1. a Marketing Program That Is Aimed at Selling Additional Products to Existing Customers

Chapter 10 Quiz

1. A marketing program that is aimed at selling additional products to existing customers would be an example of:

a. Cross-selling

b. Benefit Package

c. Frequency- Marketing Strategy

d. Communication strategy

e. Direct Marketing

2. Which of the following can be a limitation of telemarketing?

a. Contacts can be targeted selectively

b. Impact of the program is easy to track

c. Person-to-person dialogue

d. Experimenting with different delivery formats

e. Time to convey information

3. . Which of the following does not help infomercials?

A.same day response

B. Frequent closes

C.testimonials

D. Direct mail

4. Which of the following is not part of list enchantment?

A.demographic

B.geodemographic

C.psychographic

D.benefit package

5. What are the 3 types of Database Marketing?

a. internal lists, external lists, list enhancement

b. telephone calls, emails, paper planes

c. internal lists, external lists, central list

d. delivery, walk-in, stand-by

6. What is a factor of Growing Popularity?

a. Convenience

b. Computer Power

c. Tracking

d. All of the above

7. What are Frequency-marketing programs basic elements?

A) Database

B) Benefit package

C) Communication strategy

D) None of these

E) All of these

8. From the consumer’s standpoint, direct marketing’s growing popularity might be summarized in a single word:

A) Time

B) Convenience

C) Expertise

D) Comparison

9. Which is NOT a primary purpose of direct marketing?

A) Closing sales with customers.

B) Identifying prospects for future contacts

C) To gather information about competitors

D) Offering information an incentives to foster brand loyalty

10. Whatallows organizations to identify andfocus their efforts on their best customers using arecency, frequency, and monetary (RFM) analysis?

A) Marketing database

B) Brand loyalty

C) Customer appreciation

D) Company rights

11. Successful infomercials require all the following EXCEPT:

A) a same day response

B) frequent closes

C) testimonials

D) a celebrity endorsement

12. Which of the following is valuable for creating relationships with current customers?

A) External Lists

B) List enhancement

C) Phone list

D) Internal Lists

13. Which of the following is NOT a basic element of frequency-marketing programs?
A. Database
B.Communication Strategy
C. Benefit Package
D. Direct Mail

14. Which company was the first founder of mail order companies?

A) L.L. Bean

B) Sears

C. Neiman Marcus

D. Walmart

15. Which of the following was created because of the consumers’ desire for privacy?

A) Permission Marketing

B) Do Not Call Registry

C) Reader’s Digest

D) Direct Marketing Association

16. Which following pair are referred to by the book as the direct marketer’s prime media?

A) Direct Mail and Telemarketing

B) Telemarketing and Email

C) Direct Mail and Infomercials

D) Telemarketing and Infomercials

17. In the book there were three types of media that are commonly used with Direct Marketing. Which of the following is not a commonly used type of media in this area of marketing?

A. Direct mail

B. Telemarking

C. Newspapers and Magazines

D. Email

18. There are a few things a marketer can offer to help their preferred customers become brand loyal. Which of the following is not an effective method in accomplishing this?

A. Giving discounts on the products

B. Giving them free samples

C. Providing Coupons

D. Making sure to follow- up with letters.