SOLVED

11) All of the following are common uses for a direct marketing customer database EXCEPT ________. A) generating sales leads B) identifying prospective customers C) profiling customers based on previous purchases D) gathering marketing intelligence about competitors E) building long-term customer relationships 12) Which of the following is most likely true about database marketing? A) Extensive use of databases seldom intrudes consumers’ privacy. B) Companies match customer needs and interests with products and services. C) It is legal for online sellers to plant online cookies in the browsers of consumers. D) It sets up do-not-call lists, do-not-mail lists, and do-not-track online lists. E) Marketers can watch their competitor’s moves closely by monitoring the competitor’s database. 13) Which of the following best comprises psychographic data? A) buying preferences B) family members and birthdays C) age and income D) address and region E) activities and interests 14) All of the following are forms of direct marketing EXCEPT ________. A) personal selling B) point-of-purchase promotion C) telemarketing D) direct-mail marketing E) kiosk marketing 15) ________ involves sending an offer, announcement, reminder, or other item to a person at a particular address. A) Kiosk marketing B) Online marketing C) Ambush marketing D) Direct-mail marketing E) Telemarketing 16) Which of the following types of marketing involves marketers sending out letters, brochures, samples, and DVDs to consumers’ address? A) direct-response marketing B) direct-mail marketing C) direct digital marketing D) kiosk marketing E) online marketing 17) Why does direct-mail marketing most likely remain a popular promotional tool for marketers? A) It does not disturb consumers enrolled in the Do Not Call Registry. B) It provides something tangible for people to keep. C) It builds long-term customer relationships. D) It involves very low marketing costs. E) It reaches the consumer very quickly. 18) Which of the following is an advantage of using digital catalogs? A) lists the phone numbers of interested prospects B) coordinates with direct-response television ads C) points customers to the nearest kiosk D) eliminates printing and mailing costs E) creates emotional contact with customers 19) What is the primary advantage of printed catalogs? A) filtering out interested prospects B) offering immediate rebates and coupons C) building emotional connections with customers D) offering unlimited space for merchandise details E) reaching consumers in a quick and inexpensive manner 20) Why are historically online shops such as Zappos.com adding catalogs to their marketing methods? A) to meet the increased demand in print catalogs B) to reduce the costs involved in online marketing C) to connect with customers in hard-to-reach places D) to drive online sales and services E) to reduce the need for telemarketers