BUAD 332 Exam 4 Final Test
Questions With 100% Correct Answers
2026 Updated.
Direct Marketing - Answer Connecting directly with carefully targeted individual consumers to
both obtain an immediate response and cultivate lasting customer relationships
New Direct-Marketing Model - Answer -Direct marketing has undergone a dramatic
transformation
-Most firms use direct marketing as a supplemental channel or medium
-For many companies, direct marketing constitutes a new and complete model for doing
business
-Some firms employ the direct model as their only approach
Growth of Direct Marketing - Answer -*Fastest growing form of marketing*
-10% of US economy ($2.1 trillion) is generated by direct marketing sales
-Direct marketing sales are expected to grow at 5.3% annually through 2017
-Direct marketing continues to become more web-oriented and internet marketing is the fast-
growing form of direct sales
Forms of Direct Marketing - Answer -Face-to-Face Selling
-Direct-Mail Marketing
-Catalog Marketing
-Telemarketing
-Direct-Responsive Television Marketing
-Kiosk Marketing
-New Digital Technologies
-Online Marketing
Forms of Direct Marketing: Direct-Mail Marketing - Answer -Involves sending an offer,
announcement, reminder, or other item to a person at a particular or virtual address
-*Largest direct marketing medium*
-Well-suited to one-to-one communication
-Use of traditional forms may decline as marketers switch to newer digital forms
-Can be used effectively in combination with other media such as websites
,-Often perceived as "junk mail"
Direct-Mail Marketing Example - Answer -JDA combining direct mail with personalized URLs
for each recipient
-Cost JDA $60,000 but yielded a high response rate and $13 million in sales
Forms of Direct Marketing: Catalog Marketing - Answer -Direct marketing through print, video,
or digital catalogs that are mailed to select customers, made available in stores, or presented
online
Catalog Marketing Trends - Answer -More and more catalogs are going digital
--Minimizes costs and web space is unlimited
--Allows real-time merchandising
-*Print catalogs are still the primary medium*
--Drives web traffic and can create an emotional connection to the consumer
Catalog Marketing Example - Answer -Grainger sells cleaning supplies for industrial companies
-Have an online catalog set up where customers can select and browse products
-Can select in real time what is on the front page of the site as a way to influence demand
Forms of Direct Marketing: Telephone Marketing - Answer -*Accounts for 17% of all direct-
marketing driven sales*
-Used in both consumer and B2B markets
-Marketers use outbound and inbound calls
-Do-Not-Call Legislation has impacted the telemarketing industry
-Many telemarketers have shifted to other forms of direct marketing
New Digital Direct Marketing Technologies - Answer -Mobile Phone Marketing: Mobile ad
spending is expected to grow
New Digital Direct Marketing Technologies Example - Answer -Beacons at Urban Outfitters
Concept Store NY: send customers promotions/information based upon location within the
store
-85% of retailers could be using the technology by 2016 - 3.5 million
Online Marketing - Answer Company efforts to market products and services and build
relationships over the internet
, Online Marketing Stats 2011-2015 - Answer -Newspapers: 20.3% - 15.9%
-Magazines: 9.4% - 7.3%
-Radio: 7.1% - 6.6%
-TV: 39.9% - 40.0%
-Cinema: 0.5% - 0.6%
-Outdoor: 6.7% - 6.3%
-Internet: 16.1% - 23.4%
*US - Spent more on online advertising than TV today*
Online Marketing: Click-Only Companies - Answer So called dot-coms, which operate only
online without and brick-and-mortar presence
Types of Click-Only Firms - Answer -E-tailers: Amazon
-Search Engines and Portals: Google
-Transaction Sites: eBay
-Content Sites: ESPN
Online Marketing: Click-and-Mortar Companies - Answer -Traditional brick-and-mortart
companies that have added online marketing to their operations
-Best Buy
Omni-Channel - Answer Walmart customer ordering online and picking up in the store, gives
customers multiple choices for how they are going to shop
Click-and-Mortar Business Trends - Answer -Almost all traditional companies have set up their
own online sales and communication presence
-Many click-and-mortar firms are having more online success than their click-only competitors
-Brick-and-Mortar allows for the opportunity for an omni-channel
Big Problem for Retailers: "Showrooming" - Answer -Customer browse for products in stores
and then buy them online from Amazon or other etailers for less
-Placed, mobile analytics company, tracks customer locations of mobile phone users in exchange
for gift cards/other perks
-Some customers like brick-and-mortar stores more than online retailers - Forbes article
Questions With 100% Correct Answers
2026 Updated.
Direct Marketing - Answer Connecting directly with carefully targeted individual consumers to
both obtain an immediate response and cultivate lasting customer relationships
New Direct-Marketing Model - Answer -Direct marketing has undergone a dramatic
transformation
-Most firms use direct marketing as a supplemental channel or medium
-For many companies, direct marketing constitutes a new and complete model for doing
business
-Some firms employ the direct model as their only approach
Growth of Direct Marketing - Answer -*Fastest growing form of marketing*
-10% of US economy ($2.1 trillion) is generated by direct marketing sales
-Direct marketing sales are expected to grow at 5.3% annually through 2017
-Direct marketing continues to become more web-oriented and internet marketing is the fast-
growing form of direct sales
Forms of Direct Marketing - Answer -Face-to-Face Selling
-Direct-Mail Marketing
-Catalog Marketing
-Telemarketing
-Direct-Responsive Television Marketing
-Kiosk Marketing
-New Digital Technologies
-Online Marketing
Forms of Direct Marketing: Direct-Mail Marketing - Answer -Involves sending an offer,
announcement, reminder, or other item to a person at a particular or virtual address
-*Largest direct marketing medium*
-Well-suited to one-to-one communication
-Use of traditional forms may decline as marketers switch to newer digital forms
-Can be used effectively in combination with other media such as websites
,-Often perceived as "junk mail"
Direct-Mail Marketing Example - Answer -JDA combining direct mail with personalized URLs
for each recipient
-Cost JDA $60,000 but yielded a high response rate and $13 million in sales
Forms of Direct Marketing: Catalog Marketing - Answer -Direct marketing through print, video,
or digital catalogs that are mailed to select customers, made available in stores, or presented
online
Catalog Marketing Trends - Answer -More and more catalogs are going digital
--Minimizes costs and web space is unlimited
--Allows real-time merchandising
-*Print catalogs are still the primary medium*
--Drives web traffic and can create an emotional connection to the consumer
Catalog Marketing Example - Answer -Grainger sells cleaning supplies for industrial companies
-Have an online catalog set up where customers can select and browse products
-Can select in real time what is on the front page of the site as a way to influence demand
Forms of Direct Marketing: Telephone Marketing - Answer -*Accounts for 17% of all direct-
marketing driven sales*
-Used in both consumer and B2B markets
-Marketers use outbound and inbound calls
-Do-Not-Call Legislation has impacted the telemarketing industry
-Many telemarketers have shifted to other forms of direct marketing
New Digital Direct Marketing Technologies - Answer -Mobile Phone Marketing: Mobile ad
spending is expected to grow
New Digital Direct Marketing Technologies Example - Answer -Beacons at Urban Outfitters
Concept Store NY: send customers promotions/information based upon location within the
store
-85% of retailers could be using the technology by 2016 - 3.5 million
Online Marketing - Answer Company efforts to market products and services and build
relationships over the internet
, Online Marketing Stats 2011-2015 - Answer -Newspapers: 20.3% - 15.9%
-Magazines: 9.4% - 7.3%
-Radio: 7.1% - 6.6%
-TV: 39.9% - 40.0%
-Cinema: 0.5% - 0.6%
-Outdoor: 6.7% - 6.3%
-Internet: 16.1% - 23.4%
*US - Spent more on online advertising than TV today*
Online Marketing: Click-Only Companies - Answer So called dot-coms, which operate only
online without and brick-and-mortar presence
Types of Click-Only Firms - Answer -E-tailers: Amazon
-Search Engines and Portals: Google
-Transaction Sites: eBay
-Content Sites: ESPN
Online Marketing: Click-and-Mortar Companies - Answer -Traditional brick-and-mortart
companies that have added online marketing to their operations
-Best Buy
Omni-Channel - Answer Walmart customer ordering online and picking up in the store, gives
customers multiple choices for how they are going to shop
Click-and-Mortar Business Trends - Answer -Almost all traditional companies have set up their
own online sales and communication presence
-Many click-and-mortar firms are having more online success than their click-only competitors
-Brick-and-Mortar allows for the opportunity for an omni-channel
Big Problem for Retailers: "Showrooming" - Answer -Customer browse for products in stores
and then buy them online from Amazon or other etailers for less
-Placed, mobile analytics company, tracks customer locations of mobile phone users in exchange
for gift cards/other perks
-Some customers like brick-and-mortar stores more than online retailers - Forbes article
