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269) Which of the following statements regarding direct marketing is most accurate?
A) Direct marketing now allows customers to shop during regular business hours, with extended
hours on weekends.
B) Although direct marketing usually saves customers time, it does not usually save customers
money.
C) Although direct marketing can save consumers time and money, the process is labor intensive
and not very much fun.
D) Many customers believe direct marketing provides excellent customer service.
E) Direct customers feel that their privacy is more likely to be compromised with direct
marketing than with other methods.
270) An offer that contains all the information necessary for a prospective buyer to make a
decision to purchase and complete the transaction may result in
A) a direct order.
B) lead generation.
C) traffic generation.
D) data compilation.
E) a prospect bid.
271) Direct orders are
A) direct communication with consumers to generate a response in the form of an order, a
request for further information, or a visit to a retail outlet.
B) products that are shipped directly to the place of purchase rather than being stored or
distributed through intermediaries.
C) the result of offers that contain all the information necessary for a prospective buyer to make
a decision to purchase and complete the transaction.
D) the outcome of an offer designed to motivate people to visit a business.
E) the result of an offer designed to generate interest in a product or service and a request for
additional information.
272) An offer designed to generate interest in a product or service and a request for additional
information results in
A) direct orders.
B) lead generation.
C) traffic generation.
D) indirect orders.
E) prospecting.
273) Lead generation is
A) the result of offers that contain all the information necessary for a prospective buyer to make
a decision to purchase and complete the transaction.
B) direct telephone communication only with consumers to generate a response in the form of an
order, a request for further information, or a visit to a retail outlet.
C) a bundle of products that are shipped directly to the point of purchase rather than being stored
or distributed through intermediaries.
D) the outcome of an offer designed to motivate people to visit a business.
E) the result of a direct marketing offer designed to generate interest in a product or service and a
request for additional information.
274) A paid advertisement for the Texas Department of Economic Development—Tourism
Division invited readers of a magazine to mail in a postage-paid reply card that was included
with the ad, visit the state's website, or use a toll-free number to request more information about
vacation destinations in Texas. The primary purpose of this ad was
A) direct order fulfillment.
B) to make a public service announcement.
C) indirect order generation.
D) lead generation.
E) digital communication.
275) The outcome of a direct marketing offer designed to motivate people to visit a business is
referred to as
A) direct order consignment.
B) lead generation.
C) traffic generation.
D) indirect order fulfillment.
E) first-mover advantage.
276) Traffic generation is
A) the outcome of an offer designed to motivate people to visit a business.
B) the result of offers that contain all the information necessary for a prospective buyer to make
a decision to purchase and complete the transaction.
C) direct communication with consumers to generate a response in the form of an order, a
request for further information, or a visit to a retail outlet.
D) the result of a direct marketing offer designed to generate interest in a product or service and
a request for additional information.
E) an increase in the amount of foot traffic in a retail establishment that coincides with a new
advertising campaign.
277) Amanda received a postcard from a local wellness spa. The card invited her to attend an
invitation-only open house and receive a 20 percent discount on her first service scheduled that
day. She went to the spa later in the week to consider getting a facial. With respect to Amanda,
the postcard from the spa was a form of direct marketing used to
A) generate direct orders.
B) generate leads.
C) create awareness.
D) generate traffic.
E) create a new image.
278) ________ are the result of organizations' efforts to create profiles of customers so that
direct marketing tools, such as e-mail and catalogs, can be directed at specific customers.
A) Databases
B) Direct order fulfillments
C) Lead generations
D) First-mover advantages
E) Direct order consignments
279) All of the following are consumer-related data that comprise a direct marketing database
(such as for a catalog) except which?
A) media usage
B) demographic.
C) past purchases
D) income tax rate
E) lifestyles
280) Amazon.com, a successful online retailer, manages an extensive customer database that is
used to determine which products are suggested to each customer. Some data are best collected
from the customer; other data are best collected from the businesses where purchases are made.
Which of the following customer data are best collected from the customer?
A) brand
B) price
C) media use
D) model
E) quantity
281) Amazon.com, a successful online retailer, manages an extensive customer database that is
used to determine which products are suggested to each customer. Some data are best collected
from the customer; other data are best collected from the businesses where purchases are made.
Which of the following customer data are best collected by Amazon through tracking
transactions?
A) lifestyles
B) price
C) demographics
D) media use
E) Tax ID numbers
282) Direct marketing faces several challenges and opportunities in global markets. Several
countries, such as Australia and Japan, have requirements for mandatory "opt-in," which means
A) global marketers must pay a special fee beyond the regular postage for the privilege of using
a country's postal system.
B) global marketers wishing to use direct marketing must have all mailings approved by their
respective trade commissions for appropriateness of content.
C) global marketers have to purchase special "catalog" postage at a cost higher than that charged
for the same weight of mail sent from one individual to another.
D) consumers have to pay a special fee to the government to defray the costs of mail carriers
having to handle larger volumes of mail from catalogues.
E) potential customers must give permission to include their name on a list for direct marketing
solicitations.
283) Factors such as differences in payment methods (credit and credit cards), the need for
improved reliability and security with regard to the mail system, and government regulations
make it especially difficult to use ________ in the global market.
A) direct marketing
B) advertising
C) personal selling
D) sales promotion
E) publicity
284) The European Union passed a consumer privacy law, called the ________, after several
years of discussion with the Federation of European Direct Marketing and the U.K.'s Direct
Marketing Association.
A) Personal Identity Law
B) Intellectual Property Act
C) Data Protection Directive
D) Credit Protection Act
E) Shared Information Act
285) A new version of the Data Protection Directive, called the ________, will address new
developments pertaining to consumer privacy such as social networks and cloud computing and
take effect in 2018.
A) General Data Protection Regulation
B) Personal Identity Law
C) Intellectual Property Act
D) Credit Protection Act
E) Shared Information Act
286) All of the following are challenges and opportunities that direct marketing faces in global
markets except which?
A) The need for improved reliability and security in many countries has slowed the growth of
direct mail.
B) The availability of credit and credit cards varies throughout the world.
C) The use of web "tracking" tools by direct marketers to segment consumers and match them
with advertising are universally appreciated by consumers because they speed up the online
purchase process.
D) The mail, telephone, and Internet systems in many countries are not as well developed as they
are in the United States.
E) The European Union passed a consumer privacy law, called the Data Protection Directive due
to consumer concerns about privacy.
287) The National Do Not Call Registry was created to give Americans a tool for maintaining
their privacy on home telephone lines. More than ________ percent of all households are
registered.
A) 95
B) 90
C) 80
D) 70
E) 30
288) Proponents of Do-Not-Track regulations suggest that website owners that use cookies to
collect information about consumers' shopping habits should only do so
A) with new customers.
B) with consumers' consent.
C) with repeat customers.
D) when new products are being offered.
E) when competitors use cookies.
289) The European Union passed a law called the E-Privacy Directive to
A) provide explicit laws for website owners.
B) protect intellectual property.
C) increase data transparency.
D) reduce the instances of hacking.
E) allow consumers to access their search records.
290) The integrated marketing communications approach for Taco Bell seeks to
A) develop iconic television advertising.
B) consider all touchpoints, from in-store posters to all forms of media.
C) use traditional promotion tools only.
D) use new social media only.
E) apply word-of-mouth advertising only.
291) Throughout its history, Taco Bell has
A) developed a global citizenship style.
B) used very creative promotional activities.
C) applied a bring-it-on attitude.
D) applied an aggressive personal philosophy.
E) a just-do-it mantra.
