Chapter 17Managing Personal Communications
1) The catalog you receive from a large apparel store, displaying their new summer
collection, is an example of marketing.
A) buzz
B) direct
,C) virtual
D) word-of-mouth
E) interactive
Answer: B
Diff: 1
LO: 22.1: How can companies conduct direct marketing for competitive advantage?
AACSB: Reflective thinking
2) A salesperson sends e-mails to persuade prospects to buy the products of his company.
This is a type of marketing.
A) buzz
B) virtual
C) word-of-mouth
D) direct E)
viral
Answer: D
Diff: 1
LO: 22.1: How can companies conduct direct marketing for competitive advantage?
AACSB: Reflective thinking
3) Market demassification has resulted in .
A) niche market creation
B) product standardization
C) mass production practices
D) intrinsic marketing channels
E) just-in-time production
Answer: A
Diff: 1
LO: 22.1: How can companies conduct direct marketing for competitive advantage?
AACSB: Reflective thinking
,4) Which of the following is an example of a company that serves a niche market?
A) a large apparel manufacturing company that produces a wide range of products for
different segments
B) a software company that creates standardized supply chain applications for
manufacturers
C) a manufacturer who creates tools such as bolts, latches, door handles etc. for left-handed
individuals
D) a large multinational manufacturer of consumer products, FMCG products, and consumer
electronics
E) a company that manufactures denim pants for men and women of all ages
Answer: C
Diff: 2
LO: 22.1: How can companies conduct direct marketing for competitive advantage?
AACSB: Analytical thinking; Application of knowledge
5) Which of the following is NOT one of the advantages of direct mail?
A) The cost per thousand is lower than for mass media.
B) It permits target market selectivity.
C) It can be personalized.
D) It allows early testing and response measurement.
E) It is flexible.
Answer: A
Diff: 2
LO: 22.1: How can companies conduct direct marketing for competitive advantage?
AACSB: Reflective thinking
6) Greta is attempting to get as many orders as possible. Which direct marketing tool is
generally associated with the highest order response rate?
A) e-mail to an internal company list
B) direct mail to an internal company list
C) e-mail to a general list
D) direct mail to a general list
E) banner advertising on the company's Web site
Answer: B
Diff: 2
LO: 22.1: How can companies conduct direct marketing for competitive advantage?
AACSB: Application of knowledge
, 7) Greta is marketing a product that is technologically advanced and requires a great deal of
explanation. Which direct response tool should she use?
A) direct mail
B) e-mail
C) infomercial
D) inbound telemarketing
E) outbound telemarketing
Answer: C
Diff: 2
LO: 22.1: How can companies conduct direct marketing for competitive advantage?
AACSB: Application of knowledge
8) OrdOnline, a pure click company offering online auctioning, decides to launch a
promotional program to increase its sales. The company identifies customers who have
made at least three purchases and spent at least $150 in the past six months and offers
discount coupons to these customers. Which of the following strategies is used here for
targeting customers?
A) viral marketing
B) objective screening
C) internal targeting
D) catalog marketing
E) RFM formula targeting
Answer: E
Diff: 2
LO: 22.1: How can companies conduct direct marketing for competitive advantage?
AACSB: Analytical thinking; Application of knowledge
9) Which of the following is a major advantage of using direct mail?
A) Direct mail permits target market selectivity.
B) It is the best suited tool for selling complex products.
C) Campaign testing is not needed for direct mail.
D) Direct mail has very high conversion rates.
E) It is the best method to sell industrial products.
Answer: A
Diff: 1
LO: 22.1: How can companies conduct direct marketing for competitive advantage?
AACSB: Reflective thinking
1) The catalog you receive from a large apparel store, displaying their new summer
collection, is an example of marketing.
A) buzz
B) direct
,C) virtual
D) word-of-mouth
E) interactive
Answer: B
Diff: 1
LO: 22.1: How can companies conduct direct marketing for competitive advantage?
AACSB: Reflective thinking
2) A salesperson sends e-mails to persuade prospects to buy the products of his company.
This is a type of marketing.
A) buzz
B) virtual
C) word-of-mouth
D) direct E)
viral
Answer: D
Diff: 1
LO: 22.1: How can companies conduct direct marketing for competitive advantage?
AACSB: Reflective thinking
3) Market demassification has resulted in .
A) niche market creation
B) product standardization
C) mass production practices
D) intrinsic marketing channels
E) just-in-time production
Answer: A
Diff: 1
LO: 22.1: How can companies conduct direct marketing for competitive advantage?
AACSB: Reflective thinking
,4) Which of the following is an example of a company that serves a niche market?
A) a large apparel manufacturing company that produces a wide range of products for
different segments
B) a software company that creates standardized supply chain applications for
manufacturers
C) a manufacturer who creates tools such as bolts, latches, door handles etc. for left-handed
individuals
D) a large multinational manufacturer of consumer products, FMCG products, and consumer
electronics
E) a company that manufactures denim pants for men and women of all ages
Answer: C
Diff: 2
LO: 22.1: How can companies conduct direct marketing for competitive advantage?
AACSB: Analytical thinking; Application of knowledge
5) Which of the following is NOT one of the advantages of direct mail?
A) The cost per thousand is lower than for mass media.
B) It permits target market selectivity.
C) It can be personalized.
D) It allows early testing and response measurement.
E) It is flexible.
Answer: A
Diff: 2
LO: 22.1: How can companies conduct direct marketing for competitive advantage?
AACSB: Reflective thinking
6) Greta is attempting to get as many orders as possible. Which direct marketing tool is
generally associated with the highest order response rate?
A) e-mail to an internal company list
B) direct mail to an internal company list
C) e-mail to a general list
D) direct mail to a general list
E) banner advertising on the company's Web site
Answer: B
Diff: 2
LO: 22.1: How can companies conduct direct marketing for competitive advantage?
AACSB: Application of knowledge
, 7) Greta is marketing a product that is technologically advanced and requires a great deal of
explanation. Which direct response tool should she use?
A) direct mail
B) e-mail
C) infomercial
D) inbound telemarketing
E) outbound telemarketing
Answer: C
Diff: 2
LO: 22.1: How can companies conduct direct marketing for competitive advantage?
AACSB: Application of knowledge
8) OrdOnline, a pure click company offering online auctioning, decides to launch a
promotional program to increase its sales. The company identifies customers who have
made at least three purchases and spent at least $150 in the past six months and offers
discount coupons to these customers. Which of the following strategies is used here for
targeting customers?
A) viral marketing
B) objective screening
C) internal targeting
D) catalog marketing
E) RFM formula targeting
Answer: E
Diff: 2
LO: 22.1: How can companies conduct direct marketing for competitive advantage?
AACSB: Analytical thinking; Application of knowledge
9) Which of the following is a major advantage of using direct mail?
A) Direct mail permits target market selectivity.
B) It is the best suited tool for selling complex products.
C) Campaign testing is not needed for direct mail.
D) Direct mail has very high conversion rates.
E) It is the best method to sell industrial products.
Answer: A
Diff: 1
LO: 22.1: How can companies conduct direct marketing for competitive advantage?
AACSB: Reflective thinking
