Deck 17: Direct, Online, Social Media, and Mobile Marketing

Question 1

Which of the following is the fastest growing form of direct marketing?

A) ambush marketing
B) digital marketing
C) direct-mail marketing
D) kiosk marketing
E) telemarketing

Answer 1

B

Question 2

How does online marketing provide flexibility for sellers?

Answer 2

Online marketing allows the marketer to make ongoing adjustments to its prices and programs or make immediate, timely, and personal announcements and offers. Online catalogs, if used, can be adjusted daily or even hourly if needed.

Question 3

Refer to the scenario below to answer the following question(s).
The Treble Clef sells music books, musical instruments, and novelty gifts of a musical nature. In recent years, owner Gary Zahn has served as the local representative of several musical instrument manufacturers, providing a contact person for three local schools. He sends a sample of a manufacturer's products to schools that request a demonstration or presentation. "If we don't have it, we can definitely 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 music knick-knacks in the store. Gary spends most of his time making presentations to beginners at the local schools and making biweekly visits to the schools to deliver instruments, make minor repairs, or pick up instruments to ship to the manufacturer for more complicated repairs.
After establishing a loyal customer base, Gary was convinced that a Treble Clef Web site could benefit a variety of customers. He began with a simple Web site that provided information about the store and the 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 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.
"This Web site idea was fantastic!" Gary admitted. "It allows us to be so responsive. And our novelties sales have doubled!"
Online-only companies are more successful than multichannel marketing companies.

Answer 3

False

Question 4

Which of the following is true about online direct marketing?

A) Online direct marketing is also referred to as multi-level marketing.
B) Salespersons are compensated for other salespeople they recruit.
C) Online direct marketing allows sellers to create immediate, timely, and personal offers.
D) Online direct marketing involves two or more intermediaries.
E) In online direct marketing, outside and inside sales forces coordinate to provide value products to customers.

Question 5

Identify the major advantage of the following forms of digital and social media marketing: Web sites, viral marketing, e-mail, blogs, social media, and mobile ads and apps.

Question 6

Most companies use direct marketing as a supplementary channel or medium.

Question 7

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

A) access to numerous products
B) access to product reviews
C) live product demonstrations
D) convenience
E) privacy

Question 8

For customers, the benefits of direct marketing are being able to shop online anytime and anywhere.

Question 9

Direct marketing seldom occurs on a one-to-one, interactive basis.

Question 10

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

A) access to small groups or individuals
B) program flexibility
C) mass reach and immediate returns
D) low cost
E) easy to personalize products

Question 11

Direct and digital marketing involve targeting broad segments of customers.

Question 12

Companies such as Amazon.com and Expedia.com that sell products and services directly to final buyers exclusively over the Internet are known as ________.

A) transaction sites
B) content sites
C) search engines and portals
D) e-tailers
E) online social media

Question 13

Refer to the scenario below to answer the following question(s).
The Treble Clef sells music books, musical instruments, and novelty gifts of a musical nature. In recent years, owner Gary Zahn has served as the local representative of several musical instrument manufacturers, providing a contact person for three local schools. He sends a sample of a manufacturer's products to schools that request a demonstration or presentation. "If we don't have it, we can definitely 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 music knick-knacks in the store. Gary spends most of his time making presentations to beginners at the local schools and making biweekly visits to the schools to deliver instruments, make minor repairs, or pick up instruments to ship to the manufacturer for more complicated repairs.
After establishing a loyal customer base, Gary was convinced that a Treble Clef Web site could benefit a variety of customers. He began with a simple Web site that provided information about the store and the 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 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.
"This Web site idea was fantastic!" Gary admitted. "It allows us to be so responsive. And our novelties sales have doubled!"
Which kind of Web site does Treble Clef use?

A) branded community Web site
B) corporate Web site
C) investor relations Web site
D) marketing Web site
E) online Web site

Question 14

Direct marketing is an expensive way of reaching target markets.

Question 15

Explain the major benefits of direct marketing for customers and for sellers.

Question 16

Which of the following statements is true of direct marketing?

A) Direct marketing is also referred to as referral marketing.
B) Salespersons are compensated for other salespeople they recruit.
C) Direct marketing offers sellers a low-cost alternative for reaching their markets.
D) Direct marketing involves two or more intermediaries.
E) In direct marketing, consumers earn a commission every time they buy a product.

Question 17

Amazon.com and GEICO approach customers via Web sites or mobile apps. This is an example of ________ marketing.

A) mass
B) niche
C) individual
D) multi-level
E) direct

Question 18

________ companies use both offline and online marketing channels.

A) Start-up
B) Click-only
C) Multichannel marketing
D) Brick-and-mortar
E) Brick-only

Question 19

How does direct marketing give buyers access to more comparative information about companies, products, and competitors?

Question 20

Which term best describes sites such as the New York Times on the Web and ESPN.com?

A) search engine
B) content site
C) online social network
D) transaction site
E) e-tailer

Question 21

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

A) phishing
B) viral marketing
C) malware
D) cyber spying
E) spyware

Question 22

Oscarz Aviation's Web site, GoOscarzAv.com, informs customers about a wide variety of services offered by the firm. It also has a guestbook where customers can provide feedback on their experiences with Oscarz Aviation. They can also view videos Oscarz Aviation posts, as well as read and respond to blogs and ask questions. GoOscarzAv.com is an example of a(n) ________.

A) online social network
B) blog
C) kiosk
D) branded community Web site
E) digital catalog

Question 23

In ________, text-based ads and links appear alongside search engine results on sites such as Google, Yahoo!, and Bing.

A) content sponsorships
B) digital billboards
C) digital catalogs
D) contextual advertisements
E) RSS feeds

Question 24

Uptown-Clean Crew is a company that provides house-cleaning services in major urban and suburban areas. Marketers at Uptown-Clean Crew developed a short, humorous video promoting the company's services and posted it online. Soon the video was a rage as customers who saw the video found it hilarious and they passed it on to their friends and colleagues calling it the "Uptown comedy." Which form of marketing is illustrated from this scenario?

A) telemarketing
B) viral marketing
C) integrated marketing
D) multichannel marketing
E) kiosk marketing

Question 25

________ involves creating a Web site, video, e-mail, mobile message, advertisement, or other marketing event that is so infectious that customers will seek it out or pass it along to their friends.

A) Telemarketing
B) Multichannel marketing
C) Integrated marketing
D) Viral marketing
E) Kiosk marketing

Question 26

Spartan Sportsgear is a company that sells sports equipment for adventure sports. It recently launched ExtremeSpartan.com to showcase products and provide testimonials of famous adventure sports athletes who use Spartan's products. It also includes videos and blogs. Which of the following best describes ExtremeSpartan.com?

A) branded community Web site
B) digital catalog
C) social network
D) podcast
E) blog

Question 27

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

A) search-related ads
B) parody ads
C) content-based ads
D) digital catalogs
E) rich media ads

Question 28

AskKarl.com is a local search engine Web site that exclusively caters to people in New England. When users search for information, text-based ads related to the search appear alongside the search results. Which of the following is illustrated from this example?

A) contextual advertising
B) pixel advertising
C) digital catalog
D) kiosk marketing
E) podcasts

Question 29

Companies must attract visitors to their Web sites. Which of the following is a method companies use to entice visitors not just to visit but also to return to a site?

A) using flashy graphics, bright colors and vivid pictures
B) aggressively promoting the site in offline print and broadcast advertising
C) offering prizes for visiting the site
D) providing rewards for visitors connecting their friends to the site
E) requiring registration on the first visit to the site

Question 30

Which of the following best describes permission-based e-mail marketing?

A) sending unsolicited, unwanted commercial e-mail messages
B) sending requests to users to join online social networking communities
C) sending e-mail pitches only to customers who "opt-in"
D) offering free promotional materials to new customers
E) gathering demographic details for customer databases

Question 31

Which of the following is true about e-mail marketing messages?

A) E-mail marketing messages involve sending an offer, announcement, reminder, or sample to a person living at a particular address.
B) E-mail marketing messages involve connecting directly with carefully targeted consumers, exclusively on a one-to-one, interactive basis.
C) E-mail marketing messages are effective in reaching the desired target market and result in low costs.
D) E-mail marketing messages cost more per thousand people reached than mass media such as television or magazines.
E) E-mail marketing messages create a stronger emotional connection with the customers compared to traditional direct mail.

Question 32

Gant Hardware is a huge chain of hardware stores. GantHardware.com helps customers conduct product research and also lets them order directly online or redirects them to the nearest Gant retail store. Which of the following best describes GantHardware.com?

A) marketing Web site
B) digital catalog
C) social network
D) podcast
E) blog

Question 33

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

A) Online magazines
B) Marketing Web sites
C) Search engines
D) Digital catalogs
E) Podcasts

Question 34

While comparing hotel rates on Google's search engine, Brenda came across text-based ads and links alongside the search results. This form of advertising is known as ________.

A) contextual advertising
B) rich media ads
C) content sponsorship
D) catalog advertising
E) social media advertising

Question 35

Randy keeps getting unwanted and annoying e-mails from several marketing firms unknown to him. The number of these e-mails is alarmingly high in his inbox. Which of the following best describes these e-mails?

A) malware
B) adware
C) Trojan
D) firewall
E) spam

Question 36

A(n) ________ is designed to present brand content that engages consumers and creates customer-brand community.

A) podcast
B) branded community Web site
C) search engine
D) digital catalog
E) online magazine

Question 37

Runner Sprintz, a particular brand of shoes, has its own Web site, myrunnersprintz.com that welcomes consumers to "the Runner Sprintz Century," invites readers to post their Runner Sprintz stories, and offers a wide variety of shoes for direct purchase. The site even allows customers to individually design their own shoes and share them among their circles on the Web site. Which of the following best describes myrunnersprintz.com?

A) Web directory
B) blog
C) corporate Web site
D) digital catalog
E) branded community

Question 38

A(n) ________ is an unsolicited, unwanted commercial e-mail message that clogs up e-mailboxes.

A) catalog
B) podcast
C) spam
D) tweet
E) blog

Question 39

After selecting a sweater on the Land's End Web site, Kelly was asked to fill in details for the customer database. Kelly was given a form that required her to fill in her name, date of birth, and e-mail address. Kelly then checked a box that was next to the following statement: "Yes, I would like to receive weekly promotional information from Land's End online." Which of the following practices is evident from this scenario?

A) e-mail hosting service
B) e-mail spoofing
C) catalog marketing
D) contextual advertising
E) permission-based e-mail marketing

Question 40

Which of the following statements is true of viral marketing?

A) Marketers have significant control over where their viral messages end up.
B) Viral marketing gives consumers online places to congregate, socialize, and exchange views.
C) Because customers find and pass along the message, viral marketing can be very inexpensive.
D) In viral marketing, links appear alongside search engine results on sites such as Google and Bing.
E) Viral marketing messages are blocked by most search engines, security software, and social networking sites.

Question 41

Which of the following is most likely an advantage of viral marketing?

A) Viral marketing reinforces consumers' attitudes about a brand.
B) Most messages are likely to "go viral."
C) Consumers want to be a part of viral marketing.
D) Viral marketing can easily be successfully accomplished.
E) Viral marketing produces engagement and positive exposure for a brand.

Question 42

Which of the following is most likely a disadvantage of viral marketing?

A) Viral marketing usually takes time to make an impact.
B) Viral marketing is very expensive.
C) Marketers have little control over who receives the viral message.
D) Viral marketing messages are offensive to the audiences who are not a part of the targeted market.
E) Viral marketing messages are blocked by most search engines.

Question 43

Marketers drive traffic to the company Web sites solely through using other online and digital marketing tools.

Question 44

Blogs can be used to appeal to specific special-interest groups, about almost any topic.

Question 45

Branded community Web sites are designed to present brand content that engages consumers and builds closer customer relationships rather than to sell the company's products directly.

Question 46

Explain how a company benefits from monitoring the blogosphere.

Question 47

Explain the goal of viral marketing.

Question 48

Which of the following is a reason a consumer would follow a company's blog?

A) The blog offers fresh insights or new ideas about the company or products.
B) The blog provides the consumer with familiar information.
C) The blog allows consumers to communicate with each other.
D) A well-followed blog gives the company influence in the marketplace.
E) Consumers know that companies want them to follow the blog postings.

Question 49

Compare and contrast the purpose and content of a branded community Web site to that of a marketing Web site.

Question 50

Consumers welcome e-mail marketing messages; opportunities to control the messages they receive are frequently ignored.

Question 51

Which of the following is a disadvantage of using blogs as a marketing tool?

A) The blogosphere is cluttered and difficult to control.
B) Advertising on a blog is typically expensive and time consuming.
C) Using blogs as a marketing tool offers minimum reach to a target audience.
D) Blogs, when used as a marketing tool, have a low rank in web directories and search engines.
E) Blogs do not provide the kind of personalized approach that today's marketers are looking for.

Question 52

________ are communities over the Internet where people congregate, socialize, and exchange views and information.

A) Corporate Web sites
B) Interactive television
C) Digital catalogs
D) Online social networks
E) Content sponsorships

Question 53

________ are online journals where people post their thoughts, usually on a narrowly defined topic.

A) Social networks
B) Blogs
C) Forums
D) Search engines
E) Web directories

Question 54

Which of the following is a benefit of using blogs as marketing tools for companies?

A) Blogs provide companies with a platform to help portray wider merchandise.
B) Blogs are online selling platforms for people located in hard-to-reach places.
C) Blogs help reach a wider audience compared to other online direct marketing tools.
D) Demographic information about customers can be easily discovered.
E) Blogs can offer a fresh, original, personal, and cheap way to enter into consumer conversations.

Question 55

Search advertisers buy search terms from the search site and pay whenever the search terms come up in the results of a consumer's search.

Question 56

Viral marketing allows marketers to send tailored messages to targeted customers who have chosen to receive them.

Question 57

Describe the largest form of online advertising.

Question 58

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

Question 59

A marketing Web site interacts with consumers to move them closer to a direct purchase or other marketing outcome.

Question 60

Spam is unsolicited, unwanted commercial e-mail messages that clog up users' e-mailboxes.

Question 61

An integrated social marketing campaign likely could include all of the following except ________.

A) Facebook pages
B) Twitter postings
C) Instagram photos
D) iTunes podcasts
E) YouTube videos

Question 62

Explain integrated social media marketing.

Question 63

Which kind of social media networks are smaller communities likely to join or create?

A) blog
B) niche
C) Internet
D) video
E) commercial

Question 64

Social media marketing can be inexpensive for companies to use.

Question 65

Explain the strengths of mobile marketing from the marketer's point of view.

Question 66

________ involves sending an offer, announcement, reminder, or other item to a person at a particular address.

A) Kiosk marketing
B) Online marketing
C) Ambush marketing
D) Direct-mail marketing
E) Telemarketing

Question 67

James is looking for a new suit for a job interview. He is shopping at Smith & Jones, a well-regarded menswear store. While he looks at various styles and uses his smartphone to scan codes, the menswear shopping app provides him with suggestions for shirts, ties, and shoes that would complete the ensemble he needs to make a strong, positive impact at his interview. The ability of the app to provide this information serves to ________.

A) enrich the shopping experience
B) annoy James
C) complicate the shopping experience
D) use James' data plan
E) interrupt the shopping experience

Question 68

While many consumers welcome the convenience that mobile marketing ads offer, marketers still must be smart about how they engage people on mobile devices.

Question 69

Joanna uses her smartphone to accomplish many tasks everyday. She is also an avid shopper. Which online marketing tool will benefit Joanna the most to help her shop?

A) e-mail messages from sites to which she subscribes
B) banking app for her bank
C) instant deals and digital coupons
D) YouTube video
E) Facebook friends

Question 70

________ marketing features marketing messages and promotions delivered to on-the-go consumers through their handheld devices.

A) Kiosk
B) Ambush
C) Direct-mail
D) Mobile
E) Catalog

Question 71

Which of the following types of marketing involves sending out letters, brochures, samples, and DVDs to consumers' addresses?

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

Question 72

What are the strengths and weaknesses of e-mail marketing?

Question 73

Kirk's Comic Store has its own mobile app that users can download for free. The app lets users know about special events, discounts, and merchandise currently available in the store. Which of the following forms of marketing is exemplified from this scenario?

A) social media marketing
B) kiosk marketing
C) direct-response television marketing
D) mobile marketing
E) direct-mail marketing

Question 74

What are the characteristics of a successful Web site?

Question 75

Describe how marketers can engage in social media.

Question 76

Which of the following is NOT a reason that companies use social media?

A) cost effectiveness
B) engagement and social sharing capabilities
C) ease of creating content
D) immediacy and timeliness
E) interactiveness

Question 77

All of the following are forms of traditional direct marketing EXCEPT ________.

A) personal selling
B) point-of-purchase promotion
C) telemarketing
D) direct-mail marketing
E) kiosk marketing

Question 78

Runners can compare performances, set up profiles, meet new people, and share information on Nike's Nike+ Web site. Nike+ is an example of a(n) ________.

A) podcast
B) blog
C) online community
D) content sponsorship program
E) kiosk

Question 79

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

Question 80

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

A) Results are hard to measure.
B) Users seldom have control over the online social networks.
C) Most existing networks are already controlled by major corporations and therefore do not favor competitors.
D) It is difficult to get the approval of the online advisory board to post an ad in a social network.
E) Marketing via online social networks is expensive and time-consuming.