Question 1

How has the National Do Not Call Registry changed the telemarketing industry?

Accepted Answer

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

Question 2

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

Accepted Answer

A) True 
 B)False  True

Question 3

You receive a text message from Upscale Furnishings about an upcoming sale on custom furniture.Upscale Furnishings is developing a direct customer relationship with you through kiosk marketing.

Accepted Answer

A) True 
 B)False  False

Question 4

Refer to the scenario below to answer the following questions.
The Treble Clef offers a complete line of sheet music,musical instruments,and novelty gifts of a musical nature.In recent years,owner Gary Zahn has even served as the local representative of several musical instrument manufacturers,providing a contact person for three local school districts."If we don't have it,chances are excellent that we can get it for you," Gary tells all Treble Clef visitors and customers.
Most walk- ins are particularly interested in a specific piece of sheet music from a particular era or just browsing among the hundreds of musical knick- knacks in the store.Gary spends most of his time making presentations to beginning music students at the local schools and making biweekly visits to the schools in order to deliver instruments,make minor repairs when possible,or pick up instruments to ship to the manufacturer for more complicated repairs.
After dragging his feet for quite some time,Gary was convinced that a Treble Clef Web site could benefit a variety of customers.He began with a simple site explaining store hours and depicting types of gifts and services available.The site received so much response that Gary added a question- and- answer option.Questions poured in,ranging from "Where can I get the sheet music for 'Hello,Dolly'?" to "Do you carry clarinet reeds?" to "My saxophone needs two new pads.When will you be at Elmhurst school to repair it?" The Web site is now able to accept credit card orders,and gifts can even be wrapped and shipped for no extra charge.
"I don't know how we did it without our Web site," Gary admitted."It allows us to be so responsive.And our novelties sales have doubled!"
-Which of the following BEST describes the Treble Clef?

Accepted Answer

A) a brick- and- mortar retailer that is struggling to compete with click- only firms 
B) a dot- com that has added a storefront to service local customers 
C) a brick- and- mortar company that is now a click- only retailer 
D) a brick- and- mortar company that established a Web community for musicians 
E) a click- and- mortar company that used to be a brick- and- mortar retailer 
A) a brick- and- mortar retailer that is struggling to compete with click- only firms 
B) a dot- com that has added a storefront to service local customers 
C) a brick- and- mortar company that is now a click- only retailer 
D) a brick- and- mortar company that established a Web community for musicians 
E) a click- and- mortar company that used to be a brick- and- mortar retailer

Question 5

Companies such as Craigslist.com facilitate C2C online marketing.

Accepted Answer

A) True 
 B)False

Question 6

Rich media ads are online ads that pop up between changes on a Web site.

Accepted Answer

A) True 
 B)False

Question 7

What is the benefit to companies of using blogs as marketing tools?

Accepted Answer

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

Question 8

Why are historically online shops such as Zappos.com adding catalogs to their marketing methods?

Accepted Answer

A) to offer a wider array of merchandise 
B) to provide comparative information for customers 
C) to save production money spent online 
D) to drive online sales 
E) to reduce the need for telemarketers 
A) to offer a wider array of merchandise 
B) to provide comparative information for customers 
C) to save production money spent online 
D) to drive online sales 
E) to reduce the need for telemarketers

Question 9

Which of the following is a potential drawback to advertising on a blog?

Accepted Answer

A) The content of a blog is difficult to control. 
B) Blogs do not provide the kind of personalized medium that today's marketers want. 
C) Advertising on a blog is typically expensive. 
D) Blogs are gaining popularity as consumers move away from newer Internet forums. 
E) It is difficult to use blogs to reach highly targeted audiences. 
A) The content of a blog is difficult to control. 
B) Blogs do not provide the kind of personalized medium that today's marketers want. 
C) Advertising on a blog is typically expensive. 
D) Blogs are gaining popularity as consumers move away from newer Internet forums. 
E) It is difficult to use blogs to reach highly targeted audiences.

Question 10

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

Accepted Answer

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

Question 11

are designed to build customer goodwill and to supplement other sales channels,rather than to sell the company's products directly.

Accepted Answer

A) Corporate Web sites 
B) Marketing Web sites 
C) Rich media display ads 
D) Small business Web sites 
E) Nonprofit corporation web sites 
A) Corporate Web sites 
B) Marketing Web sites 
C) Rich media display ads 
D) Small business Web sites 
E) Nonprofit corporation web sites

Question 12

are designed to engage consumers in interactions that will move them closer to a direct purchase or other marketing outcome.

Accepted Answer

A) Corporate Web sites 
B) Web communities 
C) Marketing Web sites 
D) Brand Web sites 
E) Affiliate programs 
A) Corporate Web sites 
B) Web communities 
C) Marketing Web sites 
D) Brand Web sites 
E) Affiliate programs

Question 13

Modern direct marketers rely heavily on database technologies and the Internet,while early direct marketers primarily used direct mailers,telemarketing,and _.

Accepted Answer

A) POP promotions 
B) inside salespeople 
C) e- mail 
D) catalogs 
E) door- to- door salespeople 
A) POP promotions 
B) inside salespeople 
C) e- mail 
D) catalogs 
E) door- to- door salespeople

Question 14

In a short essay,identify the major advantage of the following forms of direct marketing: telephone,direct mail,catalog,direct- response television,and kiosk.

Accepted Answer

Telephone marketing provides purchasing

Question 15

A television program or entire channel dedicated to selling goods and services is known as a(n) .

Accepted Answer

A) direct- response television advertisement 
B) digital catalog 
C) kiosk 
D) home shopping channel 
E) infomercial 
A) direct- response television advertisement 
B) digital catalog 
C) kiosk 
D) home shopping channel 
E) infomercial

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

B2C Web sites deal with exchanges between businesses and companies.

Accepted Answer

A) True 
 B)False

Question 18

Business customers of Dell Computer have access to customized Web sites that include purchasing and asset management reports and system- specific technical information.Dell uses B2B online marketing.

Accepted Answer

A) True 
 B)False

Question 19

One of the advantages of direct marketing for sellers is that direct marketing .

Accepted Answer

A) provides statistical information about industry buying habits 
B) eliminates the need for a company to employ a sales force 
C) offers access to buyers outside local markets 
D) avoids expenses such as rent,insurance,and utilities 
E) provides comparative information about customers and competitors 
A) provides statistical information about industry buying habits 
B) eliminates the need for a company to employ a sales force 
C) offers access to buyers outside local markets 
D) avoids expenses such as rent,insurance,and utilities 
E) provides comparative information about customers and competitors

Question 20

What is the fastest growing form of direct- marketing?

Accepted Answer

A) podcasts 
B) mobile- phone marketing 
C) online marketing 
D) direct- response television 
E) interactive TV 
A) podcasts 
B) mobile- phone marketing 
C) online marketing 
D) direct- response television 
E) interactive TV

How has the National Do Not Call Registry changed the telemarketing industry?

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

You receive a text message from Upscale Furnishings about an upcoming sale on custom furniture.Upscale Furnishings is developing a direct customer relationship with you through kiosk marketing.

Companies such as Craigslist.com facilitate C2C online marketing.

Rich media ads are online ads that pop up between changes on a Web site.

What is the benefit to companies of using blogs as marketing tools?

Why are historically online shops such as Zappos.com adding catalogs to their marketing methods?

Which of the following is a potential drawback to advertising on a blog?

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

are designed to build customer goodwill and to supplement other sales channels,rather than to sell the company's products directly.

are designed to engage consumers in interactions that will move them closer to a direct purchase or other marketing outcome.

Modern direct marketers rely heavily on database technologies and the Internet,while early direct marketers primarily used direct mailers,telemarketing,and _.

In a short essay,identify the major advantage of the following forms of direct marketing: telephone,direct mail,catalog,direct- response television,and kiosk.

A television program or entire channel dedicated to selling goods and services is known as a(n) .

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

B2C Web sites deal with exchanges between businesses and companies.

Business customers of Dell Computer have access to customized Web sites that include purchasing and asset management reports and system- specific technical information.Dell uses B2B online marketing.

One of the advantages of direct marketing for sellers is that direct marketing .

What is the fastest growing form of direct- marketing?

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Consumer Buyer Behavior

Business Markets and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

Developing New Products and Managing the Product Life Cycle

Pricing Strategies: Understanding and Capturing Customer Value

Additional Pricing Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value

Advertising and Public Relations

Personal Selling and Sales Promotion

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters

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

How has the National Do Not Call Registry changed the telemarketing industry?

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

You receive a text message from Upscale Furnishings about an upcoming sale on custom furniture.Upscale Furnishings is developing a direct customer relationship with you through kiosk marketing.

Companies such as Craigslist.com facilitate C2C online marketing.

Rich media ads are online ads that pop up between changes on a Web site.

What is the benefit to companies of using blogs as marketing tools?

Why are historically online shops such as Zappos.com adding catalogs to their marketing methods?

Which of the following is a potential drawback to advertising on a blog?

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

are designed to build customer goodwill and to supplement other sales channels,rather than to sell the company's products directly.

are designed to engage consumers in interactions that will move them closer to a direct purchase or other marketing outcome.

Modern direct marketers rely heavily on database technologies and the Internet,while early direct marketers primarily used direct mailers,telemarketing,and _.

In a short essay,identify the major advantage of the following forms of direct marketing: telephone,direct mail,catalog,direct- response television,and kiosk.

A television program or entire channel dedicated to selling goods and services is known as a(n) .

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

B2C Web sites deal with exchanges between businesses and companies.

Business customers of Dell Computer have access to customized Web sites that include purchasing and asset management reports and system- specific technical information.Dell uses B2B online marketing.

One of the advantages of direct marketing for sellers is that direct marketing .

What is the fastest growing form of direct- marketing?

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Consumer Buyer Behavior

Business Markets and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

Developing New Products and Managing the Product Life Cycle

Pricing Strategies: Understanding and Capturing Customer Value

Additional Pricing Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value

Advertising and Public Relations

Personal Selling and Sales Promotion

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters