Question 1

Unsolicited and unwanted commercial e- mails are known as _.

Accepted Answer

A) phishing 
B) spam 
C) e- tailing 
D) display ads 
E) viral e- mails 
A) phishing 
B) spam 
C) e- tailing 
D) display ads 
E) viral e- mails

Question 2

Which of the following is a primary disadvantage of viral marketing?

Accepted Answer

A) The brand associated with the viral message is usually forgotten. 
B) The costs of viral marketing are too high for most companies. 
C) Marketers have little control over who receives the viral message. 
D) Viral messages are blocked by most search engines. 
E) Viral messages are offensive to many potential customers. 
A) The brand associated with the viral message is usually forgotten. 
B) The costs of viral marketing are too high for most companies. 
C) Marketers have little control over who receives the viral message. 
D) Viral messages are blocked by most search engines. 
E) Viral messages are offensive to many potential customers.

Question 3

Adams Cutlery has always relied upon advertising to market its products to final customers.However,the marketing team at Adams Cutlery now wants to begin a direct marketing campaign consisting of a company Web site,e- mails to current customers,and an online catalog.Which of the following would the marketing team expect to gain as a result of implementing this direct marketing plan?

Accepted Answer

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

Question 4

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

Accepted Answer

A) Can Spam legislation 
B) the Children's Online Privacy Protection Act 
C) "Privacy Promise" legislation 
D) the DMA's Preference Service 
E) TRUSTe 
A) Can Spam legislation 
B) the Children's Online Privacy Protection Act 
C) "Privacy Promise" legislation 
D) the DMA's Preference Service 
E) TRUSTe

Question 5

How has the implementation of the National Do- Not- Call Registry changed telephone marketing?

Accepted Answer

The National Do- Not- Call Registry was

Question 6

Which of the following is a type of identity theft that uses deceptive e- mails and fraudulent Web sites to fool consumers into revealing their personal data?

Accepted Answer

A) microtargeting 
B) heat marketing 
C) spamming 
D) phishing 
E) viral marketing 
A) microtargeting 
B) heat marketing 
C) spamming 
D) phishing 
E) viral marketing

Question 7

is the term used to describe a company that does not use online marketing.

Accepted Answer

A) Offlist business 
B) Corporate site 
C) Click- and- mortar 
D) Brick- and- mortar 
E) E- business 
A) Offlist business 
B) Corporate site 
C) Click- and- mortar 
D) Brick- and- mortar 
E) E- business

Question 8

In an attempt to take advantage of impulsive or less sophisticated buyers,heat merchants use to deceive customers.

Accepted Answer

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

Question 9

In a brief essay,explain the major benefits of direct marketing to both customers and sellers.

Accepted Answer

For customers,direct marketing is conven

Question 10

Information about a customer's age,income,and family makeup is in the category of a customer database.

Accepted Answer

A) geographic 
B) assessment 
C) psychographic 
D) demographic 
E) behavioral 
A) geographic 
B) assessment 
C) psychographic 
D) demographic 
E) behavioral

Question 11

Because several satellite broadcast systems are now offering ITV capabilities,interactive TV is likely to become a more widely used direct marketing medium.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following reasons is LEAST likely to explain why direct- mail marketing drives more than a third of all U.S.direct marketing sales?

Accepted Answer

A) flexibility 
B) ability to be personalized 
C) measurable results 
D) high target market selectivity 
E) less expensive than mass media ads per thousand people reached 
A) flexibility 
B) ability to be personalized 
C) measurable results 
D) high target market selectivity 
E) less expensive than mass media ads per thousand people reached

Question 13

Provide an example of how a marketer uses kiosk marketing.

Accepted Answer

Answers will vary.Many airline

Question 14

All of the following are common uses for a direct marketing customer database EXCEPT .

Accepted Answer

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

Question 15

What is the purpose of content sponsorship? Provide an example of content sponsorship.

Accepted Answer

Content sponsorships are a form of Inter

Question 16

The was established by the Direct Marketing Association.

Accepted Answer

A) Do Not Call Registry 
B) Privacy Promise to American Consumers 
C) Can Spam legislation 
D) Children's Online Privacy Protection Act 
E) Do Not Track List 
A) Do Not Call Registry 
B) Privacy Promise to American Consumers 
C) Can Spam legislation 
D) Children's Online Privacy Protection Act 
E) Do Not Track List

Question 17

Compare and contrast the purpose and content of a corporate Web site to that of a marketing Web site.

Accepted Answer

Corporate Web sites are designed to buil

Question 18

What types of services do B2B marketers offer online?

Accepted Answer

Most major B2B marketers now o

Question 19

On HYPERLINK "http://www.consumerist.com/" www.consumerist.com,people exchange views and obtain information about products.This Web site is an example of a .

Accepted Answer

A) content Web site 
B) content sponsorship 
C) Web community 
D) contextual advertisement 
E) marketing Web site 
A) content Web site 
B) content sponsorship 
C) Web community 
D) contextual advertisement 
E) marketing Web site

Question 20

What are the two main goals of direct marketing?

Accepted Answer

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

Unsolicited and unwanted commercial e- mails are known as _.

Which of the following is a primary disadvantage of viral marketing?

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

How has the implementation of the National Do- Not- Call Registry changed telephone marketing?

Which of the following is a type of identity theft that uses deceptive e- mails and fraudulent Web sites to fool consumers into revealing their personal data?

is the term used to describe a company that does not use online marketing.

In an attempt to take advantage of impulsive or less sophisticated buyers,heat merchants use to deceive customers.

In a brief essay,explain the major benefits of direct marketing to both customers and sellers.

Information about a customer's age,income,and family makeup is in the category of a customer database.

Because several satellite broadcast systems are now offering ITV capabilities,interactive TV is likely to become a more widely used direct marketing medium.

Which of the following reasons is LEAST likely to explain why direct- mail marketing drives more than a third of all U.S.direct marketing sales?

Provide an example of how a marketer uses kiosk marketing.

All of the following are common uses for a direct marketing customer database EXCEPT .

What is the purpose of content sponsorship? Provide an example of content sponsorship.

The was established by the Direct Marketing Association.

Compare and contrast the purpose and content of a corporate Web site to that of a marketing Web site.

What types of services do B2B marketers offer online?

On HYPERLINK "http://www.consumerist.com/" www.consumerist.com,people exchange views and obtain information about products.This Web site is an example of a .

What are the two main goals of direct marketing?

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

Unsolicited and unwanted commercial e- mails are known as _.

Which of the following is a primary disadvantage of viral marketing?

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

How has the implementation of the National Do- Not- Call Registry changed telephone marketing?

Which of the following is a type of identity theft that uses deceptive e- mails and fraudulent Web sites to fool consumers into revealing their personal data?

is the term used to describe a company that does not use online marketing.

In an attempt to take advantage of impulsive or less sophisticated buyers,heat merchants use to deceive customers.

In a brief essay,explain the major benefits of direct marketing to both customers and sellers.

Information about a customer's age,income,and family makeup is in the category of a customer database.

Because several satellite broadcast systems are now offering ITV capabilities,interactive TV is likely to become a more widely used direct marketing medium.

Which of the following reasons is LEAST likely to explain why direct- mail marketing drives more than a third of all U.S.direct marketing sales?

Provide an example of how a marketer uses kiosk marketing.

All of the following are common uses for a direct marketing customer database EXCEPT .

What is the purpose of content sponsorship? Provide an example of content sponsorship.

The was established by the Direct Marketing Association.

Compare and contrast the purpose and content of a corporate Web site to that of a marketing Web site.

What types of services do B2B marketers offer online?

On HYPERLINK "http://www.consumerist.com/" www.consumerist.com,people exchange views and obtain information about products.This Web site is an example of a .

What are the two main goals of direct marketing?

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