Question 1

A ___________ or online social network is where people can exchange views and obtain information about products.

Accepted Answer

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

Question 2

Psychographic data in a customer database used by direct marketers includes information regarding a customer's ________ and ________.

Accepted Answer

A)  interests; income 
B)  activities; opinions 
C)  age; buying preferences 
D)  opinions; age 
E)  hobbies; income

Question 3

Today,most companies still use direct marketing as a ________ for marketing their goods.

Accepted Answer

A)  supplementary channel or medium 
B)  major marketing mix element 
C)  compliment to personal selling 
D)  technique reserved for mature and international markets 
E)  A, B, and C

Question 4

What are "opt-in" calling systems?

Accepted Answer

The answer of What are "opt-in" calling systems?...

Question 5

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

Accepted Answer

A)  access to numerous products 
B)  access to product reviews 
C)  guaranteed low prices 
D)  convenience 
E)  privacy

Question 6

C2B online marketing often involves the interchange of information through Internet forums,including customers' praise for and complaints about products.

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

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

Question 8

Because of its association with somewhat questionable pitches and get-rich-quick schemes,direct-response television is becoming less popular.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following Web sites facilitates consumer-to-business online marketing?

Accepted Answer

A)  eBay.com 
B)  Cisco.com 
C)  Craigslist.com 
D)  Alibaba.com 
E)  Priceline.com

Question 10

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

Accepted Answer

The answer of Provide two reasons that many companies are...

Question 11

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 Phan 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 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 bi-weekly visits to the schools in order to deliver instruments, to make minor reports when possible, or to 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 Yamaha school to repair it?" Eventually, customers found the capability of ordering musical novelties online with a credit card as well. A gift could now be wrapped and sent to the recipient at 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?

Accepted Answer

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

Question 12

Most companies that create print catalogs now also provide ________ catalogs.

Accepted Answer

A)  DVD 
B)  e-mail 
C)  store 
D)  Web-based 
E)  personalized

Question 13

________ also damages the brand identities of legitimate online marketers who have worked to build user confidence in Web and email transactions.

Accepted Answer

A)  Online eavesdropping 
B)  Phishing 
C)  Malware 
D)  Heat marketing 
E)  Viral marketing

Question 14

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

Accepted Answer

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

Question 15

Companies mine their databases to learn about customers in detail,and then fine tune
their ________________ to the special preferences and behaviors of target segments or individuals.

Accepted Answer

A)  advertising and communications 
B)  service offerings and communications 
C)  market offerings and services 
D)  retail offerings and communications 
E)  market offerings and communications

Question 16

Explain how a company benefits from monitoring blogs?

Accepted Answer

The answer of Explain how a company benefits from monitoring...

Question 17

Using Web sites,email,online product catalogs,online trading networks,and other online
resources to reach new business customers is most closely associated with ________ online marketing.

Accepted Answer

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

Question 18

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

Accepted Answer

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

Question 19

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

Accepted Answer

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

Question 20

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

Accepted Answer

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

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