Question 1

Which of the following is a major disadvantage of Wikis as a source of marketing information?

Accepted Answer

A)  The accuracy of the information on Wikis is questionable. 
B)  Wiki content changes regularly as pages are updated. 
C)  Wikis are difficult for site visitors to navigate. 
D)  The performance of Wikis is difficult to evaluate. 
E)  all of the above 
A)  The accuracy of the information on Wikis is questionable. 
B)  Wiki content changes regularly as pages are updated. 
C)  Wikis are difficult for site visitors to navigate. 
D)  The performance of Wikis is difficult to evaluate. 
E)  all of the above

Question 2

You are the marketing director of a medium- sized company that manufactures various kinds of adhesives used in furniture making, building construction, etc. You believe that the Internet would be an excellent marketing tool to reach a more widespread market than you are currently able to reach with the marketing methods now in use. What arguments would you use to convince your CEO such an online marketing strategy is good business?

Accepted Answer

The development of an Internet website w

Question 3

Mail order giants in the US have discovered that there are three criteria to use: speed of making a purchase, frequency of purchase and monetary value of purchase.

Accepted Answer

A) True 
 B)False

Question 4

Sarah Fortner sells insurance. She has installed a software programme on her company's customer database that will remind her to mail birthday and anniversary cards to her clients. Sarah is using the customer base to:

Accepted Answer

A)  reactivate customer interests in buying insurance. 
B)  identify prospects for sales calls. 
C)  qualify potential customers. 
D)  deepen customer loyalty. 
E)  create sales leads. 
A)  reactivate customer interests in buying insurance. 
B)  identify prospects for sales calls. 
C)  qualify potential customers. 
D)  deepen customer loyalty. 
E)  create sales leads.

Question 5

Kiosks are essentially mini offices.

Accepted Answer

A) True 
 B)False

Question 6

In ideal circumstances, the optimal way to track individual behaviour at a website thereby allowing a true picture of website usage and estimating return on investment is to:

Accepted Answer

A)  use clickstream analysis. 
B)  use a combination of web- centric and audience- centric measures. 
C)  use page impressions combined with time spent online measures. 
D)  use log files. 
E)  allow only subscribers access to a site. 
A)  use clickstream analysis. 
B)  use a combination of web- centric and audience- centric measures. 
C)  use page impressions combined with time spent online measures. 
D)  use log files. 
E)  allow only subscribers access to a site.

Question 7

Business- to- business marketers and service retailers are the primary users of database marketing.

Accepted Answer

A) True 
 B)False

Question 8

Data mining involves searching for patterns or relationships within a database or set of records. Which of the following is NOT one of the relationships that an analyst should look for?

Accepted Answer

A)  associations 
B)  sequences 
C)  structures 
D)  classes 
E)  clusters 
A)  associations 
B)  sequences 
C)  structures 
D)  classes 
E)  clusters

Question 9

According to your text, direct marketers think of order- processing and delivery in terms of:

Accepted Answer

A)  sales levels. 
B)  fulfilment response. 
C)  delivery costs. 
D)  all of the above 
E)  none of the above 
A)  sales levels. 
B)  fulfilment response. 
C)  delivery costs. 
D)  all of the above 
E)  none of the above

Question 10

Which of the following are types of direct marketing?

Accepted Answer

A)  personal selling 
B)  direct- response advertising 
C)  telemarketing 
D)  videotext and interactive TV 
E)  all of the above 
A)  personal selling 
B)  direct- response advertising 
C)  telemarketing 
D)  videotext and interactive TV 
E)  all of the above

Question 11

Maximarketing consists of a set of steps designed to reach the prospect, make the sale and develop the relationship.

Accepted Answer

A) True 
 B)False

Question 12

A measure of website performance that enables a web developer to assess whether referring site payments provide a return on investment is:

Accepted Answer

A)  total audience ratings points. 
B)  page impressions. 
C)  click stream analysis. 
D)  log files. 
E)  page views. 
A)  total audience ratings points. 
B)  page impressions. 
C)  click stream analysis. 
D)  log files. 
E)  page views.

Question 13

A measure of web performance that records the number of times a single visitor visits a website is known as page views.

Accepted Answer

A) True 
 B)False

Question 14

How can a mail order giant evaluate database performance?

Accepted Answer

Profitable use of a database requires cu

Question 15

Privacy guidelines are of little impact on database marketing in Australia.

Accepted Answer

A) True 
 B)False

Question 16

Troy Allen works in the marketing department of a company that sells reproduction cast iron money boxes to small retailers. He has been given the task of developing a year- round direct marketing effort for his company. When he explained to his CEO that they need to begin thinking about what information they want in their databases, the CEO said "Oh, we already have that taken care of. We can use the information we have for mailing Christmas catalogues." Allen is talking about a(n)__________ , while his CEO is talking about a(n)__________ .

Accepted Answer

A)  customer database; customer mailing list 
B)  business- to- business database; bulletin board 
C)  inbound direct marketing plan; outbound direct marketing plan 
D)  direct mail effort; direct marketing effort 
E)  forum; bulletin board 
A)  customer database; customer mailing list 
B)  business- to- business database; bulletin board 
C)  inbound direct marketing plan; outbound direct marketing plan 
D)  direct mail effort; direct marketing effort 
E)  forum; bulletin board

Question 17

The key difference between telesales and telemarketing is that telesales routinely calls existing customers while telemarketing is primarily based on cold calling.

Accepted Answer

A) True 
 B)False

Question 18

The major difference between telemarketing and telesales is:

Accepted Answer

A)  telemarketing covers a broad range of marketing activities while telesales is primarily an order taking mechanism. 
B)  telemarketing can be inbound or outbound while telesales is generally outbound. 
C)  telesales calls are routinely made to existing customers whereas most telemarketing involves cold calls. 
D)  telemarketing is typically associated with mass media advertising while telesales uses direct media such as the telephone. 
E)  all of the above 
A)  telemarketing covers a broad range of marketing activities while telesales is primarily an order taking mechanism. 
B)  telemarketing can be inbound or outbound while telesales is generally outbound. 
C)  telesales calls are routinely made to existing customers whereas most telemarketing involves cold calls. 
D)  telemarketing is typically associated with mass media advertising while telesales uses direct media such as the telephone. 
E)  all of the above

Question 19

For the consumer, the main advantages of door- to- door selling are convenience and personalised attention.

Accepted Answer

A) True 
 B)False

Question 20

The main distinction between a corporate website and a marketing website is that corporate sites are designed to build goodwill while marketing websites bring the customer closer to purchase.

Accepted Answer

A) True 
 B)False

Which of the following is a major disadvantage of Wikis as a source of marketing information?

Mail order giants in the US have discovered that there are three criteria to use: speed of making a purchase, frequency of purchase and monetary value of purchase.

Sarah Fortner sells insurance. She has installed a software programme on her company's customer database that will remind her to mail birthday and anniversary cards to her clients. Sarah is using the customer base to:

Kiosks are essentially mini offices.

In ideal circumstances, the optimal way to track individual behaviour at a website thereby allowing a true picture of website usage and estimating return on investment is to:

Business- to- business marketers and service retailers are the primary users of database marketing.

Data mining involves searching for patterns or relationships within a database or set of records. Which of the following is NOT one of the relationships that an analyst should look for?

According to your text, direct marketers think of order- processing and delivery in terms of:

Which of the following are types of direct marketing?

Maximarketing consists of a set of steps designed to reach the prospect, make the sale and develop the relationship.

A measure of website performance that enables a web developer to assess whether referring site payments provide a return on investment is:

A measure of web performance that records the number of times a single visitor visits a website is known as page views.

How can a mail order giant evaluate database performance?

Privacy guidelines are of little impact on database marketing in Australia.

The key difference between telesales and telemarketing is that telesales routinely calls existing customers while telemarketing is primarily based on cold calling.

The major difference between telemarketing and telesales is:

For the consumer, the main advantages of door- to- door selling are convenience and personalised attention.

The main distinction between a corporate website and a marketing website is that corporate sites are designed to build goodwill while marketing websites bring the customer closer to purchase.

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

Which of the following is a major disadvantage of Wikis as a source of marketing information?

Mail order giants in the US have discovered that there are three criteria to use: speed of making a purchase, frequency of purchase and monetary value of purchase.

Sarah Fortner sells insurance. She has installed a software programme on her company's customer database that will remind her to mail birthday and anniversary cards to her clients. Sarah is using the customer base to:

Kiosks are essentially mini offices.

In ideal circumstances, the optimal way to track individual behaviour at a website thereby allowing a true picture of website usage and estimating return on investment is to:

Business- to- business marketers and service retailers are the primary users of database marketing.

Data mining involves searching for patterns or relationships within a database or set of records. Which of the following is NOT one of the relationships that an analyst should look for?

According to your text, direct marketers think of order- processing and delivery in terms of:

Which of the following are types of direct marketing?

Maximarketing consists of a set of steps designed to reach the prospect, make the sale and develop the relationship.

A measure of website performance that enables a web developer to assess whether referring site payments provide a return on investment is:

A measure of web performance that records the number of times a single visitor visits a website is known as page views.

How can a mail order giant evaluate database performance?

Privacy guidelines are of little impact on database marketing in Australia.

The key difference between telesales and telemarketing is that telesales routinely calls existing customers while telemarketing is primarily based on cold calling.

The major difference between telemarketing and telesales is:

For the consumer, the main advantages of door- to- door selling are convenience and personalised attention.

The main distinction between a corporate website and a marketing website is that corporate sites are designed to build goodwill while marketing websites bring the customer closer to purchase.

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