1. Which of the following is a collection of data (information) obtained from one or more sources and organized for easy retrieval, tabulation, and analysis? a. database b. primary resources c. research studies d. systems information

QUESTION 1

1. Which of the following is a collection of data (information) obtained from one or more sources and organized for easy retrieval, tabulation, and analysis?

	a.	database
	b.	primary resources
	c.	research studies
	d.	systems information

1 points   

QUESTION 2

1. Which of the following is not a technique for managing lists?

	a.	measures for computing lifetime value
	b.	select and join
	c.	All of the above
	d.	statistical methods for predicting future purchases

1 points   

QUESTION 3

1. The _____ is the interface of direct marketing an one of its most important assets.

	a.	interactive marketing
	b.	consumer base
	c.	SMC marketing
	d.	database

1 points   

QUESTION 4

1. Which of the following is not a direct-marketing and database deliverable?

	a.	increase distribution costs
	b.	enhanced ability to gather additional consumer data
	c.	control firm and consumer relations
	d.	better control of channel communications

1 points   

QUESTION 5

1. Which of the following refers to online communities that are sponsored by corporations and interest groups and yield large amount of personal data that can be compiled in a database for the sponsors to use?

	a.	blog communities
	b.	sponsorship communities
	c.	Internet advertising communities
	d.	“lifestyle” communities

1 points   

QUESTION 6

1. Which of the following refers to when prospects call into the firm or entity to begin the exchange?

	a.	inbound calling
	b.	interactive marketing
	c.	direct marketing
	d.	interm calling

1 points   

QUESTION 7

1. Which of the following was provided as a best case example of telemarketing?

	a.	Coca-Cola
	b.	Pepsi-Cola
	c.	Floundry Companies
	d.	Ferguson Enterprises

1 points   

QUESTION 8

1. The Home Network is an example of which of the following?

	a.	None of the above.
	b.	infomercial
	c.	television shopping network
	d.	direct-broadcast commercial

1 points   

QUESTION 9

1. Which of the following refers to electronic publications (usually small in relative size to a full publication) containing news of interest chiefly to a special group or community?

	a.	e-newsletters
	b.	e-catalogs
	c.	email
	d.	instant messages

1 points   

QUESTION 10

1. Internet-direct advertising can arrive on screens in all of the follow manners except

	a.	pop-up
	b.	pop-on
	c.	banner
	d.	button

1 points   

QUESTION 11

1. Which of the following is not a characteristic of electronic marketing communications?

	a.	None of the above.
	b.	high production costs
	c.	quality reproductive capability
	d.	flexibility in updates

1 points   

QUESTION 12

1. Which of the following was provided as a best case example of electronic direct marketing?

	a.	Goodwill
	b.	Home Shopping Network
	c.	Coca-Cola
	d.	Pepsi Cola

1 points   

QUESTION 13

1. Which of the following is often called DR or DR advertising?

	a.	direct-reply marketing
	b.	direct-response marketing
	c.	direct-recovery marketing
	d.	direct-receipt marketing

1 points   

QUESTION 14

1. What is the most popular type of catalogs dropped to consumers?

	a.	apparel
	b.	general merchandise
	c.	food
	d.	gifts

1 points   

QUESTION 15

1. In the business-to-business group, what percentage of mean sales comes from the house list?

	a.	90
	b.	60
	c.	20
	d.	10

1 points   

QUESTION 16

1. Which of the following refers to a list of customers developed and maintained outside of the company that is marketing the products or services?

	a.	external list
	b.	outterm list
	c.	outsourced list
	d.	outside list

1 points   

QUESTION 17

1. Which of the following refers to the sale of a consumer product or service, in a face-to-face manner, away from a fixed retail location?

	a.	direct selling
	b.	direct marketing
	c.	multilevel marketing
	d.	multilevel selling

1 points   

QUESTION 18

1. Which of the following operates in the business-to-business environment and entails a variety of corporate restrictions and levels?

	a.	direct marketing
	b.	personal marketing
	c.	direct selling
	d.	personal selling