Exam 14: Direct and Online Marketing: Building Direct Customer Relationships

Converse has a Web site that welcomes consumers to "the Converse Century," invites readers to post their Converse stories and offers a wide variety of Converse shoes for direct purchase.The site even allows customers to individually design their own shoes.The Converse site is most accurately categorized as which of the following types of Web sites?

For inbound telephone marketing,the company provides a toll-free phone number so it can receive orders solicited by television and print ads,direct mail,and catalogs.

Which of the following has been limited in recent years by the implementation of the National Do-Not-Call Registry?

Which of the following is a potential drawback of advertising on or attempting to influence content on a blog?

Information about a customer's activities and interests are all ________ in a customer database.

The online exchange of goods and information between final consumers is called ________.

Though direct mail permits high target-market selectivity and can be personalized,it does not allow easy measurement of results.

Which of the following is true of viral 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?

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

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

As the marketing manager at Secure Services,a home security systems company,you have been asked to devise a new sales and marketing strategy for a new line of sophisticated alerting systems called "Imperio." The two previous promotional ventures failed to elicit much consumer response because most people were unaware of the benefits of such devices except for those consumers who were specifically looking for them.Which of the following would be categorized as a viral marketing approach to sell its products by Secure Services?

Internet marketing practices have raised a number of ethical and legal questions.Why is invasion of privacy perhaps the number-one online marketing concern?

Eric Dylan is the marketing director of a charity that raises funds to help provide educational services to children and families in developing countries.Eric targets a selective market of individuals who have recently donated to international charities by sending them a letter with the proposed plan for charity and instructions for those who are interested to participate.Eric uses ________ in this scenario.

Catalogs,brochures,samples,and DVDs are all examples of which type of marketing?

Direct marketing is characterized by highly segmented target markets.

Using ________ telephone marketing,marketers sell directly to consumers.

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

Clenzo is a company that provides house cleaning services in major urban and suburban areas.Marketers at Clenzo developed a short,humorous video promoting the company's services and hope that customers who see the video will be so entertained that they will pass it on to their friends and colleagues.The marketers at Clenzo are using ________.

Click-and-mortar companies avoid the expense of maintaining a retail store.