Texas Tech University



Chapter 10 Quiz1. A marketing program that is aimed at selling additional products to existing customers would be an example of:a. Cross-sellingb. Benefit Packagec. Frequency- Marketing Strategyd. Communication strategye. Direct Marketing2. Which of the following can be a limitation of telemarketing?a. Contacts can be targeted selectivelyb. Impact of the program is easy to trackc. Person-to-person dialogued. Experimenting with different delivery formatse. Time to convey information3. . Which of the following does not help infomercials?A.same day responseB. Frequent closes?C.testimonials?D. Direct mail4. Which of the following is not part of list enchantment?A.demographicB.geodemographicC.psychographic?D.benefit package5. What are the 3 types of Database Marketing?a. internal lists, external lists, list enhancementb. telephone calls, emails, paper planesc. internal lists, external lists, central listd. delivery, walk-in, stand-by6. What is a factor of Growing Popularity?a. Convenienceb. Computer Powerc. Trackingd. All of the above7. What are Frequency-marketing programs basic elements?A) DatabaseB) Benefit packageC) Communication strategyD) None of theseE) All of these8. From the consumer’s standpoint, direct marketing’s growing popularity might be summarized in a single word:A) TimeB) ConvenienceC) ExpertiseD) Comparison9. Which is NOT a primary purpose of direct marketing?A) Closing sales with customers.B) Identifying prospects for future contactsC) To gather information about competitorsD) Offering information an incentives to foster brand loyalty?10. What?allows organizations to identify and?focus their efforts on their best customers using a?recency, frequency, and monetary (RFM) analysis?A) Marketing databaseB) Brand loyaltyC) Customer appreciationD) Company rights11. Successful infomercials require all the following EXCEPT: A) a same day response B) frequent closes C) testimonials D) a celebrity endorsement 12. Which of the following is valuable for creating relationships with current customers?A) External Lists B) List enhancement C) Phone list D) Internal Lists 13. Which of the following is NOT a basic element of frequency-marketing programs??A.? DatabaseB.? Communication StrategyC.? Benefit PackageD.? Direct Mail14. Which company was the first founder of mail order companies?A) L.L. Bean B) Sears C. Neiman Marcus D. Walmart15. Which of the following was created because of the consumers’ desire for privacy? A) Permission Marketing B) Do Not Call Registry C) Reader’s Digest D) Direct Marketing Association 16. Which following pair are referred to by the book as the direct marketer’s prime media?A) Direct Mail and Telemarketing B) Telemarketing and EmailC) Direct Mail and Infomercials D) Telemarketing and Infomercials 17. In the book there were three types of media that are commonly used with Direct Marketing. Which of the following is not a commonly used type of media in this area of marketing?A. Direct mailB. TelemarkingC. Newspapers and MagazinesD. Email18. There are a few things a marketer can offer to help their preferred customers become brand loyal. Which of the following is not an effective method in accomplishing this?A. Giving discounts on the productsB. Giving them free samplesC. Providing CouponsD. Making sure to follow- up with letters. ................
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