kotler19_tif_Marketing management习题.doc

Chapter 19: Managing Personal Communications: Direct Marketing and Personal Selling GENERAL CONCEPT QUESTIONS Multiple Choice 1. Direct marketing is the use of consumer-direct channels to reach and deliver goods and services to customers without using marketing middlemen. These channels include direct mail, catalogs, Web sites, interactive TV, and ________. a. telemarketing b. bounce-back coupons c. billboards d. coupons e. none of the above Answer: a Page: 604 Level of difficulty: Easy 2. Direct marketers seek a measurable response, typically a customer order. This is sometimes called ________. a. benchmarking b. direct marketing c. first time ordering d. direct-order marketing e. direct-access marketing Answer: d Page: 604 Level of difficulty: Easy 3. The extraordinary growth of direct marketing is the result of many factors. These include higher costs of driving, traffic congestion, parking headaches, and ________. a. retailers not having interesting sales b. too few new retailers c. too many new items to choose from d. lack of interest in shopping malls e. lack of time Answer: e Page: 604 Level of difficulty: Easy 4. Direct marketers can use a number of channels to reach individual prospects and customers. These include ________. a. direct mail b. telemarketing c. catalog marketing d. kiosk marketing e. all of the above Answer: e Page: 606 Level of difficulty: Easy 5. Direct marketing permits the ________ of alternative media and messages in search of the most cost-effective approach. a. accent b. use of c. testing d. outsourcing e. implementation Answer: c Page: 606 Level of difficulty: Easy 6. In constructing an effective direct-mail campaign, marketers must decide on their objectives, target markets, and prospects; offer elements, means of testing the campaign, and ________. a. measures of campaign success b. advertising campaign c. sales promotions d. salespeople’s input e. man