Chapter 14 – Direct Marketing
46. (p. 478) A ____, maintained by direct marketers, contains a listing of current and/or potential
customers of the organization.
47. (p. 478) Direct marketers make use of database in order to:
Chapter 14 – Direct Marketing
48. (p. 478) _____ is the use of specific information about individual customers and/or prospects
to implement more effective and efficient marketing communications.
49. (p. 479) The National Geographic Society offers a variety of products to its subscribers
through direct marketing. This is an example of:
Chapter 14 – Direct Marketing
50. (p. 479) With an offer to subscribe to a cooking magazine, Rosina was offered the
opportunity to buy a set of cookware, an electric can opener, and a coffee maker that were
featured in the publication and selected by the magazine editors as the best value for the
money. This is an example of:
51. (p. 480) For customer relationship management (CRM) to work effectively, a(n) _____ is
required.
Chapter 14 – Direct Marketing
52. (p. 480) One of the main concerns relating to database marketing is:
53. (p. 480) DMA, in relation to direct marketing activities, stands for:
Chapter 14 – Direct Marketing
54. (p. 480) SRDS, a United States organization provides information regarding both consumer
and business lists. SRDS stands for:
55. (p. 480) ____ conducts an annual study of customers who buy at home via mail, telephone,
or Internet. It compiles information on total orders placed, types of products purchased,
demographics, and purchase satisfaction, among others.
Chapter 14 – Direct Marketing
56. (p. 481) To determine the effectiveness of a database, the U.S. Postal Service recommends an
RFM scoring method. The letters RFM stand for:
57. (p. 481) _____ is a method of collecting and storing a large amount of regularly updated
information about the customers in the database.
Chapter 14 – Direct Marketing
58. (p. 481) Walmart employs a method of collecting and storing data about their customers in
which data is entered each time a purchase is made by the customer. This enables the
company to track how recently purchases have been made, how often they are made, and what
amounts of money are being spent. This helps it in maintaining better relation with its
customers. Which of the following methods of maintaining a database is employed by
Walmart?
59. (p. 481) The announcer on the television commercial said, “Get your credit card and call now
to order the Monster Ballads of Rock & Roll CD.” This is an example the _____ direct
marketing approach.
Chapter 14 – Direct Marketing
60. (p. 481) In the _____ approach of direct marketing, the medium is used directly to obtain an
order.
61. (p. 481) All the television commercials and other print ads that urge the customer to pick up
the phone and call the toll free number to place an order immediately make use of the _____
approach of direct marketing.
Chapter 14 – Direct Marketing
62. (p. 481) The goal of the _____ approach of direct marketing is to generate an immediate sale
when the ad is shown.
63. (p. 481) The _____ approach of direct marketing involves the use of more than one medium.
Chapter 14 – Direct Marketing
64. (p. 481) Under the two-step approach of direct marketing, the first effort is designed to
screen or qualify the potential buyers and the second effort:
65. (p. 481) Which of the following companies employ a one-step approach to direct marketing?
Chapter 14 – Direct Marketing
66. (p. 481) To purchase cookware, music CDs, and exercise videos advertised on television
consumers are asked to call a toll-free telephone number. Viewers are instructed to have their
credit cards handy when they call to place the order. This form of direct marketing is referred
to as:
67. (p. 481) When a direct advertising medium is designed to directly obtain an order, the _____
approach is being used?
Chapter 14 – Direct Marketing
68. (p. 481) In direct marketing situations, when it is necessary to screen or qualify potential
buyers, it is advisable to use:
69. (p. 481) The two-step approach to direct marketing:
Chapter 14 – Direct Marketing
70. (p. 481) A television commercial in which Publishers Clearing House urges consumers to
look in their mailboxes for soon-to-arrive sweepstakes entries is an example of:
71. (p. 481) _____ is often called the ‘junk mail’.
Chapter 14 – Direct Marketing
72. (p. 482) Market segmentation in the direct marketing industry:
73. (p. 482) Keys to the success of direct mail are the ____, which constitutes the database from
which names are generated, and the ability to segment markets and, of course the offer.