Question 1

Kiosks can be placed in ________.

Accepted Answer

A) stores 
B) airports 
C) university campuses 
D) hotels 
E) All of the above. 
A) stores 
B) airports 
C) university campuses 
D) hotels 
E) All of the above. E

Question 2

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

Accepted Answer

A) online eavesdropping 
B) phishing 
C) malware 
D) heat marketing 
E) viral marketing 
A) online eavesdropping 
B) phishing 
C) malware 
D) heat marketing 
E) viral marketing B

Question 3

Of the seven Cs of effective website design,________ refers to the ways that the site enables user-to-user communication.

Accepted Answer

A) context 
B) content 
C) community 
D) customisation 
E) customer 
A) context 
B) content 
C) community 
D) customisation 
E) customer C

Question 4

For inbound telephone marketing,the company provides a toll-free phone number so it can receive orders solicited by television and print ads,direct mail and catalogues.

Accepted Answer

A) True 
 B)False

Question 5

While the internet is a public network,password-protected ________ websites are accessed by both employees and known customers.

Accepted Answer

The answer of While the internet is a public network,password-protected...

Question 6

A major digital and direct marketing issue in most countries is consumer ________.

Accepted Answer

The answer of A major digital and direct marketing issue...

Question 7

Telemarketing differs from telesales in that telesales involves telephone operators ________.

Accepted Answer

A) who call random telephone numbers from the telephone book 
B) who only handle inbound calls 
C) who routinely call customers to take their orders 
D) who send faxes to potential customers 
E) All of the above. 
A) who call random telephone numbers from the telephone book 
B) who only handle inbound calls 
C) who routinely call customers to take their orders 
D) who send faxes to potential customers 
E) All of the above.

Question 8

Marketers use ________ telephone marketing to receive orders from television ads and catalogues.

Accepted Answer

A) inbound 
B) outbound 
C) interactive 
D) direct-response 
E) business-to-business 
A) inbound 
B) outbound 
C) interactive 
D) direct-response 
E) business-to-business

Question 9

What is the main purpose of a corporate website?

Accepted Answer

A) to sell the company's products directly 
B) to build customer goodwill,collect customer feedback,and supplement other sales channels. 
C) to show a catalogue and give shopping tips 
D) to give out coupons and tell about sales events or contests 
E) to point out and explain competitors' weaknesses 
A) to sell the company's products directly 
B) to build customer goodwill,collect customer feedback,and supplement other sales channels. 
C) to show a catalogue and give shopping tips 
D) to give out coupons and tell about sales events or contests 
E) to point out and explain competitors' weaknesses

Question 10

Former Australian MasterChef contestant,Billy Law,hosts a website known as A Table For Two (ATFT)that features best eats in and around Sydney,fabulous food photography,personal notes about food and travel,occasional recipes and notes about ingredients.Billy's site is best described as ________.

Accepted Answer

A) a corporate website 
B) a dedicated branded website. 
C) a blog 
D) an online magazine 
E) a social network 
A) a corporate website 
B) a dedicated branded website. 
C) a blog 
D) an online magazine 
E) a social network

Question 11

A cutlery firm has always relied upon advertising to market its quality products to final customers.The marketing team is now considering beginning a direct and digital marketing campaign consisting of a company website,email to current customers and an online catalogue.Which of the following would the team expect to gain as a result of implementing this direct marketing plan?

Accepted Answer

A) the ability to increase the range of products the company offers 
B) the ability to learn more about their customers and tailor offerings to fit their needs 
C) more control over customers' interactions with the company 
D) a higher cost-per-contact that could prove to be more cost effective than advertising in mass media 
E) a wealth of information about competitors and their products 
A) the ability to increase the range of products the company offers 
B) the ability to learn more about their customers and tailor offerings to fit their needs 
C) more control over customers' interactions with the company 
D) a higher cost-per-contact that could prove to be more cost effective than advertising in mass media 
E) a wealth of information about competitors and their products

Question 12

The ABC Group is a financial services provider.Whenever a customer has a child who is about to become eligible for a driver's license,ABC sends the customer materials related to teaching teenagers how to drive safely.This is an example of using ________ information from a customer database.

Accepted Answer

A) demographic 
B) geographic 
C) psychographic 
D) behavioural 
E) key contact 
A) demographic 
B) geographic 
C) psychographic 
D) behavioural 
E) key contact

Question 13

A company would be most likely to benefit in which of the following ways by using blogs as marketing tools?

Accepted Answer

A) Blogs provide companies with additional revenue. 
B) Blog content is easy to filter,monitor and control. 
C) Long-term customer relationships can be developed through blogs. 
D) Demographic information about customers can be easily tracked. 
E) Blogs are a fresh,inexpensive and personal way to connect with consumers. 
A) Blogs provide companies with additional revenue. 
B) Blog content is easy to filter,monitor and control. 
C) Long-term customer relationships can be developed through blogs. 
D) Demographic information about customers can be easily tracked. 
E) Blogs are a fresh,inexpensive and personal way to connect with consumers.

Question 14

The metric,page impressions,is a measure of number of web pages viewed by a single visitor to a website.

Accepted Answer

A) True 
 B)False

Question 15

Databases may take one of three forms-network,relational or ________.

Accepted Answer

The answer of Databases may take one of three forms-network,relational...

Question 16

In attempting to design an effective website,Company A tried to address all of the seven Cs.The site,however,has a weak layout and design.Which C does this represent?

Accepted Answer

A) customisation 
B) content 
C) context 
D) connection 
E) community 
A) customisation 
B) content 
C) context 
D) connection 
E) community

Question 17

Databases facilitate systematic searches for relationships and patterns within and between databases.Which of the following is NOT one of the patterns or associations typically found?

Accepted Answer

A) associations 
B) clusters 
C) classes 
D) sequences 
E) forecasts 
A) associations 
B) clusters 
C) classes 
D) sequences 
E) forecasts

Question 18

The term 'HTML' refers to which of the following phrases?

Accepted Answer

A) Hyper Theoretical Major Language 
B) Hyper Tone Melodic Language 
C) Heavy Tagged Minor Language 
D) Hyper Text Mark-up Language 
E) Hyper Transcript Mental Language 
A) Hyper Theoretical Major Language 
B) Hyper Tone Melodic Language 
C) Heavy Tagged Minor Language 
D) Hyper Text Mark-up Language 
E) Hyper Transcript Mental Language

Question 19

One of the advantages of direct and digital marketing for sellers is that it ________.

Accepted Answer

A) offers access to buyers outside local markets 
B) eliminates the need for a salesforce 
C) provides statistical information about industry buying habits 
D) provides comparative information about customers and competitors 
E) eliminates expenses such as order processing and inventory handling 
A) offers access to buyers outside local markets 
B) eliminates the need for a salesforce 
C) provides statistical information about industry buying habits 
D) provides comparative information about customers and competitors 
E) eliminates expenses such as order processing and inventory handling

Question 20

Which of the following is NOT a metric used by Google Search?

Accepted Answer

A) average time on site (dwell time) 
B) referring sites (click throughs) 
C) visits 
D) visitor demographics 
E) display ads 
A) average time on site (dwell time) 
B) referring sites (click throughs) 
C) visits 
D) visitor demographics 
E) display ads

Kiosks can be placed in ________.

Of the seven Cs of effective website design,________ refers to the ways that the site enables user-to-user communication.

For inbound telephone marketing,the company provides a toll-free phone number so it can receive orders solicited by television and print ads,direct mail and catalogues.

While the internet is a public network,password-protected ________ websites are accessed by both employees and known customers.

A major digital and direct marketing issue in most countries is consumer ________.

Telemarketing differs from telesales in that telesales involves telephone operators ________.

Marketers use ________ telephone marketing to receive orders from television ads and catalogues.

What is the main purpose of a corporate website?

Former Australian MasterChef contestant,Billy Law,hosts a website known as A Table For Two (ATFT)that features best eats in and around Sydney,fabulous food photography,personal notes about food and travel,occasional recipes and notes about ingredients.Billy's site is best described as ________.

The ABC Group is a financial services provider.Whenever a customer has a child who is about to become eligible for a driver's license,ABC sends the customer materials related to teaching teenagers how to drive safely.This is an example of using ________ information from a customer database.

A company would be most likely to benefit in which of the following ways by using blogs as marketing tools?

The metric,page impressions,is a measure of number of web pages viewed by a single visitor to a website.

Databases may take one of three forms-network,relational or ________.

In attempting to design an effective website,Company A tried to address all of the seven Cs.The site,however,has a weak layout and design.Which C does this represent?

Databases facilitate systematic searches for relationships and patterns within and between databases.Which of the following is NOT one of the patterns or associations typically found?

The term 'HTML' refers to which of the following phrases?

One of the advantages of direct and digital marketing for sellers is that it ________.

Which of the following is NOT a metric used by Google Search?

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analysing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Consumer Buyer Behaviour

Business Markets and Business Buyer Behaviour

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services and Brands: Building Customer Value

Developing New Products and Managing the Product

Pricing Strategies: Understanding and Capturing Customer Value

Additional Pricing Considerations

Marketing Channels: Delivering Customer Value

Communicating Customer Value: Integrated Marketing Communications Strategy

Filters

Exam 13: Retailing and Wholesaling

Kiosks can be placed in ________.

Of the seven Cs of effective website design,________ refers to the ways that the site enables user-to-user communication.

For inbound telephone marketing,the company provides a toll-free phone number so it can receive orders solicited by television and print ads,direct mail and catalogues.

While the internet is a public network,password-protected ________ websites are accessed by both employees and known customers.

A major digital and direct marketing issue in most countries is consumer ________.

Telemarketing differs from telesales in that telesales involves telephone operators ________.

Marketers use ________ telephone marketing to receive orders from television ads and catalogues.

What is the main purpose of a corporate website?

Former Australian MasterChef contestant,Billy Law,hosts a website known as A Table For Two (ATFT)that features best eats in and around Sydney,fabulous food photography,personal notes about food and travel,occasional recipes and notes about ingredients.Billy's site is best described as ________.

The ABC Group is a financial services provider.Whenever a customer has a child who is about to become eligible for a driver's license,ABC sends the customer materials related to teaching teenagers how to drive safely.This is an example of using ________ information from a customer database.

A company would be most likely to benefit in which of the following ways by using blogs as marketing tools?

The metric,page impressions,is a measure of number of web pages viewed by a single visitor to a website.

Databases may take one of three forms-network,relational or ________.

In attempting to design an effective website,Company A tried to address all of the seven Cs.The site,however,has a weak layout and design.Which C does this represent?

Databases facilitate systematic searches for relationships and patterns within and between databases.Which of the following is NOT one of the patterns or associations typically found?

The term 'HTML' refers to which of the following phrases?

One of the advantages of direct and digital marketing for sellers is that it ________.

Which of the following is NOT a metric used by Google Search?

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analysing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Consumer Buyer Behaviour

Business Markets and Business Buyer Behaviour

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services and Brands: Building Customer Value

Developing New Products and Managing the Product

Pricing Strategies: Understanding and Capturing Customer Value

Additional Pricing Considerations

Marketing Channels: Delivering Customer Value

Communicating Customer Value: Integrated Marketing Communications Strategy

Filters