Session 1
1. List the stages in the purchasing cycle from the consumer's
perspective.
A. Perceived need; internal & external search; evaluation of alternatives;
purchase decision; experience recall.
2. List three areas to which the successful product/service provider
needs to pay attention.
A. Understanding consumer/product needs; developing products & services to
satisfy customers & prospects; implement competitive pricing strategies;
ease of access to product; appropriate/responsible advertising; deliver
product/service.
3. What is true integration?
A. Greater appropriate balance within the marketing mix of some or all
marketing disciplines.
4. What does Bob Stone mean by 'interactive
system'?
A. Consumer is given opportunity to develop a mutually beneficial relationship
with the service or product provider.
5. What is a measurable response?
A. A response to a campaign can be tracked and measured according to
leads/sales generated.
6. What do you understand by Malcolm Auld's definition of
DM?
A. Student initiative.
7. Name three front-end direct marketing activities and write twenty
words on each.
A. Direct mail; telemarketing; electronic media; catalogues; fax and student
descriptions.
8. Name three back end direct marketing activities and write twenty
words on each.
A. Market research; testing; database building; monitoring/tracking/measuring;
relevant offer development; fulfilment. (student initiative on descriptions).
9. Whose details would you store on a database?
A. Those of prospects and customers.
10. What is needed for successful fulfilment?
A. Accuracy; timely; guaranteed; customer satisfaction.
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