Question 1

Which of the following aspects are of Mass marketing?

Accepted Answer

A)  two way communication
B)  customer profile
C)  standard products
D)  customised market offeringsE) A) and D)
F) C) and D)

Question 2

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

Accepted Answer

A)  direct response
B)  maintaining database
C)  public relations
D)  advertisingE) B) and C)
F) A) and D) A

Question 3

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

Accepted Answer

A)  traditional media
B)  non-traditional media
C)  promotion
D)  direct marketingE) B) and C)
F) A) and D)

Question 4

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

Accepted Answer

A)  mass marketing
B)  marketing mix
C)  relation marketing
D)  segmentationE) A) and B)
F) A) and C)

Question 5

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

Accepted Answer

A)  disadvantage
B)  advantage
C)  strategies
D)  mass marketingE) A) and C)
F) A) and B) A

Question 6

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

Accepted Answer

A)  customer profile
B)  mass production
C)  mass distrubution
D)  one way communicationE) B) and C)
F) A) and D)

Question 7

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

Accepted Answer

A)  place
B)  process
C)  people
D)  promotionE) B) and D)
F) All of the above

Question 8

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

Accepted Answer

A)  advertising
B)  direct marketing
C)  public relations
D)  ambush marketingE) None of the above
F) A) and B)

Question 9

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

Accepted Answer

A)  short term
B)  ocassionally
C)  long term relationship
D)  generallyE) B) and C)
F) C) and D)

Question 10

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

Accepted Answer

A)  packaging
B)  place
C)  product
D)  processE) A) and B)
F) B) and C)

Question 11

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.

Accepted Answer

A)  process
B)  physical evidence
C)  packaging
D)  productE) None of the above
F) A) and B)

Question 12

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

Accepted Answer

A)  process
B)  place
C)  people
D)  physical evidencesE) B) and C)
F) A) and B)

Question 13

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

Accepted Answer

A)  cross selling
B)  up selling
C)  relationship marketing
D)  database marketingE) B) and D)
F) A) and B)

Question 14

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

Accepted Answer

A)  advertising
B)  direct marketing
C)  public relations
D)  mass marketingE) A) and D)
F) All of the above

Question 15

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

Accepted Answer

A)  perceptual
B)  one-to-one
C)  peripheral
D)  stand-aloneE) B) and C)
F) A) and D)

Question 16

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

Accepted Answer

A)  measurable
B)  mass marketing
C)  mass media
D)  informercialsE) A) and B)
F) B) and D)

Question 17

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

Accepted Answer

A)  get paid
B)  get loyalty
C)  get potential consumers
D)  get rewadsE) A) and B)
F) A) and C) A

Question 18

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

Accepted Answer

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

Question 19

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

Accepted Answer

A)  stand-alone
B)  customer relationship management
C)  databse management
D)  market researchE) A) and D)
F) A) and C)

Question 20

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

Accepted Answer

A)  measurable
B)  one-to one communication
C)  customer service
D)  promotionE) None of the above
F) C) and D)

Exam 1: Basics and Strategies of Direct Marketing

Which of the following aspects are of Mass marketing?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedA

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedA

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedA

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

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