Question 1

ESPN.com is known as a ______ because it provides financial,research,and other information.

Accepted Answer

A)  search engine 
B)  content site 
C)  portal 
D)  ISP 
E)  e-tailer

Question 2

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

Accepted Answer

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

Question 3

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

Accepted Answer

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

Question 4

To attract new visitors and to encourage revisits,online marketers need to thoughtfully develop a Web site.What are the characteristics of a successful Web site?

Accepted Answer

The answer of To attract new visitors and to encourage...

Question 5

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.

Accepted Answer

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

Question 6

Which of the following is an advantage of printed catalogs over digital catalogs?

Accepted Answer

A)  the ability to offer an almost unlimited amount of merchandise 
B)  efficiencies in production, printing, and mailing costs 
C)  intrusive and creates its own attention 
D)  less competition for customers' attention 
E)  real-time merchandising

Question 7

After selecting a sweater on the ASOS Web site,Kelly Ong 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 ASOS." The statement suggests that ASOS is using which of the following marketing tools?

Accepted Answer

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

Question 8

Today,direct marketing relies heavily on database technologies and the Internet.Early direct marketers used primarily direct mailers,telemarketers,and ________.

Accepted Answer

A)  door-to-door salespeople 
B)  catalogs 
C)  newspaper stuffers 
D)  specialty premiums 
E)  None of the above.

Question 9

Which of the following operate only on the Internet?

Accepted Answer

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

Question 10

Modern direct marketers rely heavily on database technologies and the Internet,while early direct marketers primarily used direct mailers,telemarketing,and ________.

Accepted Answer

A)  door-to-door salespeople 
B)  catalogs 
C)  POP promotions 
D)  e-mail 
E)  inside salespeople

Question 11

Because several satellite broadcast systems are now offering ITV capabilities,interactive TV is likely to become a more widely used direct marketing medium.

Accepted Answer

A) True 
 B)False

Question 12

Companies conduct online marketing by creating a Web site,placing ads and promotions online,or setting up or participating in online social networks.

Accepted Answer

A) True 
 B)False

Question 13

The Internet has helped boost the popularity of catalogs as a direct marketing medium.

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

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

Question 15

Fraudulent schemes,such as investment scams or phony collections for charity,have multiplied in recent years.

Accepted Answer

A) True 
 B)False

Question 16

What is the fastest growing form of direct-marketing?

Accepted Answer

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

Question 17

What types of services do B2B marketers offer online?

Accepted Answer

The answer of What types of services do B2B marketers...

Question 18

Mega Music sells products to customers only through its Web site.Mega Music employs the direct model as its marketing approach.

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

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

Question 20

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

Accepted Answer

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

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

ESPN.com is known as a ______ because it provides financial,research,and other information.

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

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

To attract new visitors and to encourage revisits,online marketers need to thoughtfully develop a Web site.What are the characteristics of a successful Web site?

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.

Which of the following is an advantage of printed catalogs over digital catalogs?

Today,direct marketing relies heavily on database technologies and the Internet.Early direct marketers used primarily direct mailers,telemarketers,and ________.

Which of the following operate only on the Internet?

Modern direct marketers rely heavily on database technologies and the Internet,while early direct marketers primarily used direct mailers,telemarketing,and ________.

Because several satellite broadcast systems are now offering ITV capabilities,interactive TV is likely to become a more widely used direct marketing medium.

Companies conduct online marketing by creating a Web site,placing ads and promotions online,or setting up or participating in online social networks.

The Internet has helped boost the popularity of catalogs as a direct marketing medium.

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

Fraudulent schemes,such as investment scams or phony collections for charity,have multiplied in recent years.

What is the fastest growing form of direct-marketing?

What types of services do B2B marketers offer online?

Mega Music sells products to customers only through its Web site.Mega Music employs the direct model as its marketing approach.

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

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