Question 1

Identify the major advantages of the following forms of direct marketing: telephone, direct-mail, catalog, direct-response television, and kiosk.

Accepted Answer

Telephone marketing provides purchasing convenience and increased product and service information. Direct mail marketing permits selectivity and personalization. Catalog marketing allows customers to buy just about anything they desire, and through online catalogs marketers can use real-time merchandising, adding or removing products based on their availability in stock. Direct-response television marketing allows live demonstrations without salespeople coming to your home or business. Return on investment for direct response television marketing can be measured using responses to toll-free phone numbers and Web addresses. Kiosk marketing places information and ordering machines in convenient places, such as airports, stores, and malls.

Question 2

A company would be most likely to benefit in which of the following ways by using blogs as marketing tools?
Blogs provide companies with additional revenue.
Blog content is easy to filter, monitor, and control.
Long-term customer relationships can be developed through blogs.
Demographic information about customers can be easily tracked.
Blogs are an inexpensive yet personal way to connect with consumers.

Accepted Answer

Blogs are an inexpensive yet personal way to connect with consumers.

Question 3

Information about a customer's age, income, and family make-up are all ________ in a customer database.
demographics
psychographics
key contacts
buying behaviours
assessments

Accepted Answer

demographics

Question 4

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

Accepted Answer

The answer of How does direct marketing give buyers access...

Question 5

Which of the following purposes is a common use of a direct marketing database?
identifying prospective competition
generating sales leads
profiling competition
socializing with competitors
building long-term seller relationships

Accepted Answer

The answer of Which of the following purposes is a...

Question 6

Companies can benefit from monitoring the blogosphere even if they decide not to actively participate in sponsoring, influencing, or creating content.

Accepted Answer

A) True 
 B)False

Question 7

How does online marketing provide flexibility for sellers?

Accepted Answer

The answer of How does online marketing provide flexibility for...

Question 8

Today, many click-and-mortar companies are experiencing more online success than their click-only competitors.

Accepted Answer

A) True 
 B)False

Question 9

In what area(s) might online privacy be important for The Treble Clef?

Accepted Answer

The answer of In what area(s) might online privacy be...

Question 10

Some direct marketers have been accused of taking advantage of impulsive or less-sophisticated buyers.These merchants use ________ intended to mislead buyers.
direct-email marketing
telephone marketing
online social networks
mobile phone marketing
kiosk marketing

Accepted Answer

The answer of Some direct marketers have been accused of...

Question 11

Describe two ways that marketers can participate in online social networks.What are the challenges and advantages of these approaches?

Accepted Answer

The answer of Describe two ways that marketers can participate...

Question 12

Why have direct-response television commercials seen an increase in popularity in recent years?
It is has become simpler to replicate the success of classic direct-response TV ads that introduced items such as the Veg-O-Matic and the Beef Jerky Machine.
Traditional broadcast and cable advertising has become prohibitively expensive for many mid-sized companies.
Return on advertising investment can be easily measured.
The popularity of home shopping channels has lent direct-response commercials more credibility.
Consumers are more likely to respond to this type of marketing than to other forms of direct marketing.

Accepted Answer

The answer of Why have direct-response television commercials seen an...

Question 13

A comprehensive database is a tremendous tool for the direct marketer.It should contain geographic, demographic, psychographic, and ________ data.
ethical
cultural
medical
behavioural
sociological

Accepted Answer

The answer of A comprehensive database is a tremendous tool...

Question 14

Because several satellite broadcast systems now offer ITV capabilities, interactive TV is likely to become a more widely used direct marketing medium.

Accepted Answer

A) True 
 B)False

Question 15

How has the direct marketing industry taken steps to address privacy and security concerns?

Accepted Answer

The answer of How has the direct marketing industry taken...

Question 16

A good customer database serves as a powerful relationship-building tool.

Accepted Answer

A) True 
 B)False

Question 17

Fiona Lamb is the marketing director of a charity that raises funds to help provide educational services to children and families in developing countries.Fiona wants to reach a selective market of individuals who have recently donated to international charities.Which of the following types of direct marketing is Fiona most likely to use?
direct-mail marketing
catalog marketing
telephone marketing
direct-response television marketing
kiosk marketing

Accepted Answer

The answer of Fiona Lamb is the marketing director of...

Question 18

Using ________ telephone marketing, marketers sell directly to consumers.
inbound
outbound
direct-response
opt-out
business-to-business

Accepted Answer

The answer of Using ________ telephone marketing, marketers sell directly...

Question 19

Sales via B2B online marketing are expected to decrease in the next decade.

Accepted Answer

A) True 
 B)False

Question 20

Direct marketing rarely occurs on a one-to-one, interactive basis.

Accepted Answer

A) True 
 B)False

Exam 14: Direct and Online Marketing

Identify the major advantages of the following forms of direct marketing: telephone, direct-mail, catalog, direct-response television, and kiosk.

Information about a customer's age, income, and family make-up are all ________ in a customer database. demographics psychographics key contacts buying behaviours assessments

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

Which of the following purposes is a common use of a direct marketing database? identifying prospective competition generating sales leads profiling competition socializing with competitors building long-term seller relationships

Companies can benefit from monitoring the blogosphere even if they decide not to actively participate in sponsoring, influencing, or creating content.

How does online marketing provide flexibility for sellers?

Today, many click-and-mortar companies are experiencing more online success than their click-only competitors.

In what area(s) might online privacy be important for The Treble Clef?

Some direct marketers have been accused of taking advantage of impulsive or less-sophisticated buyers.These merchants use ________ intended to mislead buyers. direct-email marketing telephone marketing online social networks mobile phone marketing kiosk marketing

Describe two ways that marketers can participate in online social networks.What are the challenges and advantages of these approaches?

A comprehensive database is a tremendous tool for the direct marketer.It should contain geographic, demographic, psychographic, and ________ data. ethical cultural medical behavioural sociological

Because several satellite broadcast systems now offer ITV capabilities, interactive TV is likely to become a more widely used direct marketing medium.

How has the direct marketing industry taken steps to address privacy and security concerns?

A good customer database serves as a powerful relationship-building tool.

Using ________ telephone marketing, marketers sell directly to consumers. inbound outbound direct-response opt-out business-to-business

Sales via B2B online marketing are expected to decrease in the next decade.

Direct marketing rarely occurs on a one-to-one, interactive basis.