Question 1

The demographic data of a customer is comprised of his or her age, income, family members, and birthdays.

Accepted Answer

A) True 
 B)False

Question 2

While comparing hotel rates on Google's search engine, Brenda came across text-based ads and links alongside the search results. This form of advertising is known as ________.

Accepted Answer

A)  contextual advertising 
B)  rich media ads 
C)  content sponsorship 
D)  aerial advertising 
E)  space advertising 
A)  contextual advertising 
B)  rich media ads 
C)  content sponsorship 
D)  aerial advertising 
E)  space advertising

Question 3

Kirk's Comic Store has its own mobile app that users can download for free. The app lets users know about special events, discounts, and merchandise currently available in the store. Which of the following forms of marketing is exemplified from this scenario?

Accepted Answer

A)  social media marketing 
B)  kiosk marketing 
C)  direct-response television marketing 
D)  catalog marketing 
E)  direct-mail marketing 
A)  social media marketing 
B)  kiosk marketing 
C)  direct-response television marketing 
D)  catalog marketing 
E)  direct-mail marketing

Question 4

________ allows consumers to gain additional information about a product through the use of a remote control.

Accepted Answer

A)  Telemarketing 
B)  Kiosk marketing 
C)  Podcasting 
D)  Video conferencing 
E)  Interactive television 
A)  Telemarketing 
B)  Kiosk marketing 
C)  Podcasting 
D)  Video conferencing 
E)  Interactive television

Question 5

Kiosk marketing features marketing messages and promotions delivered to on-the-go consumers through their mobile devices.

Accepted Answer

A) True 
 B)False

Question 6

Justbuy.com offers a wide variety of merchandise to its buyers. Customers order the product on the Web site and get it delivered directly to their address. Which of the following best describes Justbuy.com?

Accepted Answer

A)  click-only company 
B)  click-and-mortar company 
C)  brick-and-mortar company 
D)  buy -here pay-here company 
E)  shell company 
A)  click-only company 
B)  click-and-mortar company 
C)  brick-and-mortar company 
D)  buy -here pay-here company 
E)  shell company

Question 7

Which of the following is the fastest growing form of direct-marketing?

Accepted Answer

A)  ambush marketing 
B)  online marketing 
C)  direct-mail marketing 
D)  kiosk marketing 
E)  telemarketing 
A)  ambush marketing 
B)  online marketing 
C)  direct-mail marketing 
D)  kiosk marketing 
E)  telemarketing

Question 8

Avo Cutlery has always relied upon selling its fine cutlery via supermarkets and its own chain of stores. But thanks to the dot-com boom, the company now also sells its cutlery via its Web site, AvoCutlery.com. Which of the following best describes Avo Cutlery?

Accepted Answer

A)  buy-here pay-here company 
B)  brick-and-mortar company 
C)  click-only company 
D)  click-and-mortar company 
E)  shell company 
A)  buy-here pay-here company 
B)  brick-and-mortar company 
C)  click-only company 
D)  click-and-mortar company 
E)  shell company

Question 9

Explain the goal of viral marketing.

Accepted Answer

Viral marketing is the Internet version

Question 10

How do Internet consumers differ from traditional offline consumers?

Accepted Answer

They differ in their approaches to buyin

Question 11

Kiosk marketing connects users around the world to each other and to an amazingly large information repository.

Accepted Answer

A) True 
 B)False

Question 12

Uptown-Clean Crew is a company that provides house cleaning services in major urban and suburban areas. Marketers at Uptown-Clean Crew developed a short, humorous video promoting the company's services and posted it online. Soon the video was a rage as customers who saw the video found it hilarious and they passed it on to their friends and colleagues calling it the "Uptown comedy." Which form of marketing is illustrated from this scenario?

Accepted Answer

A)  affinity marketing 
B)  viral marketing 
C)  alliance marketing 
D)  multi-level marketing 
E)  ambush marketing 
A)  affinity marketing 
B)  viral marketing 
C)  alliance marketing 
D)  multi-level marketing 
E)  ambush marketing

Question 13

Why are historically online shops such as Zappos.com adding catalogs to their marketing methods?

Accepted Answer

A)  to meet the increased demand in print catalogs 
B)  to reduce the costs involved in online marketing 
C)  to connect with customers in hard-to-reach places 
D)  to drive online sales and services 
E)  to reduce the need for telemarketers 
A)  to meet the increased demand in print catalogs 
B)  to reduce the costs involved in online marketing 
C)  to connect with customers in hard-to-reach places 
D)  to drive online sales and services 
E)  to reduce the need for telemarketers

Question 14

AskKarl.com is a local search engine Web site that exclusively caters to people in New England. When users search for information, text-based ads related to the search appear alongside the search results. Which of the following is illustrated from this example?

Accepted Answer

A)  contextual advertising 
B)  pixel advertising 
C)  digital catalog 
D)  kiosk marketing 
E)  podcasts 
A)  contextual advertising 
B)  pixel advertising 
C)  digital catalog 
D)  kiosk marketing 
E)  podcasts

Question 15

Runner Sprintz, a particular brand of shoes, has its own Web site, myrunnersprintz.com that welcomes consumers to "the Runner Sprintz Century," invites readers to post their Runner Sprintz stories, and offers a wide variety of shoes for direct purchase. The site even allows customers to individually design their own shoes and share them among their circles on the Web site. Which of the following best describes myrunnersprintz.com?

Accepted Answer

A)  Web directory 
B)  blog 
C)  corporate Web site 
D)  digital catalog 
E)  online community 
A)  Web directory 
B)  blog 
C)  corporate Web site 
D)  digital catalog 
E)  online community

Question 16

By using ________ to contact potential customers, marketers sell directly to consumers.

Accepted Answer

A)  undercover marketing 
B)  outbound telephone marketing 
C)  affinity marketing 
D)  multi-level marketing 
E)  ambush marketing 
A)  undercover marketing 
B)  outbound telephone marketing 
C)  affinity marketing 
D)  multi-level marketing 
E)  ambush marketing

Question 17

How has the direct marketing industry taken steps to address privacy and security concerns?

Accepted Answer

Some companies use a nonprofit self-regu

Question 18

________ data in a customer database includes information regarding a customer's activities, interests, and opinions.

Accepted Answer

A)  Demographic 
B)  Psychographic 
C)  Census 
D)  Geographic 
E)  Behavioral 
A)  Demographic 
B)  Psychographic 
C)  Census 
D)  Geographic 
E)  Behavioral

Question 19

Which of the following is a major form of direct-response television marketing?

Accepted Answer

A)  telemarketing 
B)  interactive TV 
C)  social media 
D)  digital catalog 
E)  podcast 
A)  telemarketing 
B)  interactive TV 
C)  social media 
D)  digital catalog 
E)  podcast

Question 20

Which of the following is most likely true about database marketing?

Accepted Answer

A)  Extensive use of databases seldom intrudes consumers' privacy. 
B)  Companies match customer needs and interests with products and services. 
C)  It is legal for online sellers to plant online cookies in the browsers of consumers. 
D)  It sets up do-not-call lists, do-not-mail lists, and do-not-track online lists. 
E)  Marketers can watch their competitor's moves closely by monitoring the competitor's database. 
A)  Extensive use of databases seldom intrudes consumers' privacy. 
B)  Companies match customer needs and interests with products and services. 
C)  It is legal for online sellers to plant online cookies in the browsers of consumers. 
D)  It sets up do-not-call lists, do-not-mail lists, and do-not-track online lists. 
E)  Marketers can watch their competitor's moves closely by monitoring the competitor's database.

The demographic data of a customer is comprised of his or her age, income, family members, and birthdays.

While comparing hotel rates on Google's search engine, Brenda came across text-based ads and links alongside the search results. This form of advertising is known as ________.

Kirk's Comic Store has its own mobile app that users can download for free. The app lets users know about special events, discounts, and merchandise currently available in the store. Which of the following forms of marketing is exemplified from this scenario?

________ allows consumers to gain additional information about a product through the use of a remote control.

Kiosk marketing features marketing messages and promotions delivered to on-the-go consumers through their mobile devices.

Justbuy.com offers a wide variety of merchandise to its buyers. Customers order the product on the Web site and get it delivered directly to their address. Which of the following best describes Justbuy.com?

Which of the following is the fastest growing form of direct-marketing?

Avo Cutlery has always relied upon selling its fine cutlery via supermarkets and its own chain of stores. But thanks to the dot-com boom, the company now also sells its cutlery via its Web site, AvoCutlery.com. Which of the following best describes Avo Cutlery?

Explain the goal of viral marketing.

How do Internet consumers differ from traditional offline consumers?

Kiosk marketing connects users around the world to each other and to an amazingly large information repository.

Why are historically online shops such as Zappos.com adding catalogs to their marketing methods?

AskKarl.com is a local search engine Web site that exclusively caters to people in New England. When users search for information, text-based ads related to the search appear alongside the search results. Which of the following is illustrated from this example?

By using ________ to contact potential customers, marketers sell directly to consumers.

How has the direct marketing industry taken steps to address privacy and security concerns?

________ data in a customer database includes information regarding a customer's activities, interests, and opinions.

Which of the following is a major form of direct-response television marketing?

Which of the following is most likely true about database marketing?

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Consumer Buyer Behavior

Business Markets 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

Pricing Strategies: Additional Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing Communications Strategy

Advertising and Public Relations

Personal Selling and Sales Promotion

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters

Exam 17: Direct and Online Marketing: Building Direct Customer Relationships

The demographic data of a customer is comprised of his or her age, income, family members, and birthdays.

While comparing hotel rates on Google's search engine, Brenda came across text-based ads and links alongside the search results. This form of advertising is known as ________.

Kirk's Comic Store has its own mobile app that users can download for free. The app lets users know about special events, discounts, and merchandise currently available in the store. Which of the following forms of marketing is exemplified from this scenario?

________ allows consumers to gain additional information about a product through the use of a remote control.

Kiosk marketing features marketing messages and promotions delivered to on-the-go consumers through their mobile devices.

Justbuy.com offers a wide variety of merchandise to its buyers. Customers order the product on the Web site and get it delivered directly to their address. Which of the following best describes Justbuy.com?

Which of the following is the fastest growing form of direct-marketing?

Avo Cutlery has always relied upon selling its fine cutlery via supermarkets and its own chain of stores. But thanks to the dot-com boom, the company now also sells its cutlery via its Web site, AvoCutlery.com. Which of the following best describes Avo Cutlery?

Explain the goal of viral marketing.

How do Internet consumers differ from traditional offline consumers?

Kiosk marketing connects users around the world to each other and to an amazingly large information repository.

Why are historically online shops such as Zappos.com adding catalogs to their marketing methods?

AskKarl.com is a local search engine Web site that exclusively caters to people in New England. When users search for information, text-based ads related to the search appear alongside the search results. Which of the following is illustrated from this example?

By using ________ to contact potential customers, marketers sell directly to consumers.

How has the direct marketing industry taken steps to address privacy and security concerns?

________ data in a customer database includes information regarding a customer's activities, interests, and opinions.

Which of the following is a major form of direct-response television marketing?

Which of the following is most likely true about database marketing?

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Consumer Buyer Behavior

Business Markets 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

Pricing Strategies: Additional Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing Communications Strategy

Advertising and Public Relations

Personal Selling and Sales Promotion

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters