Haley Loftin

Hannah Loftin

Maggie Dickson

Ellen Eno

Kathryn Riddle

Dibrell Mansfield

Carlos Acosta

Group 4- Ch. 10 Questions

  1. Which of the following is NOT a media used in direct marketing?
  1. Phone Calls
  2. Direct Mail
  3. Telemarketing
  4. Email
  1. A marketing database allows organizations to identify and focus their efforts their best customers using a:
  2. Recency analysis
  3. Frequency analysis
  4. Monetary analysis
  5. All the above
  1. Which type of mailing list is used for creating relationships with current customers?
  1. External list
  2. Internal list
  3. Potential customer list
  4. List enhancement

4.Information generated by a company on its own clientele is a(an)____

A. External List

B. Mailing List

C. Internal List

D. Client List

5. Which would be the best if a company wanted data on how prospective customers are motivated, and what key attributes are important to them?

A. Demographic

B. Geodemographic

C. Psychographic

D. Behavioral

E. All of the Above

6. Which of these is not an example of a frequencey-marketing program?

A. Subway gives you customers a free sandwich after 8 Purchases

B. Earning miles from an airliner, which you must be a member of their flyer club to utilize

C. McDonalds gives a free drink with a purchase of a new premium burger for the month of May

D. Marriot hotels give customers whom use their premium hotels either free bottles of wine, free breakfast coupons, or tickets to local events

7. Which of the following is a media used in direct marketing?

A.Email

B. Direct Mail

C. Telemarketing

D.All of the Above

8. Which of the following options is agood way to recognize and reinforce customers to help build loyalty is:

A.Coupons

B. Follow-up letters

C. Discounts

D. All of the Above

9. Which of the following is NOT one of the three basic elements of frequency marketing programs?

A. A Database

B. A Benefit Package

C. A Communication Strategy

D. A Mailing List

10.What is an infomercial?

A. Long advertisement that looks like a talk show or product demonstration

B. Advertising that asks the receiver of the message to act immediately

C. QVC or Home Shopping Network

D. Normal commercials just with factual information

11. Recognizing and reinforcing preferred customers helps ______

A. Drive up revenues by increasing sales

B. Drive away customers by annoying them

C. Build brand loyalty

D. Build your internal database

12. What does RFM stand for?

A. Retention Frequency Model

B. Retention, Frequency, Mailing List Analysis

C.Recency, Frequency, Monetary Analysis

D. Recent Firm Monetary Analysis

13. What is Cross Selling?

A. Selling your product/ service through advertising on the tv, radio, and internet

B. Marketing programs aimed at selling additional products to existing customers

C. Marketing programs that are long advertisements and offer deals on immediate action to purchase

D. Direct-marketing medium that uses the postal service

14. Direct-marketing that involves using the telephone to deliver a spoken appeal is known as ______

A.Infomercial

B. Cross-selling

C. Direct mail

D. Telemarketing

15. Which of the following refers to the number of inquiries generated by a direct-marketing program divided by the program’s cost?

  1. Cost per inquiry (CPI)
  2. RFM
  3. Telemarketing
  4. Email

16. Which of the following refers to the number of orders generated by a direct-marketing program divided by the program’s cost?

  1. Direct mail
  2. Internal list
  3. External list
  4. Cost per order (CPO)

17. What is the common length for infomercials?

  1. 60 seconds
  2. 5 minutes
  3. 30 minutes
  4. 3 hours

18. DMA is an abbreviation for:

A. Database Marketing Analysis

B. Direct Mail Advertising

C. Direct Marketing Association

D. Direct Merchandise Allocation

19. Which of the following is a primary purpose of direct marketing programs?

A. Long-term brand imaging

B. Short-term sales and responses

C. Brand effectiveness assessments

D. Brand Fault Assessments

20. Which of the following is considered a good direct marketing program evaluation measure?

A. Cost per inquiry

B. Cost per contact

C. Cost per rating point

  1. None of these
  1. A
  2. D
  3. B
  4. C
  5. C
  6. C
  7. D
  8. D
  9. D
  10. A
  11. C
  12. C
  13. B
  14. D
  15. A
  16. D
  17. C
  18. C
  19. B
  20. A