Question 1

Which of the following would a firm most likely use to share video content?

Accepted Answer

A)  corporate intranets 
B)  social media sites 
C)  viral blogs 
D)  media portals 
E)  digital kiosks 
A)  corporate intranets 
B)  social media sites 
C)  viral blogs 
D)  media portals 
E)  digital kiosks

Question 2

Which of the following is a direct digital marketing tool?

Accepted Answer

A)  printed catalog 
B)  direct mail 
C)  telephone 
D)  television 
E)  blog 
A)  printed catalog 
B)  direct mail 
C)  telephone 
D)  television 
E)  blog

Question 3

Which of the following is a traditional direct marketing tool?

Accepted Answer

A)  catalog 
B)  e-mail 
C)  blog 
D)  online advertisement 
E)  Web site 
A)  catalog 
B)  e-mail 
C)  blog 
D)  online advertisement 
E)  Web site

Question 4

Social media marketing is a traditional direct marketing tool.

Accepted Answer

A) True 
 B)False

Question 5

What are the main forms of direct and digital marketing?

Accepted Answer

The main forms of direct and digital mar

Question 6

Which of the following is a primary disadvantage of viral marketing?

Accepted Answer

A)  The costs of viral marketing are generally too high for most companies. 
B)  The brand associated with the viral message is usually forgotten. 
C)  Marketers have little control over who receives a viral message. 
D)  Viral messages are less likely to be viewed than other types of online promotions. 
E)  Viral messages are blocked by most search engines. 
A)  The costs of viral marketing are generally too high for most companies. 
B)  The brand associated with the viral message is usually forgotten. 
C)  Marketers have little control over who receives a viral message. 
D)  Viral messages are less likely to be viewed than other types of online promotions. 
E)  Viral messages are blocked by most search engines.

Question 7

Blogs are online journals where people post their thoughts,usually on a narrow topic.

Accepted Answer

A) True 
 B)False

Question 8

A 30-minute or longer advertising program on television that markets a single product is called a(n)________.

Accepted Answer

A)  phishing program 
B)  infomercial 
C)  podcast 
D)  catalog 
E)  spambot 
A)  phishing program 
B)  infomercial 
C)  podcast 
D)  catalog 
E)  spambot

Question 9

How has the implementation of the National Do Not Call Registry changed telephone marketing?

Accepted Answer

The National Do Not Call Registry was cr

Question 10

Which of the following would most likely provide on-the-go product information,instant access to price comparisons and customer reviews,and instant digital coupons?

Accepted Answer

A)  indirect marketing 
B)  television marketing 
C)  mobile marketing 
D)  inbound telephone marketing 
E)  direct-mail marketing 
A)  indirect marketing 
B)  television marketing 
C)  mobile marketing 
D)  inbound telephone marketing 
E)  direct-mail marketing

Question 11

Explain the major benefits of direct and digital marketing for both customers and sellers.

Accepted Answer

For buyers,direct and digital marketing

Question 12

Which aspect of niche online social networks makes the medium most appealing to marketers?

Accepted Answer

A)  They help marketers target the best undifferentiated market segment. 
B)  They are used by a majority of Internet users in the U.S. and overseas. 
C)  They cater to the needs of small communities of like-minded people. 
D)  They guide organizations on how to set up social media networks. 
E)  They allow marketers to control the conversations on the network. 
A)  They help marketers target the best undifferentiated market segment. 
B)  They are used by a majority of Internet users in the U.S. and overseas. 
C)  They cater to the needs of small communities of like-minded people. 
D)  They guide organizations on how to set up social media networks. 
E)  They allow marketers to control the conversations on the network.

Question 13

________ might appear anywhere on an Internet user's screen when a user is browsing through an article and are often related to the information being viewed.

Accepted Answer

A)  Viral advertisements 
B)  Social media sites 
C)  Online display ads 
D)  Digital catalogs 
E)  Printed catalogs 
A)  Viral advertisements 
B)  Social media sites 
C)  Online display ads 
D)  Digital catalogs 
E)  Printed catalogs

Question 14

As the marketing manager at Secure Services,a home security systems company,you have been asked to devise a new sales and marketing strategy for a new line of sophisticated alerting systems called "Imperio." These alerting systems can be programmed to meet individual specifications,have special child lock features,and require the thumb impression of the home-owner(s)for a visitor to be allowed inside the house.The two previous promotional ventures failed to elicit much consumer response because most people were unaware of the benefits of such devices except for those consumers who were specifically looking for them.Can the use of e-mail marketing by Secure services be justified for its current marketing effort? Why or why not?

Accepted Answer

(Students' answers may vary.The answer g

Question 15

Unsolicited and unwanted commercial e-mail is referred to as ________.

Accepted Answer

A)  an infomercial 
B)  an advertorial 
C)  viral marketing 
D)  social media 
E)  spam 
A)  an infomercial 
B)  an advertorial 
C)  viral marketing 
D)  social media 
E)  spam

Question 16

The Children's Online Privacy Protection Act requires online operators targeting children to ________.

Accepted Answer

A)  educate children about digital technologies 
B)  post privacy policies on their sites 
C)  collect and store the personal information of parents of these children 
D)  collect personal information from children under age 13 for security purposes 
E)  avoid sending e-mails to the parents of children whom they target 
A)  educate children about digital technologies 
B)  post privacy policies on their sites 
C)  collect and store the personal information of parents of these children 
D)  collect personal information from children under age 13 for security purposes 
E)  avoid sending e-mails to the parents of children whom they target

Question 17

Identify the major advantages of the following forms of direct marketing: telephone,direct mail,and digital catalogs.

Accepted Answer

Telephone marketing provides purchasing

Question 18

Internet marketing practices have raised a number of ethical and legal questions.Why is invasion of privacy perhaps the number-one online marketing concern?

Accepted Answer

Invasion of privacy is perhaps the tough

Question 19

Describe direct-response television (DRTV)marketing.

Accepted Answer

Direct-response television (DRTV)marketi

Question 20

Which of the following is most likely true about e-mail marketing?

Accepted Answer

A)  It cannot be personalized to meet individual consumers. 
B)  It is a traditional form of direct marketing. 
C)  It is restricted to the use of personal computers. 
D)  It is used by marketers to send highly targeted messages. 
E)  It is always non-intrusive in nature due to spam filters. 
A)  It cannot be personalized to meet individual consumers. 
B)  It is a traditional form of direct marketing. 
C)  It is restricted to the use of personal computers. 
D)  It is used by marketers to send highly targeted messages. 
E)  It is always non-intrusive in nature due to spam filters.

Which of the following would a firm most likely use to share video content?

Which of the following is a direct digital marketing tool?

Which of the following is a traditional direct marketing tool?

Social media marketing is a traditional direct marketing tool.

What are the main forms of direct and digital marketing?

Which of the following is a primary disadvantage of viral marketing?

Blogs are online journals where people post their thoughts,usually on a narrow topic.

A 30-minute or longer advertising program on television that markets a single product is called a(n)________.

How has the implementation of the National Do Not Call Registry changed telephone marketing?

Which of the following would most likely provide on-the-go product information,instant access to price comparisons and customer reviews,and instant digital coupons?

Explain the major benefits of direct and digital marketing for both customers and sellers.

Which aspect of niche online social networks makes the medium most appealing to marketers?

________ might appear anywhere on an Internet user's screen when a user is browsing through an article and are often related to the information being viewed.

Unsolicited and unwanted commercial e-mail is referred to as ________.

The Children's Online Privacy Protection Act requires online operators targeting children to ________.

Identify the major advantages of the following forms of direct marketing: telephone,direct mail,and digital catalogs.

Internet marketing practices have raised a number of ethical and legal questions.Why is invasion of privacy perhaps the number-one online marketing concern?

Describe direct-response television (DRTV)marketing.

Which of the following is most likely true about e-mail 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

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 would a firm most likely use to share video content?

Which of the following is a direct digital marketing tool?

Which of the following is a traditional direct marketing tool?

Social media marketing is a traditional direct marketing tool.

What are the main forms of direct and digital marketing?

Which of the following is a primary disadvantage of viral marketing?

Blogs are online journals where people post their thoughts,usually on a narrow topic.

A 30-minute or longer advertising program on television that markets a single product is called a(n)________.

How has the implementation of the National Do Not Call Registry changed telephone marketing?

Which of the following would most likely provide on-the-go product information,instant access to price comparisons and customer reviews,and instant digital coupons?

Explain the major benefits of direct and digital marketing for both customers and sellers.

Which aspect of niche online social networks makes the medium most appealing to marketers?

________ might appear anywhere on an Internet user's screen when a user is browsing through an article and are often related to the information being viewed.

Unsolicited and unwanted commercial e-mail is referred to as ________.

The Children's Online Privacy Protection Act requires online operators targeting children to ________.

Identify the major advantages of the following forms of direct marketing: telephone,direct mail,and digital catalogs.

Internet marketing practices have raised a number of ethical and legal questions.Why is invasion of privacy perhaps the number-one online marketing concern?

Describe direct-response television (DRTV)marketing.

Which of the following is most likely true about e-mail 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

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