INTEGRATED MARKETING COMMUNICATIONS: PERSONAL SELLING AND DIRECT MARKETING
MULTIPLE
CHOICE QUESTIONS
1.
__________________ is quoted as saying that “everyone lives by selling
something.”
a. Bill Gates
b. Robert Louis Stevenson
c.
Arthur Miller
d. Henry Ford
Answer: (b)
Difficulty: (2) Page:
513
2.
All of the following were characterizations of salespeople brought about
by
Arthur Miller’s Death of Salesman
and Meredith Wilson’s The Music Man
EXCEPT:
a. loners.
b. cigar-smoking.
c. backslapping.
d. conservative Bible-thumpers.
Answer: (d)
Difficulty: (1) Page:
513
3.
Modern salespeople build __________________ by listening to their
customers,
assessing customer needs, and organizing the company’s efforts to solve
customer
problems. (Pick the best fit.)
a. profits
b. territories
c. perks
d. relationships
Answer: (d)
Difficulty: (2) Page:
513, 514
4. A
____________ is an individual acting for a company by performing one or more
of the following activities: prospecting, communicating, servicing, and
information
gathering.
a. marketer
b. distributor
c. salesperson
d. advertiser
Answer: (c)
Difficulty: (1) Page:
514
5.
Generally speaking, a department store salesperson that stands behind a
counter is
classified as a(n):
a. order getter.
b. order taker.
c. creative selling person.
d. missionary salesperson.
Answer: (b)
Difficulty: (2) Page:
514
6.
If a salesperson’s position demands creative selling (such as in selling
an airplane or
insurance), their position is classified as being one of a(n):
a. order getter.
b. order taker.
c. public relations specialist.
d. missionary salesperson.
Answer: (a)
Difficulty: (2) Page:
514
7.
Selling is most accurately described as being ________________
communication
with respect to the relationship with consumers.
a. nonpersonal
b. nonstructured
c. two-way, personal
d. demand-directed
Answer: (c)
Difficulty: (2) Page:
514
8.
All of the following are among the chief activities of a salesperson EXCEPT:
a. profit analysis.
b. prospecting.
c. servicing.
d. information gathering.
Answer: (a)
Difficulty: (2) Page:
514
9.
The sales force serves as a critical link between a company and its
customers. In
many cases, salespeople serve both masters--the buyer and the seller. All of the
following demonstrate this relationship EXCEPT:
a. salespeople represent the
company to the customer.
b. salespeople represent the
customer to the company.
c. salespeople do research and
intelligence for the company on the customer.
d. salespeople serve as auditors
for the company to trace what is happening in the
environment.
Answer: (d)
Difficulty: (3) Page:
515
10.
_____________ is defined as the analysis, planning, implementation, and
control of
sales force activities.
a. Sales force management
b. Sales force strategy
c. Sales force tactics
d. Sales force motivation
Answer: (a)
Difficulty: (1) Page:
515
11. As mentioned in the text, there are six
distinct major steps in sales force
management. Which of the
following is the first step in that process?
a. recruiting and selecting
salespeople
b. supervising salespeople
c. designing sales force strategy
and structure
d. evaluating salespeople
Answer: (c)
Difficulty: (1) Page:
515, Figure 14-1
12. All of the following are methods by
which a company can divide up its sales
responsibilities EXCEPT a:
a. territorial sales force
structure.
b. pychographic trait sales force
structure.
c. product sales force structure.
d. customer sales force
structure.
Answer: (b)
Difficulty: (2) Page:
516, 517
13. Each salesperson is assigned to an
exclusive area in which to sell the company’s full
line of products or services in which type of sales force structure?
a. territorial sales force
b. product sales force
c. customer sales force
d. hybrid sales force
Answer: (a)
Difficulty: (1) Page:
516, 517
14. Which of the following sales force
design structures has the following advantages:
the salesperson’s job is clearly defined; the salesperson gets credit
for all sales made;
there is encouragement to build local business relationships; and travel
expenses are
relatively small?
a. territorial sales force
b. product sales force
c. customer sales force
d. hybrid sales force
Answer: (a)
Difficulty: (3) Page:
516
15. The type of sales force structure in
which the sales force sells along product lines is
called a:
a. territorial sales force.
b. product sales force.
c. customer sales force.
d. retail sales force.
Answer: (b)
Difficulty: (1) Page:
516
16. If Kodak uses different sales forces
for its film products than for its industrial
products, which of the following sales force structures would Kodak most
likely
be using?
a. territorial sales force
b. product sales force
c. customer sales force
d. hybrid sales force
Answer: (b)
Difficulty: (2) Page:
516
17. Designing the sales force organization
around the needs of individual buyers is
characteristic of which of the following sales force structures?
a. territorial sales force
b. product sales force
c. customer sales force
d. hybrid sales force
Answer: (c)
Difficulty: (1) Page:
516
18. Which of the following sales force
designs is designed around customers in
different industries, serving regular customers versus finding new ones,
and for
major accounts versus regular accounts?
a. territorial sales force
b. product sales force
c. customer sales force
d. hybrid sales force
Answer: (c)
Difficulty: (1) Page:
516
19. In determining sales force size, when a
company groups accounts into different size
classes and then determines the number of salespeople needed to call on
them the
desired number of times, it is called the:
a. key-size approach.
b. workload approach.
c. product-need approach.
d. call-service approach.
Answer: (b)
Difficulty: (3) Page:
517
20. Jeff Newman calls on about fifteen
clients per day. He visits them in their
offices
and demonstrates his product line by carrying samples. If servicing is needed,
Jeff contacts the home office for assistance. What would be the best description
of the type of sales force that Jeff belongs to?
a. customer sales force
b. inside sales force
c. missionary sales force
d. outside or field sales force
Answer: (d)
Difficulty: (2) Page:
517
21. If a salesperson encounters a question
he or she cannot answer when attempting to
sell a new information system to a large corporate client, he or she
will probably rely
on a ______________________ for assistance.
a. missionary salesperson
b. master salesperson
c. technical support person
d. sales assistant
Answer: (c)
Difficulty: (2) Page:
517
22. If the field sales force has been
supplied with new leads (via telephone) that have
been qualified, they have probably been assisted by:
a. master salespersons.
b. sales assistants.
c. technical support persons.
d. telemarketers.
Answer: (d)
Difficulty: (2) Page:
517
23. The chief reason that telemarketers are
increasing in their popularity versus
outside selling is that:
a. they are better closers.
b. they are better at
relationship selling.
c. they can make more calls at a
cheaper price.
d. they are more knowledgeable
the products.
Answer: (c)
Difficulty: (3) Page:
517
24. Comtrex Corporation is a large, complex
account that Cisco Systems would like to
obtain. The problem is that
Comtrex needs sales, marketing, engineering, and
finance questions answered before any real chance of obtaining its
business is
possible. Which of the following
selling approaches would probably be best for
Cisco Systems to pursue if it would like to get Comtrex’s business?
a. use a salesperson from an
outside sales force
b. use a salesperson from an
inside sales force
c. use missionary selling
d. use team selling
Answer: (d)
Difficulty: (2) Page:
519
25. All of the following would be
considered to be pitfalls of team selling EXCEPT:
a. honesty on selling teams is
always open to question because of the number
involved in the selling process.
b. selling teams can confuse
customers.
c. selling teams can overwhelm
customers.
d. compensation for selling teams
can be difficult to appraise and allocate.
Answer: (a)
Difficulty: (2) Page:
522
26. All of the following have been cited in
the text as being characteristics of the
successful salesperson EXCEPT:
a. enthusiasm.
b. persistence.
c. loners.
d. independent.
Answer: (c)
Difficulty: (2) Page:
522
27. The best salespeople possess four key
talents. Which of the following WOULD
NOT
be among these key talents?
a. the ability to close a sale
b. a disciplined work style
c. the ability to talk, and then
talk some more
d. intrinsic motivation
Answer: (c)
Difficulty: (2) Page:
523, Marketing at Work 14-2
28. New sales people are trained in most
organizations. The average training
period
is:
a. one month.
b. four months.
c. six months.
d. one year.
Answer: (b)
Difficulty: (3) Page:
524
29. All of the following are among the
general goals of most training programs
EXCEPT:
a. to have salespeople understand
the history and objectives of the organization.
b. to have salespeople know the
company’s products.
c. to have salespeople know the
customers’ and competitors’ characteristics.
d. to have salespeople know about
the fine line between bribery and perks.
Answer: (d)
Difficulty: (2) Page:
524
30. The element of the compensation mix for
salespeople that refers to commissions or
bonuses is the:
a. fixed amount.
b. variable amount.
c. expense allowance.
d. fringe benefits.
Answer: (b)
Difficulty: (2) Page:
525, 526
31. The element of the compensation mix
that repays salespeople for undertaking job-
related selling efforts is the:
a. fixed amount.
b. variable amount.
c. expense allowance.
d. fringe benefits.
Answer: (c)
Difficulty: (1) Page:
525, 526
32. According to research, the most popular
compensation plan (70 percent use this)
for sales forces is:
a. straight salary.
b. straight commission.
c. a combination of base salary
and incentives.
d. profit sharing and stock
incentives.
Answer:
(c) Difficulty: (2)
Page: 526
33. The heaviest weight in most compensation
plans is directed toward:
a. demand sharing.
b. salary.
c. commissions.
d. incentives.
Answer: (b)
Difficulty: (2) Page:
526
34. The sales force compensation plan can
both motivate salespeople and:
a. punish them.
b. frustrate them.
c. improve their product
performance.
d. direct their activities.
Answer: (d)
Difficulty: (1) Page:
526
35. Through supervision, a company:
a. keeps a suspicious eye on
salespeople and their activities.
b. commands and controls the
actions of salespeople.
c. directs and motivates the
sales force to do a better job.
d. seeks to weed out the weak
from the strong salespeople.
Answer: (c)
Difficulty: (2) Page:
526
36. Salespeople spend their time in various
ways. On average, which of the following
accounts for the majority of the salesperson’s time?
a. administrative tasks
b. service calls
c. waiting and traveling
d. face-to-face selling
Answer: (d)
Difficulty: (2) Page:
527, Figure 14-2
37. The fastest-growing sales force
technology tool is:
a. the PDA (personal data
assistant).
b. the cell phone.
c. the laptop computer.
d. the Internet.
Answer: (d)
Difficulty: (2) Page:
528
38. ________________ describe(s) the
feelings that salespeople have about their
opportunities, value, and rewards for a good performance within the
company.
a. Positive incentives
b. Sales quotas
c. Organizational climate
d. Profit goals
Answer: (c)
Difficulty: (2) Page:
529
39. Standards stating the amount a
salesperson should sell and how the sales should be
divided among the company’s products refer to:
a. positive incentives.
b. sales quotas.
c. organizational climate.
d. profit goals.
Answer: (b)
Difficulty: (2) Page:
529
40. Management gets information about its
salespeople in several ways. The most
important source is:
a. the annual report.
b. the consumer report.
c. the sales report.
d. the grapevine.
Answer: (c)
Difficulty: (2) Page:
530
41. Salespeople write up their completed
activities on:
a. call reports.
b. sales quotas reports.
c. expense reports.
d.
annual territory marketing plans.
Answer: (a)
Difficulty: (2) Page:
530
42. The steps that the salesperson follows
when selling is called the:
a. approach.
b. objective-and-task method.
c. selling process.
d. direct marketing process.
Answer: (c)
Difficulty: (1) Page:
530
43. The step in the selling process
characterized by identifying qualified potential
customers is called the __________ step.
a. closing
b. approach
c. presentation and demonstration
d. prospecting
Answer: (d)
Difficulty: (1) Page:
530, Figure 14-3
44. The first step in the selling process
involves prospecting. What other
function of
selling is normally associated with the prospecting step?
a. qualifying
b. approaching
c. demonstration
d. presentation
Answer: (a)
Difficulty: (2) Page:
530, Figure 14-3
45. _________________ is the step in the
selling process in which the salesperson learns
as much as possible about a prospective customer before making a sales
call.
a. Prospecting
b. Preapproach
c. Approach
d. Handling objections
Answer: (b)
Difficulty: (2) Page:
531
46. Setting call objectives is done during
which of the following stages of the selling
process?
a. prospecting
b. preapproach
c. approach
d. handling objections
Answer: (b)
Difficulty: (2) Page:
531
47. __________________ is the step in the
selling process in which the salesperson
meets and greets the buyer to get the
relationship off to a good start.
a. Prospecting
b. Preapproach
c. Approach
d. Handling objections
Answer: (c)
Difficulty: (2) Page:
531
48. One of the crucial tasks that must be
performed in the approach step (where the
customer is met for the first time) is to:
a. handle objections.
b. qualify the customer.
c. listen to the customer.
d. close the customer on the
validity of the offer.
Answer: (c)
Difficulty: (2) Page:
531
49. The type of sales presentation approach
that requires good listening and problem-
solving skills is the:
a. canned approach.
b. formula approach.
c. need-satisfaction approach.
d. critical-thinking approach.
Answer: (c)
Difficulty: (2) Page:
531
50. Which type of salesperson fits better
with today’s marketing concept?
a. hard-sell salesperson
b. glad-handing extrovert
c. relationship introvert
d. problem-solver
Answer: (d)
Difficulty: (1) Page:
531
51. The step in the selling process where
customer problems and concerns need to be
addressed is called the ____________ step.
a. prospecting
b. preapproach
c. approach
d. handling objections
Answer: (d)
Difficulty: (1) Page:
532
52. One of the hardest stages for the
salesperson to handle well is the ______________
stage.
a. approach
b. handling objections
c. closing
d. follow-up
Answer: (c)
Difficulty: (3) Page:
532
53. Asking for an order, reviewing points
of agreement, or offering to help to write up
the order are all indications of which stage in the selling process?
a. closing
b. feedback and Review
c. approach
d. handling objections
Answer: (a)
Difficulty: (1) Page:
532
54. The last stage in the selling process
is the ________________ stage.
a. approach
b. handling objections
c. closing
d. follow-up
Answer: (d)
Difficulty: (1) Page:
533
55. Most companies today are moving away
from _________________ to the practice
of relationship marketing.
a. customer marketing
b. value marketing
c. transaction marketing
d. supply marketing
Answer: (c)
Difficulty: (3) Page:
533
56. ______________ is the process of
creating, maintaining, and enhancing strong,
value-laden relationships with customers and other stakeholders.
a. Transaction marketing
b. Selling process marketing
c. Relationship marketing
d. Service marketing
Answer: (c)
Difficulty: (2) Page:
533
57. _________________ is direct
communications with carefully targeted individual
consumers to obtain an immediate response.
a. Direct marketing
b. Mass marketing
c. Integrated marketing
d. Demand marketing
Answer: (a)
Difficulty: (1) Page:
533
58. Which of the following has as one of
its characteristics the ability and intent to
communicate on an interactive basis?
a. Direct marketing.
b. Mass marketing.
c. Demand marketing.
d. Hybrid marketing.
Answer: (a)
Difficulty: (2) Page:
533
59.
Most marketers today see direct marketing as a means to interact with
customers to:
a. make enormous profits.
b. build advertising brand
identification.
c. build long-term customer
relationships.
d. make quick sales.
Answer: (c)
Difficulty: (3) Page:
533
60. According to recent studies, all of the
following are ways direct marketing benefits
customers EXCEPT:
a. home shopping is interactive.
b. the consumer can do
comparative shopping.
c. the goods are always cheaper.
d. home shopping is private.
Answer: (c)
Difficulty: (2) Page:
534
61. The fastest growing form of marketing
today is:
a. global marketing.
b. micromarketing.
c. individual marketing.
d. direct marketing.
Answer: (d)
Difficulty: (2) Page:
537
62. According to the Direct Marketing
Association, total U.S. spending of direct
marketing exceeded _________ in 2000, or more than 56 percent of total
U.S.
advertising expenditures.
a. $100 million
b. $500 million
c. $100 billion
d. $190 billion
Answer: (d)
Difficulty: (3) Page:
537
63. A(n) ___________ is an organized
collection of comprehensive data about
individual customers or prospects.
a. customer database
b. customer statistical sample
c. intranet
d. extranet
Answer: (a)
Difficulty: (2) Page:
537
64. All of the following would be
appropriate ways to use a customer database
EXCEPT:
a. replace the need for
information systems and marketing research.
b. locate good potential
customers.
c. tailor products and services
to special needs of targeted customers.
d. maintain long-term customer
relationships.
Answer: (a)
Difficulty: (2) Page:
537
65. All of the following are items or
categories that are typically found in a customer
database EXCEPT:
a. customer demographics.
b. psychographics.
c. buying behavior.
d. customer thought processes.
Answer: (d)
Difficulty: (1) Page:
537
66. Companies can use their databases in
all of the following ways EXCEPT:
a. to determine profitability.
b. to identify prospects.
c. to decide which customers
should receive a particular offer.
d. to deepen customer loyalty.
Answer: (a)
Difficulty: (2) Page:
538
67. All of the following are cited by the text
as being forms of direct marketing
communication EXCEPT:
a. specialty advertising.
b. face-to-face selling.
c. kiosk marketing.
d. online marketing.
Answer: (a)
Difficulty: (2) Page:
539, Figure 14-4
68. Telemarketing has become a major direct
marketing tool. Toll-free numbers (800
numbers) are classified as _______________ telephone marketing.
a. outbound
b. inbound
c. lateral
d. parallel
Answer: (b)
Difficulty: (2) Page:
539
69. Marketers use _____________ telephone
marketing to sell directly to consumers
and businesses.
a. outbound
b. inbound
c. lateral
d. parallel
Answer: (a)
Difficulty: (2) Page:
539
70. “Junk phone calls” are a problem that
seems to be on the increase. In
response,
the view of the Direct Marketing Association is that:
a. “The consumer will always have
this problem.”
b. “The consumer should contact
their legislators.”
c. “This is one of the dangers of
free speech.”
d. “We want to target people who
want to be targeted.”
Answer: (d)
Difficulty: (3) Page:
540
71. If a company uses letters, ads,
samples, foldouts, and other “salespeople with wings”
sent to prospects on mailing lists, it is using which of the following
direct
marketing forms?
a. online marketing
b. catalog marketing
c. direct-mail marketing
d. kiosk marketing
Answer: (c)
Difficulty: (1) Page:
541
72. Which of the following direct marketing
forms has the following characteristics:
well suited to one-to-one communication, high target-market selectivity,
can
be personalized, is flexible, and allows easy measurement of results?
a. catalog marketing
b. direct-mail marketing
c. kiosk marketing
d. telemarketing
Answer: (b)
Difficulty: (2) Page:
541
73. All of the following have recently
become popular forms of mail delivery
EXCEPT:
a. fax mail.
b. e-mail.
c. voice mail.
d.
second-class mail.
Answer: (d)
Difficulty: (1) Page:
541
74. A(n) __________ is defined as being a
printed, bound piece of at least eight
pages, selling multiple products, and offering a direct ordering
mechanism.
a. specialty advertising piece
b. catalog
c. online ordering Web site
d. corporate merchandising report
Answer: (b)
Difficulty: (2) Page:
542
75. The form of direct marketing where one
could find infomercials and home shopping
channels would be:
a. kiosk marketing.
b. telemarketing.
c. online marketing.
d. direct-response television
marketing.
Answer: (d)
Difficulty: (1) Page:
544, 545
76. A 30-minute television program designed
specifically to sell something is called
a(n):
a. advertisement.
b. sales pitch.
c. infomercial.
d. home shopping spot.
Answer: (c)
Difficulty: (1) Page:
544
77. According information found in the
text, the current infomercial champ is:
a. jewelry on the Home Shopping
Network.
b. Suzanne Sommers and her
thigh-master.
c. Jane Fonda and her workout
tapes.
d. George Foreman and his
grilling products.
Answer: (d)
Difficulty: (3) Page:
544-545
78. If a company places an information and
ordering machine in stores, airports, or
other locations, it is using a _____________ to market its products.
a. vending machine
b. push cart
c. booth
d. kiosk
Answer: (d)
Difficulty: (2) Page:
546
79. American Greetings use ____________ to
help customers create personalized cards.
a. vending machines
b. push carts
c. booths
d. kiosks
Answer: (d)
Difficulty: (2) Page:
546
80. ______________ is defined as being
direct-marketing campaigns that use
multiple vehicles and multiple stages to improve response rates and
profits.
a. Outbound marketing
b. Continuing communication
c. Integrated direct marketing
d. Demand-based marketing
Answer: (c)
Difficulty: (2) Page:
547
81. The integrated direct marketing
campaign begins with a(n):
a. paid ad with a response
channel.
b. direct mail.
c. outbound telemarketing.
d. face-to-face sales call.
Answer: (a)
Difficulty: (2) Page:
547, Figure 14-5
82. The toughest public policy issue now
facing the direct-marketing industry is:
a. the invasion of privacy.
b. pornography.
c. copyright infringement.
d. pressure selling.
Answer: (a)
Difficulty: (3) Page:
548
83. The largest association for businesses
interested in interactive and database
marketing is the:
a. American Marketing
Association.
b. American Association of
Advertising.
c. U.S. Chamber of Commerce.
d. Direct Marketing Association.
Answer: (d)
Difficulty: (2) Page:
548, 549
TRUE/FALSE
QUESTIONS
84. Robert Louis Stevenson was once quoted
as saying that “everyone lives by selling
something.”
Answer: (True)
Difficulty: (2) Page: 513
85. Selling is one of the oldest
professions.
Answer: (True)
Difficulty: (1) Page:
513
86. The modern image of the salesperson is
that of a loner, traveling their territories,
trying to put their wares off on unsuspecting buyers.
Answer: (False)
Difficulty: (2) Page:
513
87. An order taker’s position demands skill
in creative selling.
Answer: (False)
Difficulty: (2) Page:
514
88. Personal selling is the profit arm of
the promotion mix.
Answer: (False)
Difficulty: (3) Page:
514
89. Sales force management is the analysis,
planning, implementation, and control
of sales force activities.
Answer: (True)
Difficulty: (1) Page:
515
90. The first major decision to be reached
when constructing a sales force management
system is to recruit and select salespeople.
Answer: (False)
Difficulty: (2) Page:
515, Figure 14-1
91. One of the critical problems with the
territorial sales force structure is that
because of extensive travel, travel expenses are relatively large.
Answer: (False)
Difficulty: (2) Page:
516
92. One of the problems with the product
sales force structure is that if the company
has a large customer, it could feasibly buy from many salespeople within
the same
company thus causing inefficiency and confusion for both buyer and
seller alike.
Answer: (True)
Difficulty: (2) Page:
516
93. One of the problems with the customer
sales force structure is that companies have
many product needs.
Answer: (False)
Difficulty: (2) Page:
516, 517
94. Sales assistants provide technical
information and answers to customer’s questions.
Answer: (False)
Difficulty: (2) Page:
517
95. Team selling is often used to service
large, complex accounts.
Answer: (True)
Difficulty: (1) Page:
519
96. At the heart of any successful sales
force operation is the method by which
employees are paid.
Answer: (False)
Difficulty: (2) Page:
522
97. According to research, the best
salespeople have among their characteristics the
ability to close a sale.
Answer: (True)
Difficulty: (1) Page:
523, Marketing at Work 14-2
98. A good illustration of a variable
amount within a compensation package would be
the salesperson’s salary.
Answer: (False)
Difficulty: (2) Page:
526
99. More and more companies are moving
toward high commission plans as a way to
encourage salespeople to sell more in the long term.
Answer: (False)
Difficulty: (2) Page:
526
100. The annual call plan shows how sales
people spend their time selling, eating,
driving, and resting.
Answer: (False)
Difficulty: (2) Page:
527
101. Salespeople spend more of their time
doing administrative tasks than on any other
area.
Answer: (False)
Difficulty: (2) Page:
527, Figure 14-2
102. Perhaps the fastest growing sales
force technology tool is the PowerPoint
presentation done from a laptop computer.
Answer: (False)
Difficulty: (2) Page:
528
103. The most important way that management
gets information about its salespeople
is through sales reports.
Answer: (True)
Difficulty: (1) Page:
530
104. Learning about the buyer (and his or
her habits) occurs in the approach step of the
selling process.
Answer: (False)
Difficulty: (1) Page:
530, 531, Figure 14-3
105. Setting call objectives usually occurs
in the preapproach step of the effective
selling process model.
Answer: (True)
Difficulty: (1) Page:
531
106. The need-satisfaction approach calls
for a quick close since consumers will have
already solved their own problem and are looking to exit the sales
situation with
minimum of difficulty.
Answer: (False)
Difficulty: (2) Page:
531
107. Many salespeople do not handle the
closing step of the selling process well.
Answer: (True)
Difficulty: (1) Page:
532
108. Most companies today take the
transaction approach to personal selling.
Answer: (False)
Difficulty: (2) Page:
533
109. Direct marketing is characterized as
being a marketing effort that targets
broadly with standardized messages and marketing offers.
Answer: (False)
Difficulty: (1) Page:
533
110. Direct marketing is direct
communications with carefully targeted individual
consumers to obtain an immediate response.
Answer: (True)
Difficulty: (1) Page:
533
111. The earliest direct marketers were
found in the mass media--specifically
in radio.
Answer: (False)
Difficulty: (2) Page:
534
112. Most companies still use direct
marketing as a supplementary channel or
medium for marketing their goods.
Answer: (True)
Difficulty: (1) Page:
534
113. Direct-marketing is now the fastest
growing form of marketing.
Answer: (True)
Difficulty: (2) Page:
537
114. For all practical purposes, a customer
mailing list is about the same thing as a
customer database.
Answer: (False)
Difficulty: (2) Page:
537
115. One of the major forms of direct
marketing is personal selling.
Answer: (True)
Difficulty: (1) Page:
539, Figure 14-4
116. Telephone marketing now accounts for
more than 38 percent of all direct-
marketing media expenditures.
Answer: (True)
Difficulty: (2) Page:
539
117. One of the problems with direct mail
as a direct marketing form is that it is
not successful as one-to-one communication.
Answer: (False)
Difficulty: (2) Page:
541
118. An infomercial lasts about five
minutes, which is considerably longer than the
30-second commercial.
Answer: (False)
Difficulty: (3) Page:
544
119. Kiosk marketing primarily takes place
through vending machines.
Answer: (False)
Difficulty: (2) Page:
546
120. Integrated direct marketing is a
direct-marketing campaign that uses multiple
vehicles and multiple stages to improve response rates and profits.
Answer: (True)
Difficulty: (1) Page:
547
121. The toughest public policy issue now
confronting the direct-marketing
industry is pornography via the Internet.
Answer: (False)
Difficulty: (2) Page:
548
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