Question 1

Today,many click-and-mortar companies are experiencing more online success than their click-only competitors.

Accepted Answer

A) True 
 B)False

Question 2

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

Accepted Answer

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

Question 3

Unlike Internet consumers,traditional offline consumers initiate and control contact with marketers.

Accepted Answer

A) True 
 B)False

Question 4

How can firms that use new direct marketing technologies avoid backlash from consumers who view such marketing as an invasion of privacy?

Accepted Answer

The answer of How can firms that use new direct...

Question 5

Which of the following is considered to be the fastest-growing form of direct marketing?

Accepted Answer

A)  Online marketing 
B)  In-direct marketing 
C)  Parallel marketing 
D)  Catalog marketing 
E)  Buzz marketing

Question 6

Fiona Lam 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?

Accepted Answer

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

Question 7

What is the main purpose of a corporate Web site?

Accepted Answer

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

Question 8

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

Accepted Answer

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

Question 9

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 ________.

Accepted Answer

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

Question 10

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?

Accepted Answer

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

Question 11

You receive a text message from Upscale Furnishings about an upcoming sale on custom furniture.Upscale Furnishings is developing a direct customer relationship with you through kiosk marketing.

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

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

Question 13

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

Accepted Answer

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

Question 14

All of the following are common uses for a direct marketing customer database EXCEPT ________.

Accepted Answer

A)  generating sales leads 
B)  identifying prospective customers 
C)  profiling customers based on previous purchases 
D)  gathering marketing intelligence about competitors 
E)  building long-term customer relationships

Question 15

For customers,the benefits of direct marketing are that it is an easy,private,and convenient way to shop.

Accepted Answer

A) True 
 B)False

Question 16

Describe two ways that marketers can participate in online social networks.What are the challenges and advantages of these approaches?

Accepted Answer

The answer of Describe two ways that marketers can participate...

Question 17

With inbound telephone marketing,the company provides a toll-free phone number to receive orders from television ads,print ads,direct mail,and catalogs.

Accepted Answer

A) True 
 B)False

Question 18

Rich media ads are online ads that pop up between changes on a Web site.

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

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

Question 20

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

Accepted Answer

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

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

Today,many click-and-mortar companies are experiencing more online success than their click-only competitors.

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

Unlike Internet consumers,traditional offline consumers initiate and control contact with marketers.

How can firms that use new direct marketing technologies avoid backlash from consumers who view such marketing as an invasion of privacy?

Which of the following is considered to be the fastest-growing form of direct marketing?

What is the main purpose of a corporate Web site?

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

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 ________.

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?

You receive a text message from Upscale Furnishings about an upcoming sale on custom furniture.Upscale Furnishings is developing a direct customer relationship with you through kiosk marketing.

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

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

All of the following are common uses for a direct marketing customer database EXCEPT ________.

For customers,the benefits of direct marketing are that it is an easy,private,and convenient way to shop.

Describe two ways that marketers can participate in online social networks.What are the challenges and advantages of these approaches?

With inbound telephone marketing,the company provides a toll-free phone number to receive orders from television ads,print ads,direct mail,and catalogs.

Rich media ads are online ads that pop up between changes on a Web site.

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

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