Principles and Practice of Direct Marketing Multiple Choice Questions
1. _______ is a form of marketing that attempts to send its messages directly to consumers, without the use of intervening media.
A. advertising
B. direct marketing
C. public relations
D. ambush marketing
Answer: B. direct marketing
2. Direct marketing is a form of marketing that attempts to send its messages directly to consumers, _______ media.
A. without intervening
B. with mass media
C. with advertising media
D. with pr media
Answer: A. without intervening
3. Direct Marketing plays a broader role, that of building _______with the customer by communicating with them regularly.
A. short term
B. ocassionally
C. long term relationship
D. generally
Answer: C. long term relationship
4. Sending a birthday card to consumer is an example of ______.
A. advertising
B. direct marketing
C. public relations
D. mass marketing
Answer: B. direct marketing
5. Direct marketing has three characteristics namely: Direct Response, _______, build and maintain a database of customers and prospects
A. measurable
B. mass marketing
C. mass media
D. informercials
Answer: A. measurable
6. Communications sent to invite customers to respond – by mail, telephone, Internet, redeemable retail vouchers, etc. is known as _______.
A. direct response
B. maintaining database
C. public relations
D. advertising
Answer: A. direct response
7. The _______framework was extensively used to support the direct marketing concept of the 1950s.
A. mass marketing
B. marketing mix
C. relation marketing
D. segmentation
Answer: B. marketing mix
8. 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.
A. process
B. physical evidence
C. packaging
D. product
Answer: D. product
9. It refers referring to the channel by which a product or services is sold. _____
A. packaging
B. place
C. product
D. process
Answer: B. place
10. An essential ingredient to any service provision is the use of appropriate staff is known as _____.
A. process
B. people
C. place
D. product
Answer: B. people
11. This refers to the systems used to assist the organisation in delivering the service. ____.
A. place
B. process
C. people
D. promotion
Answer: A. place
12. ________is the element of the service mix which allows the consumer again to make judgments on the organisation.
A. process
B. place
C. people
D. physical evidences
Answer: D. physical evidences
13. E-marketing and online marketing is an example of _____ type of marketing.
A. traditional media
B. non-traditional media
C. promotion
D. direct marketing
Answer: B. non-traditional media
14. ______could be regarded as the “ultimate” Direct marketing approach. As this approach employ no other means to manage the relationship with their customers.
A. stand-alone
B. peripheral
C. mass marketing
D. traditional marketing
Answer: A. stand-alone
15. Answer in one word: Three approaches in Direct marketing are- Stand-alone, Integrated and ___.
A. perceptual
B. one-to-one
C. peripheral
D. stand-alone
Answer: C. peripheral
16. The following are the decision variables in direct marketing: Offer, Creative, Media, Timing/sequencing, ______.
A. measurable
B. one-to one communication
C. customer service
D. promotion
Answer: C. customer service
17. One of the _______of direct marketing is effective only when all information about the individual customer is available.
A. disadvantage
B. advantage
C. strategies
D. mass marketing
Answer: A. disadvantage
18. ________ is a comprehensive approach for creating maintaining and expanding customer relationship.
A. stand-alone
B. customer relationship management
C. databse management
D. market research
Answer: B. customer relationship management
19. One of the main benefits of a Customer Relationship Marketing system is that it smoothens_______ process.
A. mass media approach
B. customer retantion
C. peripheral approach
D. creative component
Answer: B. customer retantion
20. Direct Marketing is more ______ as compared to other marketing methods.
A. cost effective
B. expensive
C. not useful
D. aggressive
Answer: A. cost effective
21. Which of the following aspects are of one to one marketing?
A. customer profile
B. mass production
C. mass distrubution
D. one way communication
Answer: A. customer profile
22. Which of the following aspects are of Mass marketing?
A. two way communication
B. customer profile
C. standard products
D. customised market offerings
Answer: C. standard products
23. _____ is the process of selling related, an added item to a customer.
A. cross selling
B. up selling
C. relationship marketing
D. database marketing
Answer: A. cross selling
24. Three strategies of Relationship marketing are get found, get followed and ____.
A. get paid
B. get loyalty
C. get potential consumers
D. get rewads
Answer: A. get paid
25. Three stages of consumer lifecycle are_______, customer retention and customer development.
A. customer acquisition
B. customer potential
C. customer research
D. customer profile
Answer: A. customer acquisition