Exam 14: Direct and Online Marketing

The popular press has paid more attention to which of the following four major online marketing domains? B2C (business-to-consumer) B2R (business-to-retailer) B2B (business-to-business) C2C (consumer-to-consumer) C2B (consumer-to-business)

Using Priceline.com, would-be buyers can bid for airline tickets, hotel rooms, rental cars, cruises, and vacation packages.It is then up to sellers to decide whether or not to accept an offered bid.This is an example of ________. B2B online marketing C2C online marketing B2C online marketing C2B online marketing multi-channel marketing

As consumers become more and more comfortable with technology, many companies are using information and ordering machines called ________ in stores, airports, and other locations. kiosks terminals interactive televisions relays vending machines

Organic Designs is a small, successful chain of stores offering stylish clothes made of all-organic materials for infants, toddlers, and young children.Most of the Organic Designs stores are located in urban areas.Now Organic Designs is considering using direct marketing to reach potential customers who live outside of the company's existing markets, with the goal of creating emotional connections and long-term relationships with a new group of customers.Which of the following methods of direct marketing would likely be most effective in accomplishing this goal? direct-mail marketing telephone marketing catalogue marketing direct-response television marketing podcast marketing

What does the term viral marketing mean? It is the Internet version of word-of-mouth marketing. It refers to problems that occur with viruses online. It is another term for invasions of online privacy. It is another term for online security. It is a system that allows a supplier to access a customer's inventory levels online.

You are looking up airline schedules on the Internet.A bar at the top of the website reads, "Stay at Holiday Inn and get a 25 percent discount!" This is a(n) ________. display ad related to your search pop-under content sponsorship pop-up interstitial

Green Gardens is a click-and-mortar seller of gardening and landscaping goods and equipment.The marketing department wants to encourage shoppers at the physical stores to use the company's online catalog to order items that are not available at a given retail location.Which of the following marketing devices is the best match for this goal? kiosks email mobile phones telemarketing podcasts

Give two examples of companies that use direct marketing as their primary or only marketing approach.What are two advantages these companies have over competitors?

Online marketing can involve the interchange of information through Internet forums, including customers' praise for and complaints about products.

What are two major forms of direct-response television marketing? direct-response television advertising and infomercials home-selling and toll-free response home television response and attention commercials call-in response and Web-site response home shopping channels and vodcasts

Explain the goal of viral marketing.

When consumers can drive transactions with businesses, what type of online marketing is being used? blogs podcasting consumer-to-business business-to-consumer social networking

The growth of the Internet caused many traditional companies to ________ in response to customer demands and a changing marketplace. become click-only companies become content sites become click-and-mortar companies develop more infomercials expand their outside sales forces

What characteristic of niche sites makes the medium MOST appealing to marketers? audience sizes larger than those of general social networking sites wide variety of demographics and purchasing patterns audiences of people with similar interests commercial transaction capabilities podcasting and vodcasting capabilities

A catalog is currently defined as a printed, bound piece of at least eight pages that sells multiple products and offers a direct ordering mechanism.

Which of the following is an advantage of printed catalogs over digital catalogs? a stronger emotional connection with customers the ability to offer an almost unlimited amount of merchandise less competition for customer's attention efficiencies in production, printing, and mailing costs real-time merchandising

Explain the major benefits of direct marketing for both customers and sellers.

How has the implementation of the National Do-Not-Call Registry changed telephone marketing?

Information about a customer's activities and interests are all ________ in a customer database. demographics psychographics key contacts buying behaviours assessments

Amazon.ca and eBay have built their entire promotional approach around ________. mass marketing sales promotion direct marketing public relations personal selling