Question 1

Which of the following is a reason direct marketing has grown?

Accepted Answer

A)  Low cost 
B)  Loss of other marketing methods 
C)  Relaxed laws 
D)  Precision targeting 
A)  Low cost 
B)  Loss of other marketing methods 
C)  Relaxed laws 
D)  Precision targeting

Question 2

A central repository of an organization's customer information is known as:

Accepted Answer

A)  E-commerce 
B)  Direct mail marketing 
C)  Data warehouse 
D)  Direct marketing 
A)  E-commerce 
B)  Direct mail marketing 
C)  Data warehouse 
D)  Direct marketing

Question 3

The popular press has paid the most attention to ________ online marketing.

Accepted Answer

A)  Consumer-to-business (C2
B)  
B)  Business-to-consumer (B2
C)  
C)  Business-to-business (B2
B)  
D)  Consumer-to-consumer (C2
C)  
A)  Consumer-to-business (C2
B)  
B)  Business-to-consumer (B2
C)  
C)  Business-to-business (B2
B)  
D)  Consumer-to-consumer (C2
C)

Question 4

The sequence of integrated direct marketing technique is:

Accepted Answer

A)  Paid ad with a response channel > Direct mail mechanism > Outbound telemarketing > Face-to-face sales calls 
B)  Direct mail mechanism > Outbound telemarketing > Face-to-face sales calls > Paid ad with a response channel 
C)  Outbound telemarketing > Paid ad with a response channel > Direct mail mechanism > Face-to-face sales calls 
D)  Outbound telemarketing > Face-to-face sales calls > Paid ad with a response channel > Direct mail mechanism 
A)  Paid ad with a response channel > Direct mail mechanism > Outbound telemarketing > Face-to-face sales calls 
B)  Direct mail mechanism > Outbound telemarketing > Face-to-face sales calls > Paid ad with a response channel 
C)  Outbound telemarketing > Paid ad with a response channel > Direct mail mechanism > Face-to-face sales calls 
D)  Outbound telemarketing > Face-to-face sales calls > Paid ad with a response channel > Direct mail mechanism

Question 5

On-line security is perhaps the number one e-commerce concern.

Accepted Answer

A) True 
 B)False

Question 6

To effectively use data mining and to be useful, the data stored in a database must be ________.

Accepted Answer

A)  Up to date 
B)  Complete 
C)  Accurate 
D)  Well defined 
A)  Up to date 
B)  Complete 
C)  Accurate 
D)  Well defined

Question 7

Choose the best option: Effective direct marketing begins with a good ________.

Accepted Answer

A)  Plan 
B)  Customer database 
C)  Management team 
D)  Marketing team 
A)  Plan 
B)  Customer database 
C)  Management team 
D)  Marketing team

Question 8

Which of the following statements is true?

Accepted Answer

A)  The Web is still primarily C2C. 
B)  The Web is still primarily for the wealthy. 
C)  The Web is still primarily for the educated. 
D)  Nearly every socioeconomic group has adopted the Web. 
A)  The Web is still primarily C2C. 
B)  The Web is still primarily for the wealthy. 
C)  The Web is still primarily for the educated. 
D)  Nearly every socioeconomic group has adopted the Web.

Question 9

The second largest advertising media is:

Accepted Answer

A)  TV 
B)  Internet 
C)  Newspaper 
D)  Magazines 
A)  TV 
B)  Internet 
C)  Newspaper 
D)  Magazines

Question 10

Do-not-call legislation has ________ the telemarketing industry.

Accepted Answer

A)  Ignored 
B)  Encouraged 
C)  Discouraged 
D)  Hurt 
A)  Ignored 
B)  Encouraged 
C)  Discouraged 
D)  Hurt

Question 11

Pop-up ads are the Internet version of word-of-mouth marketing that are so infectious that customers will want to pass them along to friends.

Accepted Answer

A) True 
 B)False

Question 12

The most basic type of Web site is the:

Accepted Answer

A)  Intranet Web site 
B)  Marketing Web site 
C)  Commercial Web site 
D)  Corporate Web site 
A)  Intranet Web site 
B)  Marketing Web site 
C)  Commercial Web site 
D)  Corporate Web site

Question 13

Explain the major benefits of direct marketing.

Accepted Answer

Direct marketing offers several major be

Question 14

Data mining is the systematic removal of bad information from the database.

Accepted Answer

A) True 
 B)False

Question 15

Interstitials are online display ads that appear between screen changes on a Web site.

Accepted Answer

A) True 
 B)False

Question 16

Even with the advent of Internet marketing, the role of direct marketing has stayed the same.

Accepted Answer

A) True 
 B)False

Question 17

Casino operator Harrah's Entertainment has built a customer database containing ________ worth of customer information.

Accepted Answer

A)  30 gigabytes 
B)  1 terabyte 
C)  30 terabytes 
D)  300 terabytes 
A)  30 gigabytes 
B)  1 terabyte 
C)  30 terabytes 
D)  300 terabytes

Question 18

Viral marketing uses banners on Web pages to advertise.

Accepted Answer

A) True 
 B)False

Question 19

Viral marketing can be very expensive and is ineffective.

Accepted Answer

A) True 
 B)False

Question 20

Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships are known as:

Accepted Answer

A)  Consumer marketing 
B)  Network marketing 
C)  Direct marketing 
D)  Growth marketing 
A)  Consumer marketing 
B)  Network marketing 
C)  Direct marketing 
D)  Growth marketing

Which of the following is a reason direct marketing has grown?

A central repository of an organization's customer information is known as:

The popular press has paid the most attention to ________ online marketing.

The sequence of integrated direct marketing technique is:

On-line security is perhaps the number one e-commerce concern.

To effectively use data mining and to be useful, the data stored in a database must be ________.

Choose the best option: Effective direct marketing begins with a good ________.

Which of the following statements is true?

The second largest advertising media is:

Do-not-call legislation has ________ the telemarketing industry.

Pop-up ads are the Internet version of word-of-mouth marketing that are so infectious that customers will want to pass them along to friends.

The most basic type of Web site is the:

Explain the major benefits of direct marketing.

Data mining is the systematic removal of bad information from the database.

Interstitials are online display ads that appear between screen changes on a Web site.

Even with the advent of Internet marketing, the role of direct marketing has stayed the same.

Casino operator Harrah's Entertainment has built a customer database containing ________ worth of customer information.

Viral marketing uses banners on Web pages to advertise.

Viral marketing can be very expensive and is ineffective.

Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships are known as:

Introduction: Marketing for Hospitality and Tourism

Service Characteristics of Hospitality and Tourism Marketing

The Role of Marketing in Strategic Planning

The Marketing Environment

Managing Customer Information to Gain Customer Insights

Consumer Markets and Consumer Buying Behavior

Organizational Buyer Behavior of Group Market

Customer Driven Marketing Strategy: Creating Value for Target Customers

Designing and Managing Products and Brands: Building Customer Value

Internal Marketing

Pricing: Understanding and Capturing Customer Value

Distribution Channels Delivering Customer Value

Engaging Customers and Communicating Customer Value

Public Relations and Sales Promotion

Professional Sales

Destination Marketing

Next Years Marketing Plan

Filters

Exam 16: Direct, Online, Social Media, and Mobile Marketing

Which of the following is a reason direct marketing has grown?

A central repository of an organization's customer information is known as:

The popular press has paid the most attention to ________ online marketing.

The sequence of integrated direct marketing technique is:

On-line security is perhaps the number one e-commerce concern.

To effectively use data mining and to be useful, the data stored in a database must be ________.

Choose the best option: Effective direct marketing begins with a good ________.

Which of the following statements is true?

The second largest advertising media is:

Do-not-call legislation has ________ the telemarketing industry.

Pop-up ads are the Internet version of word-of-mouth marketing that are so infectious that customers will want to pass them along to friends.

The most basic type of Web site is the:

Explain the major benefits of direct marketing.

Data mining is the systematic removal of bad information from the database.

Interstitials are online display ads that appear between screen changes on a Web site.

Even with the advent of Internet marketing, the role of direct marketing has stayed the same.

Casino operator Harrah's Entertainment has built a customer database containing ________ worth of customer information.

Viral marketing uses banners on Web pages to advertise.

Viral marketing can be very expensive and is ineffective.

Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships are known as:

Introduction: Marketing for Hospitality and Tourism

Service Characteristics of Hospitality and Tourism Marketing

The Role of Marketing in Strategic Planning

The Marketing Environment

Managing Customer Information to Gain Customer Insights

Consumer Markets and Consumer Buying Behavior

Organizational Buyer Behavior of Group Market

Customer Driven Marketing Strategy: Creating Value for Target Customers

Designing and Managing Products and Brands: Building Customer Value

Internal Marketing

Pricing: Understanding and Capturing Customer Value

Distribution Channels Delivering Customer Value

Engaging Customers and Communicating Customer Value

Public Relations and Sales Promotion

Professional Sales

Destination Marketing

Next Years Marketing Plan

Filters