Question 1

Which kind of marketing involves sending an offer, announcement, reminder, or other item to a person at a particular postal address?

Accepted Answer

A)  kiosk marketing 
B)  direct digital marketing 
C)  mass marketing 
D)  direct-mail marketing 
E)  telephone marketing 
A)  kiosk marketing 
B)  direct digital marketing 
C)  mass marketing 
D)  direct-mail marketing 
E)  telephone marketing

Question 2

Differentiate between branded community Web sites and marketing Web sites. Provide examples to illustrate your response.

Accepted Answer

Web sites vary greatly in purpose and co

Question 3

The first step for most firms that are venturing into online marketing involves sending promotional e-mails.

Accepted Answer

A) True 
 B)False

Question 4

What are the main forms of direct and digital marketing?

Accepted Answer

The main forms of direct and digital mar

Question 5

Which of the following are the fastest-growing forms of marketing?

Accepted Answer

A)  direct and digital 
B)  undifferentiated and differentiated 
C)  internal and external 
D)  mass and targeted 
E)  standardized and customized 
A)  direct and digital 
B)  undifferentiated and differentiated 
C)  internal and external 
D)  mass and targeted 
E)  standardized and customized

Question 6

Which of the following account for the largest portion of firms' online advertising spending?

Accepted Answer

A)  display and search-related advertisements 
B)  search-related and rich media advertisements 
C)  digital and rich media advertisements 
D)  community Web sites and blog posts 
E)  blog posts and digital media 
A)  display and search-related advertisements 
B)  search-related and rich media advertisements 
C)  digital and rich media advertisements 
D)  community Web sites and blog posts 
E)  blog posts and digital media

Question 7

Which of the following is a form of online advertising?

Accepted Answer

A)  direct mail 
B)  rich media ad 
C)  toll-free number 
D)  search-related ad 
E)  printed catalog 
A)  direct mail 
B)  rich media ad 
C)  toll-free number 
D)  search-related ad 
E)  printed catalog

Question 8

Viral marketing involves creating videos, ads, and other marketing events that are so infectious that customers will seek them out or pass them along to others.

Accepted Answer

A) True 
 B)False

Question 9

Coca-Cola Unbottled is an online forum where Coke fans and company insiders can "look at what's beyond the bottle," sharing posts on everything from new products and sustainability initiatives to fun and inspiring fan stories. This is an example of a ________.

Accepted Answer

A)  blog 
B)  catalog 
C)  search engine 
D)  spam post 
E)  viral message 
A)  blog 
B)  catalog 
C)  search engine 
D)  spam post 
E)  viral message

Question 10

Stephanie Archer has been saving her money to buy a BMW convertible. Archer has spent hours on the BMW Web site choosing the exterior and interior colors and studying the various options and models. In this case, Archer has been using BMW's marketing Web site.

Accepted Answer

A) True 
 B)False

Question 11

Every time a search is made using keywords related to construction, search engines display text-based advertisements and links to Regan Builders, a construction firm. The marketing tool used by Regan Builders is best referred to as a ________.

Accepted Answer

A)  display advertisement 
B)  contextual advertisement 
C)  digital catalog 
D)  community Web site 
E)  Web blog 
A)  display advertisement 
B)  contextual advertisement 
C)  digital catalog 
D)  community Web site 
E)  Web blog

Question 12

________ can provide on-the-go product information, price comparisons, advice and reviews from other consumers, and access to instant deals and digital coupons.

Accepted Answer

A)  Indirect marketing 
B)  Television marketing 
C)  Mobile marketing 
D)  Inbound telephone marketing 
E)  Direct-mail marketing 
A)  Indirect marketing 
B)  Television marketing 
C)  Mobile marketing 
D)  Inbound telephone marketing 
E)  Direct-mail marketing

Question 13

Which of the following is a type of identity theft that uses deceptive e-mails and fraudulent Web sites to fool consumers into revealing their personal data?

Accepted Answer

A)  cold calling 
B)  crowdcasting 
C)  viral marketing 
D)  phishing 
E)  crowdsourcing 
A)  cold calling 
B)  crowdcasting 
C)  viral marketing 
D)  phishing 
E)  crowdsourcing

Question 14

For inbound telephone marketing, the company provides a toll-free phone number so it can receive orders solicited by television, print ads, direct mail, and catalogs.

Accepted Answer

A) True 
 B)False

Question 15

Clenzo is a company that provides house cleaning services in major urban and suburban areas. Marketers at Clenzo developed a short, humorous video promoting the company's services and hope that customers who see the video will be so entertained that they will pass the video on to their friends and colleagues. The marketers at Clenzo are using techniques to facilitate ________.

Accepted Answer

A)  direct-mail marketing 
B)  viral marketing 
C)  catalog marketing 
D)  contextual advertising 
E)  display advertising 
A)  direct-mail marketing 
B)  viral marketing 
C)  catalog marketing 
D)  contextual advertising 
E)  display advertising

Question 16

Which of the following is a primary disadvantage of viral marketing?

Accepted Answer

A)  The costs of viral marketing are generally too high for most companies. 
B)  The brand associated with the viral message is usually forgotten. 
C)  Marketers have little control over who receives a viral message. 
D)  Viral messages are less likely to be viewed than other types of online promotions. 
E)  Viral messages are blocked by most search engines. 
A)  The costs of viral marketing are generally too high for most companies. 
B)  The brand associated with the viral message is usually forgotten. 
C)  Marketers have little control over who receives a viral message. 
D)  Viral messages are less likely to be viewed than other types of online promotions. 
E)  Viral messages are blocked by most search engines.

Question 17

Which of the following direct marketing forms includes infomercials?

Accepted Answer

A)  direct-response television marketing 
B)  outbound telephone marketing 
C)  print-catalog marketing 
D)  direct-mail marketing 
E)  face-to-face marketing 
A)  direct-response television marketing 
B)  outbound telephone marketing 
C)  print-catalog marketing 
D)  direct-mail marketing 
E)  face-to-face marketing

Question 18

What are the main privacy concerns and Internet security issues associated with online marketing?

Accepted Answer

Some direct marketers have been accused

Question 19

The marketing results from direct mail are difficult to measure.

Accepted Answer

A) True 
 B)False

Question 20

A branded community Web site aims to present content that engages consumers rather than sell products to them.

Accepted Answer

A) True 
 B)False

Which kind of marketing involves sending an offer, announcement, reminder, or other item to a person at a particular postal address?

Differentiate between branded community Web sites and marketing Web sites. Provide examples to illustrate your response.

The first step for most firms that are venturing into online marketing involves sending promotional e-mails.

What are the main forms of direct and digital marketing?

Which of the following are the fastest-growing forms of marketing?

Which of the following account for the largest portion of firms' online advertising spending?

Which of the following is a form of online advertising?

Viral marketing involves creating videos, ads, and other marketing events that are so infectious that customers will seek them out or pass them along to others.

Coca-Cola Unbottled is an online forum where Coke fans and company insiders can "look at what's beyond the bottle," sharing posts on everything from new products and sustainability initiatives to fun and inspiring fan stories. This is an example of a ________.

Stephanie Archer has been saving her money to buy a BMW convertible. Archer has spent hours on the BMW Web site choosing the exterior and interior colors and studying the various options and models. In this case, Archer has been using BMW's marketing Web site.

Every time a search is made using keywords related to construction, search engines display text-based advertisements and links to Regan Builders, a construction firm. The marketing tool used by Regan Builders is best referred to as a ________.

________ can provide on-the-go product information, price comparisons, advice and reviews from other consumers, and access to instant deals and digital coupons.

Which of the following is a type of identity theft that uses deceptive e-mails and fraudulent Web sites to fool consumers into revealing their personal data?

For inbound telephone marketing, the company provides a toll-free phone number so it can receive orders solicited by television, print ads, direct mail, and catalogs.

Which of the following is a primary disadvantage of viral marketing?

Which of the following direct marketing forms includes infomercials?

What are the main privacy concerns and Internet security issues associated with online marketing?

The marketing results from direct mail are difficult to measure.

A branded community Web site aims to present content that engages consumers rather than sell products to them.

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

Which kind of marketing involves sending an offer, announcement, reminder, or other item to a person at a particular postal address?

Differentiate between branded community Web sites and marketing Web sites. Provide examples to illustrate your response.

The first step for most firms that are venturing into online marketing involves sending promotional e-mails.

What are the main forms of direct and digital marketing?

Which of the following are the fastest-growing forms of marketing?

Which of the following account for the largest portion of firms' online advertising spending?

Which of the following is a form of online advertising?

Viral marketing involves creating videos, ads, and other marketing events that are so infectious that customers will seek them out or pass them along to others.

Coca-Cola Unbottled is an online forum where Coke fans and company insiders can "look at what's beyond the bottle," sharing posts on everything from new products and sustainability initiatives to fun and inspiring fan stories. This is an example of a ________.

Stephanie Archer has been saving her money to buy a BMW convertible. Archer has spent hours on the BMW Web site choosing the exterior and interior colors and studying the various options and models. In this case, Archer has been using BMW's marketing Web site.

Every time a search is made using keywords related to construction, search engines display text-based advertisements and links to Regan Builders, a construction firm. The marketing tool used by Regan Builders is best referred to as a ________.

________ can provide on-the-go product information, price comparisons, advice and reviews from other consumers, and access to instant deals and digital coupons.

Which of the following is a type of identity theft that uses deceptive e-mails and fraudulent Web sites to fool consumers into revealing their personal data?

For inbound telephone marketing, the company provides a toll-free phone number so it can receive orders solicited by television, print ads, direct mail, and catalogs.

Which of the following is a primary disadvantage of viral marketing?

Which of the following direct marketing forms includes infomercials?

What are the main privacy concerns and Internet security issues associated with online marketing?

The marketing results from direct mail are difficult to measure.

A branded community Web site aims to present content that engages consumers rather than sell products to them.

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