personal communications-direct and interactive marketing

word of mouth and personal selling

1. TOP 10 Learning Questions for
Chapter 19
Managing Personal
Communications: Direct and
Interactive Marketing, Word
of Mouth and Personal Selling
Farisha Joy C. Oblego
15 December 2011
http://farishajoyoblego.blogspot.com

2. 1. _________, catalogs and
telemarketing are kinds of direct
marketing channels.
A.Direct selling
B.Direct mail
C.Direct connection
D.Direct survey
E.None of the above
2
Question
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3. Direct Marketing Channels
Direct mail Catalogs Telemarketing
3
Concept
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4. Direct Marketing
It is the use of consumer direct channels to
reach and deliver goods and services to
customer without using marketing
middleman.
4
Concept Explanation
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5. 1. _________, catalogs and
telemarketing are kinds of direct
marketing channels.
nDirect selling
nDirect mail
nDirect connection
nDirect survey
nNone of the above
5
Answer
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6. 2. What is the fifth step in constructing
a direct mail campaign?
A.Select target prospects
B.Develop offer elements
C.Execute
D.Establish objectives
E.Test elements
6
Question
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7. Constructing a Direct-Mail
Campaign
7
Concept
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8. 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.
8
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Concept Explanation

9. 2. What is the fifth step in constructing
a direct mail campaign?
nSelect target prospects
nDevelop offer elements
nExecute
nEstablish objectives
nTest elements
9
Answer
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10. 3. In the formula for selecting
prospects, what does RFM stands for?
A.Recency, Frequency, Monetary Value
B.Reputation, Fairness, Management
C.Repulsive, Functionality, Market
D.Reaction, Factuality, Marginal Cost
E.None of the above
10
Question
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11. 11
Concept
RFM Formula for Selecting
Prospects
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12. 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)
12
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Concept Explanation

13. 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."
13
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Concept Explanation

14. 3. In the formula for selecting
prospects, what does RFM stands for?
A.Recency, Frequency, Monetary Value
B.Reputation, Fairness, Management
C.Repetitive, Functionality, Market
D.Reaction, Factuality, Marginal Cost
E.None of the above
14
Answer
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15. 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 videos
B.Display ads
C.Search ads
D.Mircosites
E.Interstitials
15
Question
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16. 16
Concept
Online Promotional
Opportunities
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17. 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.
17
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Concept Explanation

18. 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 videos
B.Display ads
C.Search ads
D.Mircosites
E.Interstitials
18
Answer
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19. 5._______ is a self-addressed envelope
provided by a direct marketer for the
return of orders and other replies.
A.Sales Letter
B.Reply envelope
C.Circular
D.Outside envelope
E.Reply form
19
Question
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20. 20
Concept
Components of the Mailing
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21. 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
21
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Concept Explanation

22. Components of the Mailing
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.

22
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Concept Explanation

23. Components of the Mailing
Reply envelope
It is a self-addressed envelope provided by a
direct marketer for the return of orders and
other replies.
23
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Concept Explanation

24. 5._______ is a self-addressed envelope
provided by a direct marketer for the
return of orders and other replies.
nSales Letter
nReply envelope
nCircular
nOutside envelope
nReply form
24
Answer
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25. 6. _______ is when marketers know too
much about consumers and use this
information to take unfair advantage.
A.Irritation
B.Unfairness
C.Deception / Fraud
D.Invasion of privacy
E.None of the above
25
Question
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26. Public Issues in Direct
Marketing
26
Concept
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27. Public Issues in Direct
Marketing
Irritation
It includes annoying and offending customers.
Unfairness
It includes taking unfair advantage of impulsive or
less-sophisticated buyers.
27
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Concept Explanation

28. Public Issues in Direct
Marketing
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.
28
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Concept Explanation

29. 6. _______ is when marketers know too
much about consumers and use this
information to take unfair advantage.
nIrritation
nUnfairness
nDeception / Fraud
nInvasion of privacy
nNone of the above
29
Answer
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30. 7. All are types of telemarketing
except:
A.Telesales
B.Telecoverage
C.Teleprospecting
D.Telecommunication
E.Customer service and technical support
30
Question
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31. Types of Telemarketing
31
Concept
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32. 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.
32
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Concept Explanation

33. 7. All are types of telemarketing
except:
nTelesales
nTelecoverage
nTeleprospecting
nTelecommunication
nCustomer service and technical support
33
Answer
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34. 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 respond
D.Make it hard for customers to unsubscribe
E.None of the above
34
Question
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35. e-Marketing Guidelines
35
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
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36. Electronic Marketing or e-
Marketing
36
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.
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Concept Explanation

37. 8. Which of the following is TRUE
about e-Marketing?
nUse standard content layout when sending
email
nOffer something the customer can also get
via direct mail
nGive the customer a reason to respond
nMake it hard for customers to unsubscribe
nNone of the above
37
Answer
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38. 9. Designing a Sales Force include sales force
objective, sales force strategy, sales force
structure, sales force size and _________.
A.Sales force demography
B.Sales force execution
C.Competition
D.Compensation
E.None of the above
38
Question
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39. Designing a Sales Force
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Concept
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40. Designing Sales Force
40
It is effective and appropriate when there is
some planning and understanding of the
product, the market and the intent of the
sales force.
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Concept Explanation

41. 9. Designing a Sales Force include sales
force objective, sales force strategy, sales
force structure, sales force size and
_________.
nSales force demography
nSales force execution
nCompetition
nCompensation
nNone of the above
41
Answer
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42. 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
42
Question
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43. Steps in Effective Selling
43
Concept
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44. Selling
44
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.
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Concept Explanation

45. 10. The correct order for effective selling is:
nPreapproach, Prospecting/Qualifying, Approach,
Presentation, Overcoming objections, Follow-up and Closing
nProspecting/Qualifying, Preapproach, Approach,
Presentation, Overcoming objections, Closing and Follow-up
nProspecting/Qualifying, Approach, Presentation,
Preapproach, Overcoming objections, Follow-up and Closing
nPreapproach, Prospecting/Qualifying, Overcoming
objections, Presentation, Closing and Follow up
nNone of the above
45
Answer
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