Question 1

B2C Web sites deal with exchanges between businesses and companies.

Accepted Answer

A) True 
 B)False  False

Question 2

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

Accepted Answer

Direct-response TV commercials are usually less expensive to produce than traditional television advertisements,and the media purchase is less costly; also,it is easy for marketers to track the effectiveness of a direct-response TV commercial because the ads always include a 1-800 number or Web address.

Question 3

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

Accepted Answer

A)   efficiency in reaching markets
B)   price and program flexibility
C)   mass reach and frequency
D)   lower cost-per-contact
E)   efficiency in order processing C

Question 4

What are two major forms of direct-response television marketing?

Accepted Answer

A)   home television response and direct-response TV advertising
B)   home shopping channels and infomercials
C)   home-selling and toll-free response
D)   call-in response and Web-site response
E)   home shopping channels and podcasts

Question 5

The marketing manager of Charlie's Car Parts uses a customer database to e-mail promotional information to customers.The demographic information in the database provides the manager with all the data he needs regarding his customers' buying preferences.

Accepted Answer

A) True 
 B)False

Question 6

What are the two main goals of direct marketing?

Accepted Answer

A)   to identify a potential customer and obtain an immediate response
B)   to obtain an immediate response and to facilitate a purchase
C)   to obtain an immediate response and build a lasting customer relationship
D)   to provide information and build a lasting customer relationship
E)   to save marketing dollars and facilitate a purchase

Question 7

All of the following are examples of online social networks EXCEPT ________.

Accepted Answer

A)   Twitter
B)   Facebook
C)   YouTube
D)   Yahoo!
E)   Flickr

Question 8

What is the name of the e-commerce used when consumers can drive transactions with businesses,such as using Priceline.com?

Accepted Answer

A)   blogs
B)   B2S (banner-to-site) 
C)   C2B (consumer-to-business) 
D)   Web-casting
E)   None of the above.

Question 9

For most companies,the first step in conducting online marketing is to ________.

Accepted Answer

A)   send e-mails
B)   create a Web site
C)   create a Web community
D)   place promotions online
E)   develop search-related ads

Question 10

Online ads that incorporate animation,video,sound,and interactivity are called ________.

Accepted Answer

A)   search-related ads
B)   pop-ups
C)   contextual ads
D)   viral ads
E)   rich media ads

Question 11

A financial services provider sends materials about teaching teenagers how to drive safely to current customers who have children approaching driving eligibility age.The financial services provider is using ________ information from a customer database to determine which customers should receive the materials.

Accepted Answer

A)   demographic
B)   geographic
C)   psychographic
D)   behavioral
E)   key contact

Question 12

The growth of the Internet caused many brick-and-mortar firms to ________ in response to customer demands and a changing marketplace.

Accepted Answer

A)   become click-only firms
B)   send out more catalogs
C)   become click-and-mortar firms
D)   develop more infomercials
E)   expand their outside sales forces

Question 13

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

Accepted Answer

The answer of Internet marketing practices have raised a number...

Question 14

Neal sells his company's unique gift items on television programs and entire channels dedicated to selling goods and services.Neal is using ________.

Accepted Answer

A)   direct-response television advertising
B)   Internet-based infomercials
C)   B2B online marketing
D)   prime-time selling
E)   vodcasting

Question 15

What is a corporate Web site?

Accepted Answer

The answer of What is a corporate Web site?...

Question 16

According to your text,________ "bridge the gap between old-fashioned stores and online shopping."

Accepted Answer

A)   kiosks
B)   home shopping channels
C)   online catalogs
D)   infomercials
E)   mobile phones

Question 17

What does the term viral marketing mean?

Accepted Answer

A)   It is another term for online privacy.
B)   It is another term for online security.
C)   It refers to problems associated with computer viruses.
D)   It refers to word-of-mouth marketing that occurs online.
E)   It refers to negative publicity associated with company blogs.

Question 18

________ is a type of identity theft that uses deceptive emails and fraudulent Web sites to fool users into divulging their personal data.

Accepted Answer

A)   phishing
B)   viral marketing
C)   malware
D)   access by unauthorized groups
E)   spyware

Question 19

What is the purpose of content sponsorship? Provide an example of content sponsorship.

Accepted Answer

The answer of What is the purpose of content sponsorship?...

Question 20

Provide an example of how a marketer uses kiosk marketing.

Accepted Answer

The answer of Provide an example of how a marketer...

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