Question 1

Click-only companies operate solely on the Internet.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following statements is true of viral marketing?

Accepted Answer

A)  Marketers have significant control over where their viral messages end up. 
B)  Viral marketing gives consumers online places to congregate, socialize, and exchange views. 
C)  Because customers find and pass along the message, viral marketing can be very inexpensive. 
D)  In viral marketing, links appear alongside search engine results on sites such as Google and Bing. 
E)  Viral marketing messages are blocked by most search engines, security software, and social networking sites. 
A)  Marketers have significant control over where their viral messages end up. 
B)  Viral marketing gives consumers online places to congregate, socialize, and exchange views. 
C)  Because customers find and pass along the message, viral marketing can be very inexpensive. 
D)  In viral marketing, links appear alongside search engine results on sites such as Google and Bing. 
E)  Viral marketing messages are blocked by most search engines, security software, and social networking sites.

Question 3

Which of the following is a disadvantage of using blogs as a marketing tool?

Accepted Answer

A)  The blogosphere is cluttered and difficult to control. 
B)  Advertising on a blog is typically expensive and time consuming. 
C)  Using blogs as a marketing tool offers minimum reach to a target audience. 
D)  Blogs when used as a marketing tool have a low rank in web directories and search engines. 
E)  Blogs do not provide the kind of personalized approach that today's marketers are looking for. 
A)  The blogosphere is cluttered and difficult to control. 
B)  Advertising on a blog is typically expensive and time consuming. 
C)  Using blogs as a marketing tool offers minimum reach to a target audience. 
D)  Blogs when used as a marketing tool have a low rank in web directories and search engines. 
E)  Blogs do not provide the kind of personalized approach that today's marketers are looking for.

Question 4

By using Priceline.com, potential 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 ________.

Accepted Answer

A)  B-to-B online marketing 
B)  C-to-C online marketing 
C)  B-to-C online marketing 
D)  C-to-B online marketing 
E)  G-to-B online marketing 
A)  B-to-B online marketing 
B)  C-to-C online marketing 
C)  B-to-C online marketing 
D)  C-to-B online marketing 
E)  G-to-B online marketing

Question 5

________ online marketing involves reaching new business customers, selling to current business customers, and serving business customers more efficiently and effectively.

Accepted Answer

A)  B-to-C 
B)  B-to-B 
C)  C-to-C 
D)  C-to-B 
E)  G-to-B 
A)  B-to-C 
B)  B-to-B 
C)  C-to-C 
D)  C-to-B 
E)  G-to-B

Question 6

Why does direct-mail marketing most likely remain a popular promotional tool for marketers?

Accepted Answer

A)  It does not disturb consumers enrolled in the Do Not Call Registry. 
B)  It provides something tangible for people to keep. 
C)  It builds long-term customer relationships. 
D)  It involves very low marketing costs. 
E)  It reaches the consumer very quickly. 
A)  It does not disturb consumers enrolled in the Do Not Call Registry. 
B)  It provides something tangible for people to keep. 
C)  It builds long-term customer relationships. 
D)  It involves very low marketing costs. 
E)  It reaches the consumer very quickly.

Question 7

Green Gardens is a a click-and-mortar company that sells gardening and landscaping goods and equipment. When customers are unable to find a product they need on the shelves of their local Green Gardens store, customers order the product online with the help of the in-store ordering machine. Which of the following best describes the ordering machine?

Accepted Answer

A)  kiosk 
B)  digital catalog 
C)  podcast 
D)  tablet 
E)  online networks 
A)  kiosk 
B)  digital catalog 
C)  podcast 
D)  tablet 
E)  online networks

Question 8

Business-to-Business (B-to-B) online marketing refers to businesses selling goods and services online to final consumers.

Accepted Answer

A) True 
 B)False

Question 9

Companies such as Craigslist.com facilitate C-to-C online marketing.

Accepted Answer

A) True 
 B)False

Question 10

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

Accepted Answer

For customers, direct marketing is conve

Question 11

Why are people reached by direct mail better prospects for a company than those reached by mass media such as television or magazines?

Accepted Answer

Unlike mass media, direct mail allows fo

Question 12

Provide an example of how a marketer uses kiosk marketing.

Accepted Answer

Students' answers will vary. M

Question 13

All of the following are benefits of online direct marketing for buyers EXCEPT ________.

Accepted Answer

A)  access to numerous products 
B)  access to product reviews 
C)  live product demonstrations 
D)  convenience and speed 
E)  privacy 
A)  access to numerous products 
B)  access to product reviews 
C)  live product demonstrations 
D)  convenience and speed 
E)  privacy

Question 14

________ are designed to engage consumers in interactions that will move them closer to a direct purchase or other marketing outcome.

Accepted Answer

A)  Online magazines 
B)  Marketing Web sites 
C)  Search engines 
D)  Digital catalogs 
E)  Podcasts 
A)  Online magazines 
B)  Marketing Web sites 
C)  Search engines 
D)  Digital catalogs 
E)  Podcasts

Question 15

After selecting a sweater on the Land's End Web site, Kelly was asked to fill in details for the customer database. Kelly was given a form which required her to fill in her name, date of birth, and e-mail address. Kelly then checked a box that was next to the following statement :"Yes, I would like to receive weekly promotional information from Land's End online." Which of the following practices is evident from this scenario?

Accepted Answer

A)  e-mail hosting service 
B)  e-mail spoofing 
C)  catalog marketing 
D)  contextual advertising 
E)  permission-based e-mail marketing 
A)  e-mail hosting service 
B)  e-mail spoofing 
C)  catalog marketing 
D)  contextual advertising 
E)  permission-based e-mail marketing

Question 16

Sales executives at Keiron Air Conditioners use phone directories to call customers and convince them to buy their air conditioners. Which form of direct marketing is used here?

Accepted Answer

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

Question 17

All of the following are common uses for a direct marketing customer database EXCEPT ________.

Accepted Answer

A)  generating sales leads 
B)  identifying prospective customers 
C)  profiling customers based on previous purchases 
D)  gathering marketing intelligence about competitors 
E)  building long-term customer relationships 
A)  generating sales leads 
B)  identifying prospective customers 
C)  profiling customers based on previous purchases 
D)  gathering marketing intelligence about competitors 
E)  building long-term customer relationships

Question 18

According to the "Privacy Promise to American Consumers" program, DMA members need to comply with which of the following consumer privacy rules?

Accepted Answer

A)  agree to notify customers when any personal information is rented, sold, or exchanged with others 
B)  offer to register all customers in the National Do Not Call Registry 
C)  make sure that consumers are adhering to the Children's Online Privacy Protection Act 
D)  educate consumers on the Can Spam legislation 
E)  include the advertising option icon to let consumers know why they are being targeted 
A)  agree to notify customers when any personal information is rented, sold, or exchanged with others 
B)  offer to register all customers in the National Do Not Call Registry 
C)  make sure that consumers are adhering to the Children's Online Privacy Protection Act 
D)  educate consumers on the Can Spam legislation 
E)  include the advertising option icon to let consumers know why they are being targeted

Question 19

Direct marketing seldom occurs on a one-to-one, interactive basis.

Accepted Answer

A) True 
 B)False

Question 20

A(n) ________ is an organized collection of comprehensive data about individual purchasers or prospects.

Accepted Answer

A)  corporate Web site 
B)  customer database 
C)  inventory 
D)  warehouse 
E)  enterprise system 
A)  corporate Web site 
B)  customer database 
C)  inventory 
D)  warehouse 
E)  enterprise system

Click-only companies operate solely on the Internet.

Which of the following statements is true of viral marketing?

Which of the following is a disadvantage of using blogs as a marketing tool?

By using Priceline.com, potential 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 ________.

________ online marketing involves reaching new business customers, selling to current business customers, and serving business customers more efficiently and effectively.

Why does direct-mail marketing most likely remain a popular promotional tool for marketers?

Business-to-Business (B-to-B) online marketing refers to businesses selling goods and services online to final consumers.

Companies such as Craigslist.com facilitate C-to-C online marketing.

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

Why are people reached by direct mail better prospects for a company than those reached by mass media such as television or magazines?

Provide an example of how a marketer uses kiosk marketing.

All of the following are benefits of online direct marketing for buyers EXCEPT ________.

________ are designed to engage consumers in interactions that will move them closer to a direct purchase or other marketing outcome.

Sales executives at Keiron Air Conditioners use phone directories to call customers and convince them to buy their air conditioners. Which form of direct marketing is used here?

All of the following are common uses for a direct marketing customer database EXCEPT ________.

According to the "Privacy Promise to American Consumers" program, DMA members need to comply with which of the following consumer privacy rules?

Direct marketing seldom occurs on a one-to-one, interactive basis.

A(n) ________ is an organized collection of comprehensive data about individual purchasers or prospects.

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

Click-only companies operate solely on the Internet.

Which of the following statements is true of viral marketing?

Which of the following is a disadvantage of using blogs as a marketing tool?

By using Priceline.com, potential 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 ________.

________ online marketing involves reaching new business customers, selling to current business customers, and serving business customers more efficiently and effectively.

Why does direct-mail marketing most likely remain a popular promotional tool for marketers?

Business-to-Business (B-to-B) online marketing refers to businesses selling goods and services online to final consumers.

Companies such as Craigslist.com facilitate C-to-C online marketing.

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

Why are people reached by direct mail better prospects for a company than those reached by mass media such as television or magazines?

Provide an example of how a marketer uses kiosk marketing.

All of the following are benefits of online direct marketing for buyers EXCEPT ________.

________ are designed to engage consumers in interactions that will move them closer to a direct purchase or other marketing outcome.

Sales executives at Keiron Air Conditioners use phone directories to call customers and convince them to buy their air conditioners. Which form of direct marketing is used here?

All of the following are common uses for a direct marketing customer database EXCEPT ________.

According to the "Privacy Promise to American Consumers" program, DMA members need to comply with which of the following consumer privacy rules?

Direct marketing seldom occurs on a one-to-one, interactive basis.

A(n) ________ is an organized collection of comprehensive data about individual purchasers or prospects.

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