Question 1

Clickstream analysis refers to paths followed by visitors to a website.

Accepted Answer

A) True 
 B)False

Question 2

Each time a grocery shopper swipes his or her loyalty card,the store collects information about the shopper's purchasing habits,including their product preferences.One multi-national supermarket chain takes the aggregate data and splits consumers into groups based on apparent similarities in product choices.Each group is given an evocative name such as Finer Foods (people who enjoy luxury productions and are willing to experiment);Healthy Choices (people who are interested in organic produce,low fat\low carb options);Traditionalists (those who rely on fixed shopping list)and Convenience (those who are busy,regard food as fuel and rely on ready-prepared foodstuffs).In this example,the supermarket chain is using its database for which of the following activities?

Accepted Answer

A) to deepen customer loyalty 
B) to reactivate lapsed members 
C) data warehousing 
D) market segmentation 
E) inventory analysis 
A) to deepen customer loyalty 
B) to reactivate lapsed members 
C) data warehousing 
D) market segmentation 
E) inventory analysis

Question 3

Which of the following statements about hierarchical databases is correct?

Accepted Answer

A) Permits access to customer data by account number but may not allow for easy extraction of data 
B) Permits multiple access points to data and is more flexible in terms of extracting data 
C) Data are stored in two-dimensional tables,where each table is linked by common keys and where data is very easily manipulated. 
D) A database used for market segmentation studies and target market profiling 
E) A data warehouse or archive 
A) Permits access to customer data by account number but may not allow for easy extraction of data 
B) Permits multiple access points to data and is more flexible in terms of extracting data 
C) Data are stored in two-dimensional tables,where each table is linked by common keys and where data is very easily manipulated. 
D) A database used for market segmentation studies and target market profiling 
E) A data warehouse or archive

Question 4

Viral marketing is also known as ________ marketing.

Accepted Answer

The answer of Viral marketing is also known as ________...

Question 5

What are the two goals of direct and digital marketing?

Accepted Answer

A) to identify a potential customer and obtain an immediate response 
B) to obtain an immediate response and to facilitate a purchase 
C) to obtain an immediate response and build a lasting customer relationship 
D) to provide information and build a lasting customer relationship 
E) to save marketing dollars and facilitate a purchase 
A) to identify a potential customer and obtain an immediate response 
B) to obtain an immediate response and to facilitate a purchase 
C) to obtain an immediate response and build a lasting customer relationship 
D) to provide information and build a lasting customer relationship 
E) to save marketing dollars and facilitate a purchase

Question 6

Which of the following is the most common form of online advertising?

Accepted Answer

A) interstitials 
B) pop ups 
C) hyper links 
D) banner advertising 
E) paid listings 
A) interstitials 
B) pop ups 
C) hyper links 
D) banner advertising 
E) paid listings

Question 7

Sending unsolicited email,usually to large numbers of people,with a view to making a sale is known as ________.

Accepted Answer

The answer of Sending unsolicited email,usually to large numbers of...

Question 8

When a marketer pays a search engine such as Google for guaranteed indexing of a given website,this is known as ________.

Accepted Answer

A) paid inclusion 
B) contextual search 
C) paid listings 
D) site optimisation 
E) meta-tagging 
A) paid inclusion 
B) contextual search 
C) paid listings 
D) site optimisation 
E) meta-tagging

Question 9

________ involve(s)routine order taking by telephone operators.

Accepted Answer

The answer of ________ involve(s)routine order taking by telephone operators....

Question 10

Direct marketing rarely occurs on a one-to-one,interactive basis.

Accepted Answer

A) True 
 B)False

Question 11

Banners are online ads that pop up between changes on a website.

Accepted Answer

A) True 
 B)False

Question 12

________ guidelines indicate that companies must disclose the purposes for which they are gathering customer information and must be prepared and able to show individuals the information they hold on them.

Accepted Answer

The answer of ________ guidelines indicate that companies must disclose...

Question 13

________ are designed to supplement other sales channels,rather than to sell the company's products directly.

Accepted Answer

A) Marketing websites 
B) Corporate websites 
C) Small business websites 
D) Community service websites 
E) Design ads 
A) Marketing websites 
B) Corporate websites 
C) Small business websites 
D) Community service websites 
E) Design ads

Question 14

Marketing organisations around the world have changed as a result of three entwined factors - ________,globalisation and deregulation.

Accepted Answer

The answer of Marketing organisations around the world have changed...

Question 15

Checking databases for patterns and trends that might exist or to find new connections between data items is known as data ________.

Accepted Answer

The answer of Checking databases for patterns and trends that...

Question 16

Which of the following would be considered a web-centric measure of a website's performance?

Accepted Answer

A) hits 
B) log files 
C) page Impressions 
D) A and B 
E) A and C only 
A) hits 
B) log files 
C) page Impressions 
D) A and B 
E) A and C only

Question 17

Direct ________ is printed material sent by mail to convey offers to consumers,whether targeted to the recipient by name or to the business or householder by a broader targeting method.

Accepted Answer

The answer of Direct ________ is printed material sent by...

Question 18

When a marketer pays a large sum of money to ensure that a search engine such as Google lists a given website at the top or side of the listings on a predetermined search word,this is known as ________.

Accepted Answer

A) paid inclusion 
B) contextual search 
C) paid listings 
D) site optimisation 
E) meta-tagging 
A) paid inclusion 
B) contextual search 
C) paid listings 
D) site optimisation 
E) meta-tagging

Question 19

A 30-minute television advertising program marketing a single product is called a(n)________.

Accepted Answer

A) telemarketing advertisement 
B) infomercial 
C) home shopping channel 
D) integrated marketing advertisement 
E) direct-response commercial 
A) telemarketing advertisement 
B) infomercial 
C) home shopping channel 
D) integrated marketing advertisement 
E) direct-response commercial

Question 20

Which of the following purposes is NOT a common use of a direct marketing database?

Accepted Answer

A) identifying prospective customers 
B) generating sales leads 
C) profiling customers based on previous purchases 
D) gathering marketing intelligence about competitors 
E) building long-term customer relationships 
A) identifying prospective customers 
B) generating sales leads 
C) profiling customers based on previous purchases 
D) gathering marketing intelligence about competitors 
E) building long-term customer relationships

Clickstream analysis refers to paths followed by visitors to a website.

Which of the following statements about hierarchical databases is correct?

Viral marketing is also known as ________ marketing.

What are the two goals of direct and digital marketing?

Which of the following is the most common form of online advertising?

Sending unsolicited email,usually to large numbers of people,with a view to making a sale is known as ________.

When a marketer pays a search engine such as Google for guaranteed indexing of a given website,this is known as ________.

________ involve(s)routine order taking by telephone operators.

Direct marketing rarely occurs on a one-to-one,interactive basis.

Banners are online ads that pop up between changes on a website.

________ guidelines indicate that companies must disclose the purposes for which they are gathering customer information and must be prepared and able to show individuals the information they hold on them.

________ are designed to supplement other sales channels,rather than to sell the company's products directly.

Marketing organisations around the world have changed as a result of three entwined factors - ________,globalisation and deregulation.

Checking databases for patterns and trends that might exist or to find new connections between data items is known as data ________.

Which of the following would be considered a web-centric measure of a website's performance?

Direct ________ is printed material sent by mail to convey offers to consumers,whether targeted to the recipient by name or to the business or householder by a broader targeting method.

When a marketer pays a large sum of money to ensure that a search engine such as Google lists a given website at the top or side of the listings on a predetermined search word,this is known as ________.

A 30-minute television advertising program marketing a single product is called a(n)________.

Which of the following purposes is NOT a common use of a direct marketing database?

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

Clickstream analysis refers to paths followed by visitors to a website.

Which of the following statements about hierarchical databases is correct?

Viral marketing is also known as ________ marketing.

What are the two goals of direct and digital marketing?

Which of the following is the most common form of online advertising?

Sending unsolicited email,usually to large numbers of people,with a view to making a sale is known as ________.

When a marketer pays a search engine such as Google for guaranteed indexing of a given website,this is known as ________.

________ involve(s)routine order taking by telephone operators.

Direct marketing rarely occurs on a one-to-one,interactive basis.

Banners are online ads that pop up between changes on a website.

________ guidelines indicate that companies must disclose the purposes for which they are gathering customer information and must be prepared and able to show individuals the information they hold on them.

________ are designed to supplement other sales channels,rather than to sell the company's products directly.

Marketing organisations around the world have changed as a result of three entwined factors - ________,globalisation and deregulation.

Checking databases for patterns and trends that might exist or to find new connections between data items is known as data ________.

Which of the following would be considered a web-centric measure of a website's performance?

Direct ________ is printed material sent by mail to convey offers to consumers,whether targeted to the recipient by name or to the business or householder by a broader targeting method.

When a marketer pays a large sum of money to ensure that a search engine such as Google lists a given website at the top or side of the listings on a predetermined search word,this is known as ________.

A 30-minute television advertising program marketing a single product is called a(n)________.

Which of the following purposes is NOT a common use of a direct marketing database?

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