Self-test Questions

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1		An interactive approach to marketing using individually addressable marketing media and channels is called:
			A)	Integrated marketing
			B)	Database marketing
			C)	Responsive marketing
			D)	Telemarketing
			E)	All of the above
2		Well organised direct marketing uses media that can target consumers more precisely than advertising.
			A)	True
			B)	False
3		All of the following methods are used in direct marketing, except:
			A)	Telemarketing
			B)	Direct response advertising
			C)	The Internet
			D)	Exhibitions
			E)	Door-to-door leafleting
4		A key factor in the effectiveness of a direct mail campaign is:
			A)	The quality of the letter/copy
			B)	The quality of the mailing list
			C)	The creativity of the design
			D)	Whether 1st or 2nd class post is used
			E)	None of the above
5		A marketing database gives information called:
			A)	Transaction data
			B)	Lifestyle information
			C)	Customer information
			D)	Product information
			E)	All of the above
6		Which of the following would not be true about geodemographic information systems?
			A)	They are the same as psychographic data
			B)	They give information on customer lifestyles
			C)	They indicate the location and characteristics of an audience
			D)	They are specific to business-to-business audiences
			E)	They include the ACORN system
7		The use of media such as TV and magazines to obtain an order, enquiry or request for a visit is called:
			A)	Marketing research
			B)	Self-liquidating offers
			C)	Direct response advertising
			D)	Telemarketing
			E)	Target marketing
8		Telemarketing can be used in which of the following situations?
			A)	Direct selling
			B)	Supporting the sales force
			C)	Generating leads
			D)	Building a marketing database
			E)	All of the above
9		The Mailing Preference Service and Telephone Preference Service allow the general public to:
			A)	Opt to receive only certain types of mail/calls
			B)	Opt to receive no mail/calls at all
			C)	Register their willingness to receive mail/calls
			D)	Pass on the names of others who want to receive mail/calls
10		A marketing database is the starting point for direct marketing campaigns.
			A)	True
			B)	False
11		Customer retention programmes provide an opportunity to up-sell. Up-selling means:
			A)	Switching customers to a firm's other product categories
			B)	Enabling a company to sell a more expensive product to a customer
			C)	Communicating with customers when they are about to re-buy
			D)	Getting customers to recommend others to buy a firm's product