Question 1

When a text link occurs within an online article on a given topic and the marketer pays a fee each time a user clicks on that link,this is known as ________.

Accepted Answer

A)  paid inclusion
B)  contextual search
C)  paid listings
D)  site optimisation
E)  meta-tagging B

Question 2

Online marketing can involve the interchange of information through internet forums,including customers' praise for - and complaints about - products.

Accepted Answer

A) True 
 B)False  True

Question 3

Databases may take one of three forms-network,relational or ________.

Accepted Answer

hierarchical

Question 4

In its promotional mix,the XYZ Corporation uses advertising,public relations,personal selling and direct marketing.XYZ is most likely using direct marketing as a ________ channel or medium.

Accepted Answer

A)  primary
B)  secondary
C)  tertiary
D)  supplementary
E)  fulfilment

Question 5

________ marketing entails interaction with known customers and others in the marketing channel on a one-to-one basis,and often in real time,using electronic network tools and technologies.

Accepted Answer

The answer of ________ marketing entails interaction with known customers...

Question 6

________ guidelines indicate that companies must disclose the purposes for which they are gathering customer information and must be prepared and able to show individuals the information they hold on them.

Accepted Answer

The answer of ________ guidelines indicate that companies must disclose...

Question 7

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

Accepted Answer

A)  Corporate websites
B)  Marketing websites
C)  Web communities
D)  Brand websites
E)  Social networks

Question 8

The three types of customer databases are ________.

Accepted Answer

A)  hierarchical,network and relational
B)  demographic,psychographic and attitudinal
C)  geographic,product and interests
D)  extractive,sensitive and relationship
E)  commercial,warehouse and flat-file

Question 9

Which of the following is NOT one of the benefits for the seller in direct and digital marketing?

Accepted Answer

A)  efficiency and speed in reaching markets
B)  price and program flexibility
C)  ability to control market share
D)  low cost-per-contact
E)  efficiency in order processing

Question 10

Provide relevant,non-textbook examples the following:
a. kiosk marketing
b. a consumer blog
c. paid listing.

Accepted Answer

The answer of Provide relevant,non-textbook examples the following:
a. kiosk marketing
b....

Question 11

Which of the following is NOT one of the benefits for the buyer in direct marketing?

Accepted Answer

A)  access to numerous products
B)  access to comparative information
C)  convenience
D)  guaranteed low prices
E)  privacy

Question 12

Companies can benefit from monitoring the blogosphere even if they decide not to actively participate in sponsoring,influencing or creating content.

Accepted Answer

A) True 
 B)False

Question 13

Short identifier pieces of text deposited on a visitor's computer by a website are known as ________.

Accepted Answer

The answer of Short identifier pieces of text deposited on...

Question 14

Because of their growing audience,web logs,also known as blogs,are gaining influence.

Accepted Answer

A) True 
 B)False

Question 15

Page ________ are the number of web pages viewed by a single visitor to a site.

Accepted Answer

The answer of Page ________ are the number of web...

Question 16

Jane receives a phone call from a charitable institution.The caller immediately informs her that she is not asking for a donation but instead invites her to assist the charity by selling raffle tickets for a forthcoming sweepstake,in which the grand prize is a home on the Gold Coast.Jane has just been contacted by a telemarketer.

Accepted Answer

A) True 
 B)False

Question 17

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

Accepted Answer

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

Question 18

Which of the following best describes 'viral marketing'?

Accepted Answer

A)  Creating a website or email that is so captivating that users will want to pass it along.
B)  It refers to problems that occur with viruses online.
C)  It is another term for invasions of online privacy.
D)  It is another term for online security.
E)  It refers to a system that allows suppliers to access inventory online.

Question 19

To attract new visitors and to encourage revisits,online marketers should pay close attention to the 'seven Cs of effective website design'.Which of the following is NOT one of the seven Cs?

Accepted Answer

A)  context: the site's layout and design
B)  content: text,pictures,sounds and video that the website contains
C)  commerce: the site's ability to enable commercial transactions
D)  customer: the way the customer is given incentives to use the website
E)  connection: the degree that the site is linked to other sites

Question 20

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

Accepted Answer

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

Exam 13: Direct and Digital Marketing: Interactivity and Fulfilment

When a text link occurs within an online article on a given topic and the marketer pays a fee each time a user clicks on that link,this is known as ________.

Online marketing can involve the interchange of information through internet forums,including customers' praise for - and complaints about - products.

Databases may take one of three forms-network,relational or ________.

In its promotional mix,the XYZ Corporation uses advertising,public relations,personal selling and direct marketing.XYZ is most likely using direct marketing as a ________ channel or medium.

________ marketing entails interaction with known customers and others in the marketing channel on a one-to-one basis,and often in real time,using electronic network tools and technologies.

________ guidelines indicate that companies must disclose the purposes for which they are gathering customer information and must be prepared and able to show individuals the information they hold on them.

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

The three types of customer databases are ________.

Which of the following is NOT one of the benefits for the seller in direct and digital marketing?

Provide relevant,non-textbook examples the following: a. kiosk marketing b. a consumer blog c. paid listing.

Which of the following is NOT one of the benefits for the buyer in direct marketing?

Companies can benefit from monitoring the blogosphere even if they decide not to actively participate in sponsoring,influencing or creating content.

Short identifier pieces of text deposited on a visitor's computer by a website are known as ________.

Because of their growing audience,web logs,also known as blogs,are gaining influence.

Page ________ are the number of web pages viewed by a single visitor to a site.

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

Which of the following best describes 'viral marketing'?

To attract new visitors and to encourage revisits,online marketers should pay close attention to the 'seven Cs of effective website design'.Which of the following is NOT one of the seven Cs?