Question 1

Ahmed Nassef, vice president and managing director of Yahoo! Middle East, believes that by
________ more people will connect to the internet via mobile devices than via PCs.

Accepted Answer

A)   2016
B)   2014
C)   2015
D)   2013
E)   2020 A

Question 2

In the UAE, which group is more likely to shop online?

Accepted Answer

A)   Under 25s
B)   25-44
C)   Over 50s
D)   25-34
E)   They all shop around the same level B

Question 3

What does the Arab Direct Marketing Association do?

Accepted Answer

A)   It brings together different players involved in the field of direct marketing, to provide benefits such as advocacy, reputation management, networking, education, and research.
B)   It is an advisory board providing resources and advice for new businesses looking at entering direct marketing
C)   It is a pan-Arab governmental initiative to encourage the sharing of marketing skills throughout the region
D)   It collects information about direct marketing campaigns, and how the law on them differs from country to country in the region
E)   None of the above A

Question 4

Marketing and advertising experts in the Arab world believe that mobile marketing will witness massive growth in the Arab world, given high mobile penetration in several Arab countries.

Accepted Answer

A) True 
 B)False

Question 5

In the Arab world, around $56 million was spent on online advertising
In 2009, accounting for only a ________ share of total advertising spending. However, this figure is
Expected to grow more than fourfold to $266 million by 2013.

Accepted Answer

A)   1%
B)   5%
C)   10%
D)   3%
E)   0.5%

Question 6

At the heart of a successful sales force is the selection of effective representatives. Managing the sales force consists of five steps, beginning with recruiting and selecting the sales representatives. List the other four steps in the process of managing a sales force.

Accepted Answer

The answer of At the heart of a successful sales...

Question 7

The average Arab consumer currently spends ________ of their time, compared to 28 per cent watching television.

Accepted Answer

A)   29%
B)   5%
C)   45%
D)   25%
E)   35%

Question 8

Catalog marketing is a huge business. The United States, the internet and catalog retailing industry includes 16,000 companies with combined annual revenue of US$ 235 billion. One of the factors in the success of a catalog business for a company is in ________.

Accepted Answer

A)   cost containment in catalog production
B)   management of customer lists
C)   how the company manages its market-management organization
D)   the company's product teams
E)   the strength of the company's customer-management organization

Question 9

Which of the following ways of advertising is said to have more influence in the Arab world than perhaps elsewhere?

Accepted Answer

A)   online advertising
B)   word of mouth
C)   websites
D)   sponsorship
E)   event tie-ins

Question 10

Companies need to make it difficult for customers to unsubscribe from future emails.

Accepted Answer

A) True 
 B)False

Question 11

Catalogs are a huge business. In the United States, the internet and catalog retailing industry includes ________ companies with combines annual revenues of US$ ________ billion.

Accepted Answer

A)   10,000; 100
B)   30,000; 350
C)   16,000; 235
D)   5,000; 120

Question 12

According to the text, why is the uptake of social networking by Arab youth the fastest growing in the world?

Accepted Answer

A)   increased interest in digital products
B)   changing nature of communication
C)   the youth population is becoming more tech savvy
D)   more time to relax and socialise
E)   increased internet access

Question 13

According to a survey in 2011, how many people in the gulf region shop online?

Accepted Answer

A)   60%
B)   40%
C)   50%
D)   35%
E)   45%

Exam 12: Managing Personal Communications Direct and Interactive Marketing, Word of Mouth, and Personal Selling

Ahmed Nassef, vice president and managing director of Yahoo! Middle East, believes that by ________ more people will connect to the internet via mobile devices than via PCs.