QUESTION 1
1. Which of the following is a collection of data (information) obtained from one or more sources and organized for easy retrieval, tabulation, and analysis?
a. database
b. primary resources
c. research studies
d. systems information
QUESTION 2
1. Which of the following is not a technique for managing lists?
a. measures for computing lifetime value
b. select and join
c. All of the above
d. statistical methods for predicting future purchases
QUESTION 3
1. The _____ is the interface of direct marketing an one of its most important assets.
a. interactive marketing
b. consumer base
c. SMC marketing
d. database
QUESTION 4
1. Which of the following is not a direct-marketing and database deliverable?
a. increase distribution costs
b. enhanced ability to gather additional consumer data
c. control firm and consumer relations
d. better control of channel communications
QUESTION 5
1. Which of the following refers to online communities that are sponsored by corporations and interest groups and yield large amount of personal data that can be compiled in a database for the sponsors to use?
a. blog communities
b. sponsorship communities
c. Internet advertising communities
d. "lifestyle" communities
QUESTION 6
1. Which of the following refers to when prospects call into the firm or entity to begin the exchange?
a. inbound calling
b. interactive marketing
c. direct marketing
d. interm calling
QUESTION 7
1. Which of the following was provided as a best case example of telemarketing?
a. Coca-Cola
b. Pepsi-Cola
c. Floundry Companies
d. Ferguson Enterprises
QUESTION 8
1. The Home Network is an example of which of the following?
a. None of the above.
b. infomercial
c. television shopping network
d. direct-broadcast commercial
QUESTION 9
1. Which of the following refers to electronic publications (usually small in relative size to a full publication) containing news of interest chiefly to a special group or community?
a. e-newsletters
b. e-catalogs
c. email
d. instant messages
QUESTION 10
1. Internet-direct advertising can arrive on screens in all of the follow manners except
a. pop-up
b. pop-on
c. banner
d. button
QUESTION 11
1. Which of the following is not a characteristic of electronic marketing communications?
a. None of the above.
b. high production costs
c. quality reproductive capability
d. flexibility in updates
QUESTION 12
1. Which of the following was provided as a best case example of electronic direct marketing?
a. Goodwill
b. Home Shopping Network
c. Coca-Cola
d. Pepsi Cola
QUESTION 13
1. Which of the following is often called DR or DR advertising?
a. direct-reply marketing
b. direct-response marketing
c. direct-recovery marketing
d. direct-receipt marketing
QUESTION 14
1. What is the most popular type of catalogs dropped to consumers?
a. apparel
b. general merchandise
c. food
d. gifts
QUESTION 15
1. In the business-to-business group, what percentage of mean sales comes from the house list?
a. 90
b. 60
c. 20
d. 10
QUESTION 16
1. Which of the following refers to a list of customers developed and maintained outside of the company that is marketing the products or services?
a. external list
b. outterm list
c. outsourced list
d. outside list
QUESTION 17
1. Which of the following refers to the sale of a consumer product or service, in a face-to-face manner, away from a fixed retail location?
a. direct selling
b. direct marketing
c. multilevel marketing
d. multilevel selling
QUESTION 18
1. Which of the following operates in the business-to-business environment and entails a variety of corporate restrictions and levels?
a. direct marketing
b. personal marketing
c. direct selling
d. personal selling