Deck 13: Retailing and Wholesaling

Question 1

Which of the following is NOT one of the benefits for the seller in direct and digital marketing?

A)efficiency and speed in reaching markets
B)price and program flexibility
C)mass reach and frequency
D)low cost-per-contact
E)efficiency in order processing

Answer 1

C

Question 2

When using direct and digital marketing,any media can be used.

Answer 2

True

Question 3

Today,direct marketing relies heavily on database technologies and new marketing media.Early direct marketers primarily used direct mailers,telemarketing and ________.

A)advertising specialties
B)catalogues
C)POP promotions
D)email
E)inside salespeople

Answer 3

B

Question 4

Catalogues,brochures,samples and DVDs are all examples of which type of marketing?

A)direct-response marketing
B)direct-mail marketing
C)digital direct marketing
D)kiosk marketing
E)online marketing

Question 5

Officeworks is a clicks-and-mortar company.Which of the following is LEAST likely to be an advantage that it has over click-only competitors?

A)Officeworks is a known name with greater financial resources.
B)Officeworks has a large,established customer base.
C)By offering online marketing,Officeworks offers customers more options.
D)Customers can find a local store and check its available stock online.
E)Officeworks does not have to invest in the infrastructure needed to deliver personal services to different types of customers.

Question 6

Direct marketing rarely occurs on a one-to-one,interactive basis.

Question 7

One of the advantages of direct and digital marketing for sellers is that it ________.

A)offers access to buyers outside local markets
B)eliminates the need for a salesforce
C)provides statistical information about industry buying habits
D)provides comparative information about customers and competitors
E)eliminates expenses such as order processing and inventory handling

Question 8

Amazon.com,eBay and Facebook have built their entire promotional approach around ________.

A)mass marketing
B)sales promotion
C)direct and digital marketing
D)public relations
E)personal selling

Question 9

Which of the following is NOT one of the benefits for the buyer in direct marketing?

A)access to numerous products
B)access to comparative information
C)convenience
D)guaranteed low prices
E)privacy

Question 10

________ is the term used to describe a company that does not use online marketing.

A)Offline business
B)Brick-and-mortar
C)Click-and-mortar
D)E-business
E)Corporate site

Question 11

________ marketing is an interactive system of marketing which uses one or more advertising media to affect a measurable response and\or transaction at any location.

Question 12

Most companies use direct marketing as their primary channel.

Question 13

Company XYZ began as a bricks-and-mortar company.Which of the following statements MUST be true?

A)By adding online marketing options,Company X would become a clicks-and-mortar company.
B)Company XYZ is also considered a click-only dot-com.
C)Company XYZ should not be concerned about consumer-to-consumer online marketing.
D)Company XYZ probably lacks the resources to create a quality web presence given its desperate attempt to regain lost sales online.
E)By adding online marketing options,Company XYZ would become a click-only company.

Question 14

________ marketing entails interaction with known customers and others in the marketing channel on a one-to-one basis,and often in real time,using electronic network tools and technologies.

Question 15

A cutlery firm has always relied upon advertising to market its quality products to final customers.The marketing team is now considering beginning a direct and digital marketing campaign consisting of a company website,email to current customers and an online catalogue.Which of the following would the team expect to gain as a result of implementing this direct marketing plan?

A)the ability to increase the range of products the company offers
B)the ability to learn more about their customers and tailor offerings to fit their needs
C)more control over customers' interactions with the company
D)a higher cost-per-contact that could prove to be more cost effective than advertising in mass media
E)a wealth of information about competitors and their products

Question 16

What are the two goals of direct and digital marketing?

A)to identify a potential customer and obtain an immediate response
B)to obtain an immediate response and to facilitate a purchase
C)to obtain an immediate response and build a lasting customer relationship
D)to provide information and build a lasting customer relationship
E)to save marketing dollars and facilitate a purchase

Question 17

For customers,the benefits of direct marketing are that it is an easy,private and convenient way to shop.

Question 18

Most companies use direct marketing as a supplementary channel or medium.

Question 19

In its promotional mix,the XYZ Corporation uses advertising,public relations,personal selling and direct marketing.XYZ is most likely using direct marketing as a ________ channel or medium.

A)primary
B)secondary
C)tertiary
D)supplementary
E)None of the above.

Question 20

Direct and digital marketing is continuing to become more ________ oriented.

A)television
B)web
C)mail
D)telephone
E)personal selling

Question 21

A clicks-and-mortar seller of gardening and landscaping goods and equipment wants to encourage shoppers at the physical stores to use the company's online catalogue to order items that are not available at a given retail location.Which of the following marketing devices is the best match for this goal?

A)kiosks
B)email
C)mobile phones
D)telemarketing
E)podcasts

Question 22

Mobile phones are used by over 90 per cent of the Australian population.

Question 23

Marketing organisations around the world have changed as a result of three entwined factors - ________,globalisation and deregulation.

Question 24

________ involves the use of telephone operators to attract new customers or contact existing customers to ascertain satisfaction levels or take orders.

Question 25

An information and ordering machine that allows orders to be placed or payments to be made is known as a(n)________.

Question 26

Direct ________ is printed material sent by mail to convey offers to consumers,whether targeted to the recipient by name or to the business or householder by a broader targeting method.

Question 27

Today,many clicks-and-mortar companies are experiencing more online success than their click-only competitors.

Question 28

A comprehensive database is a tremendous tool for the direct and digital marketer.It should contain geographic,demographic,psychographic and ________ data.

A)ethical
B)cultural
C)medical
D)behavioural
E)sociological

Question 29

Door-to-door retailing is encompassed by the direct marketing category known as direct ________.

Question 30

On www.consumerist.com,people obtain information and exchange views about products.This website is an example of a(n)________.

A)content website
B)online community
C)content sponsorship
D)contextual advertisement
E)marketing website

Question 31

Marketing effort designed to gain prominence for a website with a view to attracting visitors who search on keywords is known as ________ ________ marketing.

Question 32

Which of the following is necessary for direct and digital marketing to be effective?

A)an online presence
B)a good customer database
C)a well-trained salesforce
D)inbound telephone marketing
E)use of new digital direct marketing technologies

Question 33

The ABC Group is a financial services provider.Whenever a customer has a child who is about to become eligible for a driver's license,ABC sends the customer materials related to teaching teenagers how to drive safely.This is an example of using ________ information from a customer database.

A)demographic
B)geographic
C)psychographic
D)behavioural
E)key contact

Question 34

When considering the different forms of direct and online marketing,________ involves inbound or outbound personal selling calls where orders are taken immediately when the offer is made.

Question 35

Which of the following is NOT a low-cost-per-contact medium?

A)B2B telemarketing
B)digital direct marketing
C)direct mail
D)company websites
E)personal selling

Question 36

________ involve(s)routine order taking by telephone operators.

Question 37

When considering the different forms of direct and online marketing,direct ________ involves personal selling into the home or office of potential customers or to a known clientele.

Question 38

The most basic type of website is a(n)________ site.

Question 39

Search engine optimisation can be achieved via two broad approaches,namely ________ or ________.

Question 40

Click-only companies are able to offer a much wider assortment of products than their bricks-and-mortar equivalents.

Question 41

________ guidelines indicate that companies must disclose the purposes for which they are gathering customer information and must be prepared and able to show individuals the information they hold on them.

Question 42

A woman has a Myer loyalty card and loves shopping at Myer department store because they stock quality fashion garments and accessories for the fuller figure.Four times each year,she receives a catalogue with the new season's 'Big Is Beautiful' fashion range,along with a special offer such as a free accessory for each $100 spent.Myer is using data about her spending for which purpose?

A)to identify prospects
B)to tailor offers to distinct market segments
C)data warehousing
D)to reactivate the customer's purchases
E)data mining

Question 43

The three types of databases are ________.

A)hierarchical,network and relational
B)demographic,psychographic and attitudinal
C)geographic,product and interests
D)extractive,sensitive and relationship
E)commercial,warehouse and flat-file

Question 44

Which of the following best describes a relational database?

A)Permits access to customer data by account number but may not allow for easy extraction of data
B)Permits multiple access points to data and is more flexible in terms of extracting data
C)Data are stored in two-dimensional tables,where each table is linked by common keys and where data is very easily manipulated.
D)A database used in relationship marketing and customer lifetime management
E)None of the above.

Question 45

Dizzy's Jazz Club in Melbourne operates a membership scheme in which members not only receive discounts to nightly performances,but also receive special treatment benefits such as priority reservations for premier events and invitations to exclusive events annually.These exclusive events,which are only open to members,provide entertainment,finger food and a restricted bar.Dizzy's uses its customer database for which of the following purposes?

A)to tailor offers to distinct market segments
B)to strengthen the relationship
C)to reactivate the customer's purchases
D)to identify cross selling opportunities
E)to decide which customers should receive a special offer

Question 46

Which of the following forms of direct marketing has been the most popular worldwide?

A)telemarketing
B)direct-mail
C)catalogue
D)online marketing
E)telesales

Question 47

A good customer database serves as a powerful relationship-building tool.

Question 48

Which of the following statements about hierarchical databases is correct?

A)Permits access to customer data by account number but may not allow for easy extraction of data
B)Permits multiple access points to data and is more flexible in terms of extracting data
C)Data are stored in two-dimensional tables,where each table is linked by common keys and where data is very easily manipulated.
D)A database used for market segmentation studies and target market profiling
E)A data warehouse or archive

Question 49

Checking databases for patterns and trends that might exist or to find new connections between data items is known as data ________.

Question 50

Australian fashion designer,Warwick Jones,operates a chain of retail outlets which uses customer databases and loyalty marketing programs.Each quarter,customers receive a Warwick Jones voucher entitling them to a free scarf or shawl,valued at $50,redeemable with their next purchase.All loyalty scheme members receive this offer regardless of their current spending levels or activity.Warwick Jones is using the customer database for which of the following purpose(s)?

A)to tailor offers to distinct market segments
B)to strengthen the relationship
C)to reactivate the customer's purchases
D)to identify cross selling opportunities
E)both B and C

Question 51

Databases may take one of three forms-network,relational or ________.

Question 52

How does a company's effective use of a customer database benefit consumers?

A)Companies make name-brand products and images readily available to customers.
B)Companies tailor offers to customer needs and interests.
C)Customers receive better prices on products and services that they need.
D)Customers receive faster and more reliable service from companies.
E)Customers receive instant credit from more companies.

Question 53

Databases facilitate systematic searches for relationships and patterns within and between databases.Which of the following is NOT one of the patterns or associations typically found?

A)associations
B)clusters
C)classes
D)sequences
E)forecasts

Question 54

While the internet is a public network,password-protected ________ websites are accessed by both employees and known customers.

Question 55

A marketing analyst is checking the firm's customer database for patterns and trends among lapsed members of the company's loyalty program.Louis is engaging in ________.

A)data imaging
B)data mining
C)data evaluation
D)data segmentation
E)data warehousing

Question 56

Each time a grocery shopper swipes his or her loyalty card,the store collects information about the shopper's purchasing habits,including their product preferences.One multi-national supermarket chain takes the aggregate data and splits consumers into groups based on apparent similarities in product choices.Each group is given an evocative name such as Finer Foods (people who enjoy luxury productions and are willing to experiment);Healthy Choices (people who are interested in organic produce,low fat\low carb options);Traditionalists (those who rely on fixed shopping list)and Convenience (those who are busy,regard food as fuel and rely on ready-prepared foodstuffs).In this example,the supermarket chain is using its database for which of the following activities?

A)to deepen customer loyalty
B)to reactivate lapsed members
C)data warehousing
D)market segmentation
E)inventory analysis

Question 57

When members of the Poynton's Nursery loyalty scheme have spent $1000 at any one of the chain's retail outlets,Poynton's sends them a $25 gift voucher,redeemable at any one of the chain's retail nurseries.Poynton's is using data about customer spending for which purpose?

A)to identify prospects
B)to tailor offers to distinct market segments
C)to identify cross selling opportunities
D)to reactivate the customer's purchases
E)data mining

Question 58

Which of the following purposes is NOT a common use of a direct marketing database?

A)identifying prospective customers
B)generating sales leads
C)profiling customers based on previous purchases
D)gathering marketing intelligence about competitors
E)building long-term customer relationships

Question 59

Data mining involves gathering data about the target market from a diverse range of sources and storing it in the company's database for subsequent use.

Question 60

An insurance salesperson has installed a software program on her company's customer database that will remind her to mail birthday and anniversary cards to her clients.She is using the customer database to ________.

A)identify prospects for sales calls
B)deepen customer loyalty
C)qualify potential customers
D)reactivate customer interests in buying insurance
E)create sales leads

Question 61

________ are designed to engage consumers in interactions that will move them closer to a direct purchase or other marketing outcome.

A)Corporate websites
B)Marketing websites
C)Web communities
D)Brand websites
E)Social networks

Question 62

Which of the following is NOT a metric used by Google Search?

A)average time on site (dwell time)
B)referring sites (click throughs)
C)visits
D)visitor demographics
E)display ads

Question 63

Marketers use ________ telephone marketing to receive orders from television ads and catalogues.

A)inbound
B)outbound
C)interactive
D)direct-response
E)business-to-business

Question 64

A small,successful chain of mostly urban stores offers stylish clothes made of all-organic materials for infants,toddlers and young children.It is considering using direct and digital marketing to reach potential customers who live outside of the company's existing markets,with the goal of creating emotional connections and long-term relationships with a new group of customers.Which of the following methods of direct and digital marketing would likely be most effective in accomplishing this goal?

A)direct-mail marketing
B)telephone marketing
C)catalogue marketing
D)direct-response television marketing
E)podcast marketing

Question 65

Kiosks can be placed in ________.

A)stores
B)airports
C)university campuses
D)hotels
E)All of the above.

Question 66

What is the main purpose of a corporate website?

A)to sell the company's products directly
B)to build customer goodwill,collect customer feedback,and supplement other sales channels.
C)to show a catalogue and give shopping tips
D)to give out coupons and tell about sales events or contests
E)to point out and explain competitors' weaknesses

Question 67

Of the seven Cs of effective website design,________ refers to a website's layout and design.

A)customisation
B)context
C)connection
D)commerce
E)communication

Question 68

Telemarketing differs from telesales in that telesales involves telephone operators ________.

A)who call random telephone numbers from the telephone book
B)who only handle inbound calls
C)who routinely call customers to take their orders
D)who send faxes to potential customers
E)All of the above.

Question 69

An inventor has invented an improved whiteboard eraser that uses a modern microfiber in a model that combines easy-clean and long-wearing properties.He is planning to sell directly to schools,colleges and universities.The most cost-efficient means to reach the target market is likely to be ________.

A)telemarketing
B)online catalogue
C)direct-response radio
D)corporate website
E)direct mail

Question 70

Using ________ telephone marketing,marketers sell directly to consumers.

A)inbound
B)outbound
C)direct-response
D)opt-out
E)business-to-business

Question 71

To attract new visitors and to encourage revisits,online marketers should pay close attention to the seven Cs of effective website design.Which of the following is NOT one of the seven Cs?

A)context: the site's layout and design
B)content: text,pictures,sounds and video that the website contains
C)commerce: the site's ability to enable commercial transactions
D)customer: the way the customer is given incentives to use the website
E)connection: the degree that the site is linked to other sites

Question 72

For most companies,the first step in conducting online marketing is to ________.

A)place an ad online
B)send emails
C)create a website
D)create a social network
E)place search-related ads

Question 73

Direct-response television commercials contain ________,for viewers to contact the firm and place an order.

A)a mailing address for comments
B)a toll-free number or web address
C)a coupon
D)an order number
E)pop-ups

Question 74

Of the seven Cs of effective website design,________ refers to the ways that the site enables user-to-user communication.

A)context
B)content
C)community
D)customisation
E)customer

Question 75

________ are designed to supplement other sales channels,rather than to sell the company's products directly.

A)Marketing websites
B)Corporate websites
C)Small business websites
D)Community service websites
E)Design ads

Question 76

Of the seven Cs of effective website design,________ refers to a website's capability to enable commercial transactions.

A)customisation
B)content
C)connection
D)commerce
E)communication

Question 77

A charity raises funds to help provide educational services to children and families in developing countries.The marketing manager wants to reach a select market of individuals who have recently donated to international charities.Which of the following types of direct marketing is he most likely to use?

A)direct-mail marketing
B)catalogue marketing
C)telephone marketing
D)direct-response television marketing
E)kiosk marketing

Question 78

Which of the following is NOT a form of direct and digital marketing?

A)public relations
B)telephone marketing
C)direct-mail marketing
D)kiosk marketing
E)online catalogue

Question 79

Telemarketing may ________.

A)be used to generate new sales leads.
B)be used only with direct mail
C)be used only with TV
D)involve both inbound and outbound calls
E)A and D

Question 80

Telesales can ________.

A)be used to generate new sales leads.
B)be more economical than field force calling
C)be more effective in promoting the corporate image
D)involve both inbound and outbound calls
E)All of the above.