Though emerging technologies have created exciting new options for direct marketers, businesses have had direct contact with consumers since the early days of Richard Sears, Alvah Roebuck, Les Wunderman, and L.L. Bean.
Indicate whether the statement is true or false
Question 2Milly's Hardware and Thames Industrial Supplier have worked closely for many years and have a mutually beneficial relationship in which Milly's provides all of Thames's hardware needs in a timely manner. Milly's and Thames's relationship could be best characterized as a(n)
A) reciprocity agreement.
B) partnership.
C) intra-organizational group.
D) alliance.
E) tying arrangement.
Question 3The Kia Soul automobile is currently positioned as a vehicle for young adults. Kia's message to the target market is that it is exciting, youthful, and trendy. However, Max and his friends who are 20-somethings just like the music and the hamster spokescharacters. They don't care about the car itself. The message that Kia originally encoded and the meaning Max and his friends ultimately decoded
A) probably contain circular feedback.
B) may be different because of noise.
C) are usually exactly the same.
D) rarely are similar because of feedback.
E) are collectively termed the communications channel.
Question 4One characteristic of a direct marketing program is that it almost always tries to strengthen brand recognition.
Indicate whether the statement is true or false
Question 5Many suppliers and their customers invest time and resources to build and maintain mutually beneficial relationships which are often called
A) partnerships.
B) co-ops.
C) monopolies.
D) reciprocity.
E) alliances.
Question 6During the decoding process, the
A) intensity of the transmission becomes stronger.
B) receiver attempts to convert signs or symbols into concepts and ideas.
C) source attempts to convert signs or symbols into concepts and ideas.
D) source converts meaning into a series of signs or symbols that represent ideas or concepts.
E) receiver filters noise from the feedback.
Question 7Direct marketing is an interactive system that uses one or more forms of advertising media to effect a measurable response and/or transaction at any location.
Indicate whether the statement is true or false
Question 8Which of the following statements about business buying is false?
A) Business marketers prefer not to sell to customers who place small orders.
B) Business marketers must often sell their products in large quantities to make profits.
C) Most business purchases are made by committee.
D) Business purchases are usually made on the basis of contracts.
E) Orders in business markets tend to be smaller than those placed in consumer markets.
Question 9OES Office Systems' use of fax machines to carry its advertising messages to its business customers is which component of the communication process?
A) Communication channel
B) Decoding process
C) Encoding process
D) Sharing of meaning
E) Noise minimization
Question 10Coordination of an IBP effort often leads to disagreement and conflict within the business environment. What kind of factors commonly work against coordination? Include those specific to an organization that handles the entire effort internally, and those specific to an organization that uses some external sources.
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