Question 1

Why are many marketers now integrating podcasts and vodcasts into their direct-marketing programs?

Accepted Answer

A 2008 survey of 12 000 Canadians by BBM Analytics found that podcast listening had doubled in English Canada since 2006.This growth is driven by the increase in sales of MP3 players and expanding consumer demand for more personal content.Twenty percent of Canadians listen to a podcast on a monthly basis.Another recent study predicts that the North American podcast audience will reach 38 million by 2013,up from just 6 million in 2005.As a result,this new medium is drawing much attention from marketers.

Question 2

Today's marketers use database marketing to promote their offerings through personalized communications to small target groups or even individual customers.

Accepted Answer

A) True 
 B)False  True

Question 3

Permission-based email advertising allows marketers to send tailored messages to targeted customers who have chosen to receive them.

Accepted Answer

A) True 
 B)False  True

Question 4

Direct-response advertisements always contain ________,making it easier for marketers to gauge the effectiveness of their sales pitches.

Accepted Answer

The answer of Direct-response advertisements always contain ________,making it easier...

Question 5

Adams Cutlery has always relied upon advertising to market its products to final customers.However,the marketing team at Adams Cutlery now wants to begin a direct marketing campaign consisting of a company website,emails to current customers,and an online catalogue.Which of the following would the marketing team expect to gain as a result of implementing this direct marketing plan?

Accepted Answer

A)  	The ability to increase the range of products the company offers
B)  	A wealth of information about competitors and their products
C)  	More control over customers' interactions with the company
D)  	The ability to learn more about their customers and tailor offerings to fit their needs
E)  	A higher cost-per-contact that could prove to be more cost effective than advertising in mass media

Question 6

Which of the following is an advantage of a well-designed and targeted telemarketing plan?

Accepted Answer

A)  	Real-time merchandising
B)  	High recruitment and referral rate
C)  	Purchasing convenience for customers
D)  	Emotional connections with customers
E)  	Limitless merchandise available to customers

Question 7

Natalie Brennan has been saving her money to buy a BMW convertible.Natalie has spent hours on the BMW website choosing the exterior and interior colours and studying the various options and models.Natalie has been using BMW''s marketing website.

Accepted Answer

A) True 
 B)False

Question 8

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)  	Catalogue marketing
C)  	Telephone marketing
D)  	Kiosk marketing
E)  	Direct-response television marketing

Question 9

Navpreet believes in using blogs as a marketing tool.What is the benefit to companies using this medium?

Accepted Answer

A)  	Blogs are an inexpensive yet personal way to reach a fragmented audience.
B)  	Blog content is easy to filter, monitor, and control.
C)  	Long-term customer relationships can be developed through blogs.
D)  	Demographic information about customers can be easily tracked.
E)  	Blogs provide companies with additional revenue.

Question 10

All kinds of companies now market online.

Accepted Answer

A) True 
 B)False

Question 11

Historically,early direct marketers primarily used direct mailers,telemarketing,and ________.Modern direct marketers now rely heavily on database technologies and the Internet.

Accepted Answer

The answer of Historically,early direct marketers primarily used direct mailers,telemarketing,and...

Question 12

Explain how a company benefits from monitoring the blogosphere.

Accepted Answer

The answer of Explain how a company benefits from monitoring...

Question 13

While many companies did not like the introduction of the National Do Not Call List,there have been some benefits for the telemarketing industry.Which of the following is the main one?

Accepted Answer

A)  	Telemarketers are more effectively managing relationships with existing customers.
B)  	Telemarketing is no longer used by small and medium-sized companies.
C)  	Telemarketing has replaced direct mail and personal selling because of low costs.
D)  	Telemarketers are more effectively developing relationships with new customers.
E)  	Telemarketing for nonprofit groups has become nonexistent.

Question 14

Provide an example of how a marketer uses kiosk marketing.

Accepted Answer

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

Question 15

Companies conduct online marketing by creating a website,placing ads and promotions online,setting up or participating in online social networks,or mailing catalogues to potential customers.

Accepted Answer

A) True 
 B)False

Question 16

Companies use databases to locate good potential customers and generate sales leads.

Accepted Answer

A) True 
 B)False

Question 17

A recent survey found that the TV is still surpassing Internet as the medium perceived as most essential in people's lives.

Accepted Answer

A) True 
 B)False

Question 18

Mega Music sells products to customers only through its website.Mega Music employs the direct model as its marketing approach.

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

A)  	Kiosk marketing
B)  	Digital direct marketing
C)  	Catalogue marketing
D)  	Direct-mail marketing
E)  	Telephone marketing

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

Why are many marketers now integrating podcasts and vodcasts into their direct-marketing programs?

Today's marketers use database marketing to promote their offerings through personalized communications to small target groups or even individual customers.

Permission-based email advertising allows marketers to send tailored messages to targeted customers who have chosen to receive them.

Direct-response advertisements always contain ________,making it easier for marketers to gauge the effectiveness of their sales pitches.

Which of the following is an advantage of a well-designed and targeted telemarketing plan?

Natalie Brennan has been saving her money to buy a BMW convertible.Natalie has spent hours on the BMW website choosing the exterior and interior colours and studying the various options and models.Natalie has been using BMW''s marketing website.

Navpreet believes in using blogs as a marketing tool.What is the benefit to companies using this medium?

All kinds of companies now market online.

Historically,early direct marketers primarily used direct mailers,telemarketing,and ________.Modern direct marketers now rely heavily on database technologies and the Internet.

Explain how a company benefits from monitoring the blogosphere.

While many companies did not like the introduction of the National Do Not Call List,there have been some benefits for the telemarketing industry.Which of the following is the main one?

Provide an example of how a marketer uses kiosk marketing.

Companies conduct online marketing by creating a website,placing ads and promotions online,setting up or participating in online social networks,or mailing catalogues to potential customers.

Companies use databases to locate good potential customers and generate sales leads.

A recent survey found that the TV is still surpassing Internet as the medium perceived as most essential in people's lives.

Mega Music sells products to customers only through its website.Mega Music employs the direct model as its marketing approach.

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

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