Question : 61) Which of the following not characteristic of direct marketing? A) : 1353466

 

61) Which of the following is not characteristic of direct marketing?

A) A marketer relinquishes control of product when it is turned over to channel intermediaries.

B) Advertising serves to generate an immediate inquiry or purchase.

C) Repetition is used in individual advertisements.

D) The customer experiences high perceived risk.

E) Direct response advertising is used.

62) Which of the following is not characteristic of mass marketing?

A) Product benefits do not typically include home delivery.

B) Advertising is used to generate an immediate inquiry or purchase.

C) Repetition of ads is the key to awareness and remembering.

D) The customer perceives relatively little risk.

E) Purchase action is deferred.

63) Which of the following environmental characteristics affects use of direct marketing in Europe?

A) the European Commission’s concern about privacy

B) high postal rates in several European countries

C) industries in Europe are still developing complete mailing lists

D) linguistic, cultural, and regional diversity

E) all of the above

64) Which of the following is not a useful guideline for U.S.-based direct marketers wishing to reach global customers?

A) Do not treat prospects as though they are Americans.

B) Do not automatically assume that a direct-mail campaign that works in one country will work in another country.

C) Do not assume that all Europeans are similar in their tastes and wants.

D) Customers should be able to return products to an address in their local country market.

E) Focus on all countries included in the European Union.

65) Which country or region offers direct marketers the advantage of a well-developed mailing list industry?

A) the United States

B) Japan

C) Western Europe

D) Latin America

E) South Korea

66) The term magalog is used to describe which communication medium?

A) direct mail

B) Groupons

C) coupons

D) catalogs

E) infomercials

67) In Hong Kong and Singapore, Western catalogers are finding it easy to market because of all of the following reasons except:

A) efficient postal services.

B) highly educated populations.

C) wide use of credit cards.

D) few mail-order companies.

E) high per capita income.

68) Thomas Burke, an executive at Saatchi & Saatchi, is quoted as saying ________ are “the most powerful form of advertising ever created.”

A) corporate advocacy ads

B) infomercials

C) banner ads on the Internet

D) direct mail campaigns

E) catalog sales

69) Chinese direct-response television has learned that there are many obstacles that still need to be overcome, which include all of the following except:

A) consumers’ savings rate is very low.

B) limited number of private telephones.

C) low penetration of credit cards.

D) delivery logistics in Beijing.

E) delivery logistics in Shanghai.

70) Industry observers expect the popularity of home shopping to increase during the next few years due to:

A) the formation of European Union.

B) the economic development in India.

C) the introduction of interactive television.

D) the introduction of iPhone.

E) the introduction of TV shops.

 

 

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