Question 1

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

Accepted Answer

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

Question 2

Fiona Lambrech 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 select market of individuals who have recently donated to international charities.Which of the following types of direct marketing will Fiona most likely use?

Accepted Answer

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

Question 3

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

Accepted Answer

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

Question 4

Direct marketing is continuing to become more oriented.

Accepted Answer

A) telephone 
B) Web 
C) television 
D) mail 
E) radio

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

Ring- tone giveaways,mobile games,and text- in contests are all examples of marketing.

Accepted Answer

A) mobile phone 
B) online 
C) kiosk 
D) vodcast 
E) podcast

Question 7

Provide two reasons that many companies are shifting more of their marketing dollars to online advertising.

Accepted Answer

The answer of Provide two reasons that many companies are...

Question 8

Firms such as Kodak and Fuji are placing _ in stores,airports,and other locations to provide people with information about products and services or to enable customers to place orders.

Accepted Answer

A) wireless networks 
B) TV monitors 
C) vending machines 
D) kiosks 
E) cell phones

Question 9

Do- not- call legislation has made telemarketing an ineffective form of direct marketing,especially for nonprofit groups.

Accepted Answer

A) True 
 B)False

Question 10

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

Accepted Answer

A) The home shopping channel 
B) Podcasting 
C) Mobile phone marketing 
D) Vodcasting 
E) Interactive television

Question 11

What does the term viral marketing mean?

Accepted Answer

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

Question 12

Companies conduct online marketing by creating a Web site,placing ads and promotions online,or setting up or participating in online social networks.

Accepted Answer

A) True 
 B)False

Question 13

What is the main purpose of a corporate Web site?

Accepted Answer

A) to show a catalog and give shopping tips 
B) to sell the company's products directly 
C) to give out coupons and tell about sales events or contests 
D) to point out and explain competitors' weaknesses 
E) to build customer goodwill

Question 14

Consumers and companies connect to each other and access and share huge amounts of information through a public web of computer networks called .

Accepted Answer

A) a transaction site 
B) an intranet 
C) an extranet 
D) the Internet 
E) a content site

Question 15

Catalogs,brochures,samples,and DVDs can all used in which type of marketing?

Accepted Answer

A) digital direct marketing 
B) direct- response marketing 
C) kiosk marketing 
D) direct- mail marketing 
E) online marketing

Question 16

Though direct mail permits high target- market selectivity and can be personalized,it does not allow easy measurement of results.

Accepted Answer

A) True 
 B)False

Question 17

Sales via B2B online marketing are continuing to decline.

Accepted Answer

A) True 
 B)False

Question 18

Converse has a Web site that welcomes consumers to "the Converse Century," invites readers to post their Converse stories,and offers a wide variety of Converse shoes for direct purchase.The site even allows customers to individually design their own shoes.The Converse site is most accurately categorized as which of the following types of Web sites?

Accepted Answer

A) a C2C site 
B) a marketing site 
C) a C2B site 
D) a B2B site 
E) a corporate site

Question 19

For which of the following operations would telemarketing efforts likely be the most successful and the most profitable?

Accepted Answer

A) selling double- pane windows to home owners 
B) selling vacation packages to people who earn $50,000 or more annually 
C) asking people for charitable donations 
D) selling plastic bottles to a bottling company 
E) selling magazine subscriptions to consumers

Question 20

By using Priceline.com,potential buyers can bid for airline tickets,hotel rooms,rental cars,cruises,and vacation packages.It is then up to sellers to decide whether or not to accept an offered bid.This is an example of .

Accepted Answer

A) B2B online marketing 
B) C2B online marketing 
C) B2C online marketing 
D) C2C online marketing 
E) multi- channel marketing

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

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

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

Direct marketing is continuing to become more oriented.

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

Ring- tone giveaways,mobile games,and text- in contests are all examples of marketing.

Provide two reasons that many companies are shifting more of their marketing dollars to online advertising.

Firms such as Kodak and Fuji are placing _ in stores,airports,and other locations to provide people with information about products and services or to enable customers to place orders.

Do- not- call legislation has made telemarketing an ineffective form of direct marketing,especially for nonprofit groups.

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

What does the term viral marketing mean?

Companies conduct online marketing by creating a Web site,placing ads and promotions online,or setting up or participating in online social networks.

What is the main purpose of a corporate Web site?

Consumers and companies connect to each other and access and share huge amounts of information through a public web of computer networks called .

Catalogs,brochures,samples,and DVDs can all used in which type of marketing?

Though direct mail permits high target- market selectivity and can be personalized,it does not allow easy measurement of results.

Sales via B2B online marketing are continuing to decline.

For which of the following operations would telemarketing efforts likely be the most successful and the most profitable?

By using Priceline.com,potential buyers can bid for airline tickets,hotel rooms,rental cars,cruises,and vacation packages.It is then up to sellers to decide whether or not to accept an offered bid.This is an example of .