Question 1

Ease of entry into direct marketing is facilitated by _____.

Accepted Answer

A)  low capital requirements due to no need for stores
B)  the use of dual distribution channels
C)  the need for technological skills
D)  low paper and postage costsE) A) and B)
F) A) and C)

Question 2

The first step in enacting a direct marketing strategy is to _____.

Accepted Answer

A)  define one's business
B)  select media
C)  generate customers
D)  arrange order fulfillmentE) B) and D)
F) A) and B)

Question 3

From a data-base retailing perspective,which group most closely resembles the 80-20 principle?

Accepted Answer

A)  regulars
B)  new contacts
C)  loyalists
D)  nonregularsE) None of the above
F) B) and C)

Question 4

A traditional bricks-and-mortar camera retailer also operates a Web site.While the store location features new cameras,the Web site features collectible cameras,as well as used equipment.This strategy illustrates _____.

Accepted Answer

A)  multi-channel retailing
B)  the retail life cycle
C)  mass marketing
D)  the theory of retail evolutionE) C) and D)
F) All of the above

Question 5

Generally,initial investment requirements are less in direct marketing as compared to traditional store-based retailing.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is not an adverse factor affecting direct selling?

Accepted Answer

A)  the unavailability of female consumers in their homes due to a large proportion of the female population that currently works
B)  high sales turnover of sales personnel
C)  a poor image associated with direct selling careers
D)  high mailing and catalog production costsE) B) and C)
F) A) and D)

Question 7

Which of the following is not an example of a recent vending machine-related innovation?

Accepted Answer

A)  electronic cash-handling mechanisms
B)  microprocessors that track consumer preferences and trace malfunctions
C)  voice synthesizers
D)  theft-resistant vending machinesE) None of the above
F) B) and D)

Question 8

Consumers order by mail,phone,fax,or computer,smart phone,or tablet in direct marketing.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following is a major benefit to a retailer's use of the Web as opposed to a bricks-and-mortar facility?

Accepted Answer

A)  better credit card security
B)  simpler logistics
C)  ability to target individual customers
D)  lack of clutterE) A) and D)
F) B) and C)

Question 10

From a consumer's perspective,a video kiosk most closely resembles a(n) _____.

Accepted Answer

A)  vending machine
B)  point-of-sale system
C)  Web browser
D)  ATME) None of the above
F) B) and C)

Question 11

Vending machines allow for around-the-clock sales.

Accepted Answer

A) True 
 B)False

Question 12

Merging (adding new customers)and purging (eliminating customers on multiple lists and customers who have not ordered merchandise over a given time period)are key functions in customer contact.

Accepted Answer

A) True 
 B)False

Question 13

Lack of privacy,fear of credit card security,and inability to examine merchandise prior to purchase are major impediments to Web-based sales.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following is an example of direct marketing?

Accepted Answer

A)  a final consumer being exposed to a good or service through a Web-based ad
B)  a final consumer being exposed to a good or service through a door-to-door salesperson
C)  a final consumer being exposed to a good or service through a referral by a neighbor
D)  a final consumer being exposed to a good or service through a referral by a department store's salespersonE) A) and B)
F) A) and C)

Question 15

Which of the following is not a major benefit of the World Wide Web to a small retailer?

Accepted Answer

A)  the ability to receive orders and inquiries on a 24/7 basis
B)  the ability to reach distant customers,including foreign ones
C)  the ability to reach all potential customers
D)  the ability to project a large presence on the WebE) None of the above
F) C) and D)

Question 16

A store-based retailer that uses the Web to expand its target market has evolved from _____ to _____.

Accepted Answer

A)  single-channel retailing;multi-channel retailing
B)  mass marketing;concentrated marketing
C)  differentiated marketing;mass marketing
D)  independent;a fully integrated vertical marketing systemE) None of the above
F) All of the above

Question 17

The retail strategy mix in direct selling emphasizes convenience in shopping and a personal touch.

Accepted Answer

A) True 
 B)False

Question 18

A firm uses both direct selling,as well as department store formats to sell its cosmetic products.This illustrates _____.

Accepted Answer

A)  an independent vertical marketing system
B)  a partially integrated vertical marketing system
C)  a fully integrated vertical marketing system
D)  multi-channel retailingE) All of the above
F) C) and D)

Question 19

The part of electronic retailing with interactive video and audio capability is referred to as the _____.

Accepted Answer

A)  Internet
B)  World Wide Web
C)  information superhighway
D)  virtual networkE) A) and B)
F) C) and D)

Question 20

Direct marketers can cater to small market niches through use of specialogs.

Accepted Answer

A) True 
 B)False

Exam 6: Web, Nonstore-Based, and Other Forms of Nontraditional Retailing

Ease of entry into direct marketing is facilitated by _____.

Correct AnswerverifiedShow Answer

Lack of privacy,fear of credit card security,and inability to examine merchandise prior to purchase are major impediments to Web-based sales.

Correct AnswerverifiedShow Answer

Which of the following is a major benefit to a retailer's use of the Web as opposed to a bricks-and-mortar facility?

Correct AnswerverifiedShow Answer

Which of the following is not an adverse factor affecting direct selling?

Correct AnswerverifiedShow Answer

Which of the following is not a major benefit of the World Wide Web to a small retailer?

Correct AnswerverifiedShow Answer

Generally,initial investment requirements are less in direct marketing as compared to traditional store-based retailing.

Correct AnswerverifiedShow Answer

The retail strategy mix in direct selling emphasizes convenience in shopping and a personal touch.

Correct AnswerverifiedShow Answer

The first step in enacting a direct marketing strategy is to _____.

Correct AnswerverifiedShow Answer

A traditional bricks-and-mortar camera retailer also operates a Web site.While the store location features new cameras,the Web site features collectible cameras,as well as used equipment.This strategy illustrates _____.

Correct AnswerverifiedShow Answer

A firm uses both direct selling,as well as department store formats to sell its cosmetic products.This illustrates _____.

Correct AnswerverifiedShow Answer

Vending machines allow for around-the-clock sales.

Correct AnswerverifiedShow Answer

Which of the following is not an example of a recent vending machine-related innovation?

Correct AnswerverifiedShow Answer

From a data-base retailing perspective,which group most closely resembles the 80-20 principle?

Correct AnswerverifiedShow Answer

From a consumer's perspective,a video kiosk most closely resembles a(n) _____.

Correct AnswerverifiedShow Answer

A store-based retailer that uses the Web to expand its target market has evolved from _____ to _____.

Correct AnswerverifiedShow Answer

Which of the following is an example of direct marketing?

Correct AnswerverifiedShow Answer

Consumers order by mail,phone,fax,or computer,smart phone,or tablet in direct marketing.

Correct AnswerverifiedShow Answer

Merging (adding new customers)and purging (eliminating customers on multiple lists and customers who have not ordered merchandise over a given time period)are key functions in customer contact.

Correct AnswerverifiedShow Answer

The part of electronic retailing with interactive video and audio capability is referred to as the _____.

Correct AnswerverifiedShow Answer

Direct marketers can cater to small market niches through use of specialogs.

Correct AnswerverifiedShow Answer

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A store-based retailer that uses the Web to expand its target market has evolved from _ to _.

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