Question 1

Which of the following is a challenge of marketing through online social networks?

Accepted Answer

A)  Results are hard to measure. 
B)  Users seldom have control over the online social networks. 
C)  Most existing networks are already controlled by major corporations and therefore do not favor competitors. 
D)  It is difficult to get the approval of the online advisory board to post an ad in a social network. 
E)  Marketing via online social networks is expensive and time-consuming. 
A)  Results are hard to measure. 
B)  Users seldom have control over the online social networks. 
C)  Most existing networks are already controlled by major corporations and therefore do not favor competitors. 
D)  It is difficult to get the approval of the online advisory board to post an ad in a social network. 
E)  Marketing via online social networks is expensive and time-consuming.

Question 2

Oscarz Aviation's Web site, GoOscarzAv.com, informs customers about a wide variety of services offered by the firm. It also has a guestbook where customers can provide feedback on their experiences with Oscarz Aviation. They can also view videos Oscarz Aviation posts, as well as read and respond to blogs and ask questions. GoOscarzAv.com is an example of a(n) ________.

Accepted Answer

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

Question 3

An integrated social marketing campaign likely could include all of the following except ________.

Accepted Answer

A)  Facebook pages 
B)  Twitter postings 
C)  Instagram photos 
D)  television ads 
E)  YouTube videos 
A)  Facebook pages 
B)  Twitter postings 
C)  Instagram photos 
D)  television ads 
E)  YouTube videos

Question 4

Explain how a company benefits from monitoring the blogosphere.

Accepted Answer

They can offer a fresh, original, person

Question 5

Which of the following is an advantage of using digital catalogs?

Accepted Answer

A)  lists the phone numbers of interested prospects 
B)  coordinates with direct-response television ads 
C)  points customers to the nearest kiosk 
D)  eliminates printing and mailing costs 
E)  creates emotional contact with customers 
A)  lists the phone numbers of interested prospects 
B)  coordinates with direct-response television ads 
C)  points customers to the nearest kiosk 
D)  eliminates printing and mailing costs 
E)  creates emotional contact with customers

Question 6

How has the implementation of the National Do Not Call Registry changed telephone marketing?

Accepted Answer

The National Do Not Call Registry was cr

Question 7

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

Accepted Answer

Branded community Web sites are designed

Question 8

All of the following are benefits of online direct marketing for buyers EXCEPT ________.

Accepted Answer

A)  access to numerous products 
B)  access to product reviews 
C)  live product demonstrations 
D)  convenience 
E)  privacy 
A)  access to numerous products 
B)  access to product reviews 
C)  live product demonstrations 
D)  convenience 
E)  privacy

Question 9

To enable customers to opt out of seeing particular ads, marketers use a(n) ________. This is added to behaviorally targeted online ads to tell consumers why they are seeing a particular ad.

Accepted Answer

A)  advertising option icon 
B)  opt-in question 
C)  X to close the ad 
D)  survey 
E)  questionnaire 
A)  advertising option icon 
B)  opt-in question 
C)  X to close the ad 
D)  survey 
E)  questionnaire

Question 10

Branded community Web sites are designed to present brand content that engages consumers and builds closer customer relationships rather than to sell the company's products directly.

Accepted Answer

A) True 
 B)False

Question 11

Why does direct-mail marketing most likely remain a popular promotional tool for marketers?

Accepted Answer

A)  It does not disturb consumers enrolled in the Do Not Call Registry. 
B)  It provides something tangible for people to keep. 
C)  It builds long-term customer relationships. 
D)  It involves very low marketing costs. 
E)  It reaches the consumer very quickly. 
A)  It does not disturb consumers enrolled in the Do Not Call Registry. 
B)  It provides something tangible for people to keep. 
C)  It builds long-term customer relationships. 
D)  It involves very low marketing costs. 
E)  It reaches the consumer very quickly.

Question 12

How does direct marketing give buyers access to more comparative information about companies, products, and competitors?

Accepted Answer

Catalogs and Web sites, both forms of di

Question 13

While many consumers welcome the convenience that mobile marketing ads offer, marketers still must be smart about how they engage people on mobile devices.

Accepted Answer

A) True 
 B)False

Question 14

Consumers' names and additional information likely become part of ________ whenever they enter a sweepstakes, apply for a credit card, visit a Web site, or send a tweet.

Accepted Answer

A)  other consumers' contact lists 
B)  telemarketers' lists 
C)  their computer's cookie history 
D)  a company's database 
E)  the FTC's surveys regarding online privacy 
A)  other consumers' contact lists 
B)  telemarketers' lists 
C)  their computer's cookie history 
D)  a company's database 
E)  the FTC's surveys regarding online privacy

Question 15

What is a disadvantage of a viral success?

Accepted Answer

A)  Many people will see the marketing message. 
B)  The cost per exposure is relatively low. 
C)  Word-of-mouth is strong. 
D)  Publicity is always good. 
E)  Marketers have little control over where the message ends up. 
A)  Many people will see the marketing message. 
B)  The cost per exposure is relatively low. 
C)  Word-of-mouth is strong. 
D)  Publicity is always good. 
E)  Marketers have little control over where the message ends up.

Question 16

Which of the following is NOT a reason that companies use social media?

Accepted Answer

A)  cost effectiveness 
B)  engagement and social sharing capabilities 
C)  ease of creating content 
D)  immediacy and timeliness 
E)  interactiveness 
A)  cost effectiveness 
B)  engagement and social sharing capabilities 
C)  ease of creating content 
D)  immediacy and timeliness 
E)  interactiveness

Question 17

Mobile marketing is used to enrich the brand experience, stimulate immediate buying, or ________.

Accepted Answer

A)  decrease advertising costs 
B)  help friends contact friends 
C)  make shopping easier 
D)  create new customer relationships 
E)  find new suppliers 
A)  decrease advertising costs 
B)  help friends contact friends 
C)  make shopping easier 
D)  create new customer relationships 
E)  find new suppliers

Question 18

Sales executives at Keiron Air Conditioners use phone directories to call customers and convince them to buy their air conditioners. Which form of direct marketing is used here?

Accepted Answer

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

Question 19

Kiosk marketing connects users around the world to each other and to an amazingly large information repository.

Accepted Answer

A) True 
 B)False

Question 20

How does online marketing provide flexibility for sellers?

Accepted Answer

Online marketing allows the marketer to

Which of the following is a challenge of marketing through online social networks?

An integrated social marketing campaign likely could include all of the following except ________.

Explain how a company benefits from monitoring the blogosphere.

Which of the following is an advantage of using digital catalogs?

How has the implementation of the National Do Not Call Registry changed telephone marketing?

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

All of the following are benefits of online direct marketing for buyers EXCEPT ________.

To enable customers to opt out of seeing particular ads, marketers use a(n) ________. This is added to behaviorally targeted online ads to tell consumers why they are seeing a particular ad.

Branded community Web sites are designed to present brand content that engages consumers and builds closer customer relationships rather than to sell the company's products directly.

Why does direct-mail marketing most likely remain a popular promotional tool for marketers?

How does direct marketing give buyers access to more comparative information about companies, products, and competitors?

While many consumers welcome the convenience that mobile marketing ads offer, marketers still must be smart about how they engage people on mobile devices.

Consumers' names and additional information likely become part of ________ whenever they enter a sweepstakes, apply for a credit card, visit a Web site, or send a tweet.

What is a disadvantage of a viral success?

Which of the following is NOT a reason that companies use social media?

Mobile marketing is used to enrich the brand experience, stimulate immediate buying, or ________.

Sales executives at Keiron Air Conditioners use phone directories to call customers and convince them to buy their air conditioners. Which form of direct marketing is used here?

Kiosk marketing connects users around the world to each other and to an amazingly large information repository.

How does online marketing provide flexibility for sellers?

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

Which of the following is a challenge of marketing through online social networks?

An integrated social marketing campaign likely could include all of the following except ________.

Explain how a company benefits from monitoring the blogosphere.

Which of the following is an advantage of using digital catalogs?

How has the implementation of the National Do Not Call Registry changed telephone marketing?

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

All of the following are benefits of online direct marketing for buyers EXCEPT ________.

To enable customers to opt out of seeing particular ads, marketers use a(n) ________. This is added to behaviorally targeted online ads to tell consumers why they are seeing a particular ad.

Branded community Web sites are designed to present brand content that engages consumers and builds closer customer relationships rather than to sell the company's products directly.

Why does direct-mail marketing most likely remain a popular promotional tool for marketers?

How does direct marketing give buyers access to more comparative information about companies, products, and competitors?

While many consumers welcome the convenience that mobile marketing ads offer, marketers still must be smart about how they engage people on mobile devices.

Consumers' names and additional information likely become part of ________ whenever they enter a sweepstakes, apply for a credit card, visit a Web site, or send a tweet.

What is a disadvantage of a viral success?

Which of the following is NOT a reason that companies use social media?

Mobile marketing is used to enrich the brand experience, stimulate immediate buying, or ________.

Sales executives at Keiron Air Conditioners use phone directories to call customers and convince them to buy their air conditioners. Which form of direct marketing is used here?

Kiosk marketing connects users around the world to each other and to an amazingly large information repository.

How does online marketing provide flexibility for sellers?

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