Quiz 11: Integrated Marketing Communications 2: Direct Communications Techniques
Business
Q 1Q 1
Which of the following reasons has led to the growth in direct marketing activities?
A)Developments in technology
B)High costs of other techniques
C)Growing fragmentation of media and markets
D)All of the above are reasons that have led to the growth in direct marketing activities
Free
Multiple Choice
D
Q 2Q 2
Word-of-mouth marketing which is also known as _______ marketing is defined as the passing of information about products and services by verbal or electronic means, in an informal person-to-person manner.
A)mass
B)brand
C)media
D)buzz
Free
Multiple Choice
D
Q 3Q 3
Which of the following is not a characteristic of buzz marketing?
A)Involves the use of electronic communication
B)Involves the passing of information from person-to-person
C)Involves the use of verbal communication
D)Is a type of formal communication
Free
Multiple Choice
D
Q 4Q 4
The first step in a buzz marketing campaign involves identifying the trendsetters that adopt new ideas and technologies before everyone else. These trendsetters are known as:
A)betas.
B)gammas.
C)alphas.
D)deltas.
Free
Multiple Choice
Q 5Q 5
When companies use buzz marketing, they are attempting to harness a _______ effect by building messages that are suitably engaging and interesting that customers want to read and pass on.
A)viral
B)rational
C)cognitive
D)formal
Free
Multiple Choice
Q 6Q 6
Which of the following is not a characteristic of viral/buzz marketing?
A)Transferred from peer-to-peer
B)Expensive to produce
C)Engaging message content
D)Less likely to be rejected than other electronic communication
Free
Multiple Choice
Q 7Q 7
Which of the following is an example of message content commonly shared via viral/buzz marketing?
A)A video clip
B)An email attachment
C)A blog
D)All of the above
Free
Multiple Choice
Q 8Q 8
Developments in _______ have allowed 'buzz' content to spread very quickly via email and social media.
A)the economy
B)technology
C)customer needs
D)company capabilities
Free
Multiple Choice
Q 9Q 9
Which of the following is not a type of information recorded on a database?
A)Transactional information
B)Promotional information
C)Customer and prospect information
D)Economic information
Free
Multiple Choice
Q 10Q 10
Which of the following is not an aim of database marketing?
A)To stay close to customers by recording and storing an electronic database memory of customers, prospects and all communication and transactional data
B)To control the dialogue between the organization and the customer
C)To stimulate demand
D)To provide information to a target audience
Free
Multiple Choice
Q 11Q 11
Which of the following is not a characteristic associated with database marketing?
A)It usually requires the customer to respond in a way that allows the company to take action
B)It allows direct communication with customers through a variety of media including direct mail, telemarketing and direct response advertising
C)To trace the response back to the original communication
D)All of the above are characteristics associated with database marketing
Free
Multiple Choice
Q 12Q 12
Which of the following is a benefit of using a marketing database?
A)It helps maintain customer loyalty
B)It helps obtain new customers for an organization
C)It is less costly than other marketing communication methods
D)It helps build the positioning strategy of a firm
Free
Multiple Choice
Q 13Q 13
Transactional data must be sufficiently detailed to allow FRAC information to be extracted from each customer. What does FRAC stand for?
A)Frequency, recency, amount, category
B)Fast, relevant, amount, category
C)Fast, relevant, ample, continuous
D)None of the above
Free
Multiple Choice
Q 14Q 14
Which of the following is not an application of database marketing?
A)Target marketing
B)Distributor management systems
C)Loyalty marketing
D)All of the above are applications of database marketing
Free
Multiple Choice
Q 15Q 15
What does the term CRM stand for?
A)Customer relationship management
B)Customer retention management
C)Client retention marketing
D)None of the above
Free
Multiple Choice
Q 16Q 16
Database information allows organizations to build which of the following?
A)Customer profiles
B)Loyalty schemes
C)Understanding of shopper behaviour
D)All of the above
Free
Multiple Choice
Q 17Q 17
CRM systems can be used for:
A)enquiry management.
B)customer development.
C)win-back
D)all of the above
Free
Multiple Choice
Q 18Q 18
Which of the following is not a factor that has been associated with the success of CRM?
A)Having a board level champion of the CRM project
B)Having a production orientation
C)Involving users in the design of CRM
D)Having the ability to manage cultural change issues that arise as a result of system development and implementation
Free
Multiple Choice
Q 19Q 19
The origins of direct marketing lie in:
A)telemarketing.
B)direct mail.
C)electronic media.
D)none of the above.
Free
Multiple Choice
Q 20Q 20
Which of the following is not a form of direct marketing?
A)Catalogue marketing
B)Inserts
C)Advertising
D)Door-to-door leafleting
Free
Multiple Choice
Q 21Q 21
Which of the following is not a factor explaining the growth of direct marketing?
A)Growing consolidation in media and markets
B)Developments in technology
C)Significantly increased supply of mailing lists
D)All of the above are factors explaining the growth of direct marketing
Free
Multiple Choice
Q 22Q 22
Which of the following is a direct marketing provision under the European Commission Directive?
A)Suppliers cannot insist on pre-payments
B)Orders must be met within 30 days unless otherwise indicated
C)Customers must be told the identity of the supplier
D)All of the above
Free
Multiple Choice
Q 23Q 23
What is the first stage in a direct marketing campaign?
A)Creative decisions
B)Identification of the target audience
C)Media decisions
D)Campaign execution
Free
Multiple Choice
Q 24Q 24
What is the final stage in a direct marketing campaign?
A)Identification of the target audience
B)Media decisions
C)Execute and evaluate campaign
D)None of the above
Free
Multiple Choice
Q 25Q 25
The effectiveness of direct mail relies heavily on which of the following?
A)The effectiveness of the promotional copy
B)The quality of the mailing list
C)The promotional incentives given
D)The response device provided (e.g. freephone number or postage paid envelope)
Free
Multiple Choice
Q 26Q 26
Which of the following is a disadvantage associated with telemarketing?
A)It lacks the personalization of other techniques
B)It is more expensive than direct mail
C)Higher costs per contact than a face-to-face salesperson visit
D)None of the above are disadvantages associated with telemarketing
Free
Multiple Choice
Q 27Q 27
Which of the following is not a role for telemarketing?
A)To transmit information rich messages
B)To maintain and update the firm's marketing database
C)To generate leads through establishing contact with prospective customers
D)To support the field sales force
Free
Multiple Choice
Q 28Q 28
What does SMS stand for?
A)Sophisticated mailing system
B)Short messaging service
C)Seminal mobile system
D)None of the above
Free
Multiple Choice
Q 29Q 29
What does MMS stand for?
A)Mailing marketing system
B)Mobile messaging service
C)Multimedia messaging service
D)None of the above
Free
Multiple Choice
Q 30Q 30
Television is becoming more interactive. Which of the following techniques have been used to encourage levels of customer interaction?
A)Invitations to enter competitions
B)Opportunities to vote
C)Make donations
D)All of the above
Free
Multiple Choice
Q 31Q 31
Direct response advertising differs from traditional advertising because of which of the following reasons?
A)It uses different media vehicles
B)It relies on the hard sell approach
C)It is designed to elicit a direct response such as an order enquiry or a request for a visit
D)The average direct response advert is 30 minutes long whereas traditional advertising is 30 seconds long
Free
Multiple Choice
Q 32Q 32
Which of the following is an advantage associated with catalogue marketing?
A)Distribution is decentralised, thereby reducing distribution costs
B)Suits all product categories as products can be tested
C)Cheap to produce catalogues
D)Ability to reach certain market segments who value the convenience of choosing products at home
Free
Multiple Choice
Q 33Q 33
Customer Relationship Management (CRM) is a term for the methodologies, technologies and _______ capabilities used by firms to manage customer relationships.
A)Economic
B)Political
C)Cultural
D)E-commerce
Free
Multiple Choice
Q 34Q 34
Which of the following promotional tools allows for direct interaction between the buyer and the seller?
A)Advertising
B)Internet promotion
C)Personal selling
D)Publicity
Free
Multiple Choice
Q 35Q 35
Which of the following is not a characteristic of personal selling?
A)Interactive
B)Adaptable
C)Complex
D)All of the above are characteristics of personal selling
Free
Multiple Choice
Q 36Q 36
Which of the following statements is true?
A)In industrial marketing, over 70% of the marketing budget is usually spent on the sales force
B)In consumer marketing, over 70% of the marketing budget is usually spent on the sales force
C)All of the above
D)None of the above
Free
Multiple Choice
Q 37Q 37
Salespeople who respond to already committed customers, such as a sales assistant in a convenience store or a delivery salesperson, are referred to as which of the following?
A)Order creators
B)Order receivers
C)Order getters
D)Order takers
Free
Multiple Choice
Q 38Q 38
Salespeople, where the major objective is to persuade the customer to make a direct purchase, are referred to as which of the following?
A)Order creators
B)Order receivers
C)Order getters
D)Order takers
Free
Multiple Choice
Q 39Q 39
Salespeople, where the sales task is not to close the sale but to persuade the customers to recommend or specify the seller's products, are referred to as which of the following?
A)Order creators
B)Order receivers
C)Order getters
D)Order takers
Free
Multiple Choice
Q 40Q 40
Which of the following is the correct order for the seven phases of the selling process?
A)Need and Problem Identification, Preparation, The Opening, Presentation and Demonstration, Dealing with Objections, Closing the Sale, The Follow Up
B)Need and Problem Identification, Preparation, The Opening, Presentation and Demonstration, Dealing with Objections, The Follow Up, Closing the Sale
C)Preparation, The Opening, Presentation and Demonstration, Need and Problem Identification, Dealing with Objections, Closing the Sale, The Follow Up
D)Preparation, The Opening, Need and Problem Identification, Presentation and Demonstration, Dealing with Objections, Closing the Sale, The Follow Up
Free
Multiple Choice
Q 41Q 41
'Prospecting' is which of the following?
A)The evaluation of potential advertising themes
B)The evaluation of a company's positioning strategies
C)The searching for, and calling upon, potential customers
D)The handling of media relations by the public relations department
Free
Multiple Choice
Q 42Q 42
A prospect cannot be obtained from which of the following?
A)The electoral register
B)Trade directory
C)Business press
D)Referrals from existing customers
Free
Multiple Choice
Q 43Q 43
Preparation by a salesperson helps provide which of the following?
A)Increased product knowledge
B)Improved presentation delivery
C)Clear sales call objectives
D)All of the above are benefits of preparation during the sales process
Free
Multiple Choice
Q 44Q 44
Effective need and problem identification during the sales process requires which of the following?
A)The development of questioning and listening skills
B)Salesforce confidence
C)Excellent sales presentation technique
D)All of the above are requirements
Free
Multiple Choice
Q 45Q 45
Which of the following statements is true?
A)The salesperson during a sales presentation should focus on customer benefits rather than product features
B)The salesperson during a sales presentation should focus on product features rather than customer benefits
C)The salesperson during a sales presentation should leave all questions to the very end
D)The salesperson during a sales presentation should ask all questions at the very start
Free
Multiple Choice
Q 46Q 46
The 'concession close' refers to which of the following?
A)Asking if one particular objection is overcome, will the customer buy the product or service
B)Offering a special deal to close the sale
C)Asking for the order to close the sale
D)Handing over the customer to a sales manager to close the sale
Free
Multiple Choice
Q 47Q 47
Why is the follow up stage, after the close of a sale, important?
A)To ensure payment
B)Since most objections are dealt with at this stage
C)Since most companies rely on repeat business
D)To highlight product benefits
Free
Multiple Choice
Q 48Q 48
Why is customer record-keeping an important activity for all repeat-call salespeople?
A)Because customer information is key to improving service and generating loyalty
B)Because it facilitates the processing of orders and credit
C)Because it improves the marketing information system thereby building market intelligence on our customers
D)None of the above
Free
Multiple Choice
Q 49Q 49
Which of the following is not an approach to organizing a sales force?
A)Customer-based structure
B)Sale representative structure
C)Product-based structure
D)Geographic structure
Free
Multiple Choice
Q 50Q 50
Why has there been an increased usage of the 'key account management' sales force structure?
A)Increasing use of technology applications
B)Increasing concentration of buying power into fewer but larger customers
C)Inefficiency of other techniques
D)Increasing market trends where the key account management structure is the norm, therefore, it needed to be adopted by all organizations
Free
Multiple Choice
Q 51Q 51
Which of the following is an advantage of key account management?
A)More in-depth penetration of the decision making unit
B)Better follow-up on sales and service
C)Improved communication and coordination
D)All of the above are advantages
Free
Multiple Choice
Q 52Q 52
According to extensive research, which of the following are the two most important qualities needed by sales people?
A)Memory and motivation
B)Reliability and focus
C)Empathy and ego drive
D)Resilience and direction
Free
Multiple Choice
Q 53Q 53
How can sales managers motivate their sales team?
A)Provide both financial and non-financial rewards
B)Provide targets which are attainable
C)Knowing what each salesperson values
D)All of the above are motivational tools used
Free
Multiple Choice
Q 54Q 54
Training should include not only product knowledge but also which of the following?
A)Character assessment
B)Market assessment
C)Character building exercises
D)Skills development
Free
Multiple Choice
Q 55Q 55
Which of the following is the main reason that sales force evaluation is performed?
A)So that a salesperson can be allocated new objectives
B)So that a salesperson's rewards can be determined
C)So that a salesperson's strengths and weaknesses can be identified
D)So that a salesperson's successes can be praised
Free
Multiple Choice
Q 56Q 56
Which of the following is not a qualitative criterion used in the evaluation of a sales force?
A)Customer relationships
B)Number of sales calls
C)Product knowledge
D)Self-management
Free
Multiple Choice
Q 57Q 57
Which of the following is not a quantitative criterion used in the evaluation of a sales force?
A)Complaint handling
B)Number of new customers
C)Number of complaints
D)Profits generated
Free
Multiple Choice
Q 58Q 58
When remunerating salespeople, commissions are advantageous as they are an incentive for a salesperson to sell more as they are directly tied to _______ levels.
A)stock
B)customer service
C)sales
D)profit
Free
Multiple Choice
Q 59Q 59
The effectiveness of _______ relies heavily on the quality of the list being used. Poor lists can contribute to the growing negative perception of 'junk mail'.
A)sales management
B)direct response advertising
C)direct mail
D)buzz marketing
Free
Multiple Choice
Q 60Q 60
Which of the following reasons has led to the growth in direct marketing activities?
A)Developments in technology
B)High costs of other techniques
C)Significantly increased supply of mailing lists available
D)All of the above are reasons that have led to the growth of direct marketing
Free
Multiple Choice
Q 61Q 61
Which of the following is an advantage associated with catalogue marketing?
A)Distribution is decentralized, thereby reducing distribution costs
B)Cheap to produce catalogues
C)Suits all product categories as products can be tested
D)Opportunity to display a wider range of products than could feasibly be achieved in a shop
Free
Multiple Choice
Q 62Q 62
Success demands identification of some form of competitive advantage capable of distinguishing the organization from other firms operating in the same market sector.
Free
True False
Q 63Q 63
A key factor in the effectiveness of a direct mail campaign is the size of the mailing list.
Free
True False
Q 64Q 64
The objectives of direct marketing campaigns can be the same as those of other forms of promotion, namely, to improve sales and profits, to acquire or retain customers or to create awareness.
Free
True False
Free
True False
Q 66Q 66
Telemarketing's cost per contact is cheaper than a personal sales call, however, it is more expensive than direct mail or media advertising.
Free
True False
Q 67Q 67
Direct response advertising appears in the prime media such as television, newspapers and magazines, but differs from standard advertising as it is designed to elicit a direct response such as an order enquiry or a request for a visit.
Free
True False