Chapter 19 Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth and Personal Selling

TOP 10 Learning Questions for

Chapter 19Managing Personal

Communications: Direct and Interactive Marketing,

Word of Mouth and Personal SellingFarisha Joy C. Oblego

15 December 2011http://farishajoyoblego.blogspot.com

1. _________, catalogs and telemarketing are kinds of direct marketing channels.

A. Direct sellingB. Direct mailC. Direct connectionD. Direct surveyE. None of the above

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Question

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Direct Marketing Channels

Direct mail Catalogs Telemarketing

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Concept


Direct Marketing

It is the use of consumer direct channels to reach and deliver goods and services to customer without using marketing middleman.

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Concept Explanation


1. _________, catalogs and telemarketing are kinds of direct marketing channels.

A. Direct sellingB. Direct mailC. Direct connectionD. Direct surveyE. None of the above

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Answer


2. What is the fifth step in constructing a direct mail campaign?

A. Select target prospectsB. Develop offer elementsC. ExecuteD. Establish objectivesE. Test elements

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Question


Constructing a Direct-Mail Campaign

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Concept


Direct mail

Direct marketing method in which carefully targeted prospects (chosen on the basis of age, income, location, profession, buying pattern etc.) are presented with custom tailored offers for goods or services via ordinary mail or email.

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Concept Explanation

2. What is the fifth step in constructing a direct mail campaign?

A. Select target prospectsB. Develop offer elementsC. ExecuteD. Establish objectivesE. Test elements

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Answer


3. In the formula for selecting prospects, what does RFM stands for?

A. Recency, Frequency, Monetary ValueB. Reputation, Fairness, Management C. Repulsive, Functionality, MarketD. Reaction, Factuality, Marginal CostE. None of the above

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Question


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Concept

RFM Formula for Selecting Prospects


Recency, Frequency, Monetary Value (RFM) Analysis

It is marketing technique used to determine quantitatively which customer are the best ones by examining the following: how recently a customer has purchased (recency) how often they purchase (frequency) how much the customer spends (monetary)


Concept Explanation

Recency, Frequency, Monetary Value (RFM) Analysis

RFM analysis is based on the marketing axiom that "80% of your business comes from 20% of your customers."


Concept Explanation

3. In the formula for selecting prospects, what does RFM stands for?

A. Recency, Frequency, Monetary ValueB. Reputation, Fairness, Management C. Repetitive, Functionality, MarketD. Reaction, Factuality, Marginal CostE. None of the above

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Answer


4. ______ is a page that is inserted in the editorial content structure on a Website for the purpose of advertising or promotion.

A. Internet-specific ads and videosB. Display adsC. Search adsD. MircositesE. Interstitials

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Question


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Concept

Online Promotional Opportunities


Online Promotional Opportunities

Businesses (small or big) are able to advertise their goods and services to reach out to different places or countries through different types of online tools.


Concept Explanation

4. ______ is a page that is inserted in the editorial content structure on a Website for the purpose of advertising or promotion.

A. Internet-specific ads and videosB. Display adsC. Search adsD. MircositesE. Interstitials

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Answer


5._______ is a self-addressed envelope provided by a direct marketer for the return of orders and other replies.

A. Sales LetterB. Reply envelopeC. CircularD. Outside envelopeE. Reply form

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Question


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Concept

Components of the Mailing



Outside envelope A direct mail package that is seen by the

recipient and determines the success or failure of the promotion by its ability to generate sufficient interest to get the package opened.

Sales Letter> It is designed to persuade the reader to

purchase a particular product or service in the absence of a salesman


Concept Explanation


Circular It is a written document that is addressed

to a closed group of people.

Reply Form It is a document provided by a direct

marketer or other organization for the collection of information from individuals.


Concept Explanation


Reply envelope It is a self-addressed envelope provided

by a direct marketer for the return of orders and other replies.


Concept Explanation

5._______ is a self-addressed envelope provided by a direct marketer for the return of orders and other replies.

A. Sales LetterB. Reply envelopeC. CircularD. Outside envelopeE. Reply form

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Answer


6. _______ is when marketers know too much about consumers and use this information to take unfair advantage.

A. IrritationB. UnfairnessC. Deception / FraudD. Invasion of privacyE. None of the above

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Question


Public Issues in Direct Marketing

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Concept



Irritation It includes annoying and offending

customers.

Unfairness It includes taking unfair advantage of

impulsive or less-sophisticated buyers.


Concept Explanation


Deception includes “heat merchants” who design

mailers and write copy designed to mislead consumers.

Invasion of privacy Marketers may know too much about

consumers and use this information to take unfair advantage.


Concept Explanation

6. _______ is when marketers know too much about consumers and use this information to take unfair advantage.

A. IrritationB. UnfairnessC. Deception / FraudD. Invasion of privacyE. None of the above

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Answer


7. All are types of telemarketing except:

A. TelesalesB. TelecoverageC. TeleprospectingD. TelecommunicationE. Customer service and technical

support

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Question


Types of Telemarketing

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Concept


Telemarketing

It is the practice of using the telephone to engage in selling, promoting and researching of products or services.

This can be done also through face-to-face or web conferencing appointment.


Concept Explanation

7. All are types of telemarketing except:

A. TelesalesB. TelecoverageC. TeleprospectingD. TelecommunicationE. Customer service and technical

support

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Answer


8. Which of the following is TRUE about e-Marketing?

A. Use standard content layout when sending email

B. Offer something the customer can also get via direct mail

C. Give the customer a reason to respondD. Make it hard for customers to

unsubscribeE. None of the above

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Question


e-Marketing Guidelines

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Concept

Give the customer a reason to respond Personalize the content of your email Offer something the customer could not

get via direct mail Make it easy for customers to

unsubscribe


Electronic Marketing or e-Marketing

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It refers to the application of marketing principles and techniques via electronic media or more specifically the internet.

It is the process of marketing a brand using the internet.

It includes both direct response marketing and indirect marketing elements and uses a range of technologies to help connect businesses to their customers.


Concept Explanation

8. Which of the following is TRUE about e-Marketing?

A. Use standard content layout when sending email

B. Offer something the customer can also get via direct mail

C. Give the customer a reason to respondD. Make it hard for customers to

unsubscribeE. None of the above

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Answer


9. Designing a Sales Force include sales force objective, sales force strategy, sales force structure, sales force size and _________.

A. Sales force demographyB. Sales force executionC. CompetitionD. CompensationE. None of the above

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Question


Designing a Sales Force

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Concept


Designing Sales Force

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It is effective and appropriate when there is some planning and understanding of the product, the market and the intent of the sales force.


Concept Explanation

9. Designing a Sales Force include sales force objective, sales force strategy, sales force structure, sales force size and _________.

A. Sales force demographyB. Sales force executionC. CompetitionD. CompensationE. None of the above

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Answer


10. The correct order for effective selling is:

A. Preapproach, Prospecting/Qualifying, Approach, Presentation, Overcoming objections, Follow-up and Closing

B. Prospecting/Qualifying, Preapproach, Approach, Presentation, Overcoming objections, Closing and Follow-up

C. Prospecting/Qualifying, Approach, Presentation, Preapproach, Overcoming objections, Follow-up and Closing

D. Preapproach, Prospecting/Qualifying, Overcoming objections, Presentation, Closing and Follow up

E. None of the above

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Question


Steps in Effective Selling

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Concept


Selling

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Selling is the art of persuading the consumer that buying the product or service will benefit him or her.

Selling is when a deal is being closed.


Concept Explanation

10. The correct order for effective selling is:

A. Preapproach, Prospecting/Qualifying, Approach, Presentation, Overcoming objections, Follow-up and Closing

B. Prospecting/Qualifying, Preapproach, Approach, Presentation, Overcoming objections, Closing and Follow-up

C. Prospecting/Qualifying, Approach, Presentation, Preapproach, Overcoming objections, Follow-up and Closing

D. Preapproach, Prospecting/Qualifying, Overcoming objections, Presentation, Closing and Follow up

E. None of the above

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Answer
