Question 1

What are the characteristics of a successful Web site?

Accepted Answer

The answer of What are the characteristics of a successful...

Question 2

Randy keeps getting unwanted and annoying e-mails from several marketing firms unknown to him. The number of these e-mails is alarmingly high in his inbox. Which of the following best describes these mails?

Accepted Answer

A)  malware 
B)  adware 
C)  Trojan 
D)  firewall 
E)  spam

Question 3

The ________, a vast public web of computer networks, connects users of all types all around the world to each other and to an amazingly large information repository.

Accepted Answer

A)  Internet 
B)  Intranet 
C)  digital catalog 
D)  customer database 
E)  network bridge

Question 4

Digital catalogs eliminate printing and mailing costs.

Accepted Answer

A) True 
 B)False

Question 5

How can a customer database be used as a relationship-building tool?

Accepted Answer

The answer of How can a customer database be used...

Question 6

Which of the following is true about e-mail marketing messages?

Accepted Answer

A)  E-mail marketing messages involve sending an offer, announcement, reminder, or samples to a person living at a particular address. 
B)  E-mail marketing messages involve connecting directly with carefully targeted consumers, exclusively on a one-to-one, interactive basis. 
C)  E-mail marketing messages are effective in reaching the desired target market and result in low costs. 
D)  E-mail marketing messages cost more per thousand people reached than mass media such as television or magazines. 
E)  E-mail marketing messages create a stronger emotional connection with the customers compared to traditional direct mail.

Question 7

What kind of information is likely to be included in a business-to-business customer database?

Accepted Answer

The answer of What kind of information is likely to...

Question 8

Donello Equipments hosts infomercials on television and at the same time allows its viewers to interact with its advertisements. Viewers can request more details and order via their Internet-ready smart televisions. Which of the following forms of marketing is evident here?

Accepted Answer

A)  catalog marketing 
B)  telemarketing 
C)  interactive television 
D)  podcast marketing 
E)  kiosk marketing

Question 9

All of the following are forms of direct marketing EXCEPT ________.

Accepted Answer

A)  personal selling 
B)  point-of-purchase promotion 
C)  telemarketing 
D)  direct-mail marketing 
E)  kiosk marketing

Question 10

Selleverything.com is a Web site that allows individuals to sell or auction products. Users can bid for items, which are then delivered to the highest bidder's address by Selleverything.com, which receives a small commission. Which of the following major online marketing domains is evident from this scenario?

Accepted Answer

A)  B-to-B 
B)  B-to-G 
C)  C-to-B 
D)  G-to-B 
E)  C-to-C

Question 11

________ online marketing involves consumers buying or exchanging goods or information directly with one another.

Accepted Answer

A)  B-to-C 
B)  B-to-B 
C)  C-to-C 
D)  C-to-B 
E)  B-to-G

Question 12

How does online marketing provide flexibility for sellers?

Accepted Answer

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

Question 13

Viral marketing allows marketers to send tailored messages to targeted customers who have chosen to receive them.

Accepted Answer

A) True 
 B)False

Question 14

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 15

In addition to its Web site, Aaron Opticians has stores that offer a wide variety of eyeglasses, sunglasses, and accessories. Buyers can order the product on the Web site or go to the nearest store to make purchases. Which of the following best describes Justbuy.com?

Accepted Answer

A)  click-only company 
B)  click-and-mortar company 
C)  brick-and-mortar company 
D)  buy-here pay-here company 
E)  shell company

Question 16

Renkel Cosmetics sends a sample of the newest cosmetics line to all premium members' addresses. Which of the following best describes Renkel's form of marketing?

Accepted Answer

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

Question 17

________ data in the customer database includes data about the recency, frequency, and monetary value of past purchases of a customer.

Accepted Answer

A)  Census 
B)  Psychographic 
C)  Geographic 
D)  Buying behavior 
E)  Demographic

Question 18

Marketing Web sites give consumers online places to congregate, socialize, and exchange views and information.

Accepted Answer

A) True 
 B)False

Question 19

Craigslist.com and eBay are popular market spaces that facilitate the online exchange of goods and information in the form of ________ online marketing.

Accepted Answer

A)  B-to-C 
B)  B-to-B 
C)  C-to-C 
D)  C-to-B 
E)  B-to-G

Question 20

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

Accepted Answer

A)  mass marketing 
B)  guerrilla marketing 
C)  direct marketing 
D)  multi-level marketing 
E)  ambush marketing

Exam 17: Direct and Online Marketing: Building Direct Customer Relationships

What are the characteristics of a successful Web site?

Randy keeps getting unwanted and annoying e-mails from several marketing firms unknown to him. The number of these e-mails is alarmingly high in his inbox. Which of the following best describes these mails?

The ________, a vast public web of computer networks, connects users of all types all around the world to each other and to an amazingly large information repository.

Digital catalogs eliminate printing and mailing costs.

How can a customer database be used as a relationship-building tool?

Which of the following is true about e-mail marketing messages?

What kind of information is likely to be included in a business-to-business customer database?

Donello Equipments hosts infomercials on television and at the same time allows its viewers to interact with its advertisements. Viewers can request more details and order via their Internet-ready smart televisions. Which of the following forms of marketing is evident here?

All of the following are forms of direct marketing EXCEPT ________.

________ online marketing involves consumers buying or exchanging goods or information directly with one another.

How does online marketing provide flexibility for sellers?

Viral marketing allows marketers to send tailored messages to targeted customers who have chosen to receive them.

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

In addition to its Web site, Aaron Opticians has stores that offer a wide variety of eyeglasses, sunglasses, and accessories. Buyers can order the product on the Web site or go to the nearest store to make purchases. Which of the following best describes Justbuy.com?

Renkel Cosmetics sends a sample of the newest cosmetics line to all premium members' addresses. Which of the following best describes Renkel's form of marketing?

________ data in the customer database includes data about the recency, frequency, and monetary value of past purchases of a customer.

Marketing Web sites give consumers online places to congregate, socialize, and exchange views and information.

Craigslist.com and eBay are popular market spaces that facilitate the online exchange of goods and information in the form of ________ online marketing.

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