Haley Loftin
Hannah Loftin
Maggie Dickson
Ellen Eno
Kathryn Riddle
Dibrell Mansfield
Carlos Acosta
Group 4- Ch. 10 Questions
1. Which of the following is NOT a media used in direct marketing?
A. Phone Calls
B. Direct Mail
C. Telemarketing
D. Email
2. A marketing database allows organizations to identify and focus their efforts their
best customers using a:
A. Recency analysis
B. Frequency analysis
C. Monetary analysis
D. All the above
3. Which type of mailing list is used for creating relationships with current
customers?
A. External list
B. Internal list
C. Potential customer list
D. List enhancement
4. Information generated by a company on its own clientele is a(an)____
A.
B.
C.
D.
External List
Mailing List
Internal List
Client List
5. Which would be the best if a company wanted data on how prospective customers
are motivated, and what key attributes are important to them?
A. Demographic
B. Geodemographic
C. Psychographic
D. Behavioral
E. All of the Above
6. Which of these is not an example of a frequencey-marketing program?
A. Subway gives you customers a free sandwich after 8 Purchases
B. Earning miles from an airliner, which you must be a member of their flyer
club to utilize
C. McDonalds gives a free drink with a purchase of a new premium burger for the
month of May
D. Marriot hotels give customers whom use their premium hotels either free
bottles of wine, free breakfast coupons, or tickets to local events
7. Which of the following is a media used in direct marketing?
A. Email
B. Direct Mail
C. Telemarketing
D. All of the Above
8. Which of the following options is a good way to recognize and reinforce customers to
help build loyalty is:
A. Coupons
B. Follow-up letters
C. Discounts
D. All of the Above
9. Which of the following is NOT one of the three basic elements of frequency marketing
programs?
A. A Database
B. A Benefit Package
C. A Communication Strategy
D. A Mailing List
10. What is an infomercial?
A.
Long advertisement that looks like a talk show or product
demonstration
B.
Advertising that asks the receiver of the message to act immediately
C.
QVC or Home Shopping Network
D.
Normal commercials just with factual information
11. Recognizing and reinforcing preferred customers helps _________________
A.
Drive up revenues by increasing sales
B.
Drive away customers by annoying them
C.
Build brand loyalty
D.
Build your internal database
12. What does RFM stand for?
A.
Retention Frequency Model
B.
Retention, Frequency, Mailing List Analysis
C.
Recency, Frequency, Monetary Analysis
D.
Recent Firm Monetary Analysis
13. What is Cross Selling?
A.
Selling your product/ service through advertising on the tv, radio,
and internet
B.
Marketing programs aimed at selling additional products to existing
customers
C.
Marketing programs that are long advertisements and offer deals on
immediate action to purchase
D.
Direct-marketing medium that uses the postal service
14. Direct-marketing that involves using the telephone to deliver a spoken appeal is
known as _______________________
A.
Infomercial
B.
Cross-selling
C.
Direct mail
D.
Telemarketing
15. Which of the following refers to the number of inquiries generated by a directmarketing program divided by the program’s cost?
A.
B.
C.
D.
Cost per inquiry (CPI)
RFM
Telemarketing
Email
16. Which of the following refers to the number of orders generated by a directmarketing program divided by the program’s cost?
A.
B.
C.
D.
Direct mail
Internal list
External list
Cost per order (CPO)
17. What is the common length for infomercials?
A.
B.
C.
D.
60 seconds
5 minutes
30 minutes
3 hours
18. DMA is an abbreviation for:
A. Database Marketing Analysis
B. Direct Mail Advertising
C. Direct Marketing Association
D. Direct Merchandise Allocation
19. Which of the following is a primary purpose of direct marketing programs?
A. Long-term brand imaging
B. Short-term sales and responses
C. Brand effectiveness assessments
D. Brand Fault Assessments
20. Which of the following is considered a good direct marketing program evaluation
measure?
A. Cost per inquiry
B. Cost per contact
C. Cost per rating point
E. None of these
1. A
2. D
3. B
4. C
5. C
6. C
7. D
8. D
9. D
10. A
11. C
12. C
13. B
14. D
15. A
16. D
17. C
18. C
19. B
20. A