Question 1

Which kind of marketing involves sending an offer,announcement,reminder,or other item to a person at a particular postal address?

Accepted Answer

A)  kiosk marketing 
B)  direct digital marketing 
C)  mass marketing 
D)  direct-mail marketing 
E)  telephone marketing

Question 2

The growth of the Internet caused many traditional companies to ________ in response to customer demands and a changing marketplace.

Accepted Answer

A)  use traditional direct marketing forms 
B)  adopt direct-mail marketing 
C)  use multichannel marketing 
D)  develop retail transaction sites 
E)  expand their outside sales forces

Question 3

Nellie Wills,an emergency medicine professional,is getting married in six months.Since her job is extremely demanding,Nellie lacks the time to go shopping for all the products and services she requires for the wedding.However,Nellie is a careful shopper and likes to evaluate many alternatives before finalizing a purchase.Explain at least one direct marketing method that may meet the specific needs of Nellie.

Accepted Answer

The answer of Nellie Wills,an emergency medicine professional,is getting married...

Question 4

Permission-based e-mail advertising is conducted based on customers' expressed preferences and previous purchases.

Accepted Answer

A) True 
 B)False

Question 5

Differentiate between branded community Web sites and marketing Web sites.Provide examples to illustrate your response.

Accepted Answer

The answer of Differentiate between branded community Web sites and...

Question 6

Mass marketing consists of connecting directly with carefully targeted consumers,often on a one-to-one,interactive basis.

Accepted Answer

A) True 
 B)False

Question 7

Describe spam and permission-based e-mail marketing.

Accepted Answer

The answer of Describe spam and permission-based e-mail marketing....

Question 8

Bradley Springs,a chain of superstores,promotes its business by handing out printed materials which contain lists and descriptions of an assortment of its products.In this case,the company's promotional strategy is referred to as ________.

Accepted Answer

A)  e-mail marketing 
B)  telemarketing 
C)  catalog marketing 
D)  kiosk marketing 
E)  viral marketing

Question 9

Describe two ways in which marketers can engage in social media.What are the challenges and advantages of these approaches?

Accepted Answer

The answer of Describe two ways in which marketers can...

Question 10

Which of the following is an online tool designed to interact with customers to move them closer to a direct purchase or other marketing outcome?

Accepted Answer

A)  direct mail 
B)  infomercial 
C)  printed catalogue 
D)  branded community Web site 
E)  marketing Web site

Question 11

Explain the concept of viral marketing.

Accepted Answer

The answer of Explain the concept of viral marketing....

Question 12

Which of the following is an example of inbound telemarketing?

Accepted Answer

A)  Sterrns Media advertises its services by sending letters to potential customers and prompting them to contact the firm through a toll-free number. 
B)  Sterrns Media purchases customer information and later cold calls these customers to generate potential leads. 
C)  Sterrns Media spends a lot of time and effort to train its sales force to call businesses and inform them about its B2B products. 
D)  Sterrns Media utilizes interactive cable systems to enable customers to obtain product information by using their TV remotes. 
E)  Sterrns Media airs advertising programs called infomercials to attract viewers and get them to order products from its Web site.

Question 13

Corell Inc.has an online tool that offers a wide variety of Corell shoes for direct purchase.The tool even allows customers to individually design their shoes.Which of the following has Corell most likely used?

Accepted Answer

A)  phishing site 
B)  online forum 
C)  Web blog 
D)  community Web site 
E)  marketing Web site

Question 14

Which of the following statements is most likely true about direct marketing?

Accepted Answer

A)  Direct marketing is used to sell goods to an undifferentiated market segment. 
B)  Direct marketing is an inconvenient and lengthy process for most buyers. 
C)  Direct marketing models remain unaffected by the rapid growth of technologies. 
D)  Direct marketing provides opportunities for building customer engagement. 
E)  Direct marketing is rarely used by companies as a supplementary channel.

Question 15

Which of the following is most likely a consequence of permission-based e-mail marketing?

Accepted Answer

A)  higher return rates 
B)  excessive spamming 
C)  increased consumer frustration 
D)  lower consumer response rates 
E)  reduced consumer interaction

Question 16

Haynes,a manufacturer of consumer electronics,created a 30-minute program describing the various ways in which its products could be used and aired the program on television with a toll-free number that interested consumers could call.In this case,Haynes' program is referred to as a(n)________.

Accepted Answer

A)  virtual world 
B)  infomercial 
C)  viral video 
D)  podcast 
E)  e-catalog

Question 17

Elise Philips,a leading fashion designer,connects with her followers through a strong online presence,promoting her brand and discussing fashion tips through articles and videos on her personal fan page.In this case,which of the following marketing forms does Elise use?

Accepted Answer

A)  direct e-mail 
B)  a catalog 
C)  a search engine 
D)  a spambot 
E)  a blog

Question 18

Which of the following is generally regarded as the toughest issue of public policy and ethics confronting the direct marketing industry?

Accepted Answer

A)  customization of search results 
B)  unwanted e-mail spam 
C)  invasion of consumer privacy 
D)  increasing costs of browsing 
E)  restrictions on digital offers and discounts

Question 19

Direct-mail programs are typically stand-alone programs and cannot be integrated with a broader marketing campaign.

Accepted Answer

A) True 
 B)False

Question 20

The Do Not Call Registry Act requires Web site operators targeting children to post privacy policies on their sites.

Accepted Answer

A) True 
 B)False

Exam 14: Direct, Online, Social Media, and Mobile Marketing

Which kind of marketing involves sending an offer,announcement,reminder,or other item to a person at a particular postal address?

The growth of the Internet caused many traditional companies to ________ in response to customer demands and a changing marketplace.

Permission-based e-mail advertising is conducted based on customers' expressed preferences and previous purchases.

Differentiate between branded community Web sites and marketing Web sites.Provide examples to illustrate your response.

Mass marketing consists of connecting directly with carefully targeted consumers,often on a one-to-one,interactive basis.

Describe spam and permission-based e-mail marketing.

Bradley Springs,a chain of superstores,promotes its business by handing out printed materials which contain lists and descriptions of an assortment of its products.In this case,the company's promotional strategy is referred to as ________.

Describe two ways in which marketers can engage in social media.What are the challenges and advantages of these approaches?

Which of the following is an online tool designed to interact with customers to move them closer to a direct purchase or other marketing outcome?

Explain the concept of viral marketing.

Which of the following is an example of inbound telemarketing?

Corell Inc.has an online tool that offers a wide variety of Corell shoes for direct purchase.The tool even allows customers to individually design their shoes.Which of the following has Corell most likely used?

Which of the following statements is most likely true about direct marketing?

Which of the following is most likely a consequence of permission-based e-mail marketing?

Haynes,a manufacturer of consumer electronics,created a 30-minute program describing the various ways in which its products could be used and aired the program on television with a toll-free number that interested consumers could call.In this case,Haynes' program is referred to as a(n) ________.

Elise Philips,a leading fashion designer,connects with her followers through a strong online presence,promoting her brand and discussing fashion tips through articles and videos on her personal fan page.In this case,which of the following marketing forms does Elise use?

Which of the following is generally regarded as the toughest issue of public policy and ethics confronting the direct marketing industry?

Direct-mail programs are typically stand-alone programs and cannot be integrated with a broader marketing campaign.

The Do Not Call Registry Act requires Web site operators targeting children to post privacy policies on their sites.