Question 1

Which of the following is an advantage of printed catalogs over digital catalogs?

Accepted Answer

A) a stronger emotional connection with customers 
B) real- time merchandising 
C) efficiencies in production,printing,and mailing costs 
D) less competition for customers' attention 
E) the ability to offer an almost unlimited amount of merchandise 
A) a stronger emotional connection with customers 
B) real- time merchandising 
C) efficiencies in production,printing,and mailing costs 
D) less competition for customers' attention 
E) the ability to offer an almost unlimited amount of merchandise

Question 2

Neal Murphy sells his company's unique gift items on television programs and entire channels dedicated to selling goods and services.Neal is using .

Accepted Answer

A) prime- time selling 
B) vodcasting 
C) direct- response television advertising 
D) B2B online marketing 
E) Internet- based infomercials 
A) prime- time selling 
B) vodcasting 
C) direct- response television advertising 
D) B2B online marketing 
E) Internet- based infomercials

Question 3

The Internet has helped boost the popularity of catalogs as a direct marketing medium.

Accepted Answer

A) True 
 B)False

Question 4

C2B online marketing often involves the interchange of information through Internet forums,including customers' praise for and complaints about products.

Accepted Answer

A) True 
 B)False

Question 5

According to your textbook,what is the most likely future for online marketing?

Accepted Answer

A) Online marketing will remain an important approach in an integrated marketing mix. 
B) Online marketing will replace magazines,newspapers,and eventually stores as sources for information and products. 
C) The growth of online marketing will continue but at a much slower pace. 
D) Online social networking will become the primary type of online marketing. 
E) The use of online marketing will decline until its effectiveness can be better measured. 
A) Online marketing will remain an important approach in an integrated marketing mix. 
B) Online marketing will replace magazines,newspapers,and eventually stores as sources for information and products. 
C) The growth of online marketing will continue but at a much slower pace. 
D) Online social networking will become the primary type of online marketing. 
E) The use of online marketing will decline until its effectiveness can be better measured.

Question 6

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

Accepted Answer

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

Question 7

Amazon.com was the first company to use _ ,which is technology that sorts through customer purchasing patterns to create personalized site content.

Accepted Answer

A) customer filtering 
B) personalized marketing 
C) database marketing 
D) collaborative filtering 
E) records management 
A) customer filtering 
B) personalized marketing 
C) database marketing 
D) collaborative filtering 
E) records management

Question 8

Psychographic data in a customer database used by direct marketers includes information regarding a customer's and .

Accepted Answer

A) opinions;age 
B) activities;opinions 
C) age;buying preferences 
D) interests;income 
E) hobbies;income 
A) opinions;age 
B) activities;opinions 
C) age;buying preferences 
D) interests;income 
E) hobbies;income

Question 9

Organic Designs is a small,successful chain of stores offering stylish clothes made of all- organic materials for infants,toddlers,and young children.Most of the Organic Designs stores are located in urban areas.Now Organic Designs is considering using direct marketing to reach potential customers who live outside of the company's existing markets,with the goal of creating emotional connections and long- term relationships with a new group of customers.Which of the following methods of direct marketing would most likely be effective in accomplishing this goal?

Accepted Answer

A) mobile phone marketing 
B) kiosk marketing 
C) interactive TV marketing 
D) catalog marketing 
E) direct- response television marketing 
A) mobile phone marketing 
B) kiosk marketing 
C) interactive TV marketing 
D) catalog marketing 
E) direct- response television marketing

Question 10

ABC Company sells directly to final consumers and avoids intermediaries while catering to a broad group of demographic segments.This marketer falls under which online marketing domain?

Accepted Answer

A) C2C 
B) B2B 
C) B2C 
D) C2B 
E) A or C 
A) C2C 
B) B2B 
C) B2C 
D) C2B 
E) A or C

Question 11

Which of the following is NOT one of the four major online marketing domains?

Accepted Answer

A) B2B (business- to- business) 
B) B2C (business- to- consumer) 
C) C2B (consumer- to- business) 
D) B2R (business- to- retailer) 
E) C2C (consumer- to- consumer) 
A) B2B (business- to- business) 
B) B2C (business- to- consumer) 
C) C2B (consumer- to- business) 
D) B2R (business- to- retailer) 
E) C2C (consumer- to- consumer)

Question 12

Using _ _ telephone marketing to contact potential customers,marketers sell directly to consumers.

Accepted Answer

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

Question 13

Explain how the creation of the National Do- Not- Call Registry may have helped telemarketers more than it hurt them.

Accepted Answer

Instead of making cold calls to people w

Question 14

How does online marketing provide flexibility for sellers?

Accepted Answer

Online marketing allows the marketer to

Question 15

Which of the following is an advantage of a well- designed and targeted telemarketing plan?

Accepted Answer

A) emotional connections with customers 
B) exemption from the National Do Not Call Registry 
C) high recruitment and referral rate 
D) limitless merchandise available to customers 
E) purchasing convenience for customers 
A) emotional connections with customers 
B) exemption from the National Do Not Call Registry 
C) high recruitment and referral rate 
D) limitless merchandise available to customers 
E) purchasing convenience for customers

Question 16

How do Internet consumers differ from traditional offline consumers?

Accepted Answer

They differ in their approaches to buyin

Question 17

Most companies that create print catalogs now also provide catalogs.

Accepted Answer

A) DVD 
B) Web- based 
C) personalized 
D) store 
E) e- mail 
A) DVD 
B) Web- based 
C) personalized 
D) store 
E) e- mail

Question 18

Natalie Brennan has been saving her money to buy a BMW convertible.Natalie has spent hours on the BMW Web site choosing the exterior and interior colors and studying the various options and models.Natalie has been using BMW's marketing Web site.

Accepted Answer

A) True 
 B)False

Question 19

Since the introduction of the Do- Not- Call Registry,fraudulent schemes such as investment scams and phony collections for charity have been on the decline.

Accepted Answer

A) True 
 B)False

Question 20

How has the direct marketing industry taken steps to address privacy and security concerns?

Accepted Answer

Some companies use a nonprofit self- reg

Which of the following is an advantage of printed catalogs over digital catalogs?

Neal Murphy sells his company's unique gift items on television programs and entire channels dedicated to selling goods and services.Neal is using .

The Internet has helped boost the popularity of catalogs as a direct marketing medium.

C2B online marketing often involves the interchange of information through Internet forums,including customers' praise for and complaints about products.

According to your textbook,what is the most likely future for online marketing?

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

Amazon.com was the first company to use _ ,which is technology that sorts through customer purchasing patterns to create personalized site content.

Psychographic data in a customer database used by direct marketers includes information regarding a customer's and .

ABC Company sells directly to final consumers and avoids intermediaries while catering to a broad group of demographic segments.This marketer falls under which online marketing domain?

Which of the following is NOT one of the four major online marketing domains?

Using _ _ telephone marketing to contact potential customers,marketers sell directly to consumers.

Explain how the creation of the National Do- Not- Call Registry may have helped telemarketers more than it hurt them.

How does online marketing provide flexibility for sellers?

Which of the following is an advantage of a well- designed and targeted telemarketing plan?

How do Internet consumers differ from traditional offline consumers?

Most companies that create print catalogs now also provide catalogs.

Natalie Brennan has been saving her money to buy a BMW convertible.Natalie has spent hours on the BMW Web site choosing the exterior and interior colors and studying the various options and models.Natalie has been using BMW's marketing Web site.

Since the introduction of the Do- Not- Call Registry,fraudulent schemes such as investment scams and phony collections for charity have been on the decline.

How has the direct marketing industry taken steps to address privacy and security concerns?

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

Which of the following is an advantage of printed catalogs over digital catalogs?

Neal Murphy sells his company's unique gift items on television programs and entire channels dedicated to selling goods and services.Neal is using .

The Internet has helped boost the popularity of catalogs as a direct marketing medium.

C2B online marketing often involves the interchange of information through Internet forums,including customers' praise for and complaints about products.

According to your textbook,what is the most likely future for online marketing?

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

Amazon.com was the first company to use _ ,which is technology that sorts through customer purchasing patterns to create personalized site content.

Psychographic data in a customer database used by direct marketers includes information regarding a customer's and .

ABC Company sells directly to final consumers and avoids intermediaries while catering to a broad group of demographic segments.This marketer falls under which online marketing domain?

Which of the following is NOT one of the four major online marketing domains?

Using _ _ telephone marketing to contact potential customers,marketers sell directly to consumers.

Explain how the creation of the National Do- Not- Call Registry may have helped telemarketers more than it hurt them.

How does online marketing provide flexibility for sellers?

Which of the following is an advantage of a well- designed and targeted telemarketing plan?

How do Internet consumers differ from traditional offline consumers?

Most companies that create print catalogs now also provide catalogs.

Natalie Brennan has been saving her money to buy a BMW convertible.Natalie has spent hours on the BMW Web site choosing the exterior and interior colors and studying the various options and models.Natalie has been using BMW's marketing Web site.

Since the introduction of the Do- Not- Call Registry,fraudulent schemes such as investment scams and phony collections for charity have been on the decline.

How has the direct marketing industry taken steps to address privacy and security concerns?

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