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| 1 | |
Data management is the process of gathering, consolidating, updating, and enhancing the information about customers and prospects that resides in the database. |
| | A) | True |
| | B) | False |
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| 2 | |
Direct marketing is free from clutter. |
| | A) | True |
| | B) | False |
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| 3 | |
Personal selling is cited as the direct marketing medium of choice. |
| | A) | True |
| | B) | False |
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| 4 | |
Advertising that asks the reader, viewer, or listener to provide feedback to the source is called direct-mail advertising. |
| | A) | True |
| | B) | False |
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| 5 | |
_____, the most common direct-mail format, are often mailed with brochures, price lists, or reply cards and envelopes. |
| | A) | Sales letters |
| | B) | Folders |
| | C) | Brochures |
| | D) | Self-mailers |
| | E) | Statement stuffers |
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| 6 | |
House organs are: |
| | A) | ads enclosed in monthly customer statements from department stores, banks, oil companies, and the like. |
| | B) | publications produced by associations or business organizations. |
| | C) | any form of direct mail that can travel without an envelope. |
| | D) | often mailed with brochures, price lists, or reply cards and envelopes. |
| | E) | used to announce sales, offer discounts, or generate customer traffic. |
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| 7 | |
_____ lists typically offer the lowest response rate. |
| | A) | Brokered |
| | B) | Mail-response |
| | C) | House |
| | D) | Compiled |
| | E) | Transit |
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| 8 | |
Which of the following statements about personal selling is true? |
| | A) | It is labor-intensive and expensive. |
| | B) | The greatest weakness of personal selling is that it is personal in nature. |
| | C) | It is not labor-intensive or expensive. |
| | D) | It has a good reputation with most people. |
| | E) | It is the most inexpensive method of marketing. |
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| 9 | |
All of the following are communication functions that salespeople provide EXCEPT: |
| | A) | information gathering. |
| | B) | information providing. |
| | C) | database management. |
| | D) | order fulfillment. |
| | E) | relationship building. |
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| 10 | |
Which of the following statements about salespeople is false? |
| | A) | Salespeople should be articulate and persuasive. |
| | B) | Salespeople deliver information to customers about the company and its products. |
| | C) | Salespeople use information to communicate value and to build relationships and trust. |
| | D) | Salespeople should be good talkers first and good listeners second. |
| | E) | Salespeople impart information both upstream and downstream within their organization. |
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| 11 | |
Which of the following is primarily designed to secure the cooperation of retailers, gain shelf space, and protect the product against competitors? |
| | A) | Telemarketing |
| | B) | Viral marketing |
| | C) | Personal selling |
| | D) | A push strategy |
| | E) | A pull strategy |
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