Question 1

Amazon.com and Expedia.com are best described as that sell products and services directly to final buyers via the Internet.

Accepted Answer

A)  e-tailers 
B)  search engines 
C)  transaction sites 
D)  iTV sites 
E)  content sites 
A)  e-tailers 
B)  search engines 
C)  transaction sites 
D)  iTV sites 
E)  content sites

Question 2

An advantage of is that they allow real-time merchandising; products and features can be added or removed as needed, and prices can be adjusted instantly to match demand.

Accepted Answer

A)  kiosks 
B)  mobile apps 
C)  digital catalogues 
D)  traditional catalogues 
E)  blogs 
A)  kiosks 
B)  mobile apps 
C)  digital catalogues 
D)  traditional catalogues 
E)  blogs

Question 3

Direct-response television (DRTV) marketing takes one of two major forms: direct-response television advertising and interactive TV (iTV) advertising.

Accepted Answer

A) True 
 B)False

Question 4

In the United States, the Children's Online Privacy Protection Act (COPPA) places legal obligations on online operators. There is in Canada. The Privacy Commissioner has issued guidelines that are similar to COPPA, but they are not enforceable by Canadian law. The U.S. law requires online operators targeting children to .

Accepted Answer

A)  educate children about digital technologies 
B)  avoid sending emails to the parents of children whom they target 
C)  collect and store the personal information of parents of these children 
D)  post privacy policies on their sites 
E)  collect personal information from children under age 13 for security purposes 
A)  educate children about digital technologies 
B)  avoid sending emails to the parents of children whom they target 
C)  collect and store the personal information of parents of these children 
D)  post privacy policies on their sites 
E)  collect personal information from children under age 13 for security purposes

Question 5

Which of the following is a form of online advertising?

Accepted Answer

A)  printed catalog 
B)  search-related ad 
C)  toll-free number 
D)  direct mail 
E)  rich media ad 
A)  printed catalog 
B)  search-related ad 
C)  toll-free number 
D)  direct mail 
E)  rich media ad

Question 6

George Foreman Grills represent one of the best known 30-minute advertising programs on television that market a single product. Part of the success of these programs is the ability to invite viewers to "call now" to enjoy special discounts.

Accepted Answer

A)  direct response TV 
B)  catalogue 
C)  spambot 
D)  phishing program 
E)  podcast 
A)  direct response TV 
B)  catalogue 
C)  spambot 
D)  phishing program 
E)  podcast

Question 7

Stephanie Archer has been saving her money to buy a BMW convertible. Archer has spent hours on the BMW website choosing the exterior and interior colours and studying the various options and models. In this case, Archer has been using BMW's marketing website.

Accepted Answer

A) True 
 B)False

Question 8

Coca-Cola Unbottled is an online forum where Coke fans and company insiders can "look at what's beyond the bottle," sharing posts on everything from new products and sustainability initiatives to fun and inspiring fan stories. This is an example of a _.

Accepted Answer

A)  search engine 
B)  catalog 
C)  spam post 
D)  blog 
E)  viral message 
A)  search engine 
B)  catalog 
C)  spam post 
D)  blog 
E)  viral message

Question 9

Differentiate between branded community websites and marketing websites. Provide examples to illustrate your response.

Accepted Answer

Websites vary greatly in purpose and con

Question 10

Omni-channel retailing aims to create a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping.

Accepted Answer

A) True 
 B)False

Question 11

The promotion of products and services through printed material with multiple pages that sell multiple products has been traditionally referred to as marketing.

Accepted Answer

A)  catalogue 
B)  email 
C)  viral 
D)  television 
E)  telephone 
A)  catalogue 
B)  email 
C)  viral 
D)  television 
E)  telephone

Question 12

Which of the following is a transaction site?

Accepted Answer

A)  eBay 
B)  Yahoo 
C)  Wikipedia 
D)  Twitter 
E)  Facebook 
A)  eBay 
B)  Yahoo 
C)  Wikipedia 
D)  Twitter 
E)  Facebook

Question 13

Properly designed and targeted telemarketing provides many benefits, including purchasing convenience and increased product and service information.

Accepted Answer

A) True 
 B)False

Question 14

Most companies still use direct marketing as a supplementary channel or medium.

Accepted Answer

A) True 
 B)False

Question 15

marketing features marketing messages, promotions, and other content delivered to on-the-go consumers through their portable electronic devices.

Accepted Answer

A)  Viral 
B)  Mobile 
C)  Direct-mail 
D)  Kiosk 
E)  Mass 
A)  Viral 
B)  Mobile 
C)  Direct-mail 
D)  Kiosk 
E)  Mass

Question 16

In which of the following cases is a firm employing omni-channel retailing?

Accepted Answer

A)  Lues Wholesalers markets its products to retailers through personal selling. 
B)  Russel Stores' sales operations are based on heavy outbound telephone marketing. 
C)  E-tailers such as Hammon.com market their products through a strong online presence. 
D)  Local convenience stores promote products through word-of-mouth marketing. 
E)  Wingate Retail sells its products through e-tailers and hundreds of physical superstores. 
A)  Lues Wholesalers markets its products to retailers through personal selling. 
B)  Russel Stores' sales operations are based on heavy outbound telephone marketing. 
C)  E-tailers such as Hammon.com market their products through a strong online presence. 
D)  Local convenience stores promote products through word-of-mouth marketing. 
E)  Wingate Retail sells its products through e-tailers and hundreds of physical superstores.

Question 17

marketing involve engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.

Accepted Answer

A)  Mass and targeted 
B)  Direct and digital 
C)  Undifferentiated and differentiated 
D)  Standardized and customized 
E)  Internal and external 
A)  Mass and targeted 
B)  Direct and digital 
C)  Undifferentiated and differentiated 
D)  Standardized and customized 
E)  Internal and external

Question 18

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 the video on to their friends and colleagues. The marketers at Clenzo are using techniques to facilitate .

Accepted Answer

A)  display advertising 
B)  contextual advertising 
C)  viral marketing 
D)  catalog marketing 
E)  direct-mail marketing 
A)  display advertising 
B)  contextual advertising 
C)  viral marketing 
D)  catalog marketing 
E)  direct-mail marketing

Question 19

Technologies such as interactive cable systems, Internet-ready smart TVs, and smartphones and tablets allow consumers to use their TV remotes, phones, or other devices to obtain more information or make purchases directly from TV ads. This is referred to as advertising.

Accepted Answer

A)  direct-response TV 
B)  virtual world 
C)  interactive TV 
D)  e-catalogue 
E)  podcast 
A)  direct-response TV 
B)  virtual world 
C)  interactive TV 
D)  e-catalogue 
E)  podcast

Question 20

Which of the following is most likely a consequence of permission-based email marketing?

Accepted Answer

A)  lower consumer response rates 
B)  higher return rates 
C)  excessive spamming 
D)  reduced consumer interaction 
E)  increased consumer frustration 
A)  lower consumer response rates 
B)  higher return rates 
C)  excessive spamming 
D)  reduced consumer interaction 
E)  increased consumer frustration

Amazon.com and Expedia.com are best described as that sell products and services directly to final buyers via the Internet.

An advantage of is that they allow real-time merchandising; products and features can be added or removed as needed, and prices can be adjusted instantly to match demand.

Direct-response television (DRTV) marketing takes one of two major forms: direct-response television advertising and interactive TV (iTV) advertising.

Which of the following is a form of online advertising?

George Foreman Grills represent one of the best known 30-minute advertising programs on television that market a single product. Part of the success of these programs is the ability to invite viewers to "call now" to enjoy special discounts.

Stephanie Archer has been saving her money to buy a BMW convertible. Archer has spent hours on the BMW website choosing the exterior and interior colours and studying the various options and models. In this case, Archer has been using BMW's marketing website.

Coca-Cola Unbottled is an online forum where Coke fans and company insiders can "look at what's beyond the bottle," sharing posts on everything from new products and sustainability initiatives to fun and inspiring fan stories. This is an example of a _.

Differentiate between branded community websites and marketing websites. Provide examples to illustrate your response.

Omni-channel retailing aims to create a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping.

The promotion of products and services through printed material with multiple pages that sell multiple products has been traditionally referred to as marketing.

Which of the following is a transaction site?

Properly designed and targeted telemarketing provides many benefits, including purchasing convenience and increased product and service information.

Most companies still use direct marketing as a supplementary channel or medium.

marketing features marketing messages, promotions, and other content delivered to on-the-go consumers through their portable electronic devices.

In which of the following cases is a firm employing omni-channel retailing?

marketing involve engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.

Technologies such as interactive cable systems, Internet-ready smart TVs, and smartphones and tablets allow consumers to use their TV remotes, phones, or other devices to obtain more information or make purchases directly from TV ads. This is referred to as advertising.

Which of the following is most likely a consequence of permission-based email marketing?

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Understanding Consumer and Business Buyer Behaviour

Customer Value-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: Understanding and Capturing Customer Value

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

Personal Selling and Sales Promotion

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters

Exam 14: Direct, Online, Social Media, and Mobile Marketing

Amazon.com and Expedia.com are best described as that sell products and services directly to final buyers via the Internet.

An advantage of is that they allow real-time merchandising; products and features can be added or removed as needed, and prices can be adjusted instantly to match demand.

Direct-response television (DRTV) marketing takes one of two major forms: direct-response television advertising and interactive TV (iTV) advertising.

Which of the following is a form of online advertising?

George Foreman Grills represent one of the best known 30-minute advertising programs on television that market a single product. Part of the success of these programs is the ability to invite viewers to "call now" to enjoy special discounts.

Stephanie Archer has been saving her money to buy a BMW convertible. Archer has spent hours on the BMW website choosing the exterior and interior colours and studying the various options and models. In this case, Archer has been using BMW's marketing website.

Coca-Cola Unbottled is an online forum where Coke fans and company insiders can "look at what's beyond the bottle," sharing posts on everything from new products and sustainability initiatives to fun and inspiring fan stories. This is an example of a _.

Differentiate between branded community websites and marketing websites. Provide examples to illustrate your response.

Omni-channel retailing aims to create a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping.

The promotion of products and services through printed material with multiple pages that sell multiple products has been traditionally referred to as marketing.

Which of the following is a transaction site?

Properly designed and targeted telemarketing provides many benefits, including purchasing convenience and increased product and service information.

Most companies still use direct marketing as a supplementary channel or medium.

marketing features marketing messages, promotions, and other content delivered to on-the-go consumers through their portable electronic devices.

In which of the following cases is a firm employing omni-channel retailing?

marketing involve engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.

Technologies such as interactive cable systems, Internet-ready smart TVs, and smartphones and tablets allow consumers to use their TV remotes, phones, or other devices to obtain more information or make purchases directly from TV ads. This is referred to as advertising.

Which of the following is most likely a consequence of permission-based email marketing?

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Understanding Consumer and Business Buyer Behaviour

Customer Value-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: Understanding and Capturing Customer Value

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

Personal Selling and Sales Promotion

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters