Direct communication techniques
19 important questions on Direct communication techniques
What is not a use of database marketing according to it's definition?
A) Provide information to a target audience
B) Provide service to the customer
C) Stimulate demand
D) Stay close to customers by recording and storing data
What is NOT a key characteristic of database marketing?
A) Allows direct communications with customers through a variety of media including direct mail, telemarketing & direct response marketing
B) Usually requires the customer to respond in a way that allows the company to take action
C) Must be possible to trace the response back to the original communication
D) Always involves direct 1-on-1 contact with a person from the company
Selecting customers for special treatment because they are often purchasing goods at our store is called:
A) Direct mail
B) Telemarketing
C) Target marketing
D) Loyalty marketing
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McDonalds is transmitting customer information to their McNuggets from their marketing database. What system may be used for that?
A) Distributor management system
B) Distributor feedback loop
C) Upstream marketing set-up
D) Downstream feedback system
Highland Distillers switched all of its promotional budget for its Macallan whiskey brand from advertising to direct marketing. It built a database of 100,000 of its most frequent drinkers, mailing them every few months with interesting facts about the brand and offers.
What kind of marketing did Highland Distillers use the marketing database for?
A) Loyalty Marketing
B) Target Marketing
C) Direct mail
D) Telemarketing
What is an advantage that direct marketing provides versus say, indirect marketing?
A) Information is sent accurately
B) It usually requires an immediate response, thus the effectiveness can be assessed quantitatively
C) It requires less usage of the marketing database
D) A smaller group of people is targeted, saving money
What are the five reasons for the significant growth in direct marketing over the past 10 years?
A) Fragmentation of media and markets
B) Developments in technology to ease direct marketing
C) Significantly increased supply of mailing lists available
D) More sophisticated analytical techniques can be used
E) The internet enabled many more communication techniques
F) High costs of other types of marketing
Fill in the missing words:
Direct marketing is regulated by the ECD. Its main provisions are that:
- Supplers __ insist on pre-payments (Can/Cannot)
- Customers __ be told the identity of the supplier (May/Must)
- Orders must be met within __ days unless otherwise indicated
- A cooling-off period of __ days is mandatory and cold calling by telephone, fax or electronic mail is __ unless the __ has given prior consent (Restricted/Allowed) (Sender/Receiver)
What is the correct order of conducting a direct marketing campaign?
I Marketing strategy
II Campaign objectives
III Execute and evaluate campaign
IV Creative Decisions
V Media Decisions
VI Identify and understand target audience
Note: Two are simultaneous
Which of the following answers do not belong to Pepper and Rodgers' 5-Is of e-marketing?
A) Identification
B) Individualization
C) Interaction
D) Innovation
E) Integration
F) Integrity
Name two advantages of the internet as a direct marketing medium for the following parts of the promotional mix:
A) Product
B) Price
C) Promotion
D) Distribution
B: Dynamic, Transparent, Flexible
C: Interactive, Permission-based, Instantaneous
D: Virtual, Global, New channel
Nintendo recruited suburban mothers in the USA to spread the word among their friends that the Wii was a gaming console that the whole family could enjoy together. This is a new type of direct marketing and is called:
A) Personal marketing
B) Hype marketing
C) Buzz marketing
D) Incremental marketing
What is the ultimate way of marketing, albeit the most expensive one?
A) Personal selling
B) Dynamic marketing
C) Premium selling
D) Optimal marketing
There are seven steps in the selling process that needs to be trained in order to develop personal selling skills. What is the correct order?
I: Preparation
II: Need and problem identification
III: Presentation and demonstration
IV: The follow-up
V: Closing the sale
VI: The opening
VII: Dealing with objections
Bob is a sales person practicing his personal selling skills. With its last meeting, he screwed up by showing up late, hastily sitting down and not formally introduce himself. What part of the selling process did he particularly mess up?
A) Preparation
B) The opening
C) Presentation and demonstration
D) Dealing with objections
Organizing the salesforce structure can be done through three alternative approaches. What is not one of them?
A) Geographic structure: Based on customer location
B) Product structure: Based on type of product
C) Customer-based structure: Based on market segments
D) Marketing structure: Based on type of marketing
What type of marketing would you use if you have a small budget and want to reach as many people as possible in a two-way dialogue?
- Direct Marketing
- Catalogue Marketing
- Direct Mail
- Telemarketing
“In the UK, the proportion of the promotional and budget being devoted to direct marketing has been increasing steadily”, following John Fahy and David Jobber. Examples of the most important direcht marketing methods are direct mail, telemarketing, catalogue marketing and many more. Which are not one of the most important reasons for the growth in direct marketing strategy?
- The high costs of other techniques
- The increased supply by mailing lists
- The developments in technology
- The growing fragmentation of people buying products.
If you want new customers to feel welcome at your company, which communication technique would you use?
- ACustomer relationship management, Welcoming
- BDatabase marketing, direct mail
- CCustomer relationship management, managing problems
- DDatabase marketing, distributor management systems
- ACustomer relationship management, Welcoming
- BDatabase marketing, direct mail
- CCustomer relationship management, managing problems
- DDatabase marketing, distributor management systems
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