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Exam 16: Direct Response

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Question 71

True/False

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A two-step offer is designed to sell consumers a lower-priced item before offering them a higher-priced,and thus more profitable,item.

A) True
B) False

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Question 72

Multiple Choice

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Through ________,marketers can target individuals based on what they have purchased,what shows they have watched,or what websites they have visited.

A) variable data marketing
B) permission-based marketing
C) behavioral targeting
D) predictive targeting
E) conversion marketing

F) A) and B)
G) A) and C)

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Question 73

Multiple Choice

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________ marketing occurs when a seller and customers deal with each other directly rather than through an intermediary,such as a wholesaler or retailer.

________ is a type of marketing communication that has characteristics of advertising but also includes an element that allows the audience to make a direct response to the advertiser.

The Pampered Sole is a new women's shoe store in Birmingham,Alabama.The owners want to target women between the ages of 30 and 45 with a household income greater than $50,000 with a special promotion.They have purchased two mailing lists: one with demographic information for their retail area and one with psychographic information.They want one list that combines both types of information,but they don't want to mail someone twice.What should they do?

Name and describe the five basic steps in traditional direct marketing.

Refer to the passage below to answer the questions that follow. Proactive Solution is a skincare system to help people with acne. Proactive was originally sold only through direct marketing. The consumer had to enroll in the Proactive Solution Clear Skin Club. However, now some large malls have kiosks selling Proactive Solution products without the club membership, but the prices are much higher. Proactive Solution has had one of the longest-running infomercials on television, and its product line is also sold through magazine ads. Through these mediums, consumers can purchase the product directly by calling, mailing, or going through the Internet to submit an order. -Name and describe the type of advertising that Proactive Solution uses to promote and sell its product.

Which of the following is NOT an advantage of direct mail?

Which of the following is NOT a variable that would be considered part of the offer in direct marketing?

Name and describe the seven stages of the database management process.

Which of the following is most likely true of infomercials?

The best customer prospects of direct marketers are ________.

After selecting a sweater on the Lands' End website,Kelly Oldham filled out the required customer and credit card information.A box with a checkmark inside was next to the following statement: "Yes,I would like to receive promotional information via email from Lands' End." The statement suggests that Lands' End is using which of the following marketing tools?

What is the second step in the direct-marketing process?

The financial contribution through sales volume of an individual customer or customer segment over a length of time is known as ________.

One disadvantage of direct marketing is consumer frustration with too many catalogs and junk mail.

The marketing manager of Charlie's Car Parts uses a customer database to email promotional information to customers.The demographic information in the database provides the manager with all the data he needs regarding his customers' buying preferences.

Direct-response marketing is a growth area because it is easy to evaluate its effectiveness.

What is the rationale for the higher cost of direct marketing?

Which of the following is NOT a type of company that has traditionally made extensive use of direct marketing?