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CHAPTER 14

INTEGRATED MARKETING COMMUNICATIONS: PERSONAL SELLING


AND DIRECT MARKETING
MULTIPLE CHOICE QUESTIONS
3. Modern salespeople build __________________ by listening to their customers,
assessing customer needs, and organizing the companys efforts to solve customer
problems. (Pick the best fit.)
a. profits
b. territories
c. perks
d. relationships
Answer: (d) Difficulty: (2) Page: 513, 514
4. A ____________ is an individual acting for a company by performing one or more
of the following activities: prospecting, communicating, servicing, and information
gathering.
a. marketer
b. distributor
c. salesperson
d. advertiser
Answer: (c) Difficulty: (1) Page: 514
5. Generally speaking, a department store salesperson that stands behind a counter is
classified as a(n):
a. order getter.
b. order taker.
c. creative selling person.
d. missionary salesperson.
Answer: (b) Difficulty: (2) Page: 514
6. If a salespersons position demands creative selling (such as in selling an airplane or
insurance), their position is classified as being one of a(n):
a. order getter.
b. order taker.
c. public relations specialist.
d. missionary salesperson.
Answer: (a) Difficulty: (2) Page: 514

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7. Selling is most accurately described as being ________________ communication


with respect to the relationship with consumers.
a. nonpersonal
b. nonstructured
c. two-way, personal
d. demand-directed
Answer: (c) Difficulty: (2) Page: 514
8. All of the following are among the chief activities of a salesperson EXCEPT:
a. profit analysis.
b. prospecting.
c. servicing.
d. information gathering.
Answer: (a) Difficulty: (2) Page: 514
9. The sales force serves as a critical link between a company and its customers. In
many cases, salespeople serve both masters--the buyer and the seller. All of the
following demonstrate this relationship EXCEPT:
a. salespeople represent the company to the customer.
b. salespeople represent the customer to the company.
c. salespeople do research and intelligence for the company on the customer.
d. salespeople serve as auditors for the company to trace what is happening in the
environment.
Answer: (d) Difficulty: (3) Page: 515
10. _____________ is defined as the analysis, planning, implementation, and control of
sales force activities.
a. Sales force management
b. Sales force strategy
c. Sales force tactics
d. Sales force motivation
Answer: (a) Difficulty: (1) Page: 515
11. As mentioned in the text, there are six distinct major steps in sales force
management. Which of the following is the first step in that process?
a. recruiting and selecting salespeople
b. supervising salespeople
c. designing sales force strategy and structure
d. evaluating salespeople
Answer: (c) Difficulty: (1) Page: 515, Figure 14-1

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12. All of the following are methods by which a company can divide up its sales
responsibilities EXCEPT a:
a. territorial sales force structure.
b. pychographic trait sales force structure.
c. product sales force structure.
d. customer sales force structure.
Answer: (b) Difficulty: (2) Page: 516, 517
13. Each salesperson is assigned to an exclusive area in which to sell the companys full
line of products or services in which type of sales force structure?
a. territorial sales force
b. product sales force
c. customer sales force
d. hybrid sales force
Answer: (a) Difficulty: (1) Page: 516, 517
14. Which of the following sales force design structures has the following advantages:
the salespersons job is clearly defined; the salesperson gets credit for all sales made;
there is encouragement to build local business relationships; and travel expenses are
relatively small?
a. territorial sales force
b. product sales force
c. customer sales force
d. hybrid sales force
Answer: (a) Difficulty: (3) Page: 516
15. The type of sales force structure in which the sales force sells along product lines is
called a:
a. territorial sales force.
b. product sales force.
c. customer sales force.
d. retail sales force.
Answer: (b) Difficulty: (1) Page: 516
16. If Kodak uses different sales forces for its film products than for its industrial
products, which of the following sales force structures would Kodak most likely
be using?
a. territorial sales force
b. product sales force
c. customer sales force
d. hybrid sales force

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Answer: (b) Difficulty: (2) Page: 516


17. Designing the sales force organization around the needs of individual buyers is
characteristic of which of the following sales force structures?
a. territorial sales force
b. product sales force
c. customer sales force
d. hybrid sales force
Answer: (c) Difficulty: (1) Page: 516
18. Which of the following sales force designs is designed around customers in
different industries, serving regular customers versus finding new ones, and for
major accounts versus regular accounts?
a. territorial sales force
b. product sales force
c. customer sales force
d. hybrid sales force
Answer: (c) Difficulty: (1) Page: 516
19. In determining sales force size, when a company groups accounts into different size
classes and then determines the number of salespeople needed to call on them the
desired number of times, it is called the:
a. key-size approach.
b. workload approach.
c. product-need approach.
d. call-service approach.
Answer: (b) Difficulty: (3) Page: 517
20. Jeff Newman calls on about fifteen clients per day. He visits them in their offices
and demonstrates his product line by carrying samples. If servicing is needed,
Jeff contacts the home office for assistance. What would be the best description
of the type of sales force that Jeff belongs to?
a. customer sales force
b. inside sales force
c. missionary sales force
d. outside or field sales force
Answer: (d) Difficulty: (2) Page: 517
21. If a salesperson encounters a question he or she cannot answer when attempting to
sell a new information system to a large corporate client, he or she will probably rely
on a ______________________ for assistance.
a. missionary salesperson

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b. master salesperson
c. technical support person
d. sales assistant
Answer: (c) Difficulty: (2) Page: 517
22. If the field sales force has been supplied with new leads (via telephone) that have
been qualified, they have probably been assisted by:
a. master salespersons.
b. sales assistants.
c. technical support persons.
d. telemarketers.
Answer: (d) Difficulty: (2) Page: 517
23. The chief reason that telemarketers are increasing in their popularity versus
outside selling is that:
a. they are better closers.
b. they are better at relationship selling.
c. they can make more calls at a cheaper price.
d. they are more knowledgeable the products.
Answer: (c) Difficulty: (3) Page: 517

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24. Comtrex Corporation is a large, complex account that Cisco Systems would like to
obtain. The problem is that Comtrex needs sales, marketing, engineering, and
finance questions answered before any real chance of obtaining its business is
possible. Which of the following selling approaches would probably be best for
Cisco Systems to pursue if it would like to get Comtrexs business?
a. use a salesperson from an outside sales force
b. use a salesperson from an inside sales force
c. use missionary selling
d. use team selling
Answer: (d) Difficulty: (2) Page: 519
25. All of the following would be considered to be pitfalls of team selling EXCEPT:
a. honesty on selling teams is always open to question because of the number
involved in the selling process.
b. selling teams can confuse customers.
c. selling teams can overwhelm customers.
d. compensation for selling teams can be difficult to appraise and allocate.
Answer: (a) Difficulty: (2) Page: 522
26. All of the following have been cited in the text as being characteristics of the
successful salesperson EXCEPT:
a. enthusiasm.
b. persistence.
c. loners.
d. independent.
Answer: (c) Difficulty: (2) Page: 522
27. The best salespeople possess four key talents. Which of the following WOULD
NOT be among these key talents?
a. the ability to close a sale
b. a disciplined work style
c. the ability to talk, and then talk some more
d. intrinsic motivation
Answer: (c) Difficulty: (2) Page: 523, Marketing at Work 14-2
28. New sales people are trained in most organizations. The average training period
is:
a. one month.
b. four months.
c. six months.
d. one year.

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Answer: (b) Difficulty: (3) Page: 524


29. All of the following are among the general goals of most training programs
EXCEPT:
a. to have salespeople understand the history and objectives of the organization.
b. to have salespeople know the companys products.
c. to have salespeople know the customers and competitors characteristics.
d. to have salespeople know about the fine line between bribery and perks.
Answer: (d) Difficulty: (2) Page: 524
30. The element of the compensation mix for salespeople that refers to commissions or
bonuses is the:
a. fixed amount.
b. variable amount.
c. expense allowance.
d. fringe benefits.
Answer: (b) Difficulty: (2) Page: 525, 526
31. The element of the compensation mix that repays salespeople for undertaking jobrelated selling efforts is the:
a. fixed amount.
b. variable amount.
c. expense allowance.
d. fringe benefits.
Answer: (c) Difficulty: (1) Page: 525, 526
32. According to research, the most popular compensation plan (70 percent use this)
for sales forces is:
a. straight salary.
b. straight commission.
c. a combination of base salary and incentives.
d. profit sharing and stock incentives.
Answer: (c) Difficulty: (2) Page: 526
33. The heaviest weight in most compensation plans is directed toward:
a. demand sharing.
b. salary.
c. commissions.
d. incentives.
Answer: (b) Difficulty: (2) Page: 526

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34. The sales force compensation plan can both motivate salespeople and:
a. punish them.
b. frustrate them.
c. improve their product performance.
d. direct their activities.
Answer: (d) Difficulty: (1) Page: 526
35. Through supervision, a company:
a. keeps a suspicious eye on salespeople and their activities.
b. commands and controls the actions of salespeople.
c. directs and motivates the sales force to do a better job.
d. seeks to weed out the weak from the strong salespeople.
Answer: (c) Difficulty: (2) Page: 526
36. Salespeople spend their time in various ways. On average, which of the following
accounts for the majority of the salespersons time?
a. administrative tasks
b. service calls
c. waiting and traveling
d. face-to-face selling
Answer: (d) Difficulty: (2) Page: 527, Figure 14-2
37. The fastest-growing sales force technology tool is:
a. the PDA (personal data assistant).
b. the cell phone.
c. the laptop computer.
d. the Internet.
Answer: (d) Difficulty: (2) Page: 528
38. ________________ describe(s) the feelings that salespeople have about their
opportunities, value, and rewards for a good performance within the company.
a. Positive incentives
b. Sales quotas
c. Organizational climate
d. Profit goals
Answer: (c) Difficulty: (2) Page: 529

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39. Standards stating the amount a salesperson should sell and how the sales should be
divided among the companys products refer to:
a. positive incentives.
b. sales quotas.
c. organizational climate.
d. profit goals.
Answer: (b) Difficulty: (2) Page: 529
40. Management gets information about its salespeople in several ways. The most
important source is:
a. the annual report.
b. the consumer report.
c. the sales report.
d. the grapevine.
Answer: (c) Difficulty: (2) Page: 530
41. Salespeople write up their completed activities on:
a. call reports.
b. sales quotas reports.
c. expense reports.
d. annual territory marketing plans.
Answer: (a) Difficulty: (2) Page: 530
42. The steps that the salesperson follows when selling is called the:
a. approach.
b. objective-and-task method.
c. selling process.
d. direct marketing process.
Answer: (c) Difficulty: (1) Page: 530
43. The step in the selling process characterized by identifying qualified potential
customers is called the __________ step.
a. closing
b. approach
c. presentation and demonstration
d. prospecting
Answer: (d) Difficulty: (1) Page: 530, Figure 14-3

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44. The first step in the selling process involves prospecting. What other function of
selling is normally associated with the prospecting step?
a. qualifying
b. approaching
c. demonstration
d. presentation
Answer: (a) Difficulty: (2) Page: 530, Figure 14-3
45. _________________ is the step in the selling process in which the salesperson learns
as much as possible about a prospective customer before making a sales call.
a. Prospecting
b. Preapproach
c. Approach
d. Handling objections
Answer: (b) Difficulty: (2) Page: 531
46. Setting call objectives is done during which of the following stages of the selling
process?
a. prospecting
b. preapproach
c. approach
d. handling objections
Answer: (b) Difficulty: (2) Page: 531
47. __________________ is the step in the selling process in which the salesperson
meets and greets the buyer to get the relationship off to a good start.
a. Prospecting
b. Preapproach
c. Approach
d. Handling objections
Answer: (c) Difficulty: (2) Page: 531
48. One of the crucial tasks that must be performed in the approach step (where the
customer is met for the first time) is to:
a. handle objections.
b. qualify the customer.
c. listen to the customer.
d. close the customer on the validity of the offer.
Answer: (c) Difficulty: (2) Page: 531

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49. The type of sales presentation approach that requires good listening and problemsolving skills is the:
a. canned approach.
b. formula approach.
c. need-satisfaction approach.
d. critical-thinking approach.
Answer: (c) Difficulty: (2) Page: 531
50. Which type of salesperson fits better with todays marketing concept?
a. hard-sell salesperson
b. glad-handing extrovert
c. relationship introvert
d. problem-solver
Answer: (d) Difficulty: (1) Page: 531
51. The step in the selling process where customer problems and concerns need to be
addressed is called the ____________ step.
a. prospecting
b. preapproach
c. approach
d. handling objections
Answer: (d) Difficulty: (1) Page: 532
52. One of the hardest stages for the salesperson to handle well is the ______________
stage.
a. approach
b. handling objections
c. closing
d. follow-up
Answer: (c) Difficulty: (3) Page: 532
53. Asking for an order, reviewing points of agreement, or offering to help to write up
the order are all indications of which stage in the selling process?
a. closing
b. feedback and Review
c. approach
d. handling objections
Answer: (a) Difficulty: (1) Page: 532

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54. The last stage in the selling process is the ________________ stage.
a. approach
b. handling objections
c. closing
d. follow-up
Answer: (d) Difficulty: (1) Page: 533
55. Most companies today are moving away from _________________ to the practice
of relationship marketing.
a. customer marketing
b. value marketing
c. transaction marketing
d. supply marketing
Answer: (c) Difficulty: (3) Page: 533
56. ______________ is the process of creating, maintaining, and enhancing strong,
value-laden relationships with customers and other stakeholders.
a. Transaction marketing
b. Selling process marketing
c. Relationship marketing
d. Service marketing
Answer: (c) Difficulty: (2) Page: 533
57. _________________ is direct communications with carefully targeted individual
consumers to obtain an immediate response.
a. Direct marketing
b. Mass marketing
c. Integrated marketing
d. Demand marketing
Answer: (a) Difficulty: (1) Page: 533
58. Which of the following has as one of its characteristics the ability and intent to
communicate on an interactive basis?
a. Direct marketing.
b. Mass marketing.
c. Demand marketing.
d. Hybrid marketing.
Answer: (a) Difficulty: (2) Page: 533

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59. Most marketers today see direct marketing as a means to interact with customers to:
a. make enormous profits.
b. build advertising brand identification.
c. build long-term customer relationships.
d. make quick sales.
Answer: (c) Difficulty: (3) Page: 533
60. According to recent studies, all of the following are ways direct marketing benefits
customers EXCEPT:
a. home shopping is interactive.
b. the consumer can do comparative shopping.
c. the goods are always cheaper.
d. home shopping is private.
Answer: (c) Difficulty: (2) Page: 534
61. The fastest growing form of marketing today is:
a. global marketing.
b. micromarketing.
c. individual marketing.
d. direct marketing.
Answer: (d) Difficulty: (2) Page: 537
62. According to the Direct Marketing Association, total U.S. spending of direct
marketing exceeded _________ in 2000, or more than 56 percent of total U.S.
advertising expenditures.
a. $100 million
b. $500 million
c. $100 billion
d. $190 billion
Answer: (d) Difficulty: (3) Page: 537
63. A(n) ___________ is an organized collection of comprehensive data about
individual customers or prospects.
a. customer database
b. customer statistical sample
c. intranet
d. extranet
Answer: (a) Difficulty: (2) Page: 537

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64. All of the following would be appropriate ways to use a customer database
EXCEPT:
a. replace the need for information systems and marketing research.
b. locate good potential customers.
c. tailor products and services to special needs of targeted customers.
d. maintain long-term customer relationships.
Answer: (a) Difficulty: (2) Page: 537
65. All of the following are items or categories that are typically found in a customer
database EXCEPT:
a. customer demographics.
b. psychographics.
c. buying behavior.
d. customer thought processes.
Answer: (d) Difficulty: (1) Page: 537
66. Companies can use their databases in all of the following ways EXCEPT:
a. to determine profitability.
b. to identify prospects.
c. to decide which customers should receive a particular offer.
d. to deepen customer loyalty.
Answer: (a) Difficulty: (2) Page: 538
67. All of the following are cited by the text as being forms of direct marketing
communication EXCEPT:
a. specialty advertising.
b. face-to-face selling.
c. kiosk marketing.
d. online marketing.
Answer: (a) Difficulty: (2) Page: 539, Figure 14-4
68. Telemarketing has become a major direct marketing tool. Toll-free numbers (800
numbers) are classified as _______________ telephone marketing.
a. outbound
b. inbound
c. lateral
d. parallel
Answer: (b) Difficulty: (2) Page: 539

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69. Marketers use _____________ telephone marketing to sell directly to consumers


and businesses.
a. outbound
b. inbound
c. lateral
d. parallel
Answer: (a) Difficulty: (2) Page: 539
70. Junk phone calls are a problem that seems to be on the increase. In response,
the view of the Direct Marketing Association is that:
a. The consumer will always have this problem.
b. The consumer should contact their legislators.
c. This is one of the dangers of free speech.
d. We want to target people who want to be targeted.
Answer: (d) Difficulty: (3) Page: 540
71. If a company uses letters, ads, samples, foldouts, and other salespeople with wings
sent to prospects on mailing lists, it is using which of the following direct
marketing forms?
a. online marketing
b. catalog marketing
c. direct-mail marketing
d. kiosk marketing
Answer: (c) Difficulty: (1) Page: 541
72. Which of the following direct marketing forms has the following characteristics:
well suited to one-to-one communication, high target-market selectivity, can
be personalized, is flexible, and allows easy measurement of results?
a. catalog marketing
b. direct-mail marketing
c. kiosk marketing
d. telemarketing
Answer: (b) Difficulty: (2) Page: 541
73. All of the following have recently become popular forms of mail delivery
EXCEPT:
a. fax mail.
b. e-mail.
c. voice mail.
d. second-class mail.
Answer: (d) Difficulty: (1) Page: 541

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74. A(n) __________ is defined as being a printed, bound piece of at least eight
pages, selling multiple products, and offering a direct ordering mechanism.
a. specialty advertising piece
b. catalog
c. online ordering Web site
d. corporate merchandising report
Answer: (b) Difficulty: (2) Page: 542
75. The form of direct marketing where one could find infomercials and home shopping
channels would be:
a. kiosk marketing.
b. telemarketing.
c. online marketing.
d. direct-response television marketing.
Answer: (d) Difficulty: (1) Page: 544, 545
76. A 30-minute television program designed specifically to sell something is called
a(n):
a. advertisement.
b. sales pitch.
c. infomercial.
d. home shopping spot.
Answer: (c) Difficulty: (1) Page: 544
77. According information found in the text, the current infomercial champ is:
a. jewelry on the Home Shopping Network.
b. Suzanne Sommers and her thigh-master.
c. Jane Fonda and her workout tapes.
d. George Foreman and his grilling products.
Answer: (d) Difficulty: (3) Page: 544-545
78. If a company places an information and ordering machine in stores, airports, or
other locations, it is using a _____________ to market its products.
a. vending machine
b. push cart
c. booth
d. kiosk
Answer: (d) Difficulty: (2) Page: 546

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79. American Greetings use ____________ to help customers create personalized cards.
a. vending machines
b. push carts
c. booths
d. kiosks
Answer: (d) Difficulty: (2) Page: 546
80. ______________ is defined as being direct-marketing campaigns that use
multiple vehicles and multiple stages to improve response rates and profits.
a. Outbound marketing
b. Continuing communication
c. Integrated direct marketing
d. Demand-based marketing
Answer: (c) Difficulty: (2) Page: 547
81. The integrated direct marketing campaign begins with a(n):
a. paid ad with a response channel.
b. direct mail.
c. outbound telemarketing.
d. face-to-face sales call.
Answer: (a) Difficulty: (2) Page: 547, Figure 14-5
82. The toughest public policy issue now facing the direct-marketing industry is:
a. the invasion of privacy.
b. pornography.
c. copyright infringement.
d. pressure selling.
Answer: (a) Difficulty: (3) Page: 548
83. The largest association for businesses interested in interactive and database
marketing is the:
a. American Marketing Association.
b. American Association of Advertising.
c. U.S. Chamber of Commerce.
d. Direct Marketing Association.
Answer: (d) Difficulty: (2) Page: 548, 549

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TRUE/FALSE QUESTIONS
84. Robert Louis Stevenson was once quoted as saying that everyone lives by selling
something.
Answer: (True) Difficulty: (2) Page: 513
85. Selling is one of the oldest professions.
Answer: (True) Difficulty: (1) Page: 513
86. The modern image of the salesperson is that of a loner, traveling their territories,
trying to put their wares off on unsuspecting buyers.
Answer: (False) Difficulty: (2) Page: 513
87. An order takers position demands skill in creative selling.
Answer: (False) Difficulty: (2) Page: 514
88. Personal selling is the profit arm of the promotion mix.
Answer: (False) Difficulty: (3) Page: 514
89. Sales force management is the analysis, planning, implementation, and control
of sales force activities.
Answer: (True) Difficulty: (1) Page: 515
90. The first major decision to be reached when constructing a sales force management
system is to recruit and select salespeople.
Answer: (False) Difficulty: (2) Page: 515, Figure 14-1
91. One of the critical problems with the territorial sales force structure is that
because of extensive travel, travel expenses are relatively large.
Answer: (False) Difficulty: (2) Page: 516
92. One of the problems with the product sales force structure is that if the company
has a large customer, it could feasibly buy from many salespeople within the same
company thus causing inefficiency and confusion for both buyer and seller alike.
Answer: (True) Difficulty: (2) Page: 516

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93. One of the problems with the customer sales force structure is that companies have
many product needs.
Answer: (False) Difficulty: (2) Page: 516, 517
94. Sales assistants provide technical information and answers to customers questions.
Answer: (False) Difficulty: (2) Page: 517
95. Team selling is often used to service large, complex accounts.
Answer: (True) Difficulty: (1) Page: 519
96. At the heart of any successful sales force operation is the method by which
employees are paid.
Answer: (False) Difficulty: (2) Page: 522
97. According to research, the best salespeople have among their characteristics the
ability to close a sale.
Answer: (True) Difficulty: (1) Page: 523, Marketing at Work 14-2
98. A good illustration of a variable amount within a compensation package would be
the salespersons salary.
Answer: (False) Difficulty: (2) Page: 526
99. More and more companies are moving toward high commission plans as a way to
encourage salespeople to sell more in the long term.
Answer: (False) Difficulty: (2) Page: 526
100. The annual call plan shows how sales people spend their time selling, eating,
driving, and resting.
Answer: (False) Difficulty: (2) Page: 527
101. Salespeople spend more of their time doing administrative tasks than on any other
area.
Answer: (False) Difficulty: (2) Page: 527, Figure 14-2

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102. Perhaps the fastest growing sales force technology tool is the PowerPoint
presentation done from a laptop computer.
Answer: (False) Difficulty: (2) Page: 528
103. The most important way that management gets information about its salespeople
is through sales reports.
Answer: (True) Difficulty: (1) Page: 530
104. Learning about the buyer (and his or her habits) occurs in the approach step of the
selling process.
Answer: (False) Difficulty: (1) Page: 530, 531, Figure 14-3
105. Setting call objectives usually occurs in the preapproach step of the effective
selling process model.
Answer: (True) Difficulty: (1) Page: 531
106. The need-satisfaction approach calls for a quick close since consumers will have
already solved their own problem and are looking to exit the sales situation with
minimum of difficulty.
Answer: (False) Difficulty: (2) Page: 531
107. Many salespeople do not handle the closing step of the selling process well.
Answer: (True) Difficulty: (1) Page: 532
108. Most companies today take the transaction approach to personal selling.
Answer: (False) Difficulty: (2) Page: 533
109. Direct marketing is characterized as being a marketing effort that targets
broadly with standardized messages and marketing offers.
Answer: (False) Difficulty: (1) Page: 533
110. Direct marketing is direct communications with carefully targeted individual
consumers to obtain an immediate response.
Answer: (True) Difficulty: (1) Page: 533

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111. The earliest direct marketers were found in the mass media--specifically
in radio.
Answer: (False) Difficulty: (2) Page: 534
112. Most companies still use direct marketing as a supplementary channel or
medium for marketing their goods.
Answer: (True) Difficulty: (1) Page: 534
113. Direct-marketing is now the fastest growing form of marketing.
Answer: (True) Difficulty: (2) Page: 537
114. For all practical purposes, a customer mailing list is about the same thing as a
customer database.
Answer: (False) Difficulty: (2) Page: 537
115. One of the major forms of direct marketing is personal selling.
Answer: (True) Difficulty: (1) Page: 539, Figure 14-4
116. Telephone marketing now accounts for more than 38 percent of all directmarketing media expenditures.
Answer: (True) Difficulty: (2) Page: 539
117. One of the problems with direct mail as a direct marketing form is that it is
not successful as one-to-one communication.
Answer: (False) Difficulty: (2) Page: 541
118. An infomercial lasts about five minutes, which is considerably longer than the
30-second commercial.
Answer: (False) Difficulty: (3) Page: 544
119. Kiosk marketing primarily takes place through vending machines.
Answer: (False) Difficulty: (2) Page: 546
120. Integrated direct marketing is a direct-marketing campaign that uses multiple
vehicles and multiple stages to improve response rates and profits.
Answer: (True) Difficulty: (1) Page: 547

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121. The toughest public policy issue now confronting the direct-marketing
industry is pornography via the Internet.
Answer: (False) Difficulty: (2) Page: 548
1 The forms of direct marketing includes
direct mail marketing
catalog marketing
personal selling
all of above
Answer D
2 The comprehensive and organized collection about individual prospect of customer
including psychographic, geographic and demographic data is called
premium database
customer database
event database
rebate database
Answer B
3 The kind of direct marketing by which an offer, reminder or announcement is sent to
people at specific virtual or physical address is called
direct mail marketing
kiosk marketing
catalog marketing
premium marketing
Answer A
4 The companies that practice online marketing into their traditional operations are
classified as
premium companies
direct companies
click only companies
click and mortar companies
Answer D
5 The Website build to engage customers from different places to move them closer for
marketing outcome is classified as
corporate website
marketing website

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branding website
viral website
Answer B
6 The kind of marketing through which company connect with targeted segments on one
to one interaction basis is classified as
event marketing
stress marketing
direct marketing
indirect marketing
Answer C
7 The direct marketing through which products are sold directly to customer on phone
call is classified as
telephone marketing
online marketing
offline marketing
Answer B
8 The kind of online marketing domain which is initiated by consumers to target the
consumers is classified as
consumer to business domain
consumer to consumer domain
business to consumer domain
business to business domain
Answer B
9 The marketing in which product is described to customers with air television spots
providing customers with toll free numbers or Website to order is called
kiosk marketing
offline marketing
telephone marketing
direct response TV marketing
Answer D
10 The kind of online marketing domain which is initiated by business to target
consumers is classified as
business to consumer domain
business to business domain
consumer to business domain
consumer to consumer domain
Answer A

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11 The kind of advertising that appears while consumers are browsing internet such as
search related ads, online classifieds and display ads is classified as
inbound advertising
outbound advertising
online advertising
buzz advertising
Answer C
12 The marketing of products done by companies by placing ordering and information
machines is called
kiosk marketing
offline marketing
telephone marketing
direct response TV marketing
Answer A
13 The companies that buy and sell only on the internet are classified as
premium companies
direct companies
click only companies
click and mortar companies
Answer C
14 The group of online social communities such as virtual worlds, social networking
sites and blogs where people exchange opinions is classified as
inbound social networks
outbound social networks
offline social networks
online social networks
Answer D
15 The web of computer networks that connects users from all around the world to
interact with each other is classified as
interactive net
internet
intranet
extranet
Answer B
16 The unwanted and unsolicited commercial e-mails that clog up e-mailboxes of users
is classified as

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invasion of privacy
spam
virus
deception
Answer B
17 The efforts made by marketers to build long-term customer relationships and market
products or services over internet are classified as
event marketing
sponsored marketing
online marketing
off deal marketing
Answer C
18 The kind of online marketing domain which is initiated by business to target the
business is classified as
consumer to business domain
consumer to consumer domain
business to consumer domain
business to business domain
Answer D
19 The Website used to build customer goodwill, supplement sales channels and collect
customer feedback is classified as
corporate website
marketing website
branding website
viral website
Answer A
20 The types of major online marketing domains includes
business to consumer
business to business
consumer to business
all of above
Answer D
21 The online journals where people post their reviews and thoughts on narrow topic are
classified as
business domain website
corporate website
blogs

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marketing website
Answer C
22 The kind of direct marketing done by mailing print, digital or video catalog is
presented online or made available in stores is classified as
direct mail marketing
kiosk marketing
catalog marketing
premium marketing
Answer C

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