Natalie ButlerMarketing Promotions

Emily King 11 AM

Brittany Fisk

Molly Benavides

Savanna Bryer

Chapter 10 Quiz

  1. The defining characteristic(s) of direct marketing is:
  2. An attempt to interact or create a dialogue with the customer
  3. Multiple media often are employed in the process
  4. A measurable response is immediately available for assessing a program’s impact
  5. All of the above
  6. Direct marketing programs are commonly used for what primary purpose(s)?
  7. Close sales
  8. Cultivating prospects
  9. Engaging customers with the brand
  10. All of the above
  11. An infomercial is:
  12. A television show
  13. A long advertisement that looks like a talk show or product demonstration
  14. A commercial that lasts shorter than normal
  15. A radio commercial
  16. Direct Marketing is an interactive system of marketing, which uses one or more advertising media to affect a measurable response and/or transaction at any location.
  17. True
  18. False
  19. What is NOT a reason for the growth of direct marketing?
  20. Convenience
  21. Tracking
  22. Larger Markets
  23. Computer Power
  24. RFM stands for Recognition, Formation, and Marketing.
  25. True
  26. False
  27. What is NOT a list enhancement?

a. Demographic data

b. psychographic data

c. behavioral data

d. statistical data

  1. RFM has 3 basic elements: a database, benefit package, and communication strategy.
  2. True
  3. False
  4. Telemarketing is a direct marketing medium that uses postal service to deliver marketing materials.
  5. True
  6. False
  1. A ______is a natural extension of the internal list, but it also includes information about individual customers and their specific preferences and purchasing patterns.
  2. Marketing Database
  3. Market Share
  4. Market Trade
  5. Internal Market
  6. External Market
  7. ______programs emanate from mailing lists and databases, but there is still a need to deliver a message to the customer.
  8. Direct-marketing
  9. Indirect- Marketing
  10. Sales Marketing
  11. D. Promoting Marketing
  12. E. Transfer Marketing
  13. A ______is a file of names and addresses of current or potential customers, such as lists that might be generated by a credit card company or a catalog retailer.
  14. Mailing list
  15. E-mail
  16. Tax
  17. Newspaper
  18. A marketing database allows organizations to identify and focus their efforts on their best customers using a recency, frequency, and monetary ______.
  19. (RFM) analysis
  20. (CRS) analysis
  21. (BAB) analysis
  22. Consumer analysis
  23. A mailing list with added information collected directly from individual consumers is a:
  24. Marketing Database
  25. Internal List
  26. External list
  27. RFM analysis
  28. Which of the following is not a basic element of Frequency-Marketing programs?
  29. Database
  30. Benefit Package
  31. Communication Strategy
  32. Income Tracker
  33. The direct marketer’s prime media are:
  34. Direct mail
  35. Telemarketing
  36. Email
  37. A & B
  1. Database marketing includes:
  1. Mailing lists
  2. List enhancements
  3. Consumer provided information
  4. a and b
  5. All of the above
  1. An organization’s records of its own customers, subscribers, donors, and inquirers is a(n):
  1. External mailing list
  2. Internal mailing list
  3. Marketing database
  4. rfm analysis
  1. Direct response advertising includes:
  1. Telemarketing
  2. Direct mail
  3. Infomercials
  4. All of the above
  1. Direct marketing programs are commonly used for:
  1. Closing sales
  2. Cultivating prospects
  3. Engaging customers with the brand
  4. All of the above

Answers:

  1. D
  2. D
  3. B
  4. A
  5. C
  6. False
  7. D
  8. True
  9. False
  10. A
  11. A
  12. A
  13. A
  14. A
  15. D
  16. D
  17. E
  18. B
  19. D
  20. D