Deck 17: Direct and Online Marketing: Building Direct Customer Relationships

Question 1

What is the main purpose of a corporate Web site?

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

Answer 1

E

Question 2

Which of the following is NOT one of the four major online marketing domains?

A)B2B (business- to- business)
B)B2C (business- to- consumer)
C)C2B (consumer- to- business)
D)B2R (business- to- retailer)
E)C2C (consumer- to- consumer)

Answer 2

D

Question 3

For which of the following operations would telemarketing efforts likely be the most successful and the most profitable?

A)selling double- pane windows to home owners
B)selling vacation packages to people who earn $50,000 or more annually
C)asking people for charitable donations
D)selling plastic bottles to a bottling company
E)selling magazine subscriptions to consumers

Answer 3

D

Question 4

A producer of beverages and snack foods wants to market its products to the 18- to- 34- year- old demographic by providing incentives to respond instantly to time- sensitive offers.Which of the following forms of direct marketing would this producer most likely choose?

A)podcasting
B)direct mail
C)interactive TV
D)mobile phone
E)direct- response TV

Question 5

What is the benefit to companies of using blogs as marketing tools?

A)Lifetime customer value can be evaluated through blogs.
B)Blog content is easy to filter,monitor,and control.
C)Demographic information about customers can be easily tracked.
D)Blogs are an inexpensive yet personal way to reach a fragmented audience.
E)Blogs provide companies with additional revenue.

Question 6

Runners can compare performances,set up profiles,and meet new friends on Nike's Nike Plus Web site.Nike Plus is an example of a .

A)contextual advertisement
B)content sponsorship program
C)viral marketing site
D)Web community
E)C2C marketing site

Question 7

Overstock.com Auctions and eBay are popular market spaces that facilitate the online exchange of goods and information and are examples of online marketing.

A)B2C
B)global commerce
C)C2C
D)B2B
E)C2B

Question 8

Catalogs,brochures,samples,and DVDs can all used in which type of marketing?

A)digital direct marketing
B)direct- response marketing
C)kiosk marketing
D)direct- mail marketing
E)online marketing

Question 9

Amazon.com,eBay,and GEICO employ as their only method of doing business with customers.

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

Question 10

According to your text,"bridge the gap between old- fashioned stores and online shopping."

A)kiosks
B)infomercials
C)online catalogs
D)home shopping channels
E)mobile phones

Question 11

Adams Cutlery has always relied upon advertising to market its products to final customers.However,the marketing team at Adams Cutlery now wants to begin a direct marketing campaign consisting of a company Web site,e- mails to current customers,and an online catalog.Which of the following would the marketing team expect to gain as a result of implementing this direct marketing plan?

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

Question 12

Which of the following requires that Web site operators obtain parental consent before collecting personal information about children under the age of 13?

A)Can Spam legislation
B)the Children's Online Privacy Protection Act
C)"Privacy Promise" legislation
D)the DMA's Preference Service
E)TRUSTe

Question 13

Which of the following is a primary disadvantage of viral marketing?

A)The brand associated with the viral message is usually forgotten.
B)The costs of viral marketing are too high for most companies.
C)Marketers have little control over who receives the viral message.
D)Viral messages are blocked by most search engines.
E)Viral messages are offensive to many potential customers.

Question 14

All of the following are forms of direct marketing EXCEPT .

A)public relations
B)telemarketing
C)personal selling
D)kiosk marketing
E)direct- mail marketing

Question 15

Neal Murphy sells his company's unique gift items on television programs and entire channels dedicated to selling goods and services.Neal is using .

A)prime- time selling
B)vodcasting
C)direct- response television advertising
D)B2B online marketing
E)Internet- based infomercials

Question 16

Converse has a Web site that welcomes consumers to "the Converse Century," invites readers to post their Converse stories,and offers a wide variety of Converse shoes for direct purchase.The site even allows customers to individually design their own shoes.The Converse site is most accurately categorized as which of the following types of Web sites?

A)a C2C site
B)a marketing site
C)a C2B site
D)a B2B site
E)a corporate site

Question 17

Information about a customer's age,income,and family makeup is in the category of a customer database.

A)geographic
B)assessment
C)psychographic
D)demographic
E)behavioral

Question 18

Office Depot is a click- and- mortar company.Which of the following is LEAST likely to be an advantage that Office Depot has over click- only competitors?

A)Customers can find a local store and check its available stock online.
B)Office Depot has a large,established customer base.
C)Office Depot is a known name with greater financial resources.
D)Office Depot focuses on large accounts through its online presence and small businesses through its retail stores.
E)By offering online marketing,Office Depot offers customers more options.

Question 19

What are two major forms of direct- response television marketing?

A)home television response and direct- response TV advertising
B)call- in response and Web- site response
C)home- selling and toll- free response
D)home shopping channels and infomercials
E)home shopping channels and podcasts

Question 20

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

A)audience sizes larger than those of social networking sites
B)commercial transaction capabilities
C)wide variety of demographics and purchasing patterns
D)audiences of people with similar interests
E)podcasting and vodcasting capabilities

Question 21

A typical customer database is an organized collection of geographic,demographic,psychographic,and _ data about individual customers or prospects.

A)ethical
B)behavioral
C)cultural
D)emotional
E)medical

Question 22

According to your textbook,what is the most likely future for online marketing?

A)Online marketing will remain an important approach in an integrated marketing mix.
B)Online marketing will replace magazines,newspapers,and eventually stores as sources for information and products.
C)The growth of online marketing will continue but at a much slower pace.
D)Online social networking will become the primary type of online marketing.
E)The use of online marketing will decline until its effectiveness can be better measured.

Question 23

Direct- response advertisements always contain ,making it easier for marketers to gauge the effectiveness of their sales pitches.

A)pop- ups
B)a hit button to record the number of viewers
C)a 1- 800 number or Web address
D)a mailing address for comments
E)an account number

Question 24

Which of the following operate only on the Internet?

A)Web- and- mortar companies
B)big box companies
C)click- and- mortar companies
D)brick- and- mortar companies
E)click- only companies

Question 25

The growth of the Internet caused many brick- and- mortar firms to _ in response to customer demands and a changing marketplace.

A)become click- and- mortar firms
B)develop more infomercials
C)send out more catalogs
D)expand their outside sales forces
E)become click- only firms

Question 26

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

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

Question 27

Which of the following is the most accurate name for a 30- minute television advertising program marketing a single product?

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

Question 28

ABC Company sells directly to final consumers and avoids intermediaries while catering to a broad group of demographic segments.This marketer falls under which online marketing domain?

A)C2C
B)B2B
C)B2C
D)C2B
E)A or C

Question 29

How has the National Do Not Call Registry changed the telemarketing industry?

A)Telemarketers are more likely to use "opt- in" calling systems.
B)Telemarketers are more effectively developing relationships with new customers.
C)Telemarketing is no longer used by small and medium sized companies.
D)Telemarketing for nonprofit groups has become nonexistent.
E)Telemarketing has replaced direct mail and personal selling because of low costs.

Question 30

Green Gardens is a click- and- mortar seller of gardening and landscaping goods and equipment,but the marketing department wants to promote the Green Gardens Web site.When customers are unable to find a product they need on the shelves of their local Green Gardens,the marketing department wants them to search for the product on the Green Gardens Web site.Which of the following marketing devices is the best match for this goal?

A)catalog marketing
B)podcasts
C)kiosks
D)telemarketing
E)e- mail

Question 31

Fiona Lambrech is the marketing director of a charity that raises funds to help provide educational services to children and families in developing countries.Fiona wants to reach a select market of individuals who have recently donated to international charities.Which of the following types of direct marketing will Fiona most likely use?

A)direct- mail marketing
B)catalog marketing
C)kiosk marketing
D)telephone marketing
E)direct- response television marketing

Question 32

Which of the following enables consumers to download files from the Internet to a handheld device?

A)interactive TV
B)infomercials
C)direct mail
D)telemarketing
E)podcasting

Question 33

What does the term viral marketing mean?

A)It refers to problems associated with computer viruses.
B)It refers to word- of- mouth marketing that occurs online.
C)It refers to negative publicity associated with company blogs.
D)It is another term for online security.
E)It is another term for online privacy.

Question 34

Which of the following is an individualized Web site that allows a customer to directly connect to a marketer?

A)FTC
B)spam
C)kiosk
D)PURL
E)DMA

Question 35

Marketers use telephone marketing to receive orders from television ads and catalogs.

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

Question 36

The popular press has paid the most attention to _ _ online marketing,which is the online selling of goods and services to final consumers.

A)C2B
B)B2R
C)B2C
D)C2C
E)B2B

Question 37

Which kind of marketing involves sending an offer,announcement,reminder,or other item to a person at a particular physical or virtual address?

A)direct- mail marketing
B)digital direct marketing
C)telephone marketing
D)catalog marketing
E)kiosk marketing

Question 38

On HYPERLINK "http://www.consumerist.com/" www.consumerist.com,people exchange views and obtain information about products.This Web site is an example of a .

A)content Web site
B)content sponsorship
C)Web community
D)contextual advertisement
E)marketing Web site

Question 39

As one of the first ,Amazon.com changed the rules of marketing and set the bar high for the online customer experience.

A)search engines
B)e- tailers
C)content sites
D)click- and- mortar companies
E)transaction sites

Question 40

Using _ _ telephone marketing to contact potential customers,marketers sell directly to consumers.

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

Question 41

You are looking up hotel rates on the Internet.Alongside your search results,a message reads,"Stay at Holiday Inn and get a 25 percent discount!" This is a _ .

A)content sponsorship
B)rich media ad
C)pop- up
D)search- related ad
E)pop- under

Question 42

The online exchange of goods and information between final consumers is called .

A)C2C
B)B2C
C)C2B
D)B2B
E)social networking

Question 43

Unsolicited and unwanted commercial e- mails are known as _.

A)phishing
B)spam
C)e- tailing
D)display ads
E)viral e- mails

Question 44

Company X began as a brick- and- mortar company.Which of the following statements MUST be true?

A)Company X is probably not making a profit.
B)By adding online marketing options,Company X would become a click- and- mortar company.
C)Company X is also considered a click- only dot- com.
D)Company X should not be concerned about consumer- to- consumer online marketing.
E)By adding online marketing options,Company X would become a click- only company.

Question 45

A television program or entire channel dedicated to selling goods and services is known as a(n) .

A)direct- response television advertisement
B)digital catalog
C)kiosk
D)home shopping channel
E)infomercial

Question 46

Firms such as Kodak and Fuji are placing _ in stores,airports,and other locations to provide people with information about products and services or to enable customers to place orders.

A)wireless networks
B)TV monitors
C)vending machines
D)kiosks
E)cell phones

Question 47

A large percentage of online advertising expenditures goes towards ,which are text- based ads and links that appear alongside search engine results.

A)reminder advertisements
B)contextual advertisements
C)content sponsorships
D)rich media advertisements
E)informative advertisements

Question 48

Amazon.com was the first company to use _ ,which is technology that sorts through customer purchasing patterns to create personalized site content.

A)customer filtering
B)personalized marketing
C)database marketing
D)collaborative filtering
E)records management

Question 49

After selecting a sweater on the Land's End Web site,Kelly Oldham filled out the required customer and credit card information.A box with a checkmark inside was next to the following statement :"Yes,I would like to receive promotional information via e- mail from Land's End." The statement suggests that Land's End is using which of the following marketing tools?

A)catalog marketing
B)permission- based e- mail marketing
C)spam
D)niche marketing
E)phishing

Question 50

One of the advantages of direct marketing for sellers is that direct marketing .

A)provides statistical information about industry buying habits
B)eliminates the need for a company to employ a sales force
C)offers access to buyers outside local markets
D)avoids expenses such as rent,insurance,and utilities
E)provides comparative information about customers and competitors

Question 51

By using Priceline.com,potential buyers can bid for airline tickets,hotel rooms,rental cars,cruises,and vacation packages.It is then up to sellers to decide whether or not to accept an offered bid.This is an example of .

A)B2B online marketing
B)C2B online marketing
C)B2C online marketing
D)C2C online marketing
E)multi- channel marketing

Question 52

Direct marketing is continuing to become more oriented.

A)telephone
B)Web
C)television
D)mail
E)radio

Question 53

Organic Designs is a small,successful chain of stores offering stylish clothes made of all- organic materials for infants,toddlers,and young children.Most of the Organic Designs stores are located in urban areas.Now Organic Designs is considering using direct marketing to reach potential customers who live outside of the company's existing markets,with the goal of creating emotional connections and long- term relationships with a new group of customers.Which of the following methods of direct marketing would most likely be effective in accomplishing this goal?

A)mobile phone marketing
B)kiosk marketing
C)interactive TV marketing
D)catalog marketing
E)direct- response television marketing

Question 54

is the term used to describe a company that does not use online marketing.

A)Offlist business
B)Corporate site
C)Click- and- mortar
D)Brick- and- mortar
E)E- business

Question 55

Data about the recency,frequency,and monetary value of past purchases are included in the _ category of a customer database.

A)geographic
B)assessment
C)behavioral
D)demographic
E)psychographic

Question 56

When consumers can drive transactions with businesses,what type of online marketing is being used?

A)consumer- to- business
B)blogs
C)podcasting
D)business- to- consumer
E)social networking

Question 57

Refer to the scenario below to answer the following questions.
The Treble Clef offers a complete line of sheet music,musical instruments,and novelty gifts of a musical nature.In recent years,owner Gary Zahn has even served as the local representative of several musical instrument manufacturers,providing a contact person for three local school districts."If we don't have it,chances are excellent that we can 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 musical knick- knacks in the store.Gary spends most of his time making presentations to beginning music students at the local schools and making biweekly visits to the schools in order to deliver instruments,make minor repairs when possible,or pick up instruments to ship to the manufacturer for more complicated repairs.
After dragging his feet for quite some time,Gary was convinced that a Treble Clef Web site could benefit a variety of customers.He began with a simple site explaining store hours and depicting 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 the 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.
"I don't know how we did it without our Web site," Gary admitted."It allows us to be so responsive.And our novelties sales have doubled!"
Which of the following BEST describes the Treble Clef?

A)a brick- and- mortar retailer that is struggling to compete with click- only firms
B)a dot- com that has added a storefront to service local customers
C)a brick- and- mortar company that is now a click- only retailer
D)a brick- and- mortar company that established a Web community for musicians
E)a click- and- mortar company that used to be a brick- and- mortar retailer

Question 58

Which of the following is a type of identity theft that uses deceptive e- mails and fraudulent Web sites to fool consumers into revealing their personal data?

A)microtargeting
B)heat marketing
C)spamming
D)phishing
E)viral marketing

Question 59

In an attempt to take advantage of impulsive or less sophisticated buyers,heat merchants use to deceive customers.

A)mobile phone marketing
B)telephone marketing
C)direct- response television marketing
D)direct- mail marketing
E)kiosk marketing

Question 60

All of the following are the likely results of direct marketing abuses EXCEPT _ .

A)calls for more restrictive legislation of direct marketing
B)increasingly negative consumer attitudes
C)decreased returns on advertising expenses
D)decreased consumer response rates
E)calls for less Internet oversight and legislation

Question 61

The was established by the Direct Marketing Association.

A)Do Not Call Registry
B)Privacy Promise to American Consumers
C)Can Spam legislation
D)Children's Online Privacy Protection Act
E)Do Not Track List

Question 62

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

A)Users often resent an intrusive marketing message.
B)Existing networks are resistant to advertising.
C)Most existing networks are already controlled by major corporations.
D)Measuring the frequency and volume of network usage is difficult.
E)Virtual worlds will most likely replace social networks in the near future.

Question 63

Refer to the scenario below to answer the following questions.
The Treble Clef offers a complete line of sheet music,musical instruments,and novelty gifts of a musical nature.In recent years,owner Gary Zahn has even served as the local representative of several musical instrument manufacturers,providing a contact person for three local school districts."If we don't have it,chances are excellent that we can 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 musical knick- knacks in the store.Gary spends most of his time making presentations to beginning music students at the local schools and making biweekly visits to the schools in order to deliver instruments,make minor repairs when possible,or pick up instruments to ship to the manufacturer for more complicated repairs.
After dragging his feet for quite some time,Gary was convinced that a Treble Clef Web site could benefit a variety of customers.He began with a simple site explaining store hours and depicting 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 the 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.
"I don't know how we did it without our Web site," Gary admitted."It allows us to be so responsive.And our novelties sales have doubled!"
What type of online marketing is Gary Zahn using to promote the Treble Clef?

A)contextual advertising
B)B2C
C)B2B
D)social networking
E)viral marketing

Question 64

Jane Cheatham,a stay- at- home mother,regularly posts new entries on a widely read blog.In these entries,she often reviews consumer products that she uses during the course of her day.Jane participates in _ .

A)C2B online marketing
B)online virtual worlds
C)viral marketing
D)content sponsorship
E)C2C online marketing

Question 65

Which of the following is an advantage of a well- designed and targeted telemarketing plan?

A)emotional connections with customers
B)exemption from the National Do Not Call Registry
C)high recruitment and referral rate
D)limitless merchandise available to customers
E)purchasing convenience for customers

Question 66

online marketing sites are online exchanges in which consumers search out sellers,learn about their offers,and initiate purchases.

A)B2R
B)C2C
C)B2B
D)B2C
E)C2B

Question 67

allows consumers to gain additional information about a product through the use of a remote control.

A)The home shopping channel
B)Podcasting
C)Mobile phone marketing
D)Vodcasting
E)Interactive television

Question 68

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

A)spyware
B)phishing
C)viral marketing
D)malware
E)access by unauthorized groups

Question 69

Ring- tone giveaways,mobile games,and text- in contests are all examples of marketing.

A)mobile phone
B)online
C)kiosk
D)vodcast
E)podcast

Question 70

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

A)viral marketing
B)a marketing Web site
C)C2B marketing
D)a content sponsorship
E)rich media ads

Question 71

Consumers and companies connect to each other and access and share huge amounts of information through a public web of computer networks called .

A)a transaction site
B)an intranet
C)an extranet
D)the Internet
E)a content site

Question 72

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

A)Corporate Web sites
B)Web communities
C)Marketing Web sites
D)Brand Web sites
E)Affiliate programs

Question 73

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

A)pop- ups
B)contextual ads
C)viral ads
D)rich media ads
E)search- related ads

Question 74

Gutter Guys is a gutter installation company in Southern California that used to generate 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 Gutter Guys switched from telemarketing to direct mail?

A)National Do Not Call Registry
B)Children's Online Privacy Protection Act
C)Federal Trade Commission's Anti- Spam Act
D)California Online Privacy Protection Act
E)Privacy Promise to American Consumers

Question 75

Which of the following is a potential drawback to advertising on a blog?

A)The content of a blog is difficult to control.
B)Blogs do not provide the kind of personalized medium that today's marketers want.
C)Advertising on a blog is typically expensive.
D)Blogs are gaining popularity as consumers move away from newer Internet forums.
E)It is difficult to use blogs to reach highly targeted audiences.

Question 76

Online communities where people socialize or exchange information and opinions are called .

A)marketing Web sites
B)corporate Web sites
C)interactive Web sites
D)affiliate programs
E)online social networks

Question 77

Financial services provider USAA sends materials about teaching teenagers how to drive safely to USAA customers who have children approaching driving eligibility age.USAA is using _ information from a customer database to determine which customers should receive the materials.

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

Question 78

Online trading networks aimed at obtaining buying efficiencies and better prices are most closely associated with online marketing.

A)C2B
B)C2C
C)B2C
D)B2B
E)B2R

Question 79

What is the fastest growing form of direct- marketing?

A)podcasts
B)mobile- phone marketing
C)online marketing
D)direct- response television
E)interactive TV

Question 80

All of the following are examples of online social networks EXCEPT .

A)Twitter
B)Flickr
C)Facebook
D)YouTube
E)Yahoo!