Deck 1: Basics and Strategies of Direct Marketing

Question 1

_______ is a form of marketing that attempts to send its messages directly to consumers, without the use of intervening media.

A)advertising
B)direct marketing
C)public relations
D)ambush marketing

Answer 1

direct marketing

Question 2

Direct marketing is a form of marketing that attempts to send its messages directly to consumers, _______ media.

A)without intervening
B)with mass media
C)with advertising media
D)with pr media

Answer 2

without intervening

Question 3

Direct Marketing plays a broader role, that of building _______with the customer by communicating with them regularly.

A)short term
B)ocassionally
C)long term relationship
D)generally

Answer 3

long term relationship

Question 4

Sending a birthday card to consumer is an example of ______.

A)advertising
B)direct marketing
C)public relations
D)mass marketing

Question 5

Direct marketing has three characteristics namely: Direct Response, _______, build and maintain a database of customers and prospects

A)measurable
B)mass marketing
C)mass media
D)informercials

Question 6

Communications sent to invite cus­tomers to respond - by mail, telephone, Internet, redeemable retail vouchers, etc. is known as _______.

A)direct response
B)maintaining database
C)public relations
D)advertising

Question 7

The _______framework was extensively used to support the direct marketing concept of the 1950s.

A)mass marketing
B)marketing mix
C)relation marketing
D)segmentation

Question 8

A _____is an item that is built or produced to satisfy the needs of a certain group of people, it can be tangible or intangible.

A)process
B)physical evidence
C)packaging
D)product

Question 9

It refers referring to the channel by which a product or services is sold. _____

A)packaging
B)place
C)product
D)process

Question 10

An essential ingredient to any service provision is the use of appropriate staff is known as _____.

A)process
B)people
C)place
D)product

Question 11

This refers to the systems used to assist the organisation in delivering the service. ____.

A)place
B)process
C)people
D)promotion

Question 12

________is the element of the service mix which allows the consumer again to make judgments on the organisation.

A)process
B)place
C)people
D)physical evidences

Question 13

E-marketing and online marketing is an example of _____ type of marketing.

A)traditional media
B)non-traditional media
C)promotion
D)direct marketing

Question 14

______could be regarded as the "ultimate" Direct marketing approach. As this approach employ no other means to manage the relationship with their customers.

A)stand-alone
B)peripheral
C)mass marketing
D)traditional marketing

Question 15

Three approaches in Direct marketing are- Stand-alone, Integrated and ___.

A)perceptual
B)one-to-one
C)peripheral
D)stand-alone

Question 16

The following are the decision variables in direct marketing: Offer, Creative, Media, Timing/sequencing, ______.

A)measurable
B)one-to one communication
C)customer service
D)promotion

Question 17

One of the _______of direct marketing is effective only when all information about the individual customer is available.

A)disadvantage
B)advantage
C)strategies
D)mass marketing

Question 18

________ is a comprehensive approach for creating maintaining and expanding customer relationship.

A)stand-alone
B)customer relationship management
C)databse management
D)market research

Question 19

One of the main benefits of a Customer Relationship Marketing system is that it smoothens_______ process.

A)mass media approach
B)customer retantion
C)peripheral approach
D)creative component

Question 20

Direct Marketing is more ______ as compared to other marketing methods.

A)cost effective
B)expensive
C)not useful
D)aggressive

Question 21

Which of the following aspects are of one to one marketing?

A)customer profile
B)mass production
C)mass distrubution
D)one way communication

Question 22

Which of the following aspects are of Mass marketing?

A)two way communication
B)customer profile
C)standard products
D)customised market offerings

Question 23

_____ is the process of selling related, an added item to a customer.

A)cross selling
B)up selling
C)relationship marketing
D)database marketing

Question 24

Three strategies of Relationship marketing are get found, get followed and ____.

A)get paid
B)get loyalty
C)get potential consumers
D)get rewads

Question 25

Three stages of consumer lifecycle are_______, customer retention and customer development.

A)customer acquisition
B)customer potential
C)customer research
D)customer profile