Question 1

Among the interactive strategies marketers can pursue are:

Accepted Answer

A) information, transaction, and personalization. 
B) transaction, personalization, and collaboration. 
C) interaction, profiling, and customization. 
A) information, transaction, and personalization. 
B) transaction, personalization, and collaboration. 
C) interaction, profiling, and customization. A

Question 2

NIKEiD is an example of:

Accepted Answer

A) an interactive website. 
B) use of a customer database. 
C) product customization. 
A) an interactive website. 
B) use of a customer database. 
C) product customization. C

Question 3

Which of the following is a true statement about data mining?

Accepted Answer

A) Data mining can uncover previously unsuspected patterns in the data. 
B) Marketers require the assistance of statisticians to get information from data mining routines. 
C) Data mining routines were developed specifically to deal with the massive amounts of data available from the Internet. 
A) Data mining can uncover previously unsuspected patterns in the data. 
B) Marketers require the assistance of statisticians to get information from data mining routines. 
C) Data mining routines were developed specifically to deal with the massive amounts of data available from the Internet. A

Question 4

Important characteristics of a direct-response offer include:

Accepted Answer

A) incentive to encourage action. 
B) a call to action. 
C) both of the above. 
A) incentive to encourage action. 
B) a call to action. 
C) both of the above.

Question 5

Benefits of having and utilizing a marketing database include:

Accepted Answer

A) not having to perform statistical analysis on the data. 
B) being able to construct customer profiles. 
C) having a single customer database that includes information from other functional areas of the business. 
A) not having to perform statistical analysis on the data. 
B) being able to construct customer profiles. 
C) having a single customer database that includes information from other functional areas of the business.

Question 6

Developing and using a customer database allowed Harrah's to:

Accepted Answer

A) locate the data they needed to execute pre-existing strategies. 
B) find good locations for new casinos. 
C) develop a model of how much a customer might be expected to spend. 
A) locate the data they needed to execute pre-existing strategies. 
B) find good locations for new casinos. 
C) develop a model of how much a customer might be expected to spend.

Question 7

The text suggests that, as marketers learn more about their customers, they can engage in programs of increasing complexity and effectiveness.Discuss this concept in detail.

Accepted Answer

The easiest way for students to approach

Question 8

In CLV calculations the discount rate is based solely on the current interest rate.

Accepted Answer

A) True 
 B)False

Question 9

________ is the term used to describe the marketing activities that involve fulfillment and customer service:

Accepted Answer

A) Back end 
B) Inventory management 
C) Front end 
A) Back end 
B) Inventory management 
C) Front end

Question 10

Which of the following is not a true statement about CLV?

Accepted Answer

A) It is the net present value of the net margin minus the cost of serving a specific customer. 
B) It can be used only by traditional direct marketers. 
C) It requires an extensive customer database. 
A) It is the net present value of the net margin minus the cost of serving a specific customer. 
B) It can be used only by traditional direct marketers. 
C) It requires an extensive customer database.

Question 11

It is not important whether the Internet is recognized as a direct-response medium or not.

Accepted Answer

A) True 
 B)False

Question 12

All offers are a form of sales promotion.

Accepted Answer

A) True 
 B)False

Question 13

Important characteristics of a direct-response offer include:

Accepted Answer

A) always having a purchase as the objective. 
B) deferred action on the part of the prospective customer. 
C) a clear call to action. 
A) always having a purchase as the objective. 
B) deferred action on the part of the prospective customer. 
C) a clear call to action.

Question 14

Which of the following is a true statement about the front end of marketing?

Accepted Answer

A) It includes the activities that are most likely to produce satisfied customers. 
B) It describes marketing activities that take place prior to the product being introduced to the market. 
C) Front-end activities are the most visible aspects of marketing. 
A) It includes the activities that are most likely to produce satisfied customers. 
B) It describes marketing activities that take place prior to the product being introduced to the market. 
C) Front-end activities are the most visible aspects of marketing.

Question 15

________ is the concept that helps the marketer understand how much it costs to acquire, maintain, and service a customer.

Accepted Answer

A) Market segmentation 
B) Customer lifetime value 
C) Lead generation 
A) Market segmentation 
B) Customer lifetime value 
C) Lead generation

Question 16

Objectives of a direct-response marketing program can include:

Accepted Answer

A) generating sales leads. 
B) creating awareness of a product or service. 
C) developing brand image. 
A) generating sales leads. 
B) creating awareness of a product or service. 
C) developing brand image.

Question 17

The basic direct-response strategies are:

Accepted Answer

A) attraction, commitment, and loyalty. 
B) acquisition, conversion, and retention. 
C) attraction, conversion, and retention. 
A) attraction, commitment, and loyalty. 
B) acquisition, conversion, and retention. 
C) attraction, conversion, and retention.

Question 18

A data warehouse is a repository where data that is no longer current is stored.

Accepted Answer

A) True 
 B)False

Question 19

Response modeling is a form of predictive modeling.

Accepted Answer

A) True 
 B)False

Question 20

A hierarchy of interactive activities suggests that ________ is a customer-focused activity that can be pursued after a foundation of less information-intensive activities is built.

Accepted Answer

A) personalization 
B) market segmentation 
C) building a customer database 
A) personalization 
B) market segmentation 
C) building a customer database

Among the interactive strategies marketers can pursue are:

NIKEiD is an example of:

Which of the following is a true statement about data mining?

Important characteristics of a direct-response offer include:

Benefits of having and utilizing a marketing database include:

Developing and using a customer database allowed Harrah's to:

The text suggests that, as marketers learn more about their customers, they can engage in programs of increasing complexity and effectiveness.Discuss this concept in detail.

In CLV calculations the discount rate is based solely on the current interest rate.

________ is the term used to describe the marketing activities that involve fulfillment and customer service:

Which of the following is not a true statement about CLV?

It is not important whether the Internet is recognized as a direct-response medium or not.

All offers are a form of sales promotion.

Important characteristics of a direct-response offer include:

Which of the following is a true statement about the front end of marketing?

________ is the concept that helps the marketer understand how much it costs to acquire, maintain, and service a customer.

Objectives of a direct-response marketing program can include:

The basic direct-response strategies are:

A data warehouse is a repository where data that is no longer current is stored.

Response modeling is a form of predictive modeling.

A hierarchy of interactive activities suggests that ________ is a customer-focused activity that can be pursued after a foundation of less information-intensive activities is built.

Internet Marketing As Part of the Marketing Communications Mix

The Internet Value Chain

Business Models and Strategies

Online Branding and Video Marketing

Display Advertising and Other Customer Acquisition Techniques

Email Marketing to Build Consumer and Business Relationships

Search Marketing: Seo and PPC

Social Media Marketing

Lead Generation and Conversion in B2B Markets

Customer Relationship Development and Retention Marketing

Developing and Maintaining Effective Websites

Customer Service and Support in Web Space

Measuring and Evaluating Web Marketing Programs

Social and Regulatory Issues: Privacy, Security, and Intellectual Property

Mobile Marketing and Related Developments

Filters

Exam 4: The Direct Response and Database Foundations of Internet Marketing

Among the interactive strategies marketers can pursue are:

NIKEiD is an example of:

Which of the following is a true statement about data mining?

Important characteristics of a direct-response offer include:

Benefits of having and utilizing a marketing database include:

Developing and using a customer database allowed Harrah's to:

The text suggests that, as marketers learn more about their customers, they can engage in programs of increasing complexity and effectiveness.Discuss this concept in detail.

In CLV calculations the discount rate is based solely on the current interest rate.

________ is the term used to describe the marketing activities that involve fulfillment and customer service:

Which of the following is not a true statement about CLV?

It is not important whether the Internet is recognized as a direct-response medium or not.

All offers are a form of sales promotion.

Important characteristics of a direct-response offer include:

Which of the following is a true statement about the front end of marketing?

________ is the concept that helps the marketer understand how much it costs to acquire, maintain, and service a customer.

Objectives of a direct-response marketing program can include:

The basic direct-response strategies are:

A data warehouse is a repository where data that is no longer current is stored.

Response modeling is a form of predictive modeling.

A hierarchy of interactive activities suggests that ________ is a customer-focused activity that can be pursued after a foundation of less information-intensive activities is built.

Internet Marketing As Part of the Marketing Communications Mix

The Internet Value Chain

Business Models and Strategies

Online Branding and Video Marketing

Display Advertising and Other Customer Acquisition Techniques

Email Marketing to Build Consumer and Business Relationships

Search Marketing: Seo and PPC

Social Media Marketing

Lead Generation and Conversion in B2B Markets

Customer Relationship Development and Retention Marketing

Developing and Maintaining Effective Websites

Customer Service and Support in Web Space

Measuring and Evaluating Web Marketing Programs

Social and Regulatory Issues: Privacy, Security, and Intellectual Property

Mobile Marketing and Related Developments

Filters