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Chapter Fifteen
Direct-Response Marketing
Direct-response marketing occurs
when:
a)
b)
c)
d)
A salesperson calls on the customer directly
A seller and customers deal with each
directly rather than through an intermediary
An intermediary coordinates the sales of
product
The ultimate objective is to control the
customer
Prentice Hall, © 2009
15-2
Direct-response marketing occurs
when:
a)
b)
c)
d)
A salesperson calls on the customer directly
A seller and customers deal with each
directly rather than through an intermediary
An intermediary coordinates the sales of
product
The ultimate objective is to control the
customer
Prentice Hall, © 2009
15-3
All of the following are advantages
of direct marketing except:
a)
b)
c)
d)
It has a lower cost per thousand than
mass media
It has the ability to personalize the
message to the audience
The results are measurable
Flexibility in form and timing
Prentice Hall, © 2009
15-4
All of the following are advantages
of direct marketing except:
a)
b)
c)
d)
It has a lower cost per thousand than
mass media
It has the ability to personalize the
message to the audience
The results are measurable
Flexibility in form and timing
Prentice Hall, © 2009
15-5
According to market research,
direct marketing is perceived as highquality media.
a)
True
b)
False
Prentice Hall, © 2009
15-6
According to market research,
direct marketing is perceived as highquality media.
a)
True
b)
False
Prentice Hall, © 2009
15-7
Is it true that direct-response
advertising is best at gathering leads
and answering consumer questions?
a)
Yes
b)
No
Prentice Hall, © 2009
15-8
Is it true that direct-response
advertising is best at gathering leads
and answering consumer questions?
a)
Yes
b)
No
Prentice Hall, © 2009
15-9
The first step in the direct marketing
process is:
a)
b)
c)
d)
The communication of an offer
Setting objectives and making
strategic decisions
Fulfilling orders
Maintaining the company’s database
and customer service
Prentice Hall, © 2009
15-10
The first step in the direct marketing
process is:
a)
b)
c)
d)
The communication of an offer
Setting objectives and making
strategic decisions
Fulfilling orders
Maintaining the company’s database
and customer service
Prentice Hall, © 2009
15-11
As an information gathering tool,
databases lie at the heart of direct
marketing.
a)
True
b)
False
Prentice Hall, © 2009
15-12
As an information gathering tool,
databases lie at the heart of direct
marketing.
a)
True
b)
False
Prentice Hall, © 2009
15-13
Should database marketing be viewed
as a one-way, closed process?
a)
Yes
b)
No
Prentice Hall, © 2009
15-14
Should database marketing be viewed
as a one-way, closed process?
a)
Yes
b)
No
Prentice Hall, © 2009
15-15
The key players of direct
marketing include all but:
a)
b)
c)
d)
Advertisers who use direct response
Agencies that specialize in directresponse advertising
The media that deliver the messages
Opinion leaders who carry the
messages to key stakeholders
Prentice Hall, © 2009
15-16
The key players of direct
marketing include all but:
a)
b)
c)
d)
Advertisers who use direct response
Agencies that specialize in directresponse advertising
The media that deliver the messages
Opinion leaders who carry the
messages to key stakeholders
Prentice Hall, © 2009
15-17
Direct mail is considered to be the
“grandaddy” of direct-response
marketing.
a)
True
b)
False
Prentice Hall, © 2009
15-18
Direct mail is considered to be the
“grandaddy” of direct-response
marketing.
a)
True
b)
False
Prentice Hall, © 2009
15-19
If you wanted to direct your
marketing at specific segments,
would catalogs be a wise option?
a)
Yes
b)
No
Prentice Hall, © 2009
15-20
If you wanted to direct your
marketing at specific segments,
would catalogs be a wise option?
a)
Yes
b)
No
Prentice Hall, © 2009
15-21
Telemarketing, although almost as
persuasive as personal sales, is
criticized primarily because:
a)
b)
c)
d)
Predictive dialing technology makes it
possible to reach anyone anytime
Fraudulent behavior has tarnished its
reputation
It is an interruption that can threaten
home safety
All of the above
Prentice Hall, © 2009
15-22
Telemarketing, although almost as
persuasive as personal sales, is
criticized primarily because:
a)
b)
c)
d)
Predictive dialing technology makes it
possible to reach anyone anytime
Fraudulent behavior has tarnished its
reputation
It is an interruption that can threaten
home safety
All of the above
Prentice Hall, © 2009
15-23
The common thread that runs
through all types of directresponse advertising is:
a)
b)
c)
d)
A
A
A
A
move to action
reliance on the Internet
reliance on salespeople
reliance on television
Prentice Hall, © 2009
15-24
The common thread that runs
through all types of directresponse advertising is:
a)
b)
c)
d)
A
A
A
A
move to action
reliance on the Internet
reliance on salespeople
reliance on television
Prentice Hall, © 2009
15-25
Although similar to other forms
of direct marketing, the Internet
utilizes different components.
a)
True
b)
False
Prentice Hall, © 2009
15-26
Although similar to other forms
of direct marketing, the Internet
utilizes different components.
a)
True
b)
False
Prentice Hall, © 2009
15-27
Would it be appropriate to rename
“direct marketing” as “integrated
direct marketing?”
a)
Yes
b)
No
Prentice Hall, © 2009
15-28
Would it be appropriate to rename
“direct marketing” as “integrated
direct marketing?”
a)
Yes
b)
No
Prentice Hall, © 2009
15-29
Which factors are driving global
growth in direct marketing?
a)
b)
c)
d)
Fewer convenient ways for the
consumer to shop
The use of credit cards
Availability of the Internet
Both b and c
Prentice Hall, © 2009
15-30
Which factors are driving global
growth in direct marketing?
a)
b)
c)
d)
Fewer convenient ways for the
consumer to shop
The use of credit cards
Availability of the Internet
Both b and c
Prentice Hall, © 2009
15-31
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Publishing as Prentice Hall
Prentice Hall, © 2009
15-32