Managing tDirect and On-line Marketing

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Managing tDirect and On-line Marketing

Course Name: Marketing Management Course No.59-568-W Quiz Number: Quiz Twenty One Teacher: Larry Fuhrer, MBA, MBA Teacher's Home Page: http://www.LarryFuhrer.com Teacher's Email: LarryFuhrer@LarryFuhrer.com

Student Name: Student No: Student Email:

No. of Questions= 16
Pass mark is - 85 %.

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1. A well-developed database becomes a proprietary _________ of a direct marketing firm.

2. Customer databases have given rise to the rapid ________ of direct marketing.

3. Business-to-business direct marketing helps reduce ______ _______ costs.

4. A ________ ____ ___________ measurement assures maximum direct marketing accountability.

5. Mass marketers tend to concentrate on __________ attraction

6. The oldest form of direct marketing is _______-to-_________ selling.

7. Direct mail can be __________ to increase its effectiveness.

8. Disintermediation described the ___________ reliance on intermediaries between manufacturer and customer.

9. Outside envelopes with ____________ tend to be most effective.

10. A _________-______ envelope will increase direct mail responses.

11. Response rates for direct mail tend to understate _____-______ customer value.

12. A customer's lifetime value can be calculated by subtracting _____________ and ____________ cost from projected revenue.

13. Effective telemarketers know how to ______ a ______ to a weak prospect.

14. A _________ ___________ serves a specific topic or interest group.

15. The R-F-M, ________ _________ ________, model helps a direct marketer assess prospect and customer value.

16. A customer ___________ consists of records containing name, address and call info.

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Lewis University, Graduate School of Management
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1.	A well-developed database becomes a proprietary _________ of a direct marketing firm.




2.	Customer databases have given rise to the rapid ________ of direct marketing.




3.	Business-to-business direct marketing helps reduce ______ _______ costs.




4.	A ________ ____ ___________ measurement assures maximum direct marketing accountability.




5.	Mass marketers tend to concentrate on __________ attraction




6.	The oldest form of direct marketing is _______-to-_________ selling.




7.	Direct mail can be __________ to increase its effectiveness.




8.	Disintermediation described the ___________ reliance on intermediaries between manufacturer and customer.




9.	Outside envelopes with ____________ tend to be most effective.




10.	A _________-______ envelope will increase direct mail responses.




11.	Response rates for direct mail tend to understate _____-______ customer value.




12.	A customer's lifetime value can be calculated by subtracting _____________ and ____________ cost from projected revenue.




13.	Effective telemarketers know how to ______ a ______ to a weak prospect.




14.	A _________ ___________ serves a specific topic or interest group.




15.	The R-F-M, ________ _________ ________, model helps a direct marketer assess prospect and customer value.




16.	A customer ___________ consists of records containing name, address and call info.