Question 1

Why is direct mail called the most versatile of direct marketing media?

Accepted Answer

Direct mail can build/maintain goodwill and/or combating PR crisis.It develops familiarity,encourage mail responsiveness and stimulate interest.Demonstrations can be provided through enclosures such as simple experiments,audio CD explanations or video demonstrations.Finally,direct mail can also influence channel member's support while selling directly to the buyer.

Question 2

Which of the following is a term used to describe programs that collect data to automatically profile customers and call up custom pages,tailored to the interests and needs of the customer?

Accepted Answer

A)  Downloads 
B)  Bots 
C)  SPAM 
D)  Blogs 
E)  Spyware 
A)  Downloads 
B)  Bots 
C)  SPAM 
D)  Blogs 
E)  Spyware B

Question 3

In _____ contact is generated by the marketer.

Accepted Answer

A)  Outbound telemarketing 
B)  Inbound telemarketing 
C)  A customer mail 
D)  Inbound telequalifying 
E)  Inbound re-qualifying 
A)  Outbound telemarketing 
B)  Inbound telemarketing 
C)  A customer mail 
D)  Inbound telequalifying 
E)  Inbound re-qualifying A

Question 4

Which of the following is NOT an objective that telemarketing pursues?

Accepted Answer

A)  Account management 
B)  Field support 
C)  Prospector service 
D)  Customer service 
E)  Product demonstration 
A)  Account management 
B)  Field support 
C)  Prospector service 
D)  Customer service 
E)  Product demonstration

Question 5

Bots are a form of illegal "spyware" that allows sellers to track buyers through their internet treks.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is NOT likely to qualify as a channel of direct marketing?

Accepted Answer

A)  Telephone 
B)  E-mail 
C)  Trade shows 
D)  Online channels 
E)  Internet 
A)  Telephone 
B)  E-mail 
C)  Trade shows 
D)  Online channels 
E)  Internet

Question 7

Which of the following is NOT true of direct marketing?

Accepted Answer

A)  It is a form of marketing 
B)  It precludes face-to-face interaction 
C)  It implies uniqueness in seeking a measurable response 
D)  Its activities can be stored on databases 
E)  It is not interactive 
A)  It is a form of marketing 
B)  It precludes face-to-face interaction 
C)  It implies uniqueness in seeking a measurable response 
D)  Its activities can be stored on databases 
E)  It is not interactive

Question 8

_____ can be realized when the promotion mix includes other media and communication channels.

Accepted Answer

A)  Synergies 
B)  Dimensionals 
C)  Cost economies 
D)  Sales 
E)  Bots 
A)  Synergies 
B)  Dimensionals 
C)  Cost economies 
D)  Sales 
E)  Bots

Question 9

Firms may favor in-house telemarketing in order to achieve all of the following goals EXCEPT:

Accepted Answer

A)  Gain greater control 
B)  Utilize its database more effectively 
C)  Secure a high-level of commitment 
D)  Develop new skills 
E)  Make use of high levels of expertise 
A)  Gain greater control 
B)  Utilize its database more effectively 
C)  Secure a high-level of commitment 
D)  Develop new skills 
E)  Make use of high levels of expertise

Question 10

Electronic order-checking has eliminated:

Accepted Answer

A)  Production errors 
B)  All human interaction 
C)  Unnecessary human interactions 
D)  Technological errors 
E)  Product inefficiency 
A)  Production errors 
B)  All human interaction 
C)  Unnecessary human interactions 
D)  Technological errors 
E)  Product inefficiency

Question 11

Which of the following is INCORRECT with regard to direct mail marketing programs?

Accepted Answer

A)  It excels at delivering a personalized message 
B)  It can deliver a message at a precise time 
C)  It can reach a well-defined market 
D)  It is the most versatile of the direct media 
E)  It is inexpensive compared to print advertising 
A)  It excels at delivering a personalized message 
B)  It can deliver a message at a precise time 
C)  It can reach a well-defined market 
D)  It is the most versatile of the direct media 
E)  It is inexpensive compared to print advertising

Question 12

The mail and the telephone:

Accepted Answer

A)  Were invented to allow one person to communicate with a specific other person 
B)  Can be engaged to achieve particular communication objectives across a very narrow spectrum 
C)  Are used only as a secondary media by direct marketing 
D)  Are used only for establishing outbound contact 
E)  Are not useful for prospecting, lead development and qualification 
A)  Were invented to allow one person to communicate with a specific other person 
B)  Can be engaged to achieve particular communication objectives across a very narrow spectrum 
C)  Are used only as a secondary media by direct marketing 
D)  Are used only for establishing outbound contact 
E)  Are not useful for prospecting, lead development and qualification

Question 13

Direct mail probably leads all other media options in terms of versatility.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following is NOT a factor that tends to favor in-house operations?

Accepted Answer

A)  Control 
B)  Access to company database 
C)  High commitment levels 
D)  Learning opportunity 
E)  Avoids heavy investments 
A)  Control 
B)  Access to company database 
C)  High commitment levels 
D)  Learning opportunity 
E)  Avoids heavy investments

Question 15

Personal selling is the most important part of the direct marketing mix.

Accepted Answer

A) True 
 B)False

Question 16

Identify the lead strategy that attempts to generate as many leads as possible,relying on a qualifying process to sort out good leads from bad.

Accepted Answer

A)  Tight 
B)  Qualified 
C)  Re-list 
D)  Loose 
E)  Computerized 
A)  Tight 
B)  Qualified 
C)  Re-list 
D)  Loose 
E)  Computerized

Question 17

These are professionals serving both list owner and marketer.

Accepted Answer

A)  Publishers 
B)  Inquirers 
C)  List brokers 
D)  Subscribers 
E)  Purchasers 
A)  Publishers 
B)  Inquirers 
C)  List brokers 
D)  Subscribers 
E)  Purchasers

Question 18

_____ may rely on the print ads in trade magazines to generate telephone calls.

Accepted Answer

A)  Telequalifying 
B)  Website design 
C)  Data processing 
D)  Outbound telemarketing 
E)  Inbound telemarketing 
A)  Telequalifying 
B)  Website design 
C)  Data processing 
D)  Outbound telemarketing 
E)  Inbound telemarketing

Question 19

Under this telemarketing strategy,once a prospect is identified,the account is turned over to the field sales force.

Accepted Answer

A)  Field telemarketing 
B)  Sales force telemarketing 
C)  Prospector telemarketing 
D)  Partial telemarketing 
E)  Global telemarketing 
A)  Field telemarketing 
B)  Sales force telemarketing 
C)  Prospector telemarketing 
D)  Partial telemarketing 
E)  Global telemarketing

Question 20

Briefly describe the versatility of the telephone as a tool of direct marketing?

Accepted Answer

Telemarketing account management allows

Why is direct mail called the most versatile of direct marketing media?

Which of the following is a term used to describe programs that collect data to automatically profile customers and call up custom pages,tailored to the interests and needs of the customer?

In _____ contact is generated by the marketer.

Which of the following is NOT an objective that telemarketing pursues?

Bots are a form of illegal "spyware" that allows sellers to track buyers through their internet treks.

Which of the following is NOT likely to qualify as a channel of direct marketing?

Which of the following is NOT true of direct marketing?

_____ can be realized when the promotion mix includes other media and communication channels.

Firms may favor in-house telemarketing in order to achieve all of the following goals EXCEPT:

Electronic order-checking has eliminated:

Which of the following is INCORRECT with regard to direct mail marketing programs?

The mail and the telephone:

Direct mail probably leads all other media options in terms of versatility.

Which of the following is NOT a factor that tends to favor in-house operations?

Personal selling is the most important part of the direct marketing mix.

Identify the lead strategy that attempts to generate as many leads as possible,relying on a qualifying process to sort out good leads from bad.

These are professionals serving both list owner and marketer.

_____ may rely on the print ads in trade magazines to generate telephone calls.

Under this telemarketing strategy,once a prospect is identified,the account is turned over to the field sales force.

Briefly describe the versatility of the telephone as a tool of direct marketing?

Introduction to Business Marketing

The Character of Business Marketing

The Purchasing Function

Organizational Buyer Behavior

Market Opportunities: Current and Potential

Marketing Strategy

Weaving Marketing Into the Fabric of the Firm

Developing and Managing Offerings: What Do Customers

Business Marketing Channels: Partnerships for...

Creating Customer Dialogue

Communicating Via Advertising, trade Shows and PR

Sales and Sales Management

Pricing and Negotiating for Value

Evaluating Marketing Efforts

Customer Retention and Maximization

Filters

Exam 12: The One to One Media

Why is direct mail called the most versatile of direct marketing media?

Which of the following is a term used to describe programs that collect data to automatically profile customers and call up custom pages,tailored to the interests and needs of the customer?

In _____ contact is generated by the marketer.

Which of the following is NOT an objective that telemarketing pursues?

Bots are a form of illegal "spyware" that allows sellers to track buyers through their internet treks.

Which of the following is NOT likely to qualify as a channel of direct marketing?

Which of the following is NOT true of direct marketing?

_____ can be realized when the promotion mix includes other media and communication channels.

Firms may favor in-house telemarketing in order to achieve all of the following goals EXCEPT:

Electronic order-checking has eliminated:

Which of the following is INCORRECT with regard to direct mail marketing programs?

The mail and the telephone:

Direct mail probably leads all other media options in terms of versatility.

Which of the following is NOT a factor that tends to favor in-house operations?

Personal selling is the most important part of the direct marketing mix.

Identify the lead strategy that attempts to generate as many leads as possible,relying on a qualifying process to sort out good leads from bad.

These are professionals serving both list owner and marketer.

_____ may rely on the print ads in trade magazines to generate telephone calls.

Under this telemarketing strategy,once a prospect is identified,the account is turned over to the field sales force.

Briefly describe the versatility of the telephone as a tool of direct marketing?

Introduction to Business Marketing

The Character of Business Marketing

The Purchasing Function

Organizational Buyer Behavior

Market Opportunities: Current and Potential

Marketing Strategy

Weaving Marketing Into the Fabric of the Firm

Developing and Managing Offerings: What Do Customers

Business Marketing Channels: Partnerships for...

Creating Customer Dialogue

Communicating Via Advertising, trade Shows and PR

Sales and Sales Management

Pricing and Negotiating for Value

Evaluating Marketing Efforts

Customer Retention and Maximization

Filters