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Multiple Choice Quiz
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1
Direct marketing:
A)Is interactive
B)Is database-driven
C)Uses multiple media
D)Direct response marketing
E)All of the above
2
The major social and technological changes causing the growth of direct marketing is:
A)Direct and indirect consumer responses
B)Reduced government regulation and greater consumer access
C)Telephony and fulfillment management
D)Increased percentage of two-income families and improved technology
E)Database management and offer management
3
The strengths of direct marketing include:
A)Flexibility
B)Measurability
C)Quickness in implementing
D)Generating new sales
E)All of the above
4
In direct marketing, the customer list consists of:
A)People who have responded to related direct-marketing offers
B)Lists of subscribers to magazines
C)The names and addresses of people collected from public sources.
D)All of the above
E)None of the above
5
When looking at customer lists, direct marketers should consider:
A)Recency
B)Frequency
C)Money
D)RFM
E)All of the above
6
In direct marketing, fulfillment consists of:
A)People who have responded to related direct-marketing offers
B)The promises people receive from a company in exchange for money or some other desired behavior.
C)The names and addresses of people collected from public sources.
D)Something people say or do in answer to an MC message
E)Providing product or requested information in a convenient, cost effective, and timely fashion.
7
When putting together a direct mail offer, marketers consider all of the following except in developing the offer.
A)Telephony
B)Reply card
C)Insert
D)Letter
E)Outer envelope
8
Direct marketing can be used to:
A)Generate new sales
B)Qualify leads
C)Strengthen brand relationships
D)Produce leads
E)All of the above
9
Direct-marketing companies live and die according to the quality of their customer and prospect database lists because:
A)Costs of direct marketing are high
B)They rarely make a profit on the first mailing and therefore need repeat purchases
C)Good lists allow direct-marketers to personalize their message
D)All of the above
E)None of the above





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