Deck 1: Processes and Applications of Direct Marketing

Question 1

________ is a databasedriven interactive process of directly communicating with targeted customers or prospects using any medium to obtain a measurable response or transaction via one or multiple channels.

A)database marketing
B) direct marketing
C) mass marketing
D)affiliate marketing

Answer 1

B

Question 2

Direct marketing as a term is synonymous with _____.

A)mail order selling
B)Internet advertising
C)telemarketing
D)none of the above

Answer 2

D

Question 3

Direct marketing objectives do not include _____.

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

Answer 3

B

Question 4

Brand marketing and direct marketing are converging because of:

A)cost
B) the regulatory environment
C) the digital revolution
D)the cost of paper

Question 5

Direct marketing is known for having its historical roots in _____ and _____.

A)measurability and accountability
B) direct mail and mail order selling
C) Internet mail and online catalogs
D)offers and promotions

Question 6

Direct marketing is characterized by _____.

A)ongoing relationships and affinity with customers
B)measurement of results and accountability for costs
C)multichannel fulfillment and distribution
D)all of the above

Question 7

Which of the following are not factors that have affected the growth of direct marketing?

A)more banking options
B)improved printing techniques
C)dissatisfaction with retail outlets
D)increasing use of credit cards

Question 8

Which of the following is not a basic characteristic of direct marketing?

A)Measurement of results
B)Accountability for costs
C)discounts
D)customer/prospect database

Question 9

_____ allows customers to select the media or channels they prefer when shopping for products and services.

A)Multichannel distribution
B) Internet marketing
C) Electronic media
D)Response marketing

Question 10

Multichannel distribution means:

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 11

The seamless approach to delivering a consistent brand experience across all available channels and devices a customer uses to interact with a company or organization and its brands is called:

A)Customer Lifetime Value
B) Market Segmentation
C) OmniChannel Marketing
D)MultiChannel Fulfillment

Question 12

The goal of the direct marketer is to:

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 13

Which of the following transactions is not an example of direct marketing?

A)Going to a retail store to purchase an item seen in their Christmas catalog that you received by mail.
B)Purchasing clothing from a Land's End catalog, given to you by a friend.
C)Selecting a new set of tires at a Firestone neighborhood store.
D)Ordering a Kenmore vacuum cleaner by mail from a Sears sales catalog.

Question 14

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

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

Question 15

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

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

Question 16

The single most notable differentiating feature of direct marketing is that it always seeks to generate ____________.

A)an immediate purchase
B)a measurable response
C)awareness
D)none of the above

Question 17

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

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

Question 18

Nonprofit organizations use direct marketing primarily in order to:

A)keep costs down
B)let people know about their cause and gain support
C)sell their own products
D)avoid legal challenges to mass advertising practices

Question 19

According to the text, Victoria's Secret is an excellent example of a company that uses _____________.

A)teambased buying
B)hightech media formats
C)multichannel distribution
D)database marketing

Question 20

Sports organizations use direct marketing to:

A)fill seats
B)get corporate supports
C)promote special events to season ticket holders
D)all of the above

Question 21

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

Question 22

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.

Question 23

The goal of direct marketing is to make a sale.

Question 24

Mass media expenditures and practices have not yet been significantly impacted by direct marketing.

Question 25

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

Question 26

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

Question 27

Sears Roebuck & Company was the first to create the concept of mailorder catalogs.

Question 28

The Internet has placed a new perspective on how organizations transact as well as on how businesses are valued.

Question 29

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

Question 30

Lack of budget, marketing skills, and senior level buyin are reasons why all direct marketers don't embrace omnichannel marketing.

Question 31

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

Question 32

New marketing channels continue to emerge while traditional channels grow irrelevant.