Question 1

Due to the success of the dot-coms, traditional firms that have a physical establishment are rapidly changing to ________.

Accepted Answer

A)  shell corporations 
B)  click-only firms 
C)  click-and-mortar firms 
D)  buy-here pay-here firms 
E)  dummy corporations 
A)  shell corporations 
B)  click-only firms 
C)  click-and-mortar firms 
D)  buy-here pay-here firms 
E)  dummy corporations

Question 2

What types of services do B-to-B marketers offer online?

Accepted Answer

Most major B-to-B marketers no

Question 3

Runners can compare performances, set up profiles, meet new people, and share information on Nike's Nike+ Web site. Nike+ is an example of a(n) ________.

Accepted Answer

A)  podcast 
B)  blog 
C)  online community 
D)  content sponsorship program 
E)  kiosk 
A)  podcast 
B)  blog 
C)  online community 
D)  content sponsorship program 
E)  kiosk

Question 4

Which of the following best comprises psychographic data?

Accepted Answer

A)  buying preferences 
B)  family members and birthdays 
C)  age and income 
D)  address and region 
E)  activities and interests 
A)  buying preferences 
B)  family members and birthdays 
C)  age and income 
D)  address and region 
E)  activities and interests

Question 5

Oscarz Aviation's Web site, GoOscarzAv.com, informs customers about a wide variety of services offered by the firm. It also has a guestbook where customers can provide feedback on their experiences with Oscarz Aviation. GoOscarzAv.com is an example of a(n) ________.

Accepted Answer

A)  online social network 
B)  blog 
C)  kiosk 
D)  corporate Web site 
E)  digital catalog 
A)  online social network 
B)  blog 
C)  kiosk 
D)  corporate Web site 
E)  digital catalog

Question 6

SparkClean is a company that specializes in producing cleaning products for automobiles. In order to promote its products, SparkClean sends a complimentary sample of its products to auto-enthusiasts. Which form of marketing is SparkClean involved in?

Accepted Answer

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

Question 7

Neal Murphy sells his company's unique products on television programs. He also hosts a 30-minute show in which he demonstrates and explains the advantages of the product. At the end of the show, a toll-free number is displayed on the screen that can be used by viewers to place their orders for the product. Which of the following forms of advertising is evident here?

Accepted Answer

A)  direct-response television advertising 
B)  telemarketing 
C)  interactive television marketing 
D)  podcast marketing 
E)  kiosk marketing 
A)  direct-response television advertising 
B)  telemarketing 
C)  interactive television marketing 
D)  podcast marketing 
E)  kiosk marketing

Question 8

Describe two ways that marketers can participate in online social networks. What are the challenges and advantages of these approaches?

Accepted Answer

Marketers can engage in online communiti

Question 9

Corporate Web sites are designed to build customer goodwill, collect customer feedback, and supplement other sales channels rather than to sell the company's products directly.

Accepted Answer

A) True 
 B)False

Question 10

What is the most likely reason that direct-response television marketing has increased in recent years?

Accepted Answer

A)  uses of social media 
B)  shifts in demographics 
C)  increases in global demand 
D)  changes in FTC legislation 
E)  advancements in technology 
A)  uses of social media 
B)  shifts in demographics 
C)  increases in global demand 
D)  changes in FTC legislation 
E)  advancements in technology

Question 11

What is the purpose of content sponsorship?

Accepted Answer

Content sponsorships are a form of Inter

Question 12

Provide two reasons on why companies are shifting more of their marketing dollars to online advertising.

Accepted Answer

More companies are increasing the portio

Question 13

A marketing Web site interacts with consumers to move them closer to a direct purchase or other marketing outcome.

Accepted Answer

A) True 
 B)False

Question 14

Why are printed catalogs still thriving in the face of the growing popularity of Web-based catalogs?

Accepted Answer

Printed catalogs are more effe

Question 15

List and briefly describe the four major online marketing domains.

Accepted Answer

B-to-C (business-to-consumer) online mar

Question 16

VLX Global sells directly to final consumers and avoids intermediaries while catering to a broad group of demographic segments. Which major online marketing domain is evident here?

Accepted Answer

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

Question 17

LilKidClothing.com is a Web site that offers products for children below the age of five. Consumers order at LilKidClothing.com and products are delivered to their homes within a week. Which of the following major online marketing domains is evident from this example?

Accepted Answer

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

Question 18

Which term best describes Web sites such as Discovery.com and ESPN.com?

Accepted Answer

A)  search engine 
B)  content site 
C)  online social network 
D)  transaction site 
E)  e-tailer 
A)  search engine 
B)  content site 
C)  online social network 
D)  transaction site 
E)  e-tailer

Question 19

Which of the following is a benefit of using blogs as marketing tools for companies?

Accepted Answer

A)  Blogs provide companies with a platform to help portray wider merchandise. 
B)  Blogs are online selling platforms for people located in hard-to-reach places. 
C)  Blogs help reach a wider audience compared to other online direct marketing tools. 
D)  Demographic information about customers can be easily discovered. 
E)  Blogs are an inexpensive yet personal way to reach a targeted audience. 
A)  Blogs provide companies with a platform to help portray wider merchandise. 
B)  Blogs are online selling platforms for people located in hard-to-reach places. 
C)  Blogs help reach a wider audience compared to other online direct marketing tools. 
D)  Demographic information about customers can be easily discovered. 
E)  Blogs are an inexpensive yet personal way to reach a targeted audience.

Question 20

Marbles Inc. has placed vending machines in most of its retail stores in Florida. Consumers can order a pack of Marbles by just selecting their requirements on the touch screen. Which term best describes such machines?

Accepted Answer

A)  POP 
B)  kiosk 
C)  virtual catalog 
D)  interactive television 
E)  automated teller machine 
A)  POP 
B)  kiosk 
C)  virtual catalog 
D)  interactive television 
E)  automated teller machine

Due to the success of the dot-coms, traditional firms that have a physical establishment are rapidly changing to ________.

What types of services do B-to-B marketers offer online?

Runners can compare performances, set up profiles, meet new people, and share information on Nike's Nike+ Web site. Nike+ is an example of a(n) ________.

Which of the following best comprises psychographic data?

Oscarz Aviation's Web site, GoOscarzAv.com, informs customers about a wide variety of services offered by the firm. It also has a guestbook where customers can provide feedback on their experiences with Oscarz Aviation. GoOscarzAv.com is an example of a(n) ________.

SparkClean is a company that specializes in producing cleaning products for automobiles. In order to promote its products, SparkClean sends a complimentary sample of its products to auto-enthusiasts. Which form of marketing is SparkClean involved in?

Describe two ways that marketers can participate in online social networks. What are the challenges and advantages of these approaches?

Corporate Web sites are designed to build customer goodwill, collect customer feedback, and supplement other sales channels rather than to sell the company's products directly.

What is the most likely reason that direct-response television marketing has increased in recent years?

What is the purpose of content sponsorship?

Provide two reasons on why companies are shifting more of their marketing dollars to online advertising.

A marketing Web site interacts with consumers to move them closer to a direct purchase or other marketing outcome.

Why are printed catalogs still thriving in the face of the growing popularity of Web-based catalogs?

List and briefly describe the four major online marketing domains.

VLX Global sells directly to final consumers and avoids intermediaries while catering to a broad group of demographic segments. Which major online marketing domain is evident here?

LilKidClothing.com is a Web site that offers products for children below the age of five. Consumers order at LilKidClothing.com and products are delivered to their homes within a week. Which of the following major online marketing domains is evident from this example?

Which term best describes Web sites such as Discovery.com and ESPN.com?

Which of the following is a benefit of using blogs as marketing tools for companies?

Marbles Inc. has placed vending machines in most of its retail stores in Florida. Consumers can order a pack of Marbles by just selecting their requirements on the touch screen. Which term best describes such machines?

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

Due to the success of the dot-coms, traditional firms that have a physical establishment are rapidly changing to ________.

What types of services do B-to-B marketers offer online?

Runners can compare performances, set up profiles, meet new people, and share information on Nike's Nike+ Web site. Nike+ is an example of a(n) ________.

Which of the following best comprises psychographic data?

Oscarz Aviation's Web site, GoOscarzAv.com, informs customers about a wide variety of services offered by the firm. It also has a guestbook where customers can provide feedback on their experiences with Oscarz Aviation. GoOscarzAv.com is an example of a(n) ________.

SparkClean is a company that specializes in producing cleaning products for automobiles. In order to promote its products, SparkClean sends a complimentary sample of its products to auto-enthusiasts. Which form of marketing is SparkClean involved in?

Describe two ways that marketers can participate in online social networks. What are the challenges and advantages of these approaches?

Corporate Web sites are designed to build customer goodwill, collect customer feedback, and supplement other sales channels rather than to sell the company's products directly.

What is the most likely reason that direct-response television marketing has increased in recent years?

What is the purpose of content sponsorship?

Provide two reasons on why companies are shifting more of their marketing dollars to online advertising.

A marketing Web site interacts with consumers to move them closer to a direct purchase or other marketing outcome.

Why are printed catalogs still thriving in the face of the growing popularity of Web-based catalogs?

List and briefly describe the four major online marketing domains.

VLX Global sells directly to final consumers and avoids intermediaries while catering to a broad group of demographic segments. Which major online marketing domain is evident here?

LilKidClothing.com is a Web site that offers products for children below the age of five. Consumers order at LilKidClothing.com and products are delivered to their homes within a week. Which of the following major online marketing domains is evident from this example?

Which term best describes Web sites such as Discovery.com and ESPN.com?

Which of the following is a benefit of using blogs as marketing tools for companies?

Marbles Inc. has placed vending machines in most of its retail stores in Florida. Consumers can order a pack of Marbles by just selecting their requirements on the touch screen. Which term best describes such machines?

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