Question 1

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

Accepted Answer

Some companies use a nonprofit self-regu

Question 2

An integrated social marketing campaign likely could include all of the following except ________.

Accepted Answer

A)  Facebook pages 
B)  Twitter postings 
C)  Instagram photos 
D)  iTunes podcasts 
E)  YouTube videos 
A)  Facebook pages 
B)  Twitter postings 
C)  Instagram photos 
D)  iTunes podcasts 
E)  YouTube videos

Question 3

Which of the following is most likely a disadvantage of viral marketing?

Accepted Answer

A)  Viral marketing usually takes time to make an impact. 
B)  Viral marketing is very expensive. 
C)  Marketers have little control over who receives the viral message. 
D)  Viral marketing messages are offensive to the audiences who are not a part of the targeted market. 
E)  Viral marketing messages are blocked by most search engines. 
A)  Viral marketing usually takes time to make an impact. 
B)  Viral marketing is very expensive. 
C)  Marketers have little control over who receives the viral message. 
D)  Viral marketing messages are offensive to the audiences who are not a part of the targeted market. 
E)  Viral marketing messages are blocked by most search engines.

Question 4

The Children's Online Privacy Protection Act requires online operators targeting children to post privacy policies on their sites and notify parents about any information they are gathering and obtain parental consent before collecting information from children under age 13.

Accepted Answer

A) True 
 B)False

Question 5

Spartan Sportsgear is a company that sells sports equipment for adventure sports. It recently launched ExtremeSpartan.com to showcase products and provide testimonials of famous adventure sports athletes who use Spartan's products. It also includes videos and blogs. Which of the following best describes ExtremeSpartan.com?

Accepted Answer

A)  branded community Web site 
B)  digital catalog 
C)  social network 
D)  podcast 
E)  blog 
A)  branded community Web site 
B)  digital catalog 
C)  social network 
D)  podcast 
E)  blog

Question 6

Amazon.com and GEICO approach customers via Web sites or mobile apps. This is an example of ________ marketing.

Accepted Answer

A)  mass 
B)  niche 
C)  individual 
D)  multi-level 
E)  direct 
A)  mass 
B)  niche 
C)  individual 
D)  multi-level 
E)  direct

Question 7

Which of the following statements is true of direct marketing?

Accepted Answer

A)  Direct marketing is also referred to as referral marketing. 
B)  Salespersons are compensated for other salespeople they recruit. 
C)  Direct marketing offers sellers a low-cost alternative for reaching their markets. 
D)  Direct marketing involves two or more intermediaries. 
E)  In direct marketing, consumers earn a commission every time they buy a product. 
A)  Direct marketing is also referred to as referral marketing. 
B)  Salespersons are compensated for other salespeople they recruit. 
C)  Direct marketing offers sellers a low-cost alternative for reaching their markets. 
D)  Direct marketing involves two or more intermediaries. 
E)  In direct marketing, consumers earn a commission every time they buy a product.

Question 8

Identify the major advantage of the following forms of digital and social media marketing: Web sites, viral marketing, e-mail, blogs, social media, and mobile ads and apps.

Accepted Answer

Web sites are designed to engage the cus

Question 9

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 can offer a fresh, original, personal, and cheap way to enter into consumer conversations. 
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 can offer a fresh, original, personal, and cheap way to enter into consumer conversations.

Question 10

Most companies use direct marketing as a supplementary channel or medium.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is true about e-mail marketing messages?

Accepted Answer

A)  E-mail marketing messages involve sending an offer, announcement, reminder, or sample to a person living at a particular address. 
B)  E-mail marketing messages involve connecting directly with carefully targeted consumers, exclusively on a one-to-one, interactive basis. 
C)  E-mail marketing messages are effective in reaching the desired target market and result in low costs. 
D)  E-mail marketing messages cost more per thousand people reached than mass media such as television or magazines. 
E)  E-mail marketing messages create a stronger emotional connection with the customers compared to traditional direct mail. 
A)  E-mail marketing messages involve sending an offer, announcement, reminder, or sample to a person living at a particular address. 
B)  E-mail marketing messages involve connecting directly with carefully targeted consumers, exclusively on a one-to-one, interactive basis. 
C)  E-mail marketing messages are effective in reaching the desired target market and result in low costs. 
D)  E-mail marketing messages cost more per thousand people reached than mass media such as television or magazines. 
E)  E-mail marketing messages create a stronger emotional connection with the customers compared to traditional direct mail.

Question 12

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 depositing payment or they can buy music online via the touch-screen interface on the machine. Which form of marketing is illustrated in this scenario?

Accepted Answer

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

Question 13

Branded community Web sites are designed to present brand content that engages consumers and builds closer customer relationships rather than to sell the company's products directly.

Accepted Answer

A) True 
 B)False

Question 14

While many consumers welcome the convenience that mobile marketing ads offer, marketers still must be smart about how they engage people on mobile devices.

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

Catalogs and Web sites, both forms of di

Question 16

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 17

Digital catalogs eliminate printing and mailing costs.

Accepted Answer

A) True 
 B)False

Question 18

Joanna uses her smartphone to accomplish many tasks everyday. She is also an avid shopper. Which online marketing tool will benefit Joanna the most to help her shop?

Accepted Answer

A)  e-mail messages from sites to which she subscribes 
B)  banking app for her bank 
C)  instant deals and digital coupons 
D)  YouTube video 
E)  Facebook friends 
A)  e-mail messages from sites to which she subscribes 
B)  banking app for her bank 
C)  instant deals and digital coupons 
D)  YouTube video 
E)  Facebook friends

Question 19

What action do consumers continue to perform even though a majority are concerned with identify theft?

Accepted Answer

A)  shopping online 
B)  searching for product information 
C)  reading reviews from friends on Facebook 
D)  sending and responding to e-mail messages 
E)  watching videos 
A)  shopping online 
B)  searching for product information 
C)  reading reviews from friends on Facebook 
D)  sending and responding to e-mail messages 
E)  watching videos

Question 20

Renkel Cosmetics sends a sample of the newest cosmetics line to all premium members' addresses. Which of the following best describes Renkel's form of marketing?

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

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

An integrated social marketing campaign likely could include all of the following except ________.

Which of the following is most likely a disadvantage of viral marketing?

The Children's Online Privacy Protection Act requires online operators targeting children to post privacy policies on their sites and notify parents about any information they are gathering and obtain parental consent before collecting information from children under age 13.

Amazon.com and GEICO approach customers via Web sites or mobile apps. This is an example of ________ marketing.

Which of the following statements is true of direct marketing?

Identify the major advantage of the following forms of digital and social media marketing: Web sites, viral marketing, e-mail, blogs, social media, and mobile ads and apps.

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

Most companies use direct marketing as a supplementary channel or medium.

Which of the following is true about e-mail marketing messages?

Branded community Web sites are designed to present brand content that engages consumers and builds closer customer relationships rather than to sell the company's products directly.

While many consumers welcome the convenience that mobile marketing ads offer, marketers still must be smart about how they engage people on mobile devices.

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

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

Digital catalogs eliminate printing and mailing costs.

Joanna uses her smartphone to accomplish many tasks everyday. She is also an avid shopper. Which online marketing tool will benefit Joanna the most to help her shop?

What action do consumers continue to perform even though a majority are concerned with identify theft?

Renkel Cosmetics sends a sample of the newest cosmetics line to all premium members' addresses. Which of the following best describes Renkel's form of marketing?

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and 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

Engaging Customers and 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, Online, Social Media, and Mobile Marketing

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

An integrated social marketing campaign likely could include all of the following except ________.

Which of the following is most likely a disadvantage of viral marketing?

The Children's Online Privacy Protection Act requires online operators targeting children to post privacy policies on their sites and notify parents about any information they are gathering and obtain parental consent before collecting information from children under age 13.

Amazon.com and GEICO approach customers via Web sites or mobile apps. This is an example of ________ marketing.

Which of the following statements is true of direct marketing?

Identify the major advantage of the following forms of digital and social media marketing: Web sites, viral marketing, e-mail, blogs, social media, and mobile ads and apps.

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

Most companies use direct marketing as a supplementary channel or medium.

Which of the following is true about e-mail marketing messages?

Branded community Web sites are designed to present brand content that engages consumers and builds closer customer relationships rather than to sell the company's products directly.

While many consumers welcome the convenience that mobile marketing ads offer, marketers still must be smart about how they engage people on mobile devices.

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

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

Digital catalogs eliminate printing and mailing costs.

Joanna uses her smartphone to accomplish many tasks everyday. She is also an avid shopper. Which online marketing tool will benefit Joanna the most to help her shop?

What action do consumers continue to perform even though a majority are concerned with identify theft?

Renkel Cosmetics sends a sample of the newest cosmetics line to all premium members' addresses. Which of the following best describes Renkel's form of marketing?

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and 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

Engaging Customers and 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