Question 1

Which of the following is a disadvantage of viral marketing?

Accepted Answer

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

Question 2

Posting digital content on brand websites or on social media sites such as YouTube, Facebook, Vine, and others are forms of marketing.

Accepted Answer

A)  corporate intranet 
B)  online video 
C)  viral blog 
D)  digital kiosk 
E)  media portal 
A)  corporate intranet 
B)  online video 
C)  viral blog 
D)  digital kiosk 
E)  media portal B

Question 3

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

Accepted Answer

The National Do Not Call List was created by legislation passed in 2004; it bans most business telemarketing calls to registered phone numbers. However, people can still receive calls from nonprofit groups, politicians, and companies with which they have recently done business. Millions of customers have joined the do-not-call list, and businesses that break the law can be fined heavily. The use of unsolicited outbound telemarketing has greatly decreased due to the law, but inbound consumer telemarketing and outbound business-to-business telemarketing remain strong and growing. Telemarketing also remains a major fundraising tool for nonprofit and political groups. Interestingly, do-not-call regulations appear to be helping some direct marketers more than it's hurting them. Rather than making unwanted calls, many of these marketers are developing "opt-in" calling systems, in which they provide useful information and offers to customers who have invited the company to contact them by phone or email. The opt-in model provides better returns for marketers than the formerly invasive one.

Question 4

M&Ms engages DirecTV or Dish Network viewers in a candy themed video game through the arrow keys on their television remotes. This is an example of advertising.

Accepted Answer

A)  direct-response TV 
B)  virtual world 
C)  interactive TV 
D)  podcast 
E)  e-catalogue 
A)  direct-response TV 
B)  virtual world 
C)  interactive TV 
D)  podcast 
E)  e-catalogue

Question 5

In addition to advertising, former retail giants like Eaton's and Sears relied on which of the following as their direct marketing tool?

Accepted Answer

A)  online advertisement 
B)  website 
C)  catalogue 
D)  blog 
E)  email 
A)  online advertisement 
B)  website 
C)  catalogue 
D)  blog 
E)  email

Question 6

Which of the following is most likely true about direct and digital marketing?

Accepted Answer

A)  They reduce the number of interaction options between buyers and sellers. 
B)  They make it increasingly difficult for sellers to adjust their prices. 
C)  They provide buyers with anytime, anywhere access to products. 
D)  They have become less dependent on social media and the Internet. 
E)  They provide sellers a high-cost alternative for reaching their markets. 
A)  They reduce the number of interaction options between buyers and sellers. 
B)  They make it increasingly difficult for sellers to adjust their prices. 
C)  They provide buyers with anytime, anywhere access to products. 
D)  They have become less dependent on social media and the Internet. 
E)  They provide sellers a high-cost alternative for reaching their markets.

Question 7

How has the Internet most likely affected direct and digital marketing?

Accepted Answer

A)  The number of mass marketing forms has expanded. 
B)  The expenditures on direct and digital marketing have increased. 
C)  The time taken by marketers to reach customer segments has increased. 
D)  The role of technology has become less intense. 
E)  The growth of digital sales has seen a significant downturn. 
A)  The number of mass marketing forms has expanded. 
B)  The expenditures on direct and digital marketing have increased. 
C)  The time taken by marketers to reach customer segments has increased. 
D)  The role of technology has become less intense. 
E)  The growth of digital sales has seen a significant downturn.

Question 8

Printed catalogues fail to increase in-store, online, and mobile sales.

Accepted Answer

A) True 
 B)False

Question 9

Although do-not-call legislation has hurt parts of the consumer telemarketing industry, inbound and outbound consumer telemarketing remain strong and growing.

Accepted Answer

A) True 
 B)False

Question 10

Amazon, GEICO, Netflix, and Expedia are companies invested in which of the following fastest-growing forms of marketing?

Accepted Answer

A)  undifferentiated and differentiated 
B)  internal and external 
C)  mass and targeted 
D)  direct and digital 
E)  standardized and customized 
A)  undifferentiated and differentiated 
B)  internal and external 
C)  mass and targeted 
D)  direct and digital 
E)  standardized and customized

Question 11

The growth of the Internet caused many traditional companies to in response to customer demands and a changing marketplace.

Accepted Answer

A)  use omni-channel retailing 
B)  develop retail transaction sites 
C)  use traditional direct marketing forms 
D)  expand their outside sales forces 
E)  adopt direct-mail marketing 
A)  use omni-channel retailing 
B)  develop retail transaction sites 
C)  use traditional direct marketing forms 
D)  expand their outside sales forces 
E)  adopt direct-mail marketing

Question 12

Which aspect of social media sites makes the medium most appealing to niche marketers?

Accepted Answer

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

Question 13

Unsolicited and unwanted commercial email is referred to as _ .

Accepted Answer

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

Question 14

Even as social media networks have achieved incredible success in terms of numbers of users and volume, a nagging problem still plagues them. This problem is the ability to generate revenue. This is called monetization.

Accepted Answer

A) True 
 B)False

Question 15

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 16

Fashionable People, Questionable Things is the virtual home of Halifax-based friends Ally and L-A, who connect with their followers through a strong online presence. The pair discuss the fashions they love and the ones they love to hate. In this case, which of the following marketing forms do Ally and L-A use?

Accepted Answer

A)  a search engine 
B)  direct email 
C)  a spambot 
D)  a blog 
E)  a catalogue 
A)  a search engine 
B)  direct email 
C)  a spambot 
D)  a blog 
E)  a catalogue

Question 17

Describe spam and permission-based email marketing.

Accepted Answer

Spam refers to unsolicited, unwanted com

Question 18

Which of the following is the primary purpose of branded community websites?

Accepted Answer

A)  selling products and services 
B)  creating customer-product engagement 
C)  displaying digital catalogues 
D)  sending direct mails to consumers 
E)  providing detailed descriptions of products 
A)  selling products and services 
B)  creating customer-product engagement 
C)  displaying digital catalogues 
D)  sending direct mails to consumers 
E)  providing detailed descriptions of products

Question 19

A form of online marketing is posting digital video content on brand websites or on social media sites such as
YouTube, Facebook, Instagram, Twitter, and others.

Accepted Answer

A) True 
 B)False

Question 20

For most companies, the first step in conducting online marketing is to _.

Accepted Answer

A)  place an ad online 
B)  place search-related ads 
C)  create a website 
D)  send emails 
E)  create a social networking site 
A)  place an ad online 
B)  place search-related ads 
C)  create a website 
D)  send emails 
E)  create a social networking site

Which of the following is a disadvantage of viral marketing?

Posting digital content on brand websites or on social media sites such as YouTube, Facebook, Vine, and others are forms of marketing.

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

M&Ms engages DirecTV or Dish Network viewers in a candy themed video game through the arrow keys on their television remotes. This is an example of advertising.

In addition to advertising, former retail giants like Eaton's and Sears relied on which of the following as their direct marketing tool?

Which of the following is most likely true about direct and digital marketing?

How has the Internet most likely affected direct and digital marketing?

Printed catalogues fail to increase in-store, online, and mobile sales.

Although do-not-call legislation has hurt parts of the consumer telemarketing industry, inbound and outbound consumer telemarketing remain strong and growing.

Amazon, GEICO, Netflix, and Expedia are companies invested in which of the following fastest-growing forms of marketing?

The growth of the Internet caused many traditional companies to in response to customer demands and a changing marketplace.

Which aspect of social media sites makes the medium most appealing to niche marketers?

Unsolicited and unwanted commercial email is referred to as _ .

Even as social media networks have achieved incredible success in terms of numbers of users and volume, a nagging problem still plagues them. This problem is the ability to generate revenue. This is called monetization.

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 spam and permission-based email marketing.

Which of the following is the primary purpose of branded community websites?

A form of online marketing is posting digital video content on brand websites or on social media sites such as YouTube, Facebook, Instagram, Twitter, and others.

For most companies, the first step in conducting online marketing is to _.

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Understanding Consumer and Business Buyer Behaviour

Customer Value-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: 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

Sustainable Marketing: Social Responsibility and Ethics

Filters

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

Which of the following is a disadvantage of viral marketing?

Posting digital content on brand websites or on social media sites such as YouTube, Facebook, Vine, and others are forms of marketing.

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

M&Ms engages DirecTV or Dish Network viewers in a candy themed video game through the arrow keys on their television remotes. This is an example of advertising.

In addition to advertising, former retail giants like Eaton's and Sears relied on which of the following as their direct marketing tool?

Which of the following is most likely true about direct and digital marketing?

How has the Internet most likely affected direct and digital marketing?

Printed catalogues fail to increase in-store, online, and mobile sales.

Although do-not-call legislation has hurt parts of the consumer telemarketing industry, inbound and outbound consumer telemarketing remain strong and growing.

Amazon, GEICO, Netflix, and Expedia are companies invested in which of the following fastest-growing forms of marketing?

The growth of the Internet caused many traditional companies to in response to customer demands and a changing marketplace.

Which aspect of social media sites makes the medium most appealing to niche marketers?

Unsolicited and unwanted commercial email is referred to as _ .

Even as social media networks have achieved incredible success in terms of numbers of users and volume, a nagging problem still plagues them. This problem is the ability to generate revenue. This is called monetization.

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 spam and permission-based email marketing.

Which of the following is the primary purpose of branded community websites?

A form of online marketing is posting digital video content on brand websites or on social media sites such as YouTube, Facebook, Instagram, Twitter, and others.

For most companies, the first step in conducting online marketing is to _.

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Understanding Consumer and Business Buyer Behaviour

Customer Value-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: 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

Sustainable Marketing: Social Responsibility and Ethics

Filters