Question 1

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

Accepted Answer

A)  direct- mail marketing
B)  digital direct marketing
C)  telephone marketing
D)  catalog marketing
E)  kiosk marketingF) All of the above
G) A) and B)

Question 2

A producer of beverages and snack foods wants to market its products to the 18- to- 34- year- old demographic by providing incentives to respond instantly to time- sensitive offers.Which of the following forms of direct marketing would this producer most likely choose?

Accepted Answer

A)  podcasting
B)  direct mail
C)  interactive TV
D)  mobile phone
E)  direct- response TVF) C) and D)
G) A) and D)

Question 3

Database marketing requires little initial investment beyond training personnel to code and mine data.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following is the most accurate name for a 30- minute television advertising program marketing a single product?

Accepted Answer

A)  direct- response commercial
B)  infomercial
C)  direct- response TV advertisement
D)  integrated marketing
E)  home shopping channelF) B) and D)
G) B) and C)

Question 5

Oscar Aviation has a corporate Web site.Prospective customers are most likely able to do all of the following on the site EXCEPT .

Accepted Answer

A)  enjoy entertainment features on the site
B)  purchase products
C)  ask online questions
D)  register to receive more information from the company
E)  learn about Oscar's philosophyF) A) and B)
G) B) and C)

Question 6

After selecting a sweater on the Land's End Web site,Kelly Oldham filled out the required customer and credit card information.A box with a checkmark inside was next to the following statement :"Yes,I would like to receive promotional information via e- mail from Land's End." The statement suggests that Land's End is using which of the following marketing tools?

Accepted Answer

A)  catalog marketing
B)  permission- based e- mail marketing
C)  spam
D)  niche marketing
E)  phishingF) B) and C)
G) None of the above

Question 7

As one of the first ,Amazon.com changed the rules of marketing and set the bar high for the online customer experience.

Accepted Answer

A)  search engines
B)  e- tailers
C)  content sites
D)  click- and- mortar companies
E)  transaction sitesF) None of the above
G) A) and D)

Question 8

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

Question 9

Which of the following is a challenge of marketing through online social networks?

Accepted Answer

A)  Users often resent an intrusive marketing message.
B)  Existing networks are resistant to advertising.
C)  Most existing networks are already controlled by major corporations.
D)  Measuring the frequency and volume of network usage is difficult.
E)  Virtual worlds will most likely replace social networks in the near future.F) None of the above
G) B) and D)

Question 10

Company X began as a brick- and- mortar company.Which of the following statements MUST be true?

Accepted Answer

A)  Company X is probably not making a profit.
B)  By adding online marketing options,Company X would become a click- and- mortar company.
C)  Company X is also considered a click- only dot- com.
D)  Company X should not be concerned about consumer- to- consumer online marketing.
E)  By adding online marketing options,Company X would become a click- only company.F) All of the above
G) B) and E)

Question 11

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

Accepted Answer

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

Question 12

Describe two ways that marketers can participate in online social networks.What are the challenges and advantages of these approaches?

Accepted Answer

Marketers can engage in online communiti...

Question 13

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

Accepted Answer

A)  pop- ups
B)  a hit button to record the number of viewers
C)  a 1- 800 number or Web address
D)  a mailing address for comments
E)  an account numberF) A) and E)
G) B) and E)

Question 14

With inbound 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

Which of the following operate only on the Internet?

Accepted Answer

A)  Web- and- mortar companies
B)  big box companies
C)  click- and- mortar companies
D)  brick- and- mortar companies
E)  click- only companiesF) C) and E)
G) A) and E)

Question 16

All of the following are the likely results of direct marketing abuses EXCEPT _ .

Accepted Answer

A)  calls for more restrictive legislation of direct marketing
B)  increasingly negative consumer attitudes
C)  decreased returns on advertising expenses
D)  decreased consumer response rates
E)  calls for less Internet oversight and legislationF) All of the above
G) A) and D)

Question 17

Amazon.com,eBay,and GEICO employ as their only method of doing business with customers.

Accepted Answer

A)  mass marketing
B)  sales promotion
C)  personal selling
D)  public relations
E)  direct marketingF) B) and E)
G) None of the above

Question 18

Which of the following Web sites facilitates consumer- to- business online marketing?

Accepted Answer

A)  Craigslist.com
B)  PlanetFeedback.com
C)  cisco.com
D)  Kaboodle.com
E)  eBay.comF) C) and D)
G) A) and E)

Question 19

New York Times on the Web,ESPN.com,and Encyclopaedia Britannica Online are known as because they provide financial,research,and other information.

Accepted Answer

A)  e- tailers
B)  ISPs
C)  portals
D)  search engines
E)  content sitesF) C) and D)
G) B) and E)

Question 20

Which of the following is NOT a deception or fraud concern for Internet users and marketers?

Accepted Answer

A)  spyware
B)  phishing
C)  viral marketing
D)  malware
E)  access by unauthorized groupsF) A) and B)
G) B) and D)

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

Oscar Aviation has a corporate Web site.Prospective customers are most likely able to do all of the following on the site EXCEPT .

Correct Answer
verified

New York Times on the Web,ESPN.com,and Encyclopaedia Britannica Online are known as because they provide financial,research,and other information.

Correct Answer
verified

Which of the following is a challenge of marketing through online social networks?

Correct Answer
verified

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

Correct Answer
verified

Which of the following Web sites facilitates consumer- to- business online marketing?

Correct Answer
verified

Which of the following is NOT a deception or fraud concern for Internet users and marketers?

Correct Answer
verified

All of the following are the likely results of direct marketing abuses EXCEPT _ .

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Company X began as a brick- and- mortar company.Which of the following statements MUST be true?

Correct Answer
verified

As one of the first ,Amazon.com changed the rules of marketing and set the bar high for the online customer experience.

Correct Answer
verified

Amazon.com,eBay,and GEICO employ as their only method of doing business with customers.

Correct Answer
verified

Which of the following operate only on the Internet?

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Which of the following is the most accurate name for a 30- minute television advertising program marketing a single product?

Correct Answer
verified

A producer of beverages and snack foods wants to market its products to the 18- to- 34- year- old demographic by providing incentives to respond instantly to time- sensitive offers.Which of the following forms of direct marketing would this producer most likely choose?

Correct Answer
verified

Database marketing requires little initial investment beyond training personnel to code and mine data.

Correct Answer
verified

Describe two ways that marketers can participate in online social networks.What are the challenges and advantages of these approaches?

Correct Answer
verified
Marketers can engage in online communiti...
View Answer

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

Oscar Aviation has a corporate Web site.Prospective customers are most likely able to do all of the following on the site EXCEPT .

Correct AnswerverifiedShow Answer

New York Times on the Web,ESPN.com,and Encyclopaedia Britannica Online are known as because they provide financial,research,and other information.

Correct AnswerverifiedShow Answer

Which of the following is a challenge of marketing through online social networks?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following Web sites facilitates consumer- to- business online marketing?

Correct AnswerverifiedShow Answer

Which of the following is NOT a deception or fraud concern for Internet users and marketers?

Correct AnswerverifiedShow Answer

All of the following are the likely results of direct marketing abuses EXCEPT _ .

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Company X began as a brick- and- mortar company.Which of the following statements MUST be true?

Correct AnswerverifiedShow Answer

As one of the first ,Amazon.com changed the rules of marketing and set the bar high for the online customer experience.

Correct AnswerverifiedShow Answer

Amazon.com,eBay,and GEICO employ as their only method of doing business with customers.

Correct AnswerverifiedShow Answer

Which of the following operate only on the Internet?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following is the most accurate name for a 30- minute television advertising program marketing a single product?

Correct AnswerverifiedShow Answer

A producer of beverages and snack foods wants to market its products to the 18- to- 34- year- old demographic by providing incentives to respond instantly to time- sensitive offers.Which of the following forms of direct marketing would this producer most likely choose?

Correct AnswerverifiedShow Answer

Database marketing requires little initial investment beyond training personnel to code and mine data.

Correct AnswerverifiedShow Answer

Describe two ways that marketers can participate in online social networks.What are the challenges and advantages of these approaches?

Correct AnswerverifiedMarketers can engage in online communiti...View AnswerShow Answer

Correct Answer
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Correct Answer
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Correct Answer
verified
Marketers can engage in online communiti...
View Answer