1. _______ is a form of marketing that attempts to send its messages directly to consumers, without the use of intervening media.
Correct : B. direct marketing
2. Direct marketing is a form of marketing that attempts to send its messages directly to consumers, _______ media.
Correct : A. without intervening
3. Direct Marketing plays a broader role, that of building _______with the customer by communicating with them regularly.
Correct : C. long term relationship
4. Sending a birthday card to consumer is an example of ______.
Correct : B. direct marketing
5. Direct marketing has three characteristics namely: Direct Response, _______, build and maintain a database of customers and prospects
Correct : A. measurable
6. Communications sent to invite customers to respond - by mail, telephone, Internet, redeemable retail vouchers, etc. is known as _______.
Correct : A. direct response
7. The _______framework was extensively used to support the direct marketing concept of the 1950s.
Correct : B. marketing mix
8. A _____is an item that is built or produced to satisfy the needs of a certain group of people, it can be tangible or intangible.
Correct : D. product
9. It refers referring to the channel by which a product or services is sold. _____
Correct : B. place
10. An essential ingredient to any service provision is the use of appropriate staff is known as _____.
Correct : B. people
11. This refers to the systems used to assist the organisation in delivering the service. ____.
Correct : A. place
12. ________is the element of the service mix which allows the consumer again to make judgments on the organisation.
Correct : D. physical evidences
13. E-marketing and online marketing is an example of _____ type of marketing.
Correct : B. non-traditional media
14. ______could be regarded as the “ultimate" Direct marketing approach. As this approach employ no other means to manage the relationship with their customers.
Correct : A. stand-alone
15. Answer in one word: Three approaches in Direct marketing are- Stand-alone, Integrated and ___.
Correct : C. peripheral
16. The following are the decision variables in direct marketing: Offer, Creative, Media, Timing/sequencing, ______.
Correct : C. customer service
17. One of the _______of direct marketing is effective only when all information about the individual customer is available.
Correct : A. disadvantage
18. ________ is a comprehensive approach for creating maintaining and expanding customer relationship.
Correct : B. customer relationship management
19. One of the main benefits of a Customer Relationship Marketing system is that it smoothens_______ process.
Correct : B. customer retantion
20. Direct Marketing is more ______ as compared to other marketing methods.
Correct : A. cost effective
21. Which of the following aspects are of one to one marketing?
Correct : A. customer profile
22. Which of the following aspects are of Mass marketing?
Correct : C. standard products
23. _____ is the process of selling related, an added item to a customer.
Correct : A. cross selling
24. Three strategies of Relationship marketing are get found, get followed and ____.
Correct : A. get paid
25. Three stages of consumer lifecycle are_______, customer retention and customer development.