Question 1

A ________ is an unsolicited, unwanted commercial e-mail message that clogs up e-mailboxes.

Accepted Answer

A)  catalog 
B)  spam 
C)  podcast 
D)  tweet 
E)  blog 
A)  catalog 
B)  spam 
C)  podcast 
D)  tweet 
E)  blog

Question 2

In building a connection to customers through catalogs, marketers want to ________.

Accepted Answer

A)  offer a new brand experience 
B)  inspire and engage 
C)  create word-of-mouth advertising 
D)  develop a viral following 
E)  perform marketing research 
A)  offer a new brand experience 
B)  inspire and engage 
C)  create word-of-mouth advertising 
D)  develop a viral following 
E)  perform marketing research

Question 3

Fiona Lambrech is the marketing director of a newly established detergent company. In order to introduce her product effectively into the market, Fiona sends samples of the detergent to a select group of individuals. Which of the following forms of marketing was most likely used by Fiona?

Accepted Answer

A)  direct-mail marketing 
B)  catalog marketing 
C)  telephone marketing 
D)  kiosk marketing 
E)  direct-response television marketing 
A)  direct-mail marketing 
B)  catalog marketing 
C)  telephone marketing 
D)  kiosk marketing 
E)  direct-response television marketing

Question 4

Which of the following is a disadvantage of using blogs as a marketing tool?

Accepted Answer

A)  The blogosphere is cluttered and difficult to control. 
B)  Advertising on a blog is typically expensive and time consuming. 
C)  Using blogs as a marketing tool offers minimum reach to a target audience. 
D)  Blogs, when used as a marketing tool, have a low rank in Web directories and search engines. 
E)  Blogs do not provide the kind of personalized approach that today's marketers are looking for. 
A)  The blogosphere is cluttered and difficult to control. 
B)  Advertising on a blog is typically expensive and time consuming. 
C)  Using blogs as a marketing tool offers minimum reach to a target audience. 
D)  Blogs, when used as a marketing tool, have a low rank in Web directories and search engines. 
E)  Blogs do not provide the kind of personalized approach that today's marketers are looking for.

Question 5

While shopping at KelfanDesigns.com, Shelly came across a checkbox beside which a statement said, "I want to receive promotional offers from KelfanDesigns.com." Which of the following types of marketing is illustrated in this example?

Accepted Answer

A)  telemarketing 
B)  viral marketing 
C)  direct response television marketing 
D)  contextual advertising 
E)  permission-based e-mail marketing 
A)  telemarketing 
B)  viral marketing 
C)  direct response television marketing 
D)  contextual advertising 
E)  permission-based e-mail marketing

Question 6

With direct marketing, companies can interact with customers in all of the following ways EXCEPT ________.

Accepted Answer

A)  in person 
B)  learning more about customers' needs 
C)  personalizing products and services 
D)  answering questions from customers 
E)  by phone or online 
A)  in person 
B)  learning more about customers' needs 
C)  personalizing products and services 
D)  answering questions from customers 
E)  by phone or online

Question 7

With outbound telephone marketing, the company provides a toll-free phone number to receive orders from television ads, print ads, direct mail, and catalogs.

Accepted Answer

A) True 
 B)False

Question 8

Kirk's Comic Store has its own mobile app that users can download for free. The app lets users know about special events, discounts, and merchandise currently available in the store. Which of the following forms of marketing is exemplified from this scenario?

Accepted Answer

A)  social media marketing 
B)  kiosk marketing 
C)  direct-response television marketing 
D)  mobile marketing 
E)  direct-mail marketing 
A)  social media marketing 
B)  kiosk marketing 
C)  direct-response television marketing 
D)  mobile marketing 
E)  direct-mail marketing

Question 9

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

Accepted Answer

Web site activities provide extensive pe

Question 10

Refer to the scenario below to answer the following question(s).
The Treble Clef sells music books, musical instruments, and novelty gifts of a musical nature. In recent years, owner Gary Zahn has served as the local representative of several musical instrument manufacturers, providing a contact person for three local schools. He sends a sample of a manufacturer's products to schools that request a demonstration or presentation. "If we don't have it, we can definitely get it for you," Gary tells all Treble Clef visitors and customers.
Most walk-ins are particularly interested in a specific piece of sheet music from a particular era or just browsing among the hundreds of music knick-knacks in the store. Gary spends most of his time making presentations to beginners at the local schools and making biweekly visits to the schools to deliver instruments, make minor repairs, or pick up instruments to ship to the manufacturer for more complicated repairs.
After establishing a loyal customer base, Gary was convinced that a Treble Clef Web site could benefit a variety of customers. He began with a simple Web site that provided information about the store and the types of gifts and services available. The site received so much response that Gary added a question-and-answer option. Questions poured in, ranging from "Where can I get sheet music for 'Hello, Dolly'?" to "Do you carry clarinet reeds?" to "My saxophone needs two new pads. When will you be at Elmhurst School to repair it?" The Web site is now able to accept credit card orders, and gifts can even be wrapped and shipped for no extra charge.
"This Web site idea was fantastic!" Gary admitted. "It allows us to be so responsive. And our novelties sales have doubled!"
-Gary sends samples of sheet music to schools for demonstration or presentation. Which of the following types of marketing is being illustrated from this statement?

Accepted Answer

A)  kiosk marketing 
B)  viral marketing 
C)  direct-mail marketing 
D)  telemarketing 
E)  direct-response television marketing 
A)  kiosk marketing 
B)  viral marketing 
C)  direct-mail marketing 
D)  telemarketing 
E)  direct-response television marketing

Question 11

Gant Hardware is a huge chain of hardware stores. GantHardware.com helps customers conduct product research and also lets them order directly online or redirects them to the nearest Gant retail store. Which of the following best describes GantHardware.com?

Accepted Answer

A)  marketing Web site 
B)  digital catalog 
C)  social network 
D)  podcast 
E)  blog 
A)  marketing Web site 
B)  digital catalog 
C)  social network 
D)  podcast 
E)  blog

Question 12

Explain the strengths of mobile marketing from the marketer's point of view.

Accepted Answer

Companies can use mobile marketing to st

Question 13

Companies such as Amazon.com and Expedia.com that sell products and services directly to final buyers exclusively over the Internet are known as ________.

Accepted Answer

A)  transaction sites 
B)  content sites 
C)  search engines and portals 
D)  e-tailers 
E)  online social media 
A)  transaction sites 
B)  content sites 
C)  search engines and portals 
D)  e-tailers 
E)  online social media

Question 14

All of the following are Internet marketing concerns EXCEPT ________.

Accepted Answer

A)  financial scams 
B)  access by vulnerable or unauthorized groups 
C)  phishing 
D)  identity theft 
E)  secure online and digital Web sites 
A)  financial scams 
B)  access by vulnerable or unauthorized groups 
C)  phishing 
D)  identity theft 
E)  secure online and digital Web sites

Question 15

Spartan Sportsgear is a company that sells sports equipment for adventure sports. It recently launched ExtremeSpartan.com to showcase products and provide testimonials of famous adventure sports athletes who use Spartan's products. It also includes videos and blogs. Which of the following best describes ExtremeSpartan.com?

Accepted Answer

A)  branded community Web site 
B)  digital catalog 
C)  social network 
D)  podcast 
E)  blog 
A)  branded community Web site 
B)  digital catalog 
C)  social network 
D)  podcast 
E)  blog

Question 16

Which of the following is most likely an advantage of viral marketing?

Accepted Answer

A)  Viral marketing reinforces consumers' attitudes about a brand. 
B)  Most messages are likely to "go viral." 
C)  Consumers want to be a part of viral marketing. 
D)  Viral marketing can easily be successfully accomplished. 
E)  Viral marketing produces engagement and positive exposure for a brand. 
A)  Viral marketing reinforces consumers' attitudes about a brand. 
B)  Most messages are likely to "go viral." 
C)  Consumers want to be a part of viral marketing. 
D)  Viral marketing can easily be successfully accomplished. 
E)  Viral marketing produces engagement and positive exposure for a brand.

Question 17

Which of the following statements is true of viral marketing?

Accepted Answer

A)  Marketers have significant control over where their viral messages end up. 
B)  Viral marketing gives consumers online places to congregate, socialize, and exchange views. 
C)  Because customers find and pass along the message, viral marketing can be very inexpensive. 
D)  In viral marketing, links appear alongside search engine results on sites such as Google and Bing. 
E)  Viral marketing messages are blocked by most search engines, security software, and social networking sites. 
A)  Marketers have significant control over where their viral messages end up. 
B)  Viral marketing gives consumers online places to congregate, socialize, and exchange views. 
C)  Because customers find and pass along the message, viral marketing can be very inexpensive. 
D)  In viral marketing, links appear alongside search engine results on sites such as Google and Bing. 
E)  Viral marketing messages are blocked by most search engines, security software, and social networking sites.

Question 18

Direct marketing through catalogs and direct mailers is still the primary method used by marketing professionals.

Accepted Answer

A) True 
 B)False

Question 19

________ companies use both offline and online marketing channels.

Accepted Answer

A)  Start-up 
B)  Click-only 
C)  Omni-channel retailing 
D)  Brick-and-mortar 
E)  Brick-only 
A)  Start-up 
B)  Click-only 
C)  Omni-channel retailing 
D)  Brick-and-mortar 
E)  Brick-only

Question 20

Online-only companies are more successful than omni-channel marketing companies.

Accepted Answer

A) True 
 B)False

A ________ is an unsolicited, unwanted commercial e-mail message that clogs up e-mailboxes.

In building a connection to customers through catalogs, marketers want to ________.

Fiona Lambrech is the marketing director of a newly established detergent company. In order to introduce her product effectively into the market, Fiona sends samples of the detergent to a select group of individuals. Which of the following forms of marketing was most likely used by Fiona?

Which of the following is a disadvantage of using blogs as a marketing tool?

While shopping at KelfanDesigns.com, Shelly came across a checkbox beside which a statement said, "I want to receive promotional offers from KelfanDesigns.com." Which of the following types of marketing is illustrated in this example?

With direct marketing, companies can interact with customers in all of the following ways EXCEPT ________.

With outbound telephone marketing, the company provides a toll-free phone number to receive orders from television ads, print ads, direct mail, and catalogs.

Kirk's Comic Store has its own mobile app that users can download for free. The app lets users know about special events, discounts, and merchandise currently available in the store. Which of the following forms of marketing is exemplified from this scenario?

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

Gant Hardware is a huge chain of hardware stores. GantHardware.com helps customers conduct product research and also lets them order directly online or redirects them to the nearest Gant retail store. Which of the following best describes GantHardware.com?

Explain the strengths of mobile marketing from the marketer's point of view.

Companies such as Amazon.com and Expedia.com that sell products and services directly to final buyers exclusively over the Internet are known as ________.

All of the following are Internet marketing concerns EXCEPT ________.

Which of the following is most likely an advantage of viral marketing?

Which of the following statements is true of viral marketing?

Direct marketing through catalogs and direct mailers is still the primary method used by marketing professionals.

________ companies use both offline and online marketing channels.

Online-only companies are more successful than omni-channel marketing companies.

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

Consumer Markets and Buyer Behavior

Business Markets and Business Buyer Behavior

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

Pricing Strategies: Additional Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy

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, Online, Social Media, and Mobile Marketing

A ________ is an unsolicited, unwanted commercial e-mail message that clogs up e-mailboxes.

In building a connection to customers through catalogs, marketers want to ________.

Fiona Lambrech is the marketing director of a newly established detergent company. In order to introduce her product effectively into the market, Fiona sends samples of the detergent to a select group of individuals. Which of the following forms of marketing was most likely used by Fiona?

Which of the following is a disadvantage of using blogs as a marketing tool?

While shopping at KelfanDesigns.com, Shelly came across a checkbox beside which a statement said, "I want to receive promotional offers from KelfanDesigns.com." Which of the following types of marketing is illustrated in this example?

With direct marketing, companies can interact with customers in all of the following ways EXCEPT ________.

With outbound telephone marketing, the company provides a toll-free phone number to receive orders from television ads, print ads, direct mail, and catalogs.

Kirk's Comic Store has its own mobile app that users can download for free. The app lets users know about special events, discounts, and merchandise currently available in the store. Which of the following forms of marketing is exemplified from this scenario?

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

Gant Hardware is a huge chain of hardware stores. GantHardware.com helps customers conduct product research and also lets them order directly online or redirects them to the nearest Gant retail store. Which of the following best describes GantHardware.com?

Explain the strengths of mobile marketing from the marketer's point of view.

Companies such as Amazon.com and Expedia.com that sell products and services directly to final buyers exclusively over the Internet are known as ________.

All of the following are Internet marketing concerns EXCEPT ________.

Which of the following is most likely an advantage of viral marketing?

Which of the following statements is true of viral marketing?

Direct marketing through catalogs and direct mailers is still the primary method used by marketing professionals.

________ companies use both offline and online marketing channels.

Online-only companies are more successful than omni-channel marketing companies.

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

Consumer Markets and Buyer Behavior

Business Markets and Business Buyer Behavior

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

Pricing Strategies: Additional Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy

Advertising and Public Relations

Personal Selling and Sales Promotion

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters