Question 1

Viral marketing is also known as ________ marketing.

Accepted Answer

The answer of Viral marketing is also known as ________...

Question 2

Which of the following is a NOT a major challenge for brands wishing to engage in online communities or social networks?

Accepted Answer

A) The costs of participation are too high for most companies. 
B) Results of online participation are difficult to measure. 
C) Marketers have little control over online content. 
D) Users may resent the brand's intrusion into social dialogue. 
E) Users may post derogatory remarks or evaluations 
A) The costs of participation are too high for most companies. 
B) Results of online participation are difficult to measure. 
C) Marketers have little control over online content. 
D) Users may resent the brand's intrusion into social dialogue. 
E) Users may post derogatory remarks or evaluations

Question 3

Which of the following would be considered a web-centric measure of a website's performance?

Accepted Answer

A) hits 
B) log files 
C) page impressions 
D) A and B 
E) A and C only 
A) hits 
B) log files 
C) page impressions 
D) A and B 
E) A and C only

Question 4

A good customer database serves as a powerful relationship-building tool.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following is NOT one of the broad types of measures used to evaluate the performance of digital media?

Accepted Answer

A) web-centric 
B) audience-centric 
C) network-centric 
D) activity-centric 
E) server-centric 
A) web-centric 
B) audience-centric 
C) network-centric 
D) activity-centric 
E) server-centric

Question 6

'Telesales' can ________.

Accepted Answer

A) be used to generate new sales leads. 
B) be more economical than field force calling 
C) be more effective in promoting the corporate image 
D) involve both inbound and outbound calls 
E) All of the above. 
A) be used to generate new sales leads. 
B) be more economical than field force calling 
C) be more effective in promoting the corporate image 
D) involve both inbound and outbound calls 
E) All of the above.

Question 7

Dizzy's Jazz Club in Melbourne operates a membership scheme in which members not only receive discounts to nightly performances,but also receive special treatment benefits such as priority reservations for premier events and invitations to exclusive events annually.These exclusive events,which are only open to members,provide entertainment,finger food and a restricted bar.Dizzy's uses its customer database for which of the following purposes?

Accepted Answer

A) to tailor offers to distinct market segments 
B) to strengthen the relationship 
C) to reactivate the customer's purchases 
D) to identify cross-selling opportunities 
E) to decide which customers should receive a special offer 
A) to tailor offers to distinct market segments 
B) to strengthen the relationship 
C) to reactivate the customer's purchases 
D) to identify cross-selling opportunities 
E) to decide which customers should receive a special offer

Question 8

Since the introduction of the Do Not Call legislation,fraudulent schemes such as investment scams and phony collections for charity have been on the decline.

Accepted Answer

A) True 
 B)False

Question 9

Marketers use ________ telephone marketing to receive orders resulting from television ads and catalogues.

Accepted Answer

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

Question 10

Of the seven Cs of effective website design,________ refers to a website's layout and design.

Accepted Answer

A) customisation 
B) context 
C) connection 
D) commerce 
E) communication 
A) customisation 
B) context 
C) connection 
D) commerce 
E) communication

Question 11

The most basic type of website is a(n)________ site.

Accepted Answer

corporate

Question 12

Which of the following is NOT a metric used by Google Search?

Accepted Answer

A) average time on site (dwell time) 
B) referring sites (click-throughs) 
C) visits 
D) visitor demographics 
E) display ads 
A) average time on site (dwell time) 
B) referring sites (click-throughs) 
C) visits 
D) visitor demographics 
E) display ads

Question 13

________ marketing is an interactive system of marketing which uses one or more advertising media to affect a measurable response and / or transaction at any location.

Accepted Answer

The answer of ________ marketing is an interactive system of...

Question 14

A 30-minute television advertising program marketing a single product is called a(n)________.

Accepted Answer

A) telemarketing advertisement 
B) infomercial 
C) home shopping channel 
D) integrated marketing advertisement 
E) direct-response commercial 
A) telemarketing advertisement 
B) infomercial 
C) home shopping channel 
D) integrated marketing advertisement 
E) direct-response commercial

Question 15

To be effective,a customer database system must be user-friendly and available to the various marketing groups within a company.

Accepted Answer

A) True 
 B)False

Question 16

Australian fashion designer,Warwick Jones,operates a chain of retail outlets which uses customer databases and loyalty marketing programs.Each quarter,customers receive a Warwick Jones voucher entitling them to a free scarf or shawl,valued at $50,redeemable with their next purchase.All loyalty scheme members receive this offer regardless of their current spending levels or activity.Warwick Jones is using the customer database for which of the following purpose(s)?

Accepted Answer

A) to tailor offers to distinct market segments 
B) to strengthen the relationship 
C) to reactivate the customer's purchases 
D) to identify cross-selling opportunities 
E) both B and C 
A) to tailor offers to distinct market segments 
B) to strengthen the relationship 
C) to reactivate the customer's purchases 
D) to identify cross-selling opportunities 
E) both B and C

Question 17

The issue of 'cross-referencing' of data is a major concern when thinking of direct and digital marketing issues.

Accepted Answer

A) True 
 B)False

Question 18

You are looking up airline schedules on the internet.A bar at the top of the website reads,'Stay at Holiday Inn and get a 25 per cent discount!' This is an example of a ________.

Accepted Answer

A) banner 
B) spam 
C) content sponsorship 
D) HTML 
E) contextual advertisement 
A) banner 
B) spam 
C) content sponsorship 
D) HTML 
E) contextual advertisement

Question 19

Marketing effort designed to gain prominence for a website with a view to attracting visitors who search on keywords is known as ________ ________ marketing.

Accepted Answer

The answer of Marketing effort designed to gain prominence for...

Question 20

What are the two goals of 'direct and digital marketing'?

Accepted Answer

A) to identify a potential customer and obtain an immediate response 
B) to obtain an immediate response and to facilitate a purchase 
C) to obtain an immediate response and build a lasting customer relationship 
D) to provide information and build a lasting customer relationship 
E) to save marketing dollars and facilitate a purchase 
A) to identify a potential customer and obtain an immediate response 
B) to obtain an immediate response and to facilitate a purchase 
C) to obtain an immediate response and build a lasting customer relationship 
D) to provide information and build a lasting customer relationship 
E) to save marketing dollars and facilitate a purchase

Viral marketing is also known as ________ marketing.

Which of the following is a NOT a major challenge for brands wishing to engage in online communities or social networks?

Which of the following would be considered a web-centric measure of a website's performance?

A good customer database serves as a powerful relationship-building tool.

Which of the following is NOT one of the broad types of measures used to evaluate the performance of digital media?

'Telesales' can ________.

Since the introduction of the Do Not Call legislation,fraudulent schemes such as investment scams and phony collections for charity have been on the decline.

Marketers use ________ telephone marketing to receive orders resulting from television ads and catalogues.

Of the seven Cs of effective website design,________ refers to a website's layout and design.

The most basic type of website is a(n)________ site.

Which of the following is NOT a metric used by Google Search?

________ marketing is an interactive system of marketing which uses one or more advertising media to affect a measurable response and / or transaction at any location.

A 30-minute television advertising program marketing a single product is called a(n)________.

To be effective,a customer database system must be user-friendly and available to the various marketing groups within a company.

The issue of 'cross-referencing' of data is a major concern when thinking of direct and digital marketing issues.

You are looking up airline schedules on the internet.A bar at the top of the website reads,'Stay at Holiday Inn and get a 25 per cent discount!' This is an example of a ________.

Marketing effort designed to gain prominence for a website with a view to attracting visitors who search on keywords is known as marketing.

What are the two goals 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

Viral marketing is also known as ________ marketing.

Which of the following is a NOT a major challenge for brands wishing to engage in online communities or social networks?

Which of the following would be considered a web-centric measure of a website's performance?

A good customer database serves as a powerful relationship-building tool.

Which of the following is NOT one of the broad types of measures used to evaluate the performance of digital media?

'Telesales' can ________.

Since the introduction of the Do Not Call legislation,fraudulent schemes such as investment scams and phony collections for charity have been on the decline.

Marketers use ________ telephone marketing to receive orders resulting from television ads and catalogues.

Of the seven Cs of effective website design,________ refers to a website's layout and design.

The most basic type of website is a(n)________ site.

Which of the following is NOT a metric used by Google Search?

________ marketing is an interactive system of marketing which uses one or more advertising media to affect a measurable response and / or transaction at any location.

A 30-minute television advertising program marketing a single product is called a(n)________.

To be effective,a customer database system must be user-friendly and available to the various marketing groups within a company.

The issue of 'cross-referencing' of data is a major concern when thinking of direct and digital marketing issues.

You are looking up airline schedules on the internet.A bar at the top of the website reads,'Stay at Holiday Inn and get a 25 per cent discount!' This is an example of a ________.

Marketing effort designed to gain prominence for a website with a view to attracting visitors who search on keywords is known as ________ ________ marketing.

What are the two goals 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

Marketing effort designed to gain prominence for a website with a view to attracting visitors who search on keywords is known as marketing.