Deck 17: Direct, Online, Social Media, and Mobile Marketing

Question 1

Direct marketing is an expensive way of reaching target markets.

Answer 1

False

Question 2

Which of the following statements is true of direct marketing?

A) Direct marketing is also referred to as referral marketing.
B) Salespersons are compensated for other salespeople they recruit.
C) Direct marketing offers sellers a low-cost alternative for reaching their markets.
D) Direct marketing involves two or more intermediaries.
E) In direct marketing, consumers earn a commission every time they buy a product.

Answer 2

C

Question 3

Direct and digital marketing involve targeting broad segments of customers.

Answer 3

False

Question 4

All of the following are benefits of direct marketing for sellers EXCEPT ________.

A) access to small groups or individuals
B) program flexibility
C) mass reach and immediate returns
D) low cost
E) easy to personalize products

Question 5

Refer to the scenario below to answer the following question(s).
The Treble Clef sells music books, musical instruments, and novelty gifts of a musical nature. In recent years, owner Gary Zahn has served as the local representative of several musical instrument manufacturers, providing a contact person for three local schools. He sends a sample of a manufacturer's products to schools that request a demonstration or presentation. "If we don't have it, we can definitely get it for you," Gary tells all Treble Clef visitors and customers.
Most walk-ins are particularly interested in a specific piece of sheet music from a particular era or just browsing among the hundreds of music knick-knacks in the store. Gary spends most of his time making presentations to beginners at the local schools and making biweekly visits to the schools to deliver instruments, make minor repairs, or pick up instruments to ship to the manufacturer for more complicated repairs.
After establishing a loyal customer base, Gary was convinced that a Treble Clef Web site could benefit a variety of customers. He began with a simple Web site that provided information about the store and the types of gifts and services available. The site received so much response that Gary added a question-and-answer option. Questions poured in, ranging from "Where can I get sheet music for 'Hello, Dolly'?" to "Do you carry clarinet reeds?" to "My saxophone needs two new pads. When will you be at Elmhurst School to repair it?" The Web site is now able to accept credit card orders, and gifts can even be wrapped and shipped for no extra charge.
"This Web site idea was fantastic!" Gary admitted. "It allows us to be so responsive. And our novelties sales have doubled!"
Digital and traditional direct marketing forms must be blended into an integrated marketing communications program for best results.

Question 6

All of the following are benefits of online direct marketing for buyers EXCEPT ________.

A) access to numerous products
B) access to product reviews
C) live product demonstrations
D) convenience
E) privacy

Question 7

How does online marketing provide flexibility for sellers?

Question 8

For customers, the benefits of direct marketing are being able to shop online anytime and anywhere.

Question 9

Direct marketing through catalogs and direct mailers is still the primary method used by marketing professionals.

Question 10

With direct marketing, companies can interact with customers in all of the following ways EXCEPT ________.

A) in person
B) learning more about customers' needs
C) personalizing products and services
D) answering questions from customers
E) by phone or online

Question 11

Amazon.com and GEICO approach customers via Web sites or mobile apps. This is an example of ________ marketing.

A) mass
B) niche
C) individual
D) multi-level
E) direct

Question 12

Refer to the scenario below to answer the following question(s).
The Treble Clef sells music books, musical instruments, and novelty gifts of a musical nature. In recent years, owner Gary Zahn has served as the local representative of several musical instrument manufacturers, providing a contact person for three local schools. He sends a sample of a manufacturer's products to schools that request a demonstration or presentation. "If we don't have it, we can definitely get it for you," Gary tells all Treble Clef visitors and customers.
Most walk-ins are particularly interested in a specific piece of sheet music from a particular era or just browsing among the hundreds of music knick-knacks in the store. Gary spends most of his time making presentations to beginners at the local schools and making biweekly visits to the schools to deliver instruments, make minor repairs, or pick up instruments to ship to the manufacturer for more complicated repairs.
After establishing a loyal customer base, Gary was convinced that a Treble Clef Web site could benefit a variety of customers. He began with a simple Web site that provided information about the store and the types of gifts and services available. The site received so much response that Gary added a question-and-answer option. Questions poured in, ranging from "Where can I get sheet music for 'Hello, Dolly'?" to "Do you carry clarinet reeds?" to "My saxophone needs two new pads. When will you be at Elmhurst School to repair it?" The Web site is now able to accept credit card orders, and gifts can even be wrapped and shipped for no extra charge.
"This Web site idea was fantastic!" Gary admitted. "It allows us to be so responsive. And our novelties sales have doubled!"
Which kind of Web site does Treble Clef use?

A) branded community Web site
B) corporate Web site
C) investor relations Web site
D) marketing Web site
E) online Web site

Question 13

Identify the traditional direct marketing tools and differentiate them from the digital direct marketing tools. What is their importance?

Question 14

Advantages of direct and digital marketing for sellers include all of the following EXCEPT ________.

A) low cost
B) efficiency
C) speed
D) need for sales training
E) flexibility

Question 15

Which of the following is true about online direct marketing?

A) Online direct marketing is also referred to as multi-level marketing.
B) Salespersons are compensated for other salespeople they recruit.
C) Online direct marketing allows sellers to create immediate, timely, and personal offers.
D) Online direct marketing involves two or more intermediaries.
E) In online direct marketing, outside and inside sales forces coordinate to provide value products to customers.

Question 16

Which of the following is the fastest growing form of direct marketing?

A) ambush marketing
B) digital marketing
C) direct-mail marketing
D) kiosk marketing
E) telemarketing

Question 17

Explain the major benefits of direct marketing for customers and for sellers.

Question 18

How does direct marketing give buyers access to more comparative information about companies, products, and competitors?

Question 19

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

Question 20

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

Question 21

Which of the following best describes permission-based e-mail marketing?

A) sending unsolicited, unwanted commercial e-mail messages
B) sending requests to users to join online social networking communities
C) sending e-mail pitches only to customers who "opt-in"
D) offering free promotional materials to new customers
E) gathering demographic details for customer databases

Question 22

________ are designed to engage consumers in interactions that will move them closer to a direct purchase or other marketing outcome.

A) Online magazines
B) Marketing Web sites
C) Search engines
D) Digital catalogs
E) Podcasts

Question 23

Which term best describes sites such as the New York Times on the Web and ESPN.com?

A) search engine
B) content site
C) online social network
D) transaction site
E) e-tailer

Question 24

Companies must attract visitors to their Web sites. Which of the following is a method companies use to entice visitors not just to visit but also to return to a site?

A) using flashy graphics, bright colors and vivid pictures
B) aggressively promoting the site in broadcast advertising and through ads and links on other sites
C) offering prizes for visiting the site
D) providing rewards for visitors connecting their friends to the site
E) requiring registration on the first visit to the site

Question 25

Spartan Sportsgear is a company that sells sports equipment for adventure sports. It recently launched ExtremeSpartan.com to showcase products and provide testimonials of famous adventure sports athletes who use Spartan's products. It also includes videos and blogs. Which of the following best describes ExtremeSpartan.com?

A) branded community Web site
B) digital catalog
C) social network
D) podcast
E) blog

Question 26

A ________ is an unsolicited, unwanted commercial e-mail message that clogs up e-mailboxes.

A) catalog
B) spam
C) podcast
D) tweet
E) blog

Question 27

A(n) ________ is designed to present brand content that engages consumers and creates customer-brand community.

A) podcast
B) branded community Web site
C) search engine
D) digital catalog
E) online magazine

Question 28

Companies such as Amazon.com and Expedia.com that sell products and services directly to final buyers exclusively over the Internet are known as ________.

A) transaction sites
B) content sites
C) search engines and portals
D) e-tailers
E) online social media

Question 29

In ________, text-based ads and links appear alongside search engine results on sites such as Google, Yahoo!, and Bing.

A) content sponsorships
B) digital billboards
C) digital catalogs
D) contextual advertisements
E) RSS feeds

Question 30

Gant Hardware is a huge chain of hardware stores. GantHardware.com helps customers conduct product research and also lets them order directly online or redirects them to the nearest Gant retail store. Which of the following best describes GantHardware.com?

A) marketing Web site
B) digital catalog
C) social network
D) podcast
E) blog

Question 31

Effective Web sites contain interactive tools that help find and evaluate content of interest, links to other related sites, useful information, changing promotional offers, and ________.

A) celebrity endorsers
B) respected columnists
C) advertising for unrelated products
D) enticements for customers to include their friends and contacts
E) entertaining features that lend excitement

Question 32

Online marketing includes marketing via the Internet using company Web sites, e-mail marketing, blogs, and ________.

A) direct mail brochures
B) live demonstrations
C) samples
D) online video
E) focus groups

Question 33

Which of the following is true about e-mail marketing messages?

A) E-mail marketing messages involve sending an offer, announcement, reminder, or sample to a person living at a particular address.
B) E-mail marketing messages involve connecting directly with carefully targeted consumers, exclusively on a one-to-one, interactive basis.
C) E-mail marketing messages are effective in reaching the desired target market and result in low costs.
D) E-mail marketing messages cost more per thousand people reached than mass media such as television or magazines.
E) E-mail marketing messages create a stronger emotional connection with the customers compared to traditional direct mail.

Question 34

Which of the following is NOT a specific goal of branded community Web sites?

A) present brand content that engages consumers
B) build closer customer relationships
C) generate engagement with and between the brand and its customers
D) increase online sales
E) allows visitors to interact with likeminded people to explore and communicate experiences with the brand

Question 35

While comparing hotel rates on Google's search engine, Brenda came across text-based ads and links alongside the search results. This form of advertising is known as ________.

A) contextual advertising
B) rich media ads
C) content sponsorship
D) catalog advertising
E) social media advertising

Question 36

Online companies include all of the following EXCEPT ________.

A) content sites
B) online social media
C) search engines and portals
D) transaction sites
E) brick-and-mortar

Question 37

Runner Sprintz, a particular brand of shoes, has its own Web site, myrunnersprintz.com that welcomes consumers to "the Runner Sprintz Century," invites readers to post their Runner Sprintz stories, and offers a wide variety of shoes for direct purchase. The site even allows customers to individually design their own shoes and share them among their circles on the Web site. Which of the following best describes myrunnersprintz.com?

A) Web directory
B) blog
C) corporate Web site
D) digital catalog
E) branded community Web site

Question 38

Online ads that incorporate animation, video, sound, and interactivity are called ________.

A) search-related ads
B) rich media ads
C) content-based ads
D) digital catalogs
E) parody ads

Question 39

Oscarz Aviation's Web site, GoOscarzAv.com, informs customers about a wide variety of services offered by the firm. It also has a guestbook where customers can provide feedback on their experiences with Oscarz Aviation. They can also view videos Oscarz Aviation posts, as well as read and respond to blogs and ask questions. GoOscarzAv.com is an example of a(n) ________.

A) online social network
B) blog
C) kiosk
D) branded community Web site
E) digital catalog

Question 40

________ companies use both offline and online marketing channels.

A) Start-up
B) Click-only
C) Omni-channel retailing
D) Brick-and-mortar
E) Brick-only

Question 41

Which of the following is a benefit of using blogs as marketing tools for companies?

A) Blogs provide companies with a platform to help portray wider merchandise.
B) Blogs are online selling platforms for people located in hard-to-reach places.
C) Blogs help reach a wider audience compared to other online direct marketing tools.
D) Demographic information about customers can be easily discovered.
E) Blogs can offer a fresh, original, personal, and cheap way to enter into consumer conversations.

Question 42

While blogs are a fundamentally a consumer-controlled medium, marketers can ________.

A) directly contact customers through them
B) use insights from them to improve their marketing programs
C) offer special promotions to new customers
D) retrieve research data from clicks in them
E) provide content

Question 43

________ are online journals where people post their thoughts, usually on a narrowly defined topic.

A) Social networks
B) Blogs
C) Forums
D) Search engines
E) Web directories

Question 44

After selecting a sweater on the Land's End Web site, Kelly was asked to fill in details for the customer database. Kelly was given a form that required her to fill in her name, date of birth, and e-mail address. Kelly then checked a box that was next to the following statement: "Yes, I would like to receive weekly promotional information from Land's End online." Which of the following practices is evident from this scenario?

A) e-mail hosting service
B) e-mail spoofing
C) catalog marketing
D) contextual advertising
E) permission-based e-mail marketing

Question 45

________ are communities over the Internet where people congregate, socialize, and exchange views and information.

A) Corporate Web sites
B) Interactive television
C) Digital catalogs
D) Online social networks
E) Content sponsorships

Question 46

________ involves creating a video, e-mail, mobile message, advertisement, or other marketing event that is so infectious that customers will seek it out or pass it along to their friends.

A) Telemarketing
B) Omni-channel marketing
C) Integrated marketing
D) Viral marketing
E) Kiosk marketing

Question 47

Which of the following is most likely an advantage of viral marketing?

A) Viral marketing reinforces consumers' attitudes about a brand.
B) Most messages are likely to "go viral."
C) Consumers want to be a part of viral marketing.
D) Viral marketing can easily be successfully accomplished.
E) Viral marketing produces engagement and positive exposure for a brand.

Question 48

Branded community Web sites are designed to present brand content that engages consumers and builds closer customer relationships rather than to sell the company's products directly.

Question 49

What is a disadvantage of a viral success?

A) Many people will see the marketing message.
B) The cost per exposure is relatively low.
C) Word-of-mouth is strong.
D) Publicity is always good.
E) Marketers have little control over where the message ends up.

Question 50

What is a significant issue for social media and for companies using it as a marketing tool?

A) measuring viewership
B) creating content
C) identifying target markets
D) monetizing the tool
E) recognizing effective social media sites

Question 51

Which of the following statements is true of viral marketing?

A) Marketers have significant control over where their viral messages end up.
B) Viral marketing gives consumers online places to congregate, socialize, and exchange views.
C) Because customers find and pass along the message, viral marketing can be very inexpensive.
D) In viral marketing, links appear alongside search engine results on sites such as Google and Bing.
E) Viral marketing messages are blocked by most search engines, security software, and social networking sites.

Question 52

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

A) phishing
B) viral marketing
C) malware
D) cyber spying
E) spyware

Question 53

Which of the following is a reason a consumer would follow a company's blog?

A) The blog offers fresh insights or new ideas about the company or products.
B) The blog provides the consumer with familiar information.
C) The blog allows consumers to communicate with each other.
D) A well-followed blog gives the company influence in the marketplace.
E) Consumers know that companies want them to follow the blog postings.

Question 54

A marketing Web site interacts with consumers to move them closer to a direct purchase or other marketing outcome.

Question 55

Randy keeps getting unwanted and annoying e-mails from several marketing firms unknown to him. The number of these e-mails is alarmingly high in his inbox. Which of the following best describes these e-mails?

A) malware
B) adware
C) Trojan
D) firewall
E) spam

Question 56

Which of the following is a disadvantage of using blogs as a marketing tool?

A) The blogosphere is cluttered and difficult to control.
B) Advertising on a blog is typically expensive and time consuming.
C) Using blogs as a marketing tool offers minimum reach to a target audience.
D) Blogs, when used as a marketing tool, have a low rank in Web directories and search engines.
E) Blogs do not provide the kind of personalized approach that today's marketers are looking for.

Question 57

Marketers drive traffic to the company Web sites solely through using other online and digital marketing tools.

Question 58

Online-only companies are more successful than omni-channel marketing companies.

Question 59

Uptown-Clean Crew is a company that provides house-cleaning services in major urban and suburban areas. Marketers at Uptown-Clean Crew developed a short, humorous video promoting the company's services and posted it online. Soon the video was a rage as customers who saw the video found it hilarious and they passed it on to their friends and colleagues calling it the "Uptown comedy." Which form of marketing is illustrated from this scenario?

A) telemarketing
B) viral marketing
C) integrated marketing
D) omni-channel marketing
E) kiosk marketing

Question 60

Which of the following is most likely a disadvantage of viral marketing?

A) Viral marketing usually takes time to make an impact.
B) Viral marketing is very inexpensive.
C) Marketers have great control over who receives the viral message.
D) Viral marketing messages are offensive to the audiences who are not a part of the targeted market.
E) Viral marketing messages are blocked by most search engines.

Question 61

Viral marketing allows marketers to send tailored messages to targeted customers who have chosen to receive them.

Question 62

Consumers welcome e-mail marketing messages; opportunities to control the messages they receive are frequently ignored.

Question 63

What are the characteristics of a successful Web site?

Question 64

Which kind of social media networks are smaller communities likely to join or create?

A) blog
B) niche
C) Internet
D) video
E) commercial

Question 65

What are the strengths and weaknesses of e-mail marketing?

Question 66

Describe the largest form of online advertising.

Question 67

Search advertisers buy search terms from the search site and pay whenever the search terms come up in the results of a consumer's search.

Question 68

An integrated social marketing campaign likely could include all of the following except ________.

A) Facebook pages
B) Twitter postings
C) Instagram photos
D) television ads
E) YouTube videos

Question 69

Blogs can be used to appeal to specific special-interest groups, about almost any topic.

Question 70

Social media are all of the following EXCEPT ________.

A) expensive
B) interactive
C) personal
D) targeted
E) timely

Question 71

Spam is unsolicited, unwanted commercial e-mail messages that clog up users' e-mailboxes.

Question 72

Explain the goal of viral marketing.

Question 73

Explain how a company benefits from monitoring the blogosphere.

Question 74

Which of the following is NOT a reason that companies use social media?

A) cost effectiveness
B) engagement and social sharing capabilities
C) ease of creating content
D) immediacy and timeliness
E) interactiveness

Question 75

Runners can compare performances, set up profiles, meet new people, and share information on Nike's Nike+ Web site. Nike+ is an example of a(n) ________.

A) podcast
B) blog
C) online community
D) content sponsorship program
E) kiosk

Question 76

Compare and contrast the purpose and content of a branded community Web site to that of a marketing Web site.

Question 77

Provide two reasons why companies are shifting more of their marketing dollars to online advertising.

Question 78

Identify the major advantage of the following forms of digital and social media marketing: Web sites, viral marketing, e-mail, blogs, social media, and mobile ads and apps.

Question 79

E-mail can be the ultimate direct marketing tool, as it lets marketers send highly targeted, tightly personalized, relationship-building messages.

Question 80

Which of the following is a challenge of marketing through online social networks?

A) Results are hard to measure.
B) Users seldom have control over the online social networks.
C) Most existing networks are already controlled by major corporations and therefore do not favor competitors.
D) It is difficult to get the approval of the online advisory board to post an ad in a social network.
E) Marketing via online social networks is expensive and time-consuming.