Question 1

All of the following are the likely results of direct marketing abuses EXCEPT _ .

Accepted Answer

A) calls for more restrictive legislation of direct marketing 
B) increasingly negative consumer attitudes 
C) decreased returns on advertising expenses 
D) decreased consumer response rates 
E) calls for less Internet oversight and legislation 
A) calls for more restrictive legislation of direct marketing 
B) increasingly negative consumer attitudes 
C) decreased returns on advertising expenses 
D) decreased consumer response rates 
E) calls for less Internet oversight and legislation

Question 2

After selecting a sweater on the Land's End Web site,Kelly Oldham filled out the required customer and credit card information.A box with a checkmark inside was next to the following statement :"Yes,I would like to receive promotional information via e- mail from Land's End." The statement suggests that Land's End is using which of the following marketing tools?

Accepted Answer

A) catalog marketing 
B) permission- based e- mail marketing 
C) spam 
D) niche marketing 
E) phishing 
A) catalog marketing 
B) permission- based e- mail marketing 
C) spam 
D) niche marketing 
E) phishing

Question 3

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

Accepted Answer

A) Craigslist.com 
B) PlanetFeedback.com 
C) cisco.com 
D) Kaboodle.com 
E) eBay.com 
A) Craigslist.com 
B) PlanetFeedback.com 
C) cisco.com 
D) Kaboodle.com 
E) eBay.com

Question 4

Which of the following is NOT a deception or fraud concern for Internet users and marketers?

Accepted Answer

A) spyware 
B) phishing 
C) viral marketing 
D) malware 
E) access by unauthorized groups 
A) spyware 
B) phishing 
C) viral marketing 
D) malware 
E) access by unauthorized groups

Question 5

Direct- response advertisements always contain ,making it easier for marketers to gauge the effectiveness of their sales pitches.

Accepted Answer

A) pop- ups 
B) a hit button to record the number of viewers 
C) a 1- 800 number or Web address 
D) a mailing address for comments 
E) an account number 
A) pop- ups 
B) a hit button to record the number of viewers 
C) a 1- 800 number or Web address 
D) a mailing address for comments 
E) an account number

Question 6

New York Times on the Web,ESPN.com,and Encyclopaedia Britannica Online are known as because they provide financial,research,and other information.

Accepted Answer

A) e- tailers 
B) ISPs 
C) portals 
D) search engines 
E) content sites 
A) e- tailers 
B) ISPs 
C) portals 
D) search engines 
E) content sites

Question 7

With inbound telephone marketing,the company provides a toll- free phone number to receive orders from television ads,print ads,direct mail,and catalogs.

Accepted Answer

A) True 
 B)False

Question 8

Which kind of marketing involves sending an offer,announcement,reminder,or other item to a person at a particular physical or virtual address?

Accepted Answer

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

Question 9

Which of the following is the most accurate name for a 30- minute television advertising program marketing a single product?

Accepted Answer

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

Question 10

Today's marketers use database marketing to promote their offerings through personalized communications to small target groups or even individual customers.

Accepted Answer

A) True 
 B)False

Question 11

All of the following are examples of online social networks EXCEPT .

Accepted Answer

A) Twitter 
B) Flickr 
C) Facebook 
D) YouTube 
E) Yahoo! 
A) Twitter 
B) Flickr 
C) Facebook 
D) YouTube 
E) Yahoo!

Question 12

Database marketing requires little initial investment beyond training personnel to code and mine data.

Accepted Answer

A) True 
 B)False

Question 13

Amazon.com,eBay,and GEICO employ as their only method of doing business with customers.

Accepted Answer

A) mass marketing 
B) sales promotion 
C) personal selling 
D) public relations 
E) direct marketing 
A) mass marketing 
B) sales promotion 
C) personal selling 
D) public relations 
E) direct marketing

Question 14

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

Accepted Answer

A) Users often resent an intrusive marketing message. 
B) Existing networks are resistant to advertising. 
C) Most existing networks are already controlled by major corporations. 
D) Measuring the frequency and volume of network usage is difficult. 
E) Virtual worlds will most likely replace social networks in the near future. 
A) Users often resent an intrusive marketing message. 
B) Existing networks are resistant to advertising. 
C) Most existing networks are already controlled by major corporations. 
D) Measuring the frequency and volume of network usage is difficult. 
E) Virtual worlds will most likely replace social networks in the near future.

Question 15

Company X began as a brick- and- mortar company.Which of the following statements MUST be true?

Accepted Answer

A) Company X is probably not making a profit. 
B) By adding online marketing options,Company X would become a click- and- mortar company. 
C) Company X is also considered a click- only dot- com. 
D) Company X should not be concerned about consumer- to- consumer online marketing. 
E) By adding online marketing options,Company X would become a click- only company. 
A) Company X is probably not making a profit. 
B) By adding online marketing options,Company X would become a click- and- mortar company. 
C) Company X is also considered a click- only dot- com. 
D) Company X should not be concerned about consumer- to- consumer online marketing. 
E) By adding online marketing options,Company X would become a click- only company.

Question 16

Oscar Aviation has a corporate Web site.Prospective customers are most likely able to do all of the following on the site EXCEPT .

Accepted Answer

A) enjoy entertainment features on the site 
B) purchase products 
C) ask online questions 
D) register to receive more information from the company 
E) learn about Oscar's philosophy 
A) enjoy entertainment features on the site 
B) purchase products 
C) ask online questions 
D) register to receive more information from the company 
E) learn about Oscar's philosophy

Question 17

As one of the first ,Amazon.com changed the rules of marketing and set the bar high for the online customer experience.

Accepted Answer

A) search engines 
B) e- tailers 
C) content sites 
D) click- and- mortar companies 
E) transaction sites 
A) search engines 
B) e- tailers 
C) content sites 
D) click- and- mortar companies 
E) transaction sites

Question 18

Which of the following operate only on the Internet?

Accepted Answer

A) Web- and- mortar companies 
B) big box companies 
C) click- and- mortar companies 
D) brick- and- mortar companies 
E) click- only companies 
A) Web- and- mortar companies 
B) big box companies 
C) click- and- mortar companies 
D) brick- and- mortar companies 
E) click- only companies

Question 19

Describe two ways that marketers can participate in online social networks.What are the challenges and advantages of these approaches?

Accepted Answer

Marketers can engage in online communiti

Question 20

A producer of beverages and snack foods wants to market its products to the 18- to- 34- year- old demographic by providing incentives to respond instantly to time- sensitive offers.Which of the following forms of direct marketing would this producer most likely choose?

Accepted Answer

A) podcasting 
B) direct mail 
C) interactive TV 
D) mobile phone 
E) direct- response TV 
A) podcasting 
B) direct mail 
C) interactive TV 
D) mobile phone 
E) direct- response TV

All of the following are the likely results of direct marketing abuses EXCEPT _ .

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

Which of the following is NOT a deception or fraud concern for Internet users and marketers?

Direct- response advertisements always contain ,making it easier for marketers to gauge the effectiveness of their sales pitches.

New York Times on the Web,ESPN.com,and Encyclopaedia Britannica Online are known as because they provide financial,research,and other information.

With inbound telephone marketing,the company provides a toll- free phone number to receive orders from television ads,print ads,direct mail,and catalogs.

Which kind of marketing involves sending an offer,announcement,reminder,or other item to a person at a particular physical or virtual address?

Which of the following is the most accurate name for a 30- minute television advertising program marketing a single product?

Today's marketers use database marketing to promote their offerings through personalized communications to small target groups or even individual customers.

All of the following are examples of online social networks EXCEPT .

Database marketing requires little initial investment beyond training personnel to code and mine data.

Amazon.com,eBay,and GEICO employ as their only method of doing business with customers.

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

Company X began as a brick- and- mortar company.Which of the following statements MUST be true?

Oscar Aviation has a corporate Web site.Prospective customers are most likely able to do all of the following on the site EXCEPT .

As one of the first ,Amazon.com changed the rules of marketing and set the bar high for the online customer experience.

Which of the following operate only on the Internet?

Describe two ways that marketers can participate in online social networks.What are the challenges and advantages of these approaches?

A producer of beverages and snack foods wants to market its products to the 18- to- 34- year- old demographic by providing incentives to respond instantly to time- sensitive offers.Which of the following forms of direct marketing would this producer most likely choose?

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Consumer Buyer Behavior

Business Markets and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

Developing New Products and Managing the Product Life Cycle

Pricing Strategies: Understanding and Capturing Customer Value

Additional Pricing Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value

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 and Online Marketing: Building Direct Customer Relationships

All of the following are the likely results of direct marketing abuses EXCEPT _ .

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

Which of the following is NOT a deception or fraud concern for Internet users and marketers?

Direct- response advertisements always contain ,making it easier for marketers to gauge the effectiveness of their sales pitches.

New York Times on the Web,ESPN.com,and Encyclopaedia Britannica Online are known as because they provide financial,research,and other information.

With inbound telephone marketing,the company provides a toll- free phone number to receive orders from television ads,print ads,direct mail,and catalogs.

Which kind of marketing involves sending an offer,announcement,reminder,or other item to a person at a particular physical or virtual address?

Which of the following is the most accurate name for a 30- minute television advertising program marketing a single product?

Today's marketers use database marketing to promote their offerings through personalized communications to small target groups or even individual customers.

All of the following are examples of online social networks EXCEPT .

Database marketing requires little initial investment beyond training personnel to code and mine data.

Amazon.com,eBay,and GEICO employ as their only method of doing business with customers.

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

Company X began as a brick- and- mortar company.Which of the following statements MUST be true?

Oscar Aviation has a corporate Web site.Prospective customers are most likely able to do all of the following on the site EXCEPT .

As one of the first ,Amazon.com changed the rules of marketing and set the bar high for the online customer experience.

Which of the following operate only on the Internet?

Describe two ways that marketers can participate in online social networks.What are the challenges and advantages of these approaches?

A producer of beverages and snack foods wants to market its products to the 18- to- 34- year- old demographic by providing incentives to respond instantly to time- sensitive offers.Which of the following forms of direct marketing would this producer most likely choose?

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Consumer Buyer Behavior

Business Markets and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

Developing New Products and Managing the Product Life Cycle

Pricing Strategies: Understanding and Capturing Customer Value

Additional Pricing Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value

Advertising and Public Relations

Personal Selling and Sales Promotion

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters