Question 1

In which of the following cases is a firm employing omni-channel retailing?

Accepted Answer

A)  E-tailers such as Hammon.com market their products through a strong online presence. 
B)  Wingate Retail sells its products through e-tailers and hundreds of physical superstores. 
C)  Russel Stores' sales operations are based on heavy outbound telephone marketing. 
D)  Lues Wholesalers markets its products to retailers through personal selling. 
E)  Local convenience stores promote products through word-of-mouth marketing. 
A)  E-tailers such as Hammon.com market their products through a strong online presence. 
B)  Wingate Retail sells its products through e-tailers and hundreds of physical superstores. 
C)  Russel Stores' sales operations are based on heavy outbound telephone marketing. 
D)  Lues Wholesalers markets its products to retailers through personal selling. 
E)  Local convenience stores promote products through word-of-mouth marketing.

Question 2

Marketers use inbound telephone marketing to sell to customers directly.

Accepted Answer

A) True 
 B)False

Question 3

Compare display ads and search-related ads. Provide examples to illustrate your response.

Accepted Answer

(Students' answers may vary. The answer

Question 4

A 30-minute or longer advertising program on television that markets a single product is called a(n)________.

Accepted Answer

A)  phishing program 
B)  infomercial 
C)  podcast 
D)  catalog 
E)  spambot 
A)  phishing program 
B)  infomercial 
C)  podcast 
D)  catalog 
E)  spambot

Question 5

Amazon.com and Expedia.com are best described as ________ that sell products and services directly to final buyers via the Internet.

Accepted Answer

A)  search engines 
B)  content sites 
C)  transaction sites 
D)  e-tailers 
E)  iTV sites 
A)  search engines 
B)  content sites 
C)  transaction sites 
D)  e-tailers 
E)  iTV sites

Question 6

Which of the following is a transaction site?

Accepted Answer

A)  Wikipedia 
B)  Yahoo 
C)  eBay 
D)  IMDB 
E)  Facebook 
A)  Wikipedia 
B)  Yahoo 
C)  eBay 
D)  IMDB 
E)  Facebook

Question 7

Which of the following is most likely true about e-mail marketing?

Accepted Answer

A)  It cannot be personalized for individual consumers. 
B)  It is a traditional form of direct marketing. 
C)  It is restricted to the use of personal computers. 
D)  It is used by marketers to send highly targeted messages. 
E)  It is always non-intrusive in nature due to spam filters. 
A)  It cannot be personalized for individual consumers. 
B)  It is a traditional form of direct marketing. 
C)  It is restricted to the use of personal computers. 
D)  It is used by marketers to send highly targeted messages. 
E)  It is always non-intrusive in nature due to spam filters.

Question 8

An advantage of ________ is that they allow real-time merchandising; products and features can be added or removed as needed, and prices can be adjusted instantly to match demand.

Accepted Answer

A)  digital catalogs 
B)  blogs 
C)  kiosks 
D)  traditional catalogs 
E)  mobile apps 
A)  digital catalogs 
B)  blogs 
C)  kiosks 
D)  traditional catalogs 
E)  mobile apps

Question 9

The National Do Not Call Registry is managed by the Federal Trade Commission.

Accepted Answer

A) True 
 B)False

Question 10

Direct-response television (DRTV)marketing takes one of two major forms: direct-response television advertising and interactive TV (iTV)advertising.

Accepted Answer

A) True 
 B)False

Question 11

An advantage of direct mail marketing over digital forms is that it provides something tangible for people to hold and keep and it can be used to send samples.

Accepted Answer

A) True 
 B)False

Question 12

For most companies, the first step in conducting online marketing is to ________.

Accepted Answer

A)  place an ad online 
B)  send e-mails 
C)  create a Web site 
D)  create a social networking site 
E)  place search-related ads 
A)  place an ad online 
B)  send e-mails 
C)  create a Web site 
D)  create a social networking site 
E)  place search-related ads

Question 13

Bradley Springs, a chain of superstores, promotes its business by handing out printed materials which contain lists and descriptions of an assortment of its products. In this case, the company's promotional strategy is referred to as ________.

Accepted Answer

A)  e-mail marketing 
B)  telemarketing 
C)  catalog marketing 
D)  kiosk marketing 
E)  viral marketing 
A)  e-mail marketing 
B)  telemarketing 
C)  catalog marketing 
D)  kiosk marketing 
E)  viral marketing

Question 14

iTV lets viewers interact with television programming and advertising using their remote controls.

Accepted Answer

A) True 
 B)False

Question 15

Unsolicited and unwanted commercial e-mail is referred to as ________.

Accepted Answer

A)  an infomercial 
B)  an advertorial 
C)  viral marketing 
D)  social media 
E)  spam 
A)  an infomercial 
B)  an advertorial 
C)  viral marketing 
D)  social media 
E)  spam

Question 16

Which of the following is an example of inbound telemarketing?

Accepted Answer

A)  Sterrns Media advertises its services by sending letters to potential customers and prompting them to contact the firm through a toll-free number. 
B)  Sterrns Media purchases customer information and later cold calls these customers to generate potential leads. 
C)  Sterrns Media spends a lot of time and effort to train its sales force to call businesses and inform them about its B2B products. 
D)  Sterrns Media utilizes interactive cable systems to enable customers to obtain product information by using their TV remotes. 
E)  Sterrns Media airs advertising programs called infomercials to attract viewers and get them to order products from its Web site. 
A)  Sterrns Media advertises its services by sending letters to potential customers and prompting them to contact the firm through a toll-free number. 
B)  Sterrns Media purchases customer information and later cold calls these customers to generate potential leads. 
C)  Sterrns Media spends a lot of time and effort to train its sales force to call businesses and inform them about its B2B products. 
D)  Sterrns Media utilizes interactive cable systems to enable customers to obtain product information by using their TV remotes. 
E)  Sterrns Media airs advertising programs called infomercials to attract viewers and get them to order products from its Web site.

Question 17

________ marketing features marketing messages, promotions, and other content delivered to on-the-go consumers through their portable electronic devices.

Accepted Answer

A)  Direct-mail 
B)  Mobile 
C)  Mass 
D)  Viral 
E)  Kiosk 
A)  Direct-mail 
B)  Mobile 
C)  Mass 
D)  Viral 
E)  Kiosk

Question 18

The Children's Online Privacy Protection Act requires online operators targeting children to ________.

Accepted Answer

A)  educate children about digital technologies 
B)  post privacy policies on their sites 
C)  collect and store the personal information of parents of these children 
D)  collect personal information from children under age 13 for security purposes 
E)  avoid sending e-mails to the parents of children whom they target 
A)  educate children about digital technologies 
B)  post privacy policies on their sites 
C)  collect and store the personal information of parents of these children 
D)  collect personal information from children under age 13 for security purposes 
E)  avoid sending e-mails to the parents of children whom they target

Question 19

Explain the concept of viral marketing.

Accepted Answer

Viral marketing, the digital version of

Question 20

Which of the following is true of viral marketing?

Accepted Answer

A)  It is the digital version of word-of-mouth marketing. 
B)  It refers to online marketing problems caused by technical glitches. 
C)  It is another term for the unethical invasion of online privacy. 
D)  It is an automated system that manages digital sales and marketing functions. 
E)  It is a system that allows a supplier to access a customer's inventory levels online. 
A)  It is the digital version of word-of-mouth marketing. 
B)  It refers to online marketing problems caused by technical glitches. 
C)  It is another term for the unethical invasion of online privacy. 
D)  It is an automated system that manages digital sales and marketing functions. 
E)  It is a system that allows a supplier to access a customer's inventory levels online.

In which of the following cases is a firm employing omni-channel retailing?

Marketers use inbound telephone marketing to sell to customers directly.

Compare display ads and search-related ads. Provide examples to illustrate your response.

A 30-minute or longer advertising program on television that markets a single product is called a(n)________.

Amazon.com and Expedia.com are best described as ________ that sell products and services directly to final buyers via the Internet.

Which of the following is a transaction site?

Which of the following is most likely true about e-mail marketing?

An advantage of ________ is that they allow real-time merchandising; products and features can be added or removed as needed, and prices can be adjusted instantly to match demand.

The National Do Not Call Registry is managed by the Federal Trade Commission.

Direct-response television (DRTV)marketing takes one of two major forms: direct-response television advertising and interactive TV (iTV)advertising.

An advantage of direct mail marketing over digital forms is that it provides something tangible for people to hold and keep and it can be used to send samples.

For most companies, the first step in conducting online marketing is to ________.

Bradley Springs, a chain of superstores, promotes its business by handing out printed materials which contain lists and descriptions of an assortment of its products. In this case, the company's promotional strategy is referred to as ________.

iTV lets viewers interact with television programming and advertising using their remote controls.

Unsolicited and unwanted commercial e-mail is referred to as ________.

Which of the following is an example of inbound telemarketing?

________ marketing features marketing messages, promotions, and other content delivered to on-the-go consumers through their portable electronic devices.

The Children's Online Privacy Protection Act requires online operators targeting children to ________.

Explain the concept of viral marketing.

Which of the following is true of viral marketing?

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Understanding Consumer and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

New Product Development and Product Life-Cycle Strategies

Pricing: Understanding and Capturing Customer Value

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

Personal Selling and Sales Promotion

The Global Marketplace

Social Responsibility and Ethics

Filters

Exam 14: Direct, Online, Social Media, and Mobile Marketing

In which of the following cases is a firm employing omni-channel retailing?

Marketers use inbound telephone marketing to sell to customers directly.

Compare display ads and search-related ads. Provide examples to illustrate your response.

A 30-minute or longer advertising program on television that markets a single product is called a(n)________.

Amazon.com and Expedia.com are best described as ________ that sell products and services directly to final buyers via the Internet.

Which of the following is a transaction site?

Which of the following is most likely true about e-mail marketing?

An advantage of ________ is that they allow real-time merchandising; products and features can be added or removed as needed, and prices can be adjusted instantly to match demand.

The National Do Not Call Registry is managed by the Federal Trade Commission.

Direct-response television (DRTV)marketing takes one of two major forms: direct-response television advertising and interactive TV (iTV)advertising.

An advantage of direct mail marketing over digital forms is that it provides something tangible for people to hold and keep and it can be used to send samples.

For most companies, the first step in conducting online marketing is to ________.

Bradley Springs, a chain of superstores, promotes its business by handing out printed materials which contain lists and descriptions of an assortment of its products. In this case, the company's promotional strategy is referred to as ________.

iTV lets viewers interact with television programming and advertising using their remote controls.

Unsolicited and unwanted commercial e-mail is referred to as ________.

Which of the following is an example of inbound telemarketing?

________ marketing features marketing messages, promotions, and other content delivered to on-the-go consumers through their portable electronic devices.

The Children's Online Privacy Protection Act requires online operators targeting children to ________.

Explain the concept of viral marketing.

Which of the following is true of viral marketing?

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Understanding Consumer and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

New Product Development and Product Life-Cycle Strategies

Pricing: Understanding and Capturing Customer Value

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

Personal Selling and Sales Promotion

The Global Marketplace

Social Responsibility and Ethics

Filters