Chapter 17- Integrating Direct Marketing and Personal Selling

Chapter 17- Integrating Direct Marketing and Personal Selling

Complete Chapter Questions With Answers

Sample Questions Are Posted Below

TRUE/FALSE

1. Direct marketing is an interactive system that uses one or more forms of advertising media to effect a measurable response and/or transaction at any location.

ANS:  T                    DIF:    Easy               REF:   p. 601             OBJ:   17-1

NAT:  AACSB Communication | CB&C Model Marketing Plan   TYP:   Knowledge

2. One characteristic of a direct marketing program is that it almost always tries to strengthen brand recognition.

ANS:  F                    DIF:    Easy               REF:   p. 601             OBJ:   17-1

NAT:  AACSB Communication | CB&C Model Marketing Plan   TYP:   Knowledge

3. Though emerging technologies have created exciting new options for direct marketers, businesses have had direct contact with consumers since the early days of Richard Sears, Alvah Roebuck, Les Wunderman, and L.L. Bean.

ANS:  T                    DIF:    Moderate       REF:   p. 602             OBJ:   17-1

NAT:  AACSB Analytic | CB&C Model Marketing Plan              TYP:   Comprehension

4. The most common use of direct marketing is as a tool to close the sale with a customer.

ANS:  T                    DIF:    Easy               REF:   p. 605             OBJ:   17-1

NAT:  AACSB Analytic | CB&C Model Marketing Plan              TYP:   Comprehension

5. A direct marketing campaign can serve many purposes. One of them, though not the most common, is to engage customers and foster brand loyalty.

ANS:  T                    DIF:    Moderate       REF:   p. 605             OBJ:   17-1

NAT:  AACSB Analytic | CB&C Model Customer                       TYP:   Knowledge