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Test Bank for Urinalysis and Body Fluids,7th Edition by Strasinger & Lorenzo, Chapters 1 - 17 //Latest Test Bank 100% Verified Answers with rationales | LATEST $15.29
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Test Bank for Urinalysis and Body Fluids,7th Edition by Strasinger & Lorenzo, Chapters 1 - 17 //Latest Test Bank 100% Verified Answers with rationales | LATEST
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Test Bank for Urinalysis and Body Fluids,7th Edition by Strasinger & Lorenzo, Chapters 1 - 17 //Latest Test Bank 100% Verified Answers with rationales | LATEST

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  • January 6, 2025
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,Multiple Choice Questions j j




Chapter 1: Processes and applications of direct marketing
j j j j j j j



1-1. j jis ja jdatabase-driven jinteractive jprocess jof jdirectly jcommunicating jwith jtargeted
jcustomers j or j prospects j using j any j medium j to j obtain j a j measurable j response j or

j transaction jvia jone jor jmultiple jchannels.

A. database j marketing
B. direct j marketing
C. mass j marketing
D. affiliate j marketing


(Answer: j b., j p. j 9)



1-2. Direct j marketing j as j a j term j is j synonymous j with j .
A. mail j order j selling
B. Internet j advertising
C. telemarketing
D. none j of j the j above


(Answer: j d., j p. j 9)



1-3. Direct j marketing j objectives j do j not j include j .
A. selling j merchandise j for j a j company
B. enhancing j a j company’s j image
C. getting j people j to j visit j a j store
D. getting j people j to j inquire j about j a j specific j product j or j service


(Answer: j b., j p. j 10-11)



1-4. Brand j marketing j and j direct j marketing j are j converging j because j of:
A. cost
B. the j regulatory j environment
C. the j digital j revolution
D. the j cost j of j paper

(Answer: jc., jp. j11)

, Instructor jResource
Spiller, j Direct, j Digital j & j Data-Driven j Marketing,
j 5e



SAGE Publishing, 2020
1-5. Direct j marketing j is j known j for j having j its j historical j roots j in j and j
j .
A. measurability j and j accountability
B. direct j mail j and j mail j order j selling
C. Internet j mail j and j on-line j catalogs
D. offers j and j promotions


(Answer: j b., j p. j 11)



1-6. Direct j marketing j is j characterized j by j .
A. ongoing j relationships j and j affinity j with j customers
B. measurement j of j results j and j accountability j for j costs
C. multichannel j fulfillment j and j distribution
D. all j of j the j above


(Answer: j d., j p. j 10)



1-7. Which j of j the j following j are j not j factors j that j have j affected j the j growth j of j direct j marketing?
A. more j banking j options
B. improved j printing j techniques
C. dissatisfaction j with j retail j outlets
D. increasing j use j of j credit j cards


(Answer: j a., jp. j12-14)

1-8. Which j of j the j following j is j not j a j basic j characteristic j of j direct j marketing?
A. Measurement j of j results
B. Accountability j for j costs
C. discounts
D. customer/prospect j database


(Answer: j c., j p. j 10)



1-9. allows j customers j to j select j the j media j or j channels j they j prefer j when
j

j shopping j for jproducts jand jservices.

A. Multichannel j distribution
B. Internet j marketing
C. Electronic j media
D. Response j marketing

(Answer: ja., jp. j19)

, Instructor jResource
Spiller, j Direct, j Digital j & j Data-Driven j Marketing,
j 5e



SAGE Publishing, 2020
1-10. Multichannel j distribution j means:
A. using j more j than j one j direct j mail j campaign j to j reach j customers
B. using j more j than j one j television j or j cable j station j to j reach j customers
C. using j a j variety j of j media j to j reach j customers
D. none j of j the j above


(Answer: j c., j p. j 19)



1-11. j j The j seamless j approach j to j delivering j a j consistent j brand j experience j across j all j available
jchannels j and j devices j a j customer j uses j to j interact j with j a j company j or j organization

j and j its jbrands jis jcalled:




A. Customer j Lifetime j Value
B. Market j Segmentation
C. Omni-Channel j Marketing
D. Multi-Channel j Fulfillment


(Answer: j c., j p. j 20)


1-17. j j The j goal j of j the j direct j marketer j is j to:
A. eliminate j brand j marketing
B. interact j with j the j customer j on j a j one-to-one j basis
C. do j everything j inexpensively
D. use j as j few j channels j as j possible j to j get j the j message j out

(Answer: j b., j p. j 17)


1-18. Which j of j the j following j transactions j is j not j an j example j of j direct j marketing?
A. Going j to j a j retail jstore j to j purchase j an j item j seen j in j their jChristmas jcatalog j that
jyou jreceived jby jmail.

B. Purchasing j clothing j from j a j Land’s j End j catalog, j given j to j you j by j a j friend.
C. Selecting j a j new j set j of j tires j at j a j Firestone j neighborhood j store.
D. Ordering j a j Kenmore j vacuum j cleaner j by j mail j from j a j Sears j sales j catalog.


(Answer: j c., j p. j 19)



1-19. Organizations j that j can j benefit j from j the j use j of j a j database j and j direct j marketing j include
j which jof jthe jfollowing?

A. product j and j service j enterprises
B. non-profit j organizations
C. political j action j groups
D. all j of j the j above

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