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

RegalResorts.com lets customers bid for vacation packages. It then awards the vacation package to the highest bidder. Which of the following major online marketing domains is evident here?

While shopping at KelfanDesigns.com, Shelly came across a checkbox beside which a statement said, "I want to receive promotional offers from KelfanDesigns.com." Which of the following types of marketing is illustrated in this example?

Explain how a company benefits from monitoring the blogosphere.

________ involves creating a Web site, video, e-mail, mobile message, advertisement, or other marketing event that is so infectious that customers will seek it out or pass it along to their friends.

Genma Steel, a steel manufacturer, caters to industrial companies and has set up a corporate Web site in order to show potential customers its products and services. Alongside the products are the testimonials of the various companies that have used Genma's products and services. Which of the following major online marketing domains is evident from this example?

Which of the following Web sites facilitates consumer-to-business online marketing?

Which of the following is true about online direct marketing?

A(n) ________ is an unsolicited, unwanted commercial e-mail message that clogs up e-mailboxes.

How does direct marketing give buyers access to more comparative information about companies, products, and competitors?

Which of the following types of marketing involves marketers sending out letters, brochures, samples, and DVDs to consumers' address?

Travelurcity.com is a Web site that lets users search for the best vacation deals. Once decided, the user then books the air tickets for the place he or she has chosen. Travelurcity.com has a flight-ticket schedule and guide that is maintained by Flamingo Airways' Web site where users are redirected for booking air tickets. Which of the following best describes Flamingo Airways' promotion strategy?

Music Mogul has arrangements with several stores and retail chains to place their DVDs and digital music machines in prime spots such as near billing counters and at store entrances. Consumers can buy DVDs by placing cash at the given slots or they can buy music online via the touch-screen interface on the machine. Which form of marketing is illustrated in this scenario?

Which of the following statements is true of direct marketing?

How has do-not-call legislation helped direct marketers?

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

________ are online journals where people post their thoughts, usually on a narrowly defined topic.

Jane, a home-maker, regularly posts new entries on her popular blog. She often reviews consumer products that she uses during the course of her day and then writes blogs about them. Her blogs are popular among other home-makers. Many of them buy products that Jane blogs about. Which major online marketing domain is illustrated from this example?

How has the implementation of the National Do-Not-Call Registry changed telephone marketing?

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?

Charlie Putnam received an e-mail promoting a new financial services institution that offers surprisingly low mortgage rates. The e-mail simply asked customers to provide their address, date of birth, social security number, and current mortgage information in order to receive a free loan quote. Suspicious of the offer, Charlie researched the company and discovered that the e-mail was a fraud. This is an example of ________.