Question 1

________ companies use both offline and online marketing channels.

Accepted Answer

A)  Start-up 
B)  Click-only 
C)  Multichannel marketing 
D)  Brick-and-mortar 
E)  Brick-only 
A)  Start-up 
B)  Click-only 
C)  Multichannel marketing 
D)  Brick-and-mortar 
E)  Brick-only

Question 2

Explain how a company benefits from monitoring the blogosphere.

Accepted Answer

They can offer a fresh, original, person

Question 3

For customers, the benefits of direct marketing are being able to shop online anytime and anywhere.

Accepted Answer

A) True 
 B)False

Question 4

Fiona Lambrech is the marketing director of a newly established detergent company. In order to introduce her product effectively into the market, Fiona sends samples of the detergent to a select group of individuals. Which of the following forms of marketing was most likely used by Fiona?

Accepted Answer

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

Question 5

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

Accepted Answer

A)  Kiosk 
B)  Ambush 
C)  Direct-mail 
D)  Mobile 
E)  Catalog 
A)  Kiosk 
B)  Ambush 
C)  Direct-mail 
D)  Mobile 
E)  Catalog

Question 6

Which of the following acts requires that Web site operators obtain parental consent before collecting personal information about children under the age of 13?

Accepted Answer

A)  Safe Children's Act of 2001 
B)  Children's Online Privacy Protection Act 
C)  Children's Online Protection Act 
D)  Adam Walsh Child Protection and Safety Act 
E)  Children's Act for Responsible Employment 
A)  Safe Children's Act of 2001 
B)  Children's Online Privacy Protection Act 
C)  Children's Online Protection Act 
D)  Adam Walsh Child Protection and Safety Act 
E)  Children's Act for Responsible Employment

Question 7

Explain the strengths of mobile marketing from the marketer's point of view.

Accepted Answer

Companies can use mobile marketing to st

Question 8

Online ads that incorporate animation, video, sound, and interactivity are called ________.

Accepted Answer

A)  search-related ads 
B)  parody ads 
C)  content-based ads 
D)  digital catalogs 
E)  rich media ads 
A)  search-related ads 
B)  parody ads 
C)  content-based ads 
D)  digital catalogs 
E)  rich media ads

Question 9

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 10

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. They can also view videos Oscarz Aviation posts, as well as read and respond to blogs and ask questions. GoOscarzAv.com is an example of a(n) ________.

Accepted Answer

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

Question 11

What is the primary advantage of printed catalogs?

Accepted Answer

A)  filtering out interested prospects 
B)  offering immediate rebates and coupons 
C)  building emotional connections with customers 
D)  offering unlimited space for merchandise details 
E)  reaching consumers in a quick and inexpensive manner 
A)  filtering out interested prospects 
B)  offering immediate rebates and coupons 
C)  building emotional connections with customers 
D)  offering unlimited space for merchandise details 
E)  reaching consumers in a quick and inexpensive manner

Question 12

Which of the following is an advantage of using digital catalogs?

Accepted Answer

A)  lists the phone numbers of interested prospects 
B)  coordinates with direct-response television ads 
C)  points customers to the nearest kiosk 
D)  eliminates printing and mailing costs 
E)  creates emotional contact with customers 
A)  lists the phone numbers of interested prospects 
B)  coordinates with direct-response television ads 
C)  points customers to the nearest kiosk 
D)  eliminates printing and mailing costs 
E)  creates emotional contact with customers

Question 13

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 14

Donello Equipment hosts infomercials on television and at the same time allows its viewers to interact with its advertisements. Viewers can request more details and order via their Internet-ready smart televisions. Which of the following forms of marketing is evident here?

Accepted Answer

A)  catalog marketing 
B)  telemarketing 
C)  interactive television 
D)  podcast marketing 
E)  kiosk marketing 
A)  catalog marketing 
B)  telemarketing 
C)  interactive television 
D)  podcast marketing 
E)  kiosk marketing

Question 15

Which of the following is a challenge of marketing through online social networks?

Accepted Answer

A)  Results are hard to measure. 
B)  Users seldom have control over the online social networks. 
C)  Most existing networks are already controlled by major corporations and therefore do not favor competitors. 
D)  It is difficult to get the approval of the online advisory board to post an ad in a social network. 
E)  Marketing via online social networks is expensive and time-consuming. 
A)  Results are hard to measure. 
B)  Users seldom have control over the online social networks. 
C)  Most existing networks are already controlled by major corporations and therefore do not favor competitors. 
D)  It is difficult to get the approval of the online advisory board to post an ad in a social network. 
E)  Marketing via online social networks is expensive and time-consuming.

Question 16

Blogs can be used to appeal to specific special-interest groups, about almost any topic.

Accepted Answer

A) True 
 B)False

Question 17

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 18

Gant Hardware is a huge chain of hardware stores. GantHardware.com helps customers conduct product research and also lets them order directly online or redirects them to the nearest Gant retail store. Which of the following best describes GantHardware.com?

Accepted Answer

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

Question 19

________ 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 20

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

________ companies use both offline and online marketing channels.

Explain how a company benefits from monitoring the blogosphere.

For customers, the benefits of direct marketing are being able to shop online anytime and anywhere.

Fiona Lambrech is the marketing director of a newly established detergent company. In order to introduce her product effectively into the market, Fiona sends samples of the detergent to a select group of individuals. Which of the following forms of marketing was most likely used by Fiona?

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

Which of the following acts requires that Web site operators obtain parental consent before collecting personal information about children under the age of 13?

Explain the strengths of mobile marketing from the marketer's point of view.

Online ads that incorporate animation, video, sound, and interactivity are called ________.

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

What is the primary advantage of printed catalogs?

Which of the following is an advantage of using digital catalogs?

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?

Donello Equipment hosts infomercials on television and at the same time allows its viewers to interact with its advertisements. Viewers can request more details and order via their Internet-ready smart televisions. Which of the following forms of marketing is evident here?

Which of the following is a challenge of marketing through online social networks?

Blogs can be used to appeal to specific special-interest groups, about almost any topic.

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) ________.

Gant Hardware is a huge chain of hardware stores. GantHardware.com helps customers conduct product research and also lets them order directly online or redirects them to the nearest Gant retail store. Which of the following best describes GantHardware.com?

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

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

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

________ companies use both offline and online marketing channels.

Explain how a company benefits from monitoring the blogosphere.

For customers, the benefits of direct marketing are being able to shop online anytime and anywhere.

Fiona Lambrech is the marketing director of a newly established detergent company. In order to introduce her product effectively into the market, Fiona sends samples of the detergent to a select group of individuals. Which of the following forms of marketing was most likely used by Fiona?

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

Which of the following acts requires that Web site operators obtain parental consent before collecting personal information about children under the age of 13?

Explain the strengths of mobile marketing from the marketer's point of view.

Online ads that incorporate animation, video, sound, and interactivity are called ________.

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

What is the primary advantage of printed catalogs?

Which of the following is an advantage of using digital catalogs?

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?

Donello Equipment hosts infomercials on television and at the same time allows its viewers to interact with its advertisements. Viewers can request more details and order via their Internet-ready smart televisions. Which of the following forms of marketing is evident here?

Which of the following is a challenge of marketing through online social networks?

Blogs can be used to appeal to specific special-interest groups, about almost any topic.

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) ________.

Gant Hardware is a huge chain of hardware stores. GantHardware.com helps customers conduct product research and also lets them order directly online or redirects them to the nearest Gant retail store. Which of the following best describes GantHardware.com?

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

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

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