Question 1

Describe how marketers can engage in social media.

Accepted Answer

Marketers can engage in social media in

Question 2

How can firms that use new direct marketing technologies avoid backlash from consumers who view such marketing as an invasion of privacy?

Accepted Answer

Marketers should always target their dir

Question 3

Which of the following terms refers to a 30-minute television advertising program that markets a single product?

Accepted Answer

A)  social media 
B)  digital catalog 
C)  telemarketing 
D)  blog 
E)  infomercial 
A)  social media 
B)  digital catalog 
C)  telemarketing 
D)  blog 
E)  infomercial

Question 4

What is the primary advantage of printed catalogs?

Accepted Answer

A)  filtering out interested prospects 
B)  offering immediate rebates and coupons 
C)  building emotional connections with customers 
D)  offering unlimited space for merchandise details 
E)  reaching consumers in a quick and inexpensive manner 
A)  filtering out interested prospects 
B)  offering immediate rebates and coupons 
C)  building emotional connections with customers 
D)  offering unlimited space for merchandise details 
E)  reaching consumers in a quick and inexpensive manner

Question 5

Explain the major benefits of direct marketing for customers and for sellers.

Accepted Answer

For customers, direct marketing is conve

Question 6

Which term refers to an in-store machine that allows a customer to order merchandise not carried in the store?

Accepted Answer

A)  kiosk 
B)  automated teller machine 
C)  virtual catalog 
D)  interactive TV 
E)  direct-response device 
A)  kiosk 
B)  automated teller machine 
C)  virtual catalog 
D)  interactive TV 
E)  direct-response device

Question 7

Spam is unsolicited, unwanted commercial e-mail messages that clog up users' e-mailboxes.

Accepted Answer

A) True 
 B)False

Question 8

Amazon.com and GEICO approach customers via Web sites or mobile apps. This is an example of ________ marketing.

Accepted Answer

A)  mass 
B)  niche 
C)  individual 
D)  multi-level 
E)  direct 
A)  mass 
B)  niche 
C)  individual 
D)  multi-level 
E)  direct

Question 9

Which of the following acts requires that Web site operators obtain parental consent before collecting personal information about children under the age of 13?

Accepted Answer

A)  Safe Children's Act of 2001 
B)  Children's Online Privacy Protection Act 
C)  Children's Online Protection Act 
D)  Adam Walsh Child Protection and Safety Act 
E)  Children's Act for Responsible Employment 
A)  Safe Children's Act of 2001 
B)  Children's Online Privacy Protection Act 
C)  Children's Online Protection Act 
D)  Adam Walsh Child Protection and Safety Act 
E)  Children's Act for Responsible Employment

Question 10

Which of the following is a benefit of using blogs as marketing tools for companies?

Accepted Answer

A)  Blogs provide companies with a platform to help portray wider merchandise. 
B)  Blogs are online selling platforms for people located in hard-to-reach places. 
C)  Blogs help reach a wider audience compared to other online direct marketing tools. 
D)  Demographic information about customers can be easily discovered. 
E)  Blogs can offer a fresh, original, personal, and cheap way to enter into consumer conversations. 
A)  Blogs provide companies with a platform to help portray wider merchandise. 
B)  Blogs are online selling platforms for people located in hard-to-reach places. 
C)  Blogs help reach a wider audience compared to other online direct marketing tools. 
D)  Demographic information about customers can be easily discovered. 
E)  Blogs can offer a fresh, original, personal, and cheap way to enter into consumer conversations.

Question 11

According to the "Privacy Promise to American Consumers" program, DMA members need to comply with which of the following consumer privacy rules?

Accepted Answer

A)  agree to notify customers when any personal information is rented, sold, or exchanged with others 
B)  offer to register all customers in the National Do Not Call Registry 
C)  make sure that consumers are adhering to the Children's Online Privacy Protection Act 
D)  educate consumers on the Can Spam legislation 
E)  include the advertising option icon to let consumers know why they are being targeted 
A)  agree to notify customers when any personal information is rented, sold, or exchanged with others 
B)  offer to register all customers in the National Do Not Call Registry 
C)  make sure that consumers are adhering to the Children's Online Privacy Protection Act 
D)  educate consumers on the Can Spam legislation 
E)  include the advertising option icon to let consumers know why they are being targeted

Question 12

Music Mogul has arrangements with several stores and retail chains to place their DVDs and digital music machines in prime spots such as near billing counters and at store entrances. Consumers can buy DVDs by depositing payment or they can buy music online via the touchscreen interface on the machine. Which form of marketing is illustrated in this scenario?

Accepted Answer

A)  direct-response television advertising 
B)  telemarketing 
C)  interactive television 
D)  podcast marketing 
E)  kiosk marketing 
A)  direct-response television advertising 
B)  telemarketing 
C)  interactive television 
D)  podcast marketing 
E)  kiosk marketing

Question 13

SparkClean is a company that specializes in producing cleaning products for automobiles. In order to promote its products, SparkClean sends a complimentary sample of its products to auto enthusiasts. Which form of marketing is SparkClean involved in?

Accepted Answer

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

Question 14

Social media sites primarily exist for broad topics, making it difficult for marketers to appeal to smaller communities and niche markets.

Accepted Answer

A) True 
 B)False

Question 15

________ allows consumers to gain additional information about a product through the use of a remote control.

Accepted Answer

A)  Telemarketing 
B)  Kiosk marketing 
C)  Podcasting 
D)  Video conferencing 
E)  Interactive television 
A)  Telemarketing 
B)  Kiosk marketing 
C)  Podcasting 
D)  Video conferencing 
E)  Interactive television

Question 16

Which of the following is NOT a deception or fraud concern for Internet users and marketers?

Accepted Answer

A)  phishing 
B)  viral marketing 
C)  malware 
D)  cyber spying 
E)  spyware 
A)  phishing 
B)  viral marketing 
C)  malware 
D)  cyber spying 
E)  spyware

Question 17

Online marketing includes marketing via the Internet using company Web sites, e-mail marketing, blogs, and ________.

Accepted Answer

A)  direct mail brochures 
B)  live demonstrations 
C)  samples 
D)  online video 
E)  focus groups 
A)  direct mail brochures 
B)  live demonstrations 
C)  samples 
D)  online video 
E)  focus groups

Question 18

Using interactive TV can allow consumers to perform all the following tasks during a company's ad EXCEPT ________.

Accepted Answer

A)  see what other sizes or colors are available 
B)  identify a nearby location at which the product is available 
C)  access additional product information 
D)  order the product 
E)  send product information to another device 
A)  see what other sizes or colors are available 
B)  identify a nearby location at which the product is available 
C)  access additional product information 
D)  order the product 
E)  send product information to another device

Question 19

Why is the use of direct-response television growing in popularity?

Accepted Answer

Direct-response television (DRTV) market

Question 20

Which of the following is NOT a specific goal of branded community Web sites?

Accepted Answer

A)  present brand content that engages consumers 
B)  build closer customer relationships 
C)  generate engagement with and between the brand and its customers 
D)  increase online sales 
E)  allows visitors to interact with likeminded people to explore and communicate experiences with the brand 
A)  present brand content that engages consumers 
B)  build closer customer relationships 
C)  generate engagement with and between the brand and its customers 
D)  increase online sales 
E)  allows visitors to interact with likeminded people to explore and communicate experiences with the brand

Describe how marketers can engage in social media.

How can firms that use new direct marketing technologies avoid backlash from consumers who view such marketing as an invasion of privacy?

Which of the following terms refers to a 30-minute television advertising program that markets a single product?

What is the primary advantage of printed catalogs?

Explain the major benefits of direct marketing for customers and for sellers.

Which term refers to an in-store machine that allows a customer to order merchandise not carried in the store?

Spam is unsolicited, unwanted commercial e-mail messages that clog up users' e-mailboxes.

Amazon.com and GEICO approach customers via Web sites or mobile apps. This is an example of ________ marketing.

Which of the following acts requires that Web site operators obtain parental consent before collecting personal information about children under the age of 13?

Which of the following is a benefit of using blogs as marketing tools for companies?

According to the "Privacy Promise to American Consumers" program, DMA members need to comply with which of the following consumer privacy rules?

SparkClean is a company that specializes in producing cleaning products for automobiles. In order to promote its products, SparkClean sends a complimentary sample of its products to auto enthusiasts. Which form of marketing is SparkClean involved in?

Social media sites primarily exist for broad topics, making it difficult for marketers to appeal to smaller communities and niche markets.

________ allows consumers to gain additional information about a product through the use of a remote control.

Which of the following is NOT a deception or fraud concern for Internet users and marketers?

Online marketing includes marketing via the Internet using company Web sites, e-mail marketing, blogs, and ________.

Using interactive TV can allow consumers to perform all the following tasks during a company's ad EXCEPT ________.

Why is the use of direct-response television growing in popularity?

Which of the following is NOT a specific goal of branded community Web sites?

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

Describe how marketers can engage in social media.

How can firms that use new direct marketing technologies avoid backlash from consumers who view such marketing as an invasion of privacy?

Which of the following terms refers to a 30-minute television advertising program that markets a single product?

What is the primary advantage of printed catalogs?

Explain the major benefits of direct marketing for customers and for sellers.

Which term refers to an in-store machine that allows a customer to order merchandise not carried in the store?

Spam is unsolicited, unwanted commercial e-mail messages that clog up users' e-mailboxes.

Amazon.com and GEICO approach customers via Web sites or mobile apps. This is an example of ________ marketing.

Which of the following acts requires that Web site operators obtain parental consent before collecting personal information about children under the age of 13?

Which of the following is a benefit of using blogs as marketing tools for companies?

According to the "Privacy Promise to American Consumers" program, DMA members need to comply with which of the following consumer privacy rules?

SparkClean is a company that specializes in producing cleaning products for automobiles. In order to promote its products, SparkClean sends a complimentary sample of its products to auto enthusiasts. Which form of marketing is SparkClean involved in?

Social media sites primarily exist for broad topics, making it difficult for marketers to appeal to smaller communities and niche markets.

________ allows consumers to gain additional information about a product through the use of a remote control.

Which of the following is NOT a deception or fraud concern for Internet users and marketers?

Online marketing includes marketing via the Internet using company Web sites, e-mail marketing, blogs, and ________.

Using interactive TV can allow consumers to perform all the following tasks during a company's ad EXCEPT ________.

Why is the use of direct-response television growing in popularity?

Which of the following is NOT a specific goal of branded community Web sites?

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