Tutorial 15 / Week commencing 21 st of May 2012 : Chap. 17

Section A : MCQs

1. Which of the following is most important for direct marketing to be effective?A) an online presenceB) a good customer databaseC) a well-trained sales forceD) telephone marketingE) catalogs

2. Information about a customer's age, income, and family make-up is in the ________ category of a customer database.A) demographicB) psychographicC) geographicD) behavioralE) assessment

3. Psychographics data in a customer database used by direct marketers include information regarding a customer's ________ and ________.A) interests; incomeB) activities; opinionsC) age; buying preferencesD) opinions; ageE) hobbies; family stage

4. All of the following are forms of direct marketing EXCEPT ________.A) catalogsB) public relationsC) mail orderD) direct-response advertisingE) telemarketing

5. Which kind of marketing involves sending a pamphlet or flyer containing an offer to a person at a particular address?A) direct-response advertisingB) dynamic imagingC) catalog D) direct mail E) Internet marketing

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