list of fly fishermen enthusiasts seeks to test a mailing list broker's mailing list.The retailer should ________.

Sales productivity in direct selling is comparatively low,due to the difficulty of reaching prospects.

Which of the following is a not a disadvantage to a catalog-based direct marketer?

Most direct sales activity currently occurs in the workplace.

Multichannel and omnichannel channel retailing both engage in ________.

The handling of merchandise,including addressing,mailing,and billing customers is often conducted by third-party service providers on a fee basis.These firms are called ________.

What are the relative advantages and disadvantages of airport retailing as compared to a traditional retail site?

Infomercials are ideally suited for ________.

Direct marketing enables a retailer to cover a large geographic area inexpensively and efficiently.

Single-channel retailing is less complex to manage than multichannel retailing.

Outline the steps in conducting a direct marketing strategy.

Which forms of nonstore and nontraditional retailing are used by retailers that need to demonstrate their products to consumers for at least 15 minutes to show their unique features?

Direct marketers of collectibles have the same repurchase rate as direct marketers of other merchandise.

Which statement concerning vending machines is not correct?

A direct marketer contracts with a mailing list broker for one-time use of a mailing list.This constitutes a mailing list purchase.

Low costs to develop and maintain a catalog or Web site,the ability to outsource order fulfillment operations,and low inventory needs all contribute to ________.

An Introduction to Retailing

Building and Sustaining Relationships in Retailing

Strategic Planning in Retailing

Retail Institutions by Ownership

Retail Institutions by Store-Based Strategy Mix

Identifying and Understanding Consumers

Information Gathering and Processing in Retailing

Trading-Area Analysis

Site Selection

Retail Organization and Human Resource Management

Operations Management: Financial Dimensions

Operations Management: Operational Dimensions

Developing Merchandise Plans

Implementing Merchandise Plans

Financial Merchandise Management

Pricing in Retailing

Establishing and Maintaining a Retail Image

Promotional Strategy

Integrating and Controlling the Retail Strategy

Filters