Question 1

Bennett and Wood Inc. an interior designing firm, uses its print ads to help customers connect with them. The ads provide the company's e-mail and Web site details for customers to inquire about their services. In such a scenario, which of the following is Bennett and Wood Inc. using?

Accepted Answer

A)  Linkage media
B)  Letter shop
C)  Spiffs
D)  Broadsides
E)  Statement stuffersF) B) and D)
G) All of the above

Question 2

A continuity premium is given weekly to customers who frequent the same store.

Accepted Answer

A) True 
 B)False

Question 3

Telemarketing is a major source of income for many companies and organizations. List two advantages telemarketing provides companies.

Accepted Answer

First, telemarketing costs a l...

Question 4

Which of the following is true of postcards, a direct-mail format?

Accepted Answer

A)  They are also known as statement stuffers.
B)  They are the most common direct-mail format.
C)  They are used to generate customer traffic.
D)  They are larger in size than broadsides.
E)  They constitute newsletters and consumer magazines.F) None of the above
G) B) and D)

Question 5

List three factors that make sales promotions a unique communication form.

Accepted Answer

(1) Sales promotions can be used anywher...

Question 6

The single biggest weakness of personal selling is that it:

Accepted Answer

A)  is the most costly way to communicate with prospects.
B)  is not a one-on-one medium of communicating with customers.
C)  prevents sales representatives from observing customers' nonverbal signs.
D)  does not allow representatives to demonstrate products live.
E)  is the most ineffective way of developing customer databases.F) A) and E)
G) A) and C)

Question 7

Which of the following is a type of direct-mail format?

Accepted Answer

A)  Premiums
B)  Broadsides
C)  Samples
D)  Spiffs
E)  RebatesF) B) and D)
G) A) and E)

Question 8

_____ is one of the three basic costs of direct mail.

Accepted Answer

A)  Manpower used in providing tele-services to customers
B)  Creative production expenses
C)  Transportation costs of door-to-door sales representatives
D)  Costs of recruitment of new distributors
E)  Telephonic expensesF) C) and D)
G) A) and D)

Question 9

To increase the number of orders it receives from recipients of its direct-mail advertising campaign, Red, a furniture manufacturing company, encloses a special envelope. This envelope is used by customers to mail their order details without paying postage. This is an example of a _____.

Accepted Answer

A)  house organ
B)  self-mailer
C)  postcard
D)  business reply
E)  broadsideF) A) and D)
G) A) and C)

Question 10

In a direct-sales strategy, marketers' representatives sell to customers through a retail establishment.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is an advantage of using sales promotions?

Accepted Answer

A)  It is an inexpensive medium of publicizing a brand.
B)  It maximizes sales volume by adding immediate value.
C)  It needs to rely on over aggressive methods in order to close a sale.
D)  It reduces a product's movement from producer to consumer.
E)  It is designed effectively to maintain the timing of a purchase.F) B) and E)
G) A) and C)

Question 12

_____ are any form of direct mail that can travel without an envelope.

Accepted Answer

A)  Statement stuffers
B)  Folders
C)  Sales letters
D)  Self-mailers
E)  BrochuresF) B) and D)
G) C) and D)

Question 13

Letter shops stuff and seal envelopes, affix labels, and calculate postage on a cost-per-thousand basis.

Accepted Answer

A) True 
 B)False

Question 14

_____ refers to short-term reductions in the price of a product.

Accepted Answer

A)  Sampling
B)  Cents-off promotion
C)  Buyback allowance
D)  Slotting allowance
E)  SpiffF) A) and B)
G) A) and E)

Question 15

In an IMC program, the objective of personal selling is solely to make a sale.

Accepted Answer

A) True 
 B)False

Question 16

List three disadvantages of direct marketing.

Accepted Answer

Three disadvantages of direct marketing ...

Question 17

What are the two primary forms of personal selling?

Accepted Answer

A)  Trade concentration and trade promotion
B)  Buyback allowances and advertising allowances
C)  Rebates and contests
D)  Diverting and forward buying
E)  Person-to-person sales and group salesF) B) and C)
G) None of the above

Question 18

The three types of data that are typically available for purchase by companies are:

Accepted Answer

A)  broadsides, brochures, and catalogs.
B)  inquiries, sales, and returns.
C)  primary, secondary, and tertiary.
D)  demographics, lifestyle, and behavioristics.
E)  direct, indirect, and systematic.F) C) and E)
G) B) and C)

Question 19

One of the drawbacks of direct marketing is that it does not offer precision to cost-sensitive marketers.

Accepted Answer

A) True 
 B)False

Question 20

The print ads for Fitness X exercise equipment asks readers to call them in order to place orders for the equipment. The print ads used by Fitness X is an example of direct-response advertising.

Accepted Answer

A) True 
 B)False

Exam 18: Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion

A continuity premium is given weekly to customers who frequent the same store.

Correct AnswerverifiedShow Answer

Which of the following is true of postcards, a direct-mail format?

Correct AnswerverifiedShow Answer

Telemarketing is a major source of income for many companies and organizations. List two advantages telemarketing provides companies.

Correct AnswerverifiedFirst, telemarketing costs a l...View AnswerShow Answer

Letter shops stuff and seal envelopes, affix labels, and calculate postage on a cost-per-thousand basis.

Correct AnswerverifiedShow Answer

In an IMC program, the objective of personal selling is solely to make a sale.

Correct AnswerverifiedShow Answer

The three types of data that are typically available for purchase by companies are:

Correct AnswerverifiedShow Answer

_____ is one of the three basic costs of direct mail.

Correct AnswerverifiedShow Answer

The single biggest weakness of personal selling is that it:

Correct AnswerverifiedShow Answer

What are the two primary forms of personal selling?

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List three disadvantages of direct marketing.

Correct AnswerverifiedThree disadvantages of direct marketing ...View AnswerShow Answer

Which of the following is a type of direct-mail format?

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_____ refers to short-term reductions in the price of a product.

Correct AnswerverifiedShow Answer

List three factors that make sales promotions a unique communication form.

Correct Answerverified(1) Sales promotions can be used anywher...View AnswerShow Answer

To increase the number of orders it receives from recipients of its direct-mail advertising campaign, Red, a furniture manufacturing company, encloses a special envelope. This envelope is used by customers to mail their order details without paying postage. This is an example of a _____.

Correct AnswerverifiedShow Answer

Which of the following is an advantage of using sales promotions?

Correct AnswerverifiedShow Answer

In a direct-sales strategy, marketers' representatives sell to customers through a retail establishment.

Correct AnswerverifiedShow Answer

Bennett and Wood Inc. an interior designing firm, uses its print ads to help customers connect with them. The ads provide the company's e-mail and Web site details for customers to inquire about their services. In such a scenario, which of the following is Bennett and Wood Inc. using?

Correct AnswerverifiedShow Answer

The print ads for Fitness X exercise equipment asks readers to call them in order to place orders for the equipment. The print ads used by Fitness X is an example of direct-response advertising.

Correct AnswerverifiedShow Answer

One of the drawbacks of direct marketing is that it does not offer precision to cost-sensitive marketers.

Correct AnswerverifiedShow Answer

_____ are any form of direct mail that can travel without an envelope.

Correct AnswerverifiedShow Answer

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First, telemarketing costs a l...
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Three disadvantages of direct marketing ...
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(1) Sales promotions can be used anywher...
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