Question 1

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

Accepted Answer

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

Question 2

Which of the following statements about 'hierarchical databases' is correct?

Accepted Answer

A) Permits access to customer data by account number but may not allow for easy extraction of data 
B) Permits multiple access points to data and is more flexible in terms of extracting data 
C) Data are stored in two-dimensional tables,where each table is linked by common keys and where data is very easily manipulated 
D) A database used for market segmentation studies and target market profiling 
E) A data warehouse or archive 
A) Permits access to customer data by account number but may not allow for easy extraction of data 
B) Permits multiple access points to data and is more flexible in terms of extracting data 
C) Data are stored in two-dimensional tables,where each table is linked by common keys and where data is very easily manipulated 
D) A database used for market segmentation studies and target market profiling 
E) A data warehouse or archive

Question 3

'Telemarketing' is a synonym for 'direct response TV'.

Accepted Answer

A) True 
 B)False

Question 4

A type of identity theft that uses deceptive emails and fraudulent websites to dupe consumers into revealing their personal details is known as ________.

Accepted Answer

A) fishing 
B) angling 
C) phishing 
D) trawling 
E) the Nigerian letter 
A) fishing 
B) angling 
C) phishing 
D) trawling 
E) the Nigerian letter

Question 5

Most companies use direct marketing as their primary channel.

Accepted Answer

A) True 
 B)False

Question 6

Internet companies use ________ to work with other companies,online and offline,to promote each other.

Accepted Answer

A) alliance and affiliate programs 
B) search-related ads 
C) cooperative advertising 
D) interstitial advertising 
E) content sponsorship 
A) alliance and affiliate programs 
B) search-related ads 
C) cooperative advertising 
D) interstitial advertising 
E) content sponsorship

Question 7

The amount by which revenues from a customer over time exceed the cost of attracting,selling and servicing that customer is known as ________ ________ ________.

Accepted Answer

customer l

Question 8

Most companies use direct marketing as a supplementary channel or medium.

Accepted Answer

A) True 
 B)False

Question 9

Unsolicited and unwanted commercial email is known as ________.

Accepted Answer

A) viral email 
B) phishing 
C) pop-up advertising 
D) pop-under advertising 
E) spam 
A) viral email 
B) phishing 
C) pop-up advertising 
D) pop-under advertising 
E) spam

Question 10

When a marketer pays a search engine such as Google for guaranteed indexing of a given website,this is known as ________.

Accepted Answer

A) paid inclusion 
B) contextual search 
C) paid listings 
D) site optimisation 
E) meta-tagging 
A) paid inclusion 
B) contextual search 
C) paid listings 
D) site optimisation 
E) meta-tagging

Question 11

A marketing analyst is checking the firm's customer database for patterns and trends among lapsed members of the company's loyalty program;they are engaging in ________.

Accepted Answer

A) data imaging 
B) data mining 
C) data evaluation 
D) data segmentation 
E) data warehousing 
A) data imaging 
B) data mining 
C) data evaluation 
D) data segmentation 
E) data warehousing

Question 12

In attempting to design an effective website,Company A tried to address all of the seven Cs.The site,however,has a weak layout and design.Which C does this represent?

Accepted Answer

A) customisation 
B) content 
C) context 
D) connection 
E) community 
A) customisation 
B) content 
C) context 
D) connection 
E) community

Question 13

A woman has been saving her money to buy a BMW convertible.She has spent hours on the BMW website choosing the exterior and interior colours and studying the various options and models.She has been using BMW's marketing website.

Accepted Answer

A) True 
 B)False

Question 14

Catalogues,brochures,samples and DVDs are all examples of which type of marketing?

Accepted Answer

A) direct-response marketing 
B) direct print and reproduction 
C) digital marketing 
D) kiosk marketing 
E) online marketing 
A) direct-response marketing 
B) direct print and reproduction 
C) digital marketing 
D) kiosk marketing 
E) online marketing

Question 15

'Kiosks' can be placed in ________.

Accepted Answer

A) stores 
B) airports 
C) university campuses 
D) hotels 
E) All of the above. 
A) stores 
B) airports 
C) university campuses 
D) hotels 
E) All of the above.

Question 16

Online shoppers are not overly concerned about privacy.

Accepted Answer

A) True 
 B)False

Question 17

Telemarketing differs from telesales in that telesales involves telephone operators ________.

Accepted Answer

A) who call random telephone numbers from the telephone book 
B) who only handle inbound calls 
C) who routinely call customers to take their orders 
D) who send faxes to potential customers 
E) All of the above. 
A) who call random telephone numbers from the telephone book 
B) who only handle inbound calls 
C) who routinely call customers to take their orders 
D) who send faxes to potential customers 
E) All of the above.

Question 18

How does a company's effective use of a customer database benefit consumers?

Accepted Answer

A) Companies make name-brand products and images readily available to customers. 
B) Companies tailor offers to customer needs and interests. 
C) Customers receive better prices on products and services that they need. 
D) Customers receive faster and more reliable service from companies. 
E) Customers receive instant credit from more companies. 
A) Companies make name-brand products and images readily available to customers. 
B) Companies tailor offers to customer needs and interests. 
C) Customers receive better prices on products and services that they need. 
D) Customers receive faster and more reliable service from companies. 
E) Customers receive instant credit from more companies.

Question 19

An inventor has invented an improved whiteboard eraser that uses a modern microfiber in a model that combines easy-clean and long-wearing properties.He is planning to sell directly to schools,colleges and universities.The most cost-efficient means to reach the target market is likely to be ________.

Accepted Answer

A) telemarketing 
B) online catalogue 
C) direct-response radio 
D) corporate website 
E) direct mail 
A) telemarketing 
B) online catalogue 
C) direct-response radio 
D) corporate website 
E) direct mail

Question 20

Visits,average time spent on site and click-throughs are all examples of Google's 'search metrics'.

Accepted Answer

A) True 
 B)False

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

Which of the following statements about 'hierarchical databases' is correct?

'Telemarketing' is a synonym for 'direct response TV'.

A type of identity theft that uses deceptive emails and fraudulent websites to dupe consumers into revealing their personal details is known as ________.

Most companies use direct marketing as their primary channel.

Internet companies use ________ to work with other companies,online and offline,to promote each other.

The amount by which revenues from a customer over time exceed the cost of attracting,selling and servicing that customer is known as .

Most companies use direct marketing as a supplementary channel or medium.

Unsolicited and unwanted commercial email is known as ________.

When a marketer pays a search engine such as Google for guaranteed indexing of a given website,this is known as ________.

A marketing analyst is checking the firm's customer database for patterns and trends among lapsed members of the company's loyalty program;they are engaging in ________.

In attempting to design an effective website,Company A tried to address all of the seven Cs.The site,however,has a weak layout and design.Which C does this represent?

A woman has been saving her money to buy a BMW convertible.She has spent hours on the BMW website choosing the exterior and interior colours and studying the various options and models.She has been using BMW's marketing website.

Catalogues,brochures,samples and DVDs are all examples of which type of marketing?

'Kiosks' can be placed in ________.

Online shoppers are not overly concerned about privacy.

Telemarketing differs from telesales in that telesales involves telephone operators ________.

How does a company's effective use of a customer database benefit consumers?

An inventor has invented an improved whiteboard eraser that uses a modern microfiber in a model that combines easy-clean and long-wearing properties.He is planning to sell directly to schools,colleges and universities.The most cost-efficient means to reach the target market is likely to be ________.

Visits,average time spent on site and click-throughs are all examples of Google's 'search metrics'.

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

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

Which of the following statements about 'hierarchical databases' is correct?

'Telemarketing' is a synonym for 'direct response TV'.

A type of identity theft that uses deceptive emails and fraudulent websites to dupe consumers into revealing their personal details is known as ________.

Most companies use direct marketing as their primary channel.

Internet companies use ________ to work with other companies,online and offline,to promote each other.

The amount by which revenues from a customer over time exceed the cost of attracting,selling and servicing that customer is known as ________ ________ ________.

Most companies use direct marketing as a supplementary channel or medium.

Unsolicited and unwanted commercial email is known as ________.

When a marketer pays a search engine such as Google for guaranteed indexing of a given website,this is known as ________.

A marketing analyst is checking the firm's customer database for patterns and trends among lapsed members of the company's loyalty program;they are engaging in ________.

In attempting to design an effective website,Company A tried to address all of the seven Cs.The site,however,has a weak layout and design.Which C does this represent?

A woman has been saving her money to buy a BMW convertible.She has spent hours on the BMW website choosing the exterior and interior colours and studying the various options and models.She has been using BMW's marketing website.

Catalogues,brochures,samples and DVDs are all examples of which type of marketing?

'Kiosks' can be placed in ________.

Online shoppers are not overly concerned about privacy.

Telemarketing differs from telesales in that telesales involves telephone operators ________.

How does a company's effective use of a customer database benefit consumers?

Visits,average time spent on site and click-throughs are all examples of Google's 'search metrics'.

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

The amount by which revenues from a customer over time exceed the cost of attracting,selling and servicing that customer is known as .