Question 1

According to research quoted in your text, 73 per cent of teens and 72 per cent of young adults have at least one social network account.

Accepted Answer

A) True 
 B)False

Question 2

Maximarketing calls for the complete development of distribution through the use of single- vehicle, multiple stage campaigns.

Accepted Answer

A) True 
 B)False

Question 3

A company that operates both a physical store and an online sales area is popularly known as a__________ retailer.

Accepted Answer

A)  dual integrated 
B)  click and brick 
C)  click only 
D)  multi- networked 
E)  none of the above 
A)  dual integrated 
B)  click and brick 
C)  click only 
D)  multi- networked 
E)  none of the above

Question 4

A company that does not have a physical retail outlet, but sells exclusively over the Internet is popularly known as a __________ retailer.

Accepted Answer

A)  click and brick 
B)  fly by night 
C)  click only 
D)  virtual 
E)  none of the above 
A)  click and brick 
B)  fly by night 
C)  click only 
D)  virtual 
E)  none of the above

Question 5

Which of the following is NOT one of the principal benefits of direct marketing (DM)?

Accepted Answer

A)  DM provides opportunities for one- on- one interactions, dialogue and relationships. 
B)  DM can lead to reduced inventory costs. 
C)  DM facilitates cost effective reach of mass markets. 
D)  DM facilitiates speedy handling of channel and logistics functions. 
E)  all of the above 
A)  DM provides opportunities for one- on- one interactions, dialogue and relationships. 
B)  DM can lead to reduced inventory costs. 
C)  DM facilitates cost effective reach of mass markets. 
D)  DM facilitiates speedy handling of channel and logistics functions. 
E)  all of the above

Question 6

Which of the following statements about database marketing is true?

Accepted Answer

A)  A customer database simply contains customers' names, addresses and phone numbers. 
B)  Database marketing is more frequently used by consumer- packaged goods manufacturers than by business- to- business marketers. 
C)  Service retailers seldom use database marketing. 
D)  A business- to- business customer database contains the same information as is found in a customer database for sales to ultimate consumers. 
E)  A marketing organisation can use their database to reactivate customer purchases and for data mining purposes. 
A)  A customer database simply contains customers' names, addresses and phone numbers. 
B)  Database marketing is more frequently used by consumer- packaged goods manufacturers than by business- to- business marketers. 
C)  Service retailers seldom use database marketing. 
D)  A business- to- business customer database contains the same information as is found in a customer database for sales to ultimate consumers. 
E)  A marketing organisation can use their database to reactivate customer purchases and for data mining purposes.

Question 7

Processes implemented by a company to manage customer contact points over time with a view to maximising the relationship benefit are known as:

Accepted Answer

A)  customer relationship management. 
B)  addressable marketing. 
C)  contact point marketing. 
D)  transactional targeting. 
E)  behavioural targeting. 
A)  customer relationship management. 
B)  addressable marketing. 
C)  contact point marketing. 
D)  transactional targeting. 
E)  behavioural targeting.

Question 8

Your text suggests that telemarketing can be employed to achieve many ends. Might any of the following NOT be an objective in using telemarketing?

Accepted Answer

A)  increase sales to existing customers 
B)  renew magazine subscriptions 
C)  ensure payments or subscriptions are paid on time 
D)  generate new sales leads 
E)  none of the above 
A)  increase sales to existing customers 
B)  renew magazine subscriptions 
C)  ensure payments or subscriptions are paid on time 
D)  generate new sales leads 
E)  none of the above

Question 9

Direct response television is another word for an infomercial.

Accepted Answer

A) True 
 B)False

Question 10

The primary difference between kiosks and electronic vending machines is that:

Accepted Answer

A)  kiosks do not charge customers for use whereas dispensing machines typically charge a handling fee. 
B)  kiosks provide information while dispensing machines dispense products and provide information. 
C)  kiosks are electronically networked whereas electronic vending machines are more likely to be stand- alone units. 
D)  kiosks do not sell products but enable orders to be placed or payments made. 
E)  none of the above 
A)  kiosks do not charge customers for use whereas dispensing machines typically charge a handling fee. 
B)  kiosks provide information while dispensing machines dispense products and provide information. 
C)  kiosks are electronically networked whereas electronic vending machines are more likely to be stand- alone units. 
D)  kiosks do not sell products but enable orders to be placed or payments made. 
E)  none of the above

Question 11

Although niche social network sites have fewer members than Facebook, they provide a better marketing message environment.

Accepted Answer

A) True 
 B)False

Question 12

Search related advertising now accounts for about 41 per cent of all online advertising expenditures.

Accepted Answer

A) True 
 B)False

Question 13

The sending of unwanted or unsolicited email messages is known as:

Accepted Answer

A)  spamming. 
B)  instrusion. 
C)  invasion. 
D)  whamming. 
E)  all of the above 
A)  spamming. 
B)  instrusion. 
C)  invasion. 
D)  whamming. 
E)  all of the above

Question 14

Glen was thumbing through his wife's Craft magazine when he saw an ad for a musical collectible doll. Since the doll was dressed in green with red hair and played "That's an Irish Lullaby," Glen decided it would be a perfect gift for his wife who was born on St. Patrick's Day. He debated using the reply card that was a part of the ad, but then decided to use the toll- free number to place his order. Glen used_________ to buy his wife's birthday present.

Accepted Answer

A)  direct sales 
B)  videotext 
C)  outbound telemarketing 
D)  online marketing 
E)  direct- response advertising 
A)  direct sales 
B)  videotext 
C)  outbound telemarketing 
D)  online marketing 
E)  direct- response advertising

Question 15

Telemarketing usually involves a permanent part- time bank of telephone operators who routinely call existing customers to take their orders.

Accepted Answer

A) True 
 B)False

Question 16

Direct marketers and database developers in Australia are required to publish privacy guidelines that disclose the purposes for which they are gathering customer information, and they must be prepared to show individuals the information they hold on them.

Accepted Answer

A) True 
 B)False

Question 17

Wikis are BEST defined as:

Accepted Answer

A)  web pages that can be edited by anyone. 
B)  web pages that can be accessed or edited by anyone. 
C)  online encyclopedias. 
D)  web pages that are accessible by anyone. 
E)  none of the above 
A)  web pages that can be edited by anyone. 
B)  web pages that can be accessed or edited by anyone. 
C)  online encyclopedias. 
D)  web pages that are accessible by anyone. 
E)  none of the above

Question 18

The act of cross- referencing data about a single individual from multiple sources such as online activity, credit card activity, loyalty scheme activity to build a richer picture of a buyer's purchasing habits is known as:

Accepted Answer

A)  data cross- referencing. 
B)  spamming. 
C)  behavioural targeting. 
D)  market research. 
E)  purchaser profiling. 
A)  data cross- referencing. 
B)  spamming. 
C)  behavioural targeting. 
D)  market research. 
E)  purchaser profiling.

Question 19

There are at least four perceptions that must be held by consumers for catalogues to be a successful direct marketing tool-a speedy production system, an air of authority by the seller, value for money offerings, and a guarantee of satisfaction.

Accepted Answer

A) True 
 B)False

Question 20

According to your text, telesales operators can make some __________ per day calls, whereas sales representatives can make some__________ per week.

Accepted Answer

A)  100; 50 
B)  30- 40; 30 
C)  120; 60 
D)  40- 50; 40 
E)  none of the above 
A)  100; 50 
B)  30- 40; 30 
C)  120; 60 
D)  40- 50; 40 
E)  none of the above

According to research quoted in your text, 73 per cent of teens and 72 per cent of young adults have at least one social network account.

Maximarketing calls for the complete development of distribution through the use of single- vehicle, multiple stage campaigns.

A company that operates both a physical store and an online sales area is popularly known as a__________ retailer.

A company that does not have a physical retail outlet, but sells exclusively over the Internet is popularly known as a __________ retailer.

Which of the following is NOT one of the principal benefits of direct marketing (DM)?

Which of the following statements about database marketing is true?

Processes implemented by a company to manage customer contact points over time with a view to maximising the relationship benefit are known as:

Your text suggests that telemarketing can be employed to achieve many ends. Might any of the following NOT be an objective in using telemarketing?

Direct response television is another word for an infomercial.

The primary difference between kiosks and electronic vending machines is that:

Although niche social network sites have fewer members than Facebook, they provide a better marketing message environment.

Search related advertising now accounts for about 41 per cent of all online advertising expenditures.

The sending of unwanted or unsolicited email messages is known as:

Telemarketing usually involves a permanent part- time bank of telephone operators who routinely call existing customers to take their orders.

Direct marketers and database developers in Australia are required to publish privacy guidelines that disclose the purposes for which they are gathering customer information, and they must be prepared to show individuals the information they hold on them.

Wikis are BEST defined as:

The act of cross- referencing data about a single individual from multiple sources such as online activity, credit card activity, loyalty scheme activity to build a richer picture of a buyer's purchasing habits is known as:

There are at least four perceptions that must be held by consumers for catalogues to be a successful direct marketing tool-a speedy production system, an air of authority by the seller, value for money offerings, and a guarantee of satisfaction.

According to your text, telesales operators can make some per day calls, whereas sales representatives can make some per week.

Marketing: Creating Superior Customer Value

Marketing: Delivering and Capturing Value

Strategic Planning and Marketing

Marketing Strategies for Competitive Advantage

The Global Marketing Environment

Information Management and Marketing Research

Consumer Behaviour

Business-To-Business Behaviour

Market Segmentation, Targeting and Positioning

Products and Services Marketing

New Products

Pricing for Value

Marketing Channels and Logistics Networks

Retailing and Wholesaling

Advertising and Public Relations

Sales Promotion and Selling

Tapping Into Markets Across the Globe

Responsible Marketing

Filters

Exam 17: Direct and Online Marketing

According to research quoted in your text, 73 per cent of teens and 72 per cent of young adults have at least one social network account.

Maximarketing calls for the complete development of distribution through the use of single- vehicle, multiple stage campaigns.

A company that operates both a physical store and an online sales area is popularly known as a__________ retailer.

A company that does not have a physical retail outlet, but sells exclusively over the Internet is popularly known as a __________ retailer.

Which of the following is NOT one of the principal benefits of direct marketing (DM)?

Which of the following statements about database marketing is true?

Processes implemented by a company to manage customer contact points over time with a view to maximising the relationship benefit are known as:

Your text suggests that telemarketing can be employed to achieve many ends. Might any of the following NOT be an objective in using telemarketing?

Direct response television is another word for an infomercial.

The primary difference between kiosks and electronic vending machines is that:

Although niche social network sites have fewer members than Facebook, they provide a better marketing message environment.

Search related advertising now accounts for about 41 per cent of all online advertising expenditures.

The sending of unwanted or unsolicited email messages is known as:

Telemarketing usually involves a permanent part- time bank of telephone operators who routinely call existing customers to take their orders.

Direct marketers and database developers in Australia are required to publish privacy guidelines that disclose the purposes for which they are gathering customer information, and they must be prepared to show individuals the information they hold on them.

Wikis are BEST defined as:

The act of cross- referencing data about a single individual from multiple sources such as online activity, credit card activity, loyalty scheme activity to build a richer picture of a buyer's purchasing habits is known as:

There are at least four perceptions that must be held by consumers for catalogues to be a successful direct marketing tool-a speedy production system, an air of authority by the seller, value for money offerings, and a guarantee of satisfaction.

According to your text, telesales operators can make some __________ per day calls, whereas sales representatives can make some__________ per week.

Marketing: Creating Superior Customer Value

Marketing: Delivering and Capturing Value

Strategic Planning and Marketing

Marketing Strategies for Competitive Advantage

The Global Marketing Environment

Information Management and Marketing Research

Consumer Behaviour

Business-To-Business Behaviour

Market Segmentation, Targeting and Positioning

Products and Services Marketing

New Products

Pricing for Value

Marketing Channels and Logistics Networks

Retailing and Wholesaling

Advertising and Public Relations

Sales Promotion and Selling

Tapping Into Markets Across the Globe

Responsible Marketing

Filters

According to your text, telesales operators can make some per day calls, whereas sales representatives can make some per week.