Question 1

On www.consumerist.com,people obtain information and exchange views about products.This website is an example of a(n)________.

Accepted Answer

A) content website 
B) online community 
C) content sponsorship 
D) contextual advertisement 
E) marketing website 
A) content website 
B) online community 
C) content sponsorship 
D) contextual advertisement 
E) marketing website

Question 2

Which of the following purposes is NOT a common use of a direct marketing database?

Accepted Answer

A) identifying prospective customers 
B) generating sales leads 
C) profiling customers based on previous purchases 
D) gathering marketing intelligence about competitors 
E) building long-term customer relationships 
A) identifying prospective customers 
B) generating sales leads 
C) profiling customers based on previous purchases 
D) gathering marketing intelligence about competitors 
E) building long-term customer relationships

Question 3

A gutter installation company,in the past,generated most of its sales through telemarketing but now uses direct mail to reach prospective customers.Which of the following most likely explains the reason that the firm switched from 'telemarketing' to 'direct mail'?

Accepted Answer

A) the government's anti-spam legislation 
B) the Unsolicited Messages Act 
C) ESOMAR Guidelines for online research 
D) the Children's Online Privacy Protection Act 
E) the National Do Not Call Register 
A) the government's anti-spam legislation 
B) the Unsolicited Messages Act 
C) ESOMAR Guidelines for online research 
D) the Children's Online Privacy Protection Act 
E) the National Do Not Call Register

Question 4

________ involves the use of telephone operators to attract new customers or contact existing customers to ascertain satisfaction levels or take orders.

Accepted Answer

The answer of ________ involves the use of telephone operators...

Question 5

In assessing database marketing performance,marketers are advised to ________.

Accepted Answer

A) use 'average purchases' across all accounts 
B) not use 'average purchases' but talk about individual accounts 
C) award points to criteria such as recency of purchase,frequency of purchase and monetary value of purchase to identify worthwhile accounts 
D) avoid schemes that award points to criteria such as recency of purchase,frequency of purchase and monetary value of purchase to identify worthwhile accounts 
E) B and C only 
A) use 'average purchases' across all accounts 
B) not use 'average purchases' but talk about individual accounts 
C) award points to criteria such as recency of purchase,frequency of purchase and monetary value of purchase to identify worthwhile accounts 
D) avoid schemes that award points to criteria such as recency of purchase,frequency of purchase and monetary value of purchase to identify worthwhile accounts 
E) B and C only

Question 6

'Cookies' are text files that remain on a user's computer in order to identify that person when he or she revisits websites.

Accepted Answer

A) True 
 B)False

Question 7

Amazon.com,eBay and Facebook have built their entire promotional approach around ________.

Accepted Answer

A) mass marketing 
B) sales promotion 
C) direct and digital marketing 
D) public relations 
E) personal selling 
A) mass marketing 
B) sales promotion 
C) direct and digital marketing 
D) public relations 
E) personal selling

Question 8

What characteristic of niche sites makes the medium MOST appealing to marketers?

Accepted Answer

A) improved measurability of results and brand tracking 
B) ability to reach a wide variety of demographics and purchasing patterns 
C) ability to reach audiences of people with similar interests 
D) commercial transaction capabilities 
E) podcasting and vodcasting capabilities 
A) improved measurability of results and brand tracking 
B) ability to reach a wide variety of demographics and purchasing patterns 
C) ability to reach audiences of people with similar interests 
D) commercial transaction capabilities 
E) podcasting and vodcasting capabilities

Question 9

Permission-based email advertising allows marketers to send tailored messages to targeted customers who actually want to receive them.

Accepted Answer

A) True 
 B)False

Question 10

The metric,'page impressions',is a measure of number of web pages viewed by a single visitor to a website.

Accepted Answer

A) True 
 B)False

Question 11

A website that combines interactive features such as links and chat forums along with graphic features and animations is more likely to generate traffic than a text-only website.

Accepted Answer

A) True 
 B)False

Question 12

________ files are a record maintained by all host servers of the IP address of the guest's computer and of every file sent out.

Accepted Answer

The answer of ________ files are a record maintained by...

Question 13

Checking databases for patterns and trends that might exist or to find new connections between data items is known as data ________.

Accepted Answer

The answer of Checking databases for patterns and trends that...

Question 14

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

Accepted Answer

The Australian Do Not Call Register Act

Question 15

What is the main purpose of a corporate website?

Accepted Answer

A) to sell the company's products directly 
B) to build customer goodwill,collect customer feedback,and supplement other sales channels 
C) to show a catalogue and give shopping tips 
D) to give out coupons and tell about sales events or contests 
E) to point out and explain competitors' weaknesses 
A) to sell the company's products directly 
B) to build customer goodwill,collect customer feedback,and supplement other sales channels 
C) to show a catalogue and give shopping tips 
D) to give out coupons and tell about sales events or contests 
E) to point out and explain competitors' weaknesses

Question 16

Using ________ telephone marketing,marketers sell directly to consumers.

Accepted Answer

A) inbound 
B) outbound 
C) direct-response 
D) opt-out 
E) business-to-business 
A) inbound 
B) outbound 
C) direct-response 
D) opt-out 
E) business-to-business

Question 17

The ABC Group is a financial services provider.Whenever a customer has a child who is about to become eligible for a driver's license,ABC sends the customer materials related to teaching teenagers how to drive safely.This is an example of using ________ information from a customer database.

Accepted Answer

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

Question 18

When using direct and digital marketing,any media can be used.

Accepted Answer

A) True 
 B)False

Question 19

Most kiosks differ from vending machines in that they do not dispense an actual product.

Accepted Answer

A) True 
 B)False

Question 20

While the internet is a public network,password-protected ________ websites are accessed by both employees and known customers.

Accepted Answer

The answer of While the internet is a public network,password-protected...

On www.consumerist.com,people obtain information and exchange views about products.This website is an example of a(n)________.

Which of the following purposes is NOT a common use of a direct marketing database?

A gutter installation company,in the past,generated most of its sales through telemarketing but now uses direct mail to reach prospective customers.Which of the following most likely explains the reason that the firm switched from 'telemarketing' to 'direct mail'?

________ involves the use of telephone operators to attract new customers or contact existing customers to ascertain satisfaction levels or take orders.

In assessing database marketing performance,marketers are advised to ________.

'Cookies' are text files that remain on a user's computer in order to identify that person when he or she revisits websites.

Amazon.com,eBay and Facebook have built their entire promotional approach around ________.

What characteristic of niche sites makes the medium MOST appealing to marketers?

Permission-based email advertising allows marketers to send tailored messages to targeted customers who actually want to receive them.

The metric,'page impressions',is a measure of number of web pages viewed by a single visitor to a website.

A website that combines interactive features such as links and chat forums along with graphic features and animations is more likely to generate traffic than a text-only website.

________ files are a record maintained by all host servers of the IP address of the guest's computer and of every file sent out.

Checking databases for patterns and trends that might exist or to find new connections between data items is known as data ________.

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

What is the main purpose of a corporate website?

Using ________ telephone marketing,marketers sell directly to consumers.

The ABC Group is a financial services provider.Whenever a customer has a child who is about to become eligible for a driver's license,ABC sends the customer materials related to teaching teenagers how to drive safely.This is an example of using ________ information from a customer database.

When using direct and digital marketing,any media can be used.

Most kiosks differ from vending machines in that they do not dispense an actual product.

While the internet is a public network,password-protected ________ websites are accessed by both employees and known customers.

Marketing: Creating and Capturing Customer Value

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

The Marketplace and Customers: Analysing the Environment

Marketing Analytics: Gaining Customer Insights

Buyer Behaviour: Understanding Consumer and Business Buyers

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, services and Brands: Offering Customer Value

New Products: Developing and Managing Innovation

Pricing: Capturing Customer Value

Placement: Customer Value Fulfilment

Communicating Customer Value: Advertising and Public Relations

Personal Selling and Sales Promotion: Creating Value in Relationships

Sustainable Marketing: Social Responsibility, ethics and Legal Compliance

Filters

Exam 13: Direct and Digital Marketing: Interactivity and Fulfilment

On www.consumerist.com,people obtain information and exchange views about products.This website is an example of a(n)________.

Which of the following purposes is NOT a common use of a direct marketing database?

A gutter installation company,in the past,generated most of its sales through telemarketing but now uses direct mail to reach prospective customers.Which of the following most likely explains the reason that the firm switched from 'telemarketing' to 'direct mail'?

________ involves the use of telephone operators to attract new customers or contact existing customers to ascertain satisfaction levels or take orders.

In assessing database marketing performance,marketers are advised to ________.

'Cookies' are text files that remain on a user's computer in order to identify that person when he or she revisits websites.

Amazon.com,eBay and Facebook have built their entire promotional approach around ________.

What characteristic of niche sites makes the medium MOST appealing to marketers?

Permission-based email advertising allows marketers to send tailored messages to targeted customers who actually want to receive them.

The metric,'page impressions',is a measure of number of web pages viewed by a single visitor to a website.

A website that combines interactive features such as links and chat forums along with graphic features and animations is more likely to generate traffic than a text-only website.

________ files are a record maintained by all host servers of the IP address of the guest's computer and of every file sent out.

Checking databases for patterns and trends that might exist or to find new connections between data items is known as data ________.

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

What is the main purpose of a corporate website?

Using ________ telephone marketing,marketers sell directly to consumers.

The ABC Group is a financial services provider.Whenever a customer has a child who is about to become eligible for a driver's license,ABC sends the customer materials related to teaching teenagers how to drive safely.This is an example of using ________ information from a customer database.

When using direct and digital marketing,any media can be used.

Most kiosks differ from vending machines in that they do not dispense an actual product.

While the internet is a public network,password-protected ________ websites are accessed by both employees and known customers.

Marketing: Creating and Capturing Customer Value

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

The Marketplace and Customers: Analysing the Environment

Marketing Analytics: Gaining Customer Insights

Buyer Behaviour: Understanding Consumer and Business Buyers

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, services and Brands: Offering Customer Value

New Products: Developing and Managing Innovation

Pricing: Capturing Customer Value

Placement: Customer Value Fulfilment

Communicating Customer Value: Advertising and Public Relations

Personal Selling and Sales Promotion: Creating Value in Relationships

Sustainable Marketing: Social Responsibility, ethics and Legal Compliance

Filters