Question 1

Which of the following is most likely true about the digital age with regards to marketing?

Accepted Answer

A)  The number of businesses connecting people over digital networks is in decline. 
B)  Digital networks allow marketers many ways to build customer relationships. 
C)  The Internet has had little impact on the ways consumers purchase products. 
D)  Most firms are shifting back to traditional marketing forms to build customer value. 
E)  Online-only marketing is more commonly used by firms than multichannel marketing. 
A)  The number of businesses connecting people over digital networks is in decline. 
B)  Digital networks allow marketers many ways to build customer relationships. 
C)  The Internet has had little impact on the ways consumers purchase products. 
D)  Most firms are shifting back to traditional marketing forms to build customer value. 
E)  Online-only marketing is more commonly used by firms than multichannel marketing.

Question 2

Viral marketing involves creating a Web site,video,e-mail,mobile message,advertisement,or other marketing event that is so infectious that customers will seek it out or pass it along to others.

Accepted Answer

A) True 
 B)False

Question 3

Direct marketing is characterized by narrowly defined segments or individual buyers.

Accepted Answer

A) True 
 B)False

Question 4

Clenzo is a company that provides house cleaning services in major urban and suburban areas.Marketers at Clenzo developed a short,humorous video promoting the company's services and hope that customers who see the video will be so entertained that they will pass the video on to their friends and colleagues.The marketers at Clenzo are using techniques to facilitate ________.

Accepted Answer

A)  direct-mail marketing 
B)  viral marketing 
C)  catalog marketing 
D)  contextual advertising 
E)  display advertising 
A)  direct-mail marketing 
B)  viral marketing 
C)  catalog marketing 
D)  contextual advertising 
E)  display advertising

Question 5

Every time a search is made using keywords related to construction,search engines display text-based advertisements and links to Regan Builders,a construction firm.The marketing tool used by Regan Builders is best referred to as a ________.

Accepted Answer

A)  display advertisement 
B)  contextual advertisement 
C)  digital catalog 
D)  community Web site 
E)  Web blog 
A)  display advertisement 
B)  contextual advertisement 
C)  digital catalog 
D)  community Web site 
E)  Web blog

Question 6

Which of the following is most likely an advantage of social media marketing?

Accepted Answer

A)  Social media are targeted and personal. 
B)  Social media campaign results are easily measured. 
C)  Social networks are largely marketer controlled. 
D)  Social media allow marketers to engage in multichannel sales. 
E)  Social media campaigns are simply implemented and rarely backfire. 
A)  Social media are targeted and personal. 
B)  Social media campaign results are easily measured. 
C)  Social networks are largely marketer controlled. 
D)  Social media allow marketers to engage in multichannel sales. 
E)  Social media campaigns are simply implemented and rarely backfire.

Question 7

Which of the following is the fastest-growing form of direct marketing?

Accepted Answer

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

Question 8

Mobile marketing is an unsuitable tool for triggering an immediate purchase from a consumer.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following is the largest form of online advertising?

Accepted Answer

A)  contextual advertisements 
B)  display advertisements 
C)  digital catalogs 
D)  community Web sites 
E)  blog posts 
A)  contextual advertisements 
B)  display advertisements 
C)  digital catalogs 
D)  community Web sites 
E)  blog posts

Question 10

Stephanie Archer has been saving her money to buy a BMW convertible.Archer has spent hours on the BMW Web site choosing the exterior and interior colors and studying the various options and models.In this case,Archer has been using BMW's marketing Web site.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is true with regard to kiosk marketing?

Accepted Answer

A)  It can be used for selling products, but not services. 
B)  It cannot be used to order goods that are physically unavailable in a store. 
C)  It can be used to provide customized product recommendations. 
D)  It can be used only to generate printed catalogs for small purchases. 
E)  It can be used to circulate viral videos and infomercials. 
A)  It can be used for selling products, but not services. 
B)  It cannot be used to order goods that are physically unavailable in a store. 
C)  It can be used to provide customized product recommendations. 
D)  It can be used only to generate printed catalogs for small purchases. 
E)  It can be used to circulate viral videos and infomercials.

Question 12

What are the main privacy concerns and Internet security issues associated with online marketing?

Accepted Answer

Some direct marketers have been accused

Question 13

Which of the following is true of marketing through blogs?

Accepted Answer

A)  Starting and maintaining blogs is expensive. 
B)  Blogs are a form of traditional direct marketing. 
C)  Blogs are typically used to provide automated responses to consumer conversations. 
D)  Companies should not monitor blogs if they want to reach customers effectively. 
E)  Blogs are an inexpensive yet personal way to connect with consumers. 
A)  Starting and maintaining blogs is expensive. 
B)  Blogs are a form of traditional direct marketing. 
C)  Blogs are typically used to provide automated responses to consumer conversations. 
D)  Companies should not monitor blogs if they want to reach customers effectively. 
E)  Blogs are an inexpensive yet personal way to connect with consumers.

Question 14

The blogosphere is cluttered and difficult to control.

Accepted Answer

A) True 
 B)False

Question 15

Eric Dylan is the marketing director of a charity that raises funds to help provide educational services to children and families in developing countries.Eric targets a selective market of individuals who have recently donated to international charities by sending letters with charity information and donation instructions.Eric uses ________ in this scenario.

Accepted Answer

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

Question 16

Glenda is searching airline schedules on HolApp,a mobile Web application.While browsing the application,a banner appears on the mobile screen showcasing offers and discounts on air tickets.The banner is best referred to as a(n)________.

Accepted Answer

A)  online display advertisement 
B)  contextual advertisement 
C)  infomercial 
D)  phishing scam 
E)  advertorial 
A)  online display advertisement 
B)  contextual advertisement 
C)  infomercial 
D)  phishing scam 
E)  advertorial

Question 17

Which of the following is true of viral marketing?

Accepted Answer

A)  It is the digital version of word-of-mouth marketing. 
B)  It refers to online marketing problems caused by technical glitches. 
C)  It is another term for the unethical invasion of online privacy. 
D)  It is an automated system that manages digital sales and marketing functions. 
E)  It is a system that allows a supplier to access a customer's inventory levels online. 
A)  It is the digital version of word-of-mouth marketing. 
B)  It refers to online marketing problems caused by technical glitches. 
C)  It is another term for the unethical invasion of online privacy. 
D)  It is an automated system that manages digital sales and marketing functions. 
E)  It is a system that allows a supplier to access a customer's inventory levels online.

Question 18

Which of the following is most likely true of branded community Web sites?

Accepted Answer

A)  They provide engaging content. 
B)  They offer little information about the brand. 
C)  They contain interactive selling features. 
D)  They mostly contain static content. 
E)  They contain heavy pop-up ads of a firm's products. 
A)  They provide engaging content. 
B)  They offer little information about the brand. 
C)  They contain interactive selling features. 
D)  They mostly contain static content. 
E)  They contain heavy pop-up ads of a firm's products.

Question 19

By using Quick Response codes,customers can add their names to the Do Not Call registry.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following direct marketing forms includes infomercials?

Accepted Answer

A)  direct-response television marketing 
B)  outbound telephone marketing 
C)  print-catalog marketing 
D)  direct-mail marketing 
E)  face-to-face marketing 
A)  direct-response television marketing 
B)  outbound telephone marketing 
C)  print-catalog marketing 
D)  direct-mail marketing 
E)  face-to-face marketing

Which of the following is most likely true about the digital age with regards to marketing?

Viral marketing involves creating a Web site,video,e-mail,mobile message,advertisement,or other marketing event that is so infectious that customers will seek it out or pass it along to others.

Direct marketing is characterized by narrowly defined segments or individual buyers.

Every time a search is made using keywords related to construction,search engines display text-based advertisements and links to Regan Builders,a construction firm.The marketing tool used by Regan Builders is best referred to as a ________.

Which of the following is most likely an advantage of social media marketing?

Which of the following is the fastest-growing form of direct marketing?

Mobile marketing is an unsuitable tool for triggering an immediate purchase from a consumer.

Which of the following is the largest form of online advertising?

Stephanie Archer has been saving her money to buy a BMW convertible.Archer has spent hours on the BMW Web site choosing the exterior and interior colors and studying the various options and models.In this case,Archer has been using BMW's marketing Web site.

Which of the following is true with regard to kiosk marketing?

What are the main privacy concerns and Internet security issues associated with online marketing?

Which of the following is true of marketing through blogs?

The blogosphere is cluttered and difficult to control.

Glenda is searching airline schedules on HolApp,a mobile Web application.While browsing the application,a banner appears on the mobile screen showcasing offers and discounts on air tickets.The banner is best referred to as a(n)________.

Which of the following is true of viral marketing?

Which of the following is most likely true of branded community Web sites?

By using Quick Response codes,customers can add their names to the Do Not Call registry.

Which of the following direct marketing forms includes infomercials?

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

Understanding Consumer and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products,Services,and Brands: Building Customer Value

New Product Development and Product Life Cycle Strategies

Pricing: Understanding and Capturing Customer Value

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

Personal Selling and Sales Promotion

The Global Marketplace

Social Responsibility and Ethics

Filters

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

Which of the following is most likely true about the digital age with regards to marketing?

Viral marketing involves creating a Web site,video,e-mail,mobile message,advertisement,or other marketing event that is so infectious that customers will seek it out or pass it along to others.

Direct marketing is characterized by narrowly defined segments or individual buyers.

Every time a search is made using keywords related to construction,search engines display text-based advertisements and links to Regan Builders,a construction firm.The marketing tool used by Regan Builders is best referred to as a ________.

Which of the following is most likely an advantage of social media marketing?

Which of the following is the fastest-growing form of direct marketing?

Mobile marketing is an unsuitable tool for triggering an immediate purchase from a consumer.

Which of the following is the largest form of online advertising?

Stephanie Archer has been saving her money to buy a BMW convertible.Archer has spent hours on the BMW Web site choosing the exterior and interior colors and studying the various options and models.In this case,Archer has been using BMW's marketing Web site.

Which of the following is true with regard to kiosk marketing?

What are the main privacy concerns and Internet security issues associated with online marketing?

Which of the following is true of marketing through blogs?

The blogosphere is cluttered and difficult to control.

Glenda is searching airline schedules on HolApp,a mobile Web application.While browsing the application,a banner appears on the mobile screen showcasing offers and discounts on air tickets.The banner is best referred to as a(n)________.

Which of the following is true of viral marketing?

Which of the following is most likely true of branded community Web sites?

By using Quick Response codes,customers can add their names to the Do Not Call registry.

Which of the following direct marketing forms includes infomercials?

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

Understanding Consumer and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products,Services,and Brands: Building Customer Value

New Product Development and Product Life Cycle Strategies

Pricing: Understanding and Capturing Customer Value

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

Personal Selling and Sales Promotion

The Global Marketplace

Social Responsibility and Ethics

Filters