Question 1

Direct and digital marketing is continuing to become more ________ oriented.

Accepted Answer

A) television 
B) web 
C) mail 
D) telephone 
E) personal selling 
A) television 
B) web 
C) mail 
D) telephone 
E) personal selling

Question 2

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

Accepted Answer

A) content sponsorship 
B) viral marketing 
C) blogs 
D) rich media ads 
E) a marketing website 
A) content sponsorship 
B) viral marketing 
C) blogs 
D) rich media ads 
E) a marketing website

Question 3

Explain why many companies are shifting more of their marketing dollars to online advertising.

Accepted Answer

There are many reasons why companies are

Question 4

Direct marketing rarely occurs on a one-to-one,interactive basis.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following is NOT a deception or fraud concern for internet users and marketers?

Accepted Answer

A) phishing 
B) viral marketing 
C) eavesdropping 
D) access by unauthorised groups 
E) privacy 
A) phishing 
B) viral marketing 
C) eavesdropping 
D) access by unauthorised groups 
E) privacy

Question 6

A cutlery firm has always relied upon advertising to market its quality products to final customers.The marketing team is now considering beginning a direct and digital marketing campaign consisting of a company website,email to current customers and an online catalogue.Which of the following would the team expect to gain as a result of implementing this direct marketing plan?

Accepted Answer

A) the ability to increase the range of products the company offers 
B) the ability to learn more about their customers and tailor offerings to fit their needs 
C) more control over customers' interactions with the company 
D) a higher cost-per-contact that could prove to be more cost effective than advertising in mass media 
E) a wealth of information about competitors and their products 
A) the ability to increase the range of products the company offers 
B) the ability to learn more about their customers and tailor offerings to fit their needs 
C) more control over customers' interactions with the company 
D) a higher cost-per-contact that could prove to be more cost effective than advertising in mass media 
E) a wealth of information about competitors and their products

Question 7

Sending unsolicited email,usually to large numbers of people,with a view to making a sale is known as ________.

Accepted Answer

The answer of Sending unsolicited email,usually to large numbers of...

Question 8

Do-not-call legislation has made telemarketing an ineffective form of direct marketing.

Accepted Answer

A) True 
 B)False

Question 9

The term 'HTML' refers to which of the following phrases?

Accepted Answer

A) Hyper Theoretical Major Language 
B) Hyper Tone Melodic Language 
C) Heavy Tagged Minor Language 
D) Hyper Text Mark-up Language 
E) Hyper Transcript Mental Language 
A) Hyper Theoretical Major Language 
B) Hyper Tone Melodic Language 
C) Heavy Tagged Minor Language 
D) Hyper Text Mark-up Language 
E) Hyper Transcript Mental Language

Question 10

There are basically two ways that marketers can engage in online communities.They can join ________ networks or they can ________ their own network.

Accepted Answer

The answer of There are basically two ways that marketers...

Question 11

A woman has a Myer loyalty card and loves shopping at the Myer department store because they stock quality fashion garments and accessories for the fuller figure.Four times each year,she receives a catalogue with the new season's 'Big Is Beautiful' fashion range,along with a special offer such as a free accessory for each $100 spent.Myer is using data about her spending for which purpose?

Accepted Answer

A) to identify prospects 
B) to tailor offers to distinct market segments 
C) data warehousing 
D) to reactivate the customer's purchases 
E) data mining 
A) to identify prospects 
B) to tailor offers to distinct market segments 
C) data warehousing 
D) to reactivate the customer's purchases 
E) data mining

Question 12

An information and ordering machine that allows orders to be placed or payments to be made is known as a(n)________.

Accepted Answer

The answer of An information and ordering machine that allows...

Question 13

When considering the different forms of direct and online marketing,________ involves inbound or outbound personal selling calls where orders are taken immediately when the offer is made.

Accepted Answer

The answer of When considering the different forms of direct...

Question 14

When members of the Poynton's Nursery loyalty scheme have spent $1000 at any one of the chain's retail outlets,Poynton's sends them a $25 gift voucher,redeemable at any one of the chain's retail nurseries.Poynton's is using data about customer spending for which purpose?

Accepted Answer

A) to identify prospects 
B) to tailor offers to distinct market segments 
C) to identify cross-selling opportunities 
D) to reactivate the customer's purchases 
E) data mining 
A) to identify prospects 
B) to tailor offers to distinct market segments 
C) to identify cross-selling opportunities 
D) to reactivate the customer's purchases 
E) data mining

Question 15

The number of files requested by guests to a web page are known as ________.

Accepted Answer

The answer of The number of files requested by guests...

Question 16

Direct-response television commercials contain ________ for viewers to contact the firm and place an order.

Accepted Answer

A) a mailing address for comments 
B) a toll-free number or web address 
C) a coupon 
D) an order number 
E) pop-ups 
A) a mailing address for comments 
B) a toll-free number or web address 
C) a coupon 
D) an order number 
E) pop-ups

Question 17

For customers,the benefits of direct marketing are that it is an easy,private and convenient way to shop.

Accepted Answer

A) True 
 B)False

Question 18

A company would be most likely to benefit in which of the following ways by using blogs as marketing tools?

Accepted Answer

A) Blogs provide companies with additional revenue. 
B) Blog content is easy to filter,monitor and control. 
C) Long-term customer relationships can be developed through blogs. 
D) Demographic information about customers can be easily tracked. 
E) Blogs are a fresh,inexpensive and personal way to connect with consumers. 
A) Blogs provide companies with additional revenue. 
B) Blog content is easy to filter,monitor and control. 
C) Long-term customer relationships can be developed through blogs. 
D) Demographic information about customers can be easily tracked. 
E) Blogs are a fresh,inexpensive and personal way to connect with consumers.

Question 19

A home-owner received an email promoting a new financial services institution that offers surprisingly low mortgage rates.The email simply asked customers to provide their address,date of birth,Medicare number and current mortgage information in order to receive a free loan quote.Suspicious of the offer,the home-owner researched the company and discovered that the email was a fraud.This is an example of ________.

Accepted Answer

A) online eavesdropping 
B) phishing 
C) malware 
D) heat marketing 
E) viral marketing 
A) online eavesdropping 
B) phishing 
C) malware 
D) heat marketing 
E) viral marketing

Question 20

Which of the following is NOT a form of direct and digital marketing?

Accepted Answer

A) public relations 
B) telephone marketing 
C) direct-mail marketing 
D) kiosk marketing 
E) online catalogue 
A) public relations 
B) telephone marketing 
C) direct-mail marketing 
D) kiosk marketing 
E) online catalogue

Direct and digital marketing is continuing to become more ________ oriented.

Explain why many companies are shifting more of their marketing dollars to online advertising.

Direct marketing rarely occurs on a one-to-one,interactive basis.

Which of the following is NOT a deception or fraud concern for internet users and marketers?

Sending unsolicited email,usually to large numbers of people,with a view to making a sale is known as ________.

Do-not-call legislation has made telemarketing an ineffective form of direct marketing.

The term 'HTML' refers to which of the following phrases?

There are basically two ways that marketers can engage in online communities.They can join networks or they can their own network.

An information and ordering machine that allows orders to be placed or payments to be made is known as a(n)________.

When considering the different forms of direct and online marketing,________ involves inbound or outbound personal selling calls where orders are taken immediately when the offer is made.

When members of the Poynton's Nursery loyalty scheme have spent $1000 at any one of the chain's retail outlets,Poynton's sends them a $25 gift voucher,redeemable at any one of the chain's retail nurseries.Poynton's is using data about customer spending for which purpose?

The number of files requested by guests to a web page are known as ________.

Direct-response television commercials contain ________ for viewers to contact the firm and place an order.

For customers,the benefits of direct marketing are that it is an easy,private and convenient way to shop.

A company would be most likely to benefit in which of the following ways by using blogs as marketing tools?

Which of the following is NOT a form of direct and digital marketing?

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

Direct and digital marketing is continuing to become more ________ oriented.

Explain why many companies are shifting more of their marketing dollars to online advertising.

Direct marketing rarely occurs on a one-to-one,interactive basis.

Which of the following is NOT a deception or fraud concern for internet users and marketers?

Sending unsolicited email,usually to large numbers of people,with a view to making a sale is known as ________.

Do-not-call legislation has made telemarketing an ineffective form of direct marketing.

The term 'HTML' refers to which of the following phrases?

There are basically two ways that marketers can engage in online communities.They can join ________ networks or they can ________ their own network.

An information and ordering machine that allows orders to be placed or payments to be made is known as a(n)________.

When considering the different forms of direct and online marketing,________ involves inbound or outbound personal selling calls where orders are taken immediately when the offer is made.

When members of the Poynton's Nursery loyalty scheme have spent $1000 at any one of the chain's retail outlets,Poynton's sends them a $25 gift voucher,redeemable at any one of the chain's retail nurseries.Poynton's is using data about customer spending for which purpose?

The number of files requested by guests to a web page are known as ________.

Direct-response television commercials contain ________ for viewers to contact the firm and place an order.

For customers,the benefits of direct marketing are that it is an easy,private and convenient way to shop.

A company would be most likely to benefit in which of the following ways by using blogs as marketing tools?

Which of the following is NOT a form of direct and digital marketing?

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

There are basically two ways that marketers can engage in online communities.They can join networks or they can their own network.