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

Question 1

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

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

Answer 1

direct-mail marketing

Question 2

What are the two main goals of direct marketing?

A) to identify a potential customer and obtain an immediate response
B) to obtain an immediate response and to facilitate a purchase
C) to obtain an immediate response and build a lasting customer relationship
D) to provide information and build a lasting customer relationship
E) to save marketing dollars and facilitate a purchase

Answer 2

to obtain an immediate response and build a lasting customer relationship

Question 3

Which kind of marketing involves sending an offer,announcement,reminder,or other item to a person at a particular physical or virtual address?

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

Answer 3

direct-mail marketing

Question 4

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

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

Question 5

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

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

Question 6

Direct marketing is continuing to become more ________ oriented.

A) television
B) Web
C) mail
D) telephone
E) radio

Question 7

How does database marketing benefit consumers?

A) Companies make name-brand products and images readily available to customers.
B) Companies benefit from sales leads and customer-relationship gains.
C) Customers receive better prices on products and services that they need.
D) Customers receive faster and more reliable service from companies.
E) Customers receive instant credit from more companies.

Question 8

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

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

Question 9

A typical customer database is an organized collection of geographic,demographic,psychographic,and ________ data about individual customers or prospects.

A) ethical
B) cultural
C) medical
D) behavioral
E) emotional

Question 10

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

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 11

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

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

Question 12

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

A) efficiency in reaching markets
B) price and program flexibility
C) mass reach and frequency
D) lower cost-per-contact
E) efficiency in order processing

Question 13

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

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

Question 14

Which of the following is essential for direct marketing to be effective?

A) an online presence
B) a good customer database
C) a well-trained sales force
D) inbound telephone marketing
E) digital direct marketing technologies

Question 15

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

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 16

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

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

Question 17

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

A) personal selling
B) public relations
C) telemarketing
D) direct-mail marketing
E) kiosk marketing

Question 18

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

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 19

Data about the recency,frequency,and monetary value of past purchases are included in the ________ category of a customer database.

A) demographic
B) psychographic
C) geographic
D) behavioral
E) assessment

Question 20

Information about a customer's age,income,and family makeup is in the ________ category of a customer database.

A) demographic
B) psychographic
C) geographic
D) behavioral
E) assessment

Question 21

________ allows consumers to gain additional information about a product through the use of a remote control.

A) Mobile phone marketing
B) The home shopping channel
C) Podcasting
D) Vodcasting
E) Interactive television

Question 22

Direct-response advertisements always contain/use___________,making it easier for marketers to gauge the effectiveness of their sales pitches.

A) a mailing address for comments
B) 60 or 120 seconds long TV spots
C) a hit button to record the number of viewers
D) an account number
E) pop-ups

Question 23

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.

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

Question 24

What are two major forms of direct-response television marketing?

A) home television response and direct-response TV advertising
B) home shopping channels and infomercials
C) home-selling and toll-free response
D) call-in response and Web-site response
E) home shopping channels and podcasts

Question 25

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

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

Question 26

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

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

Question 27

_____________ involves using the telephone to sell directly to consumers
and business customers.

A) Television marketing
B) Kiosk marketing
C) Telephone marketing
D) Catalog marketing
E) The Internet

Question 28

Which of the following is the most accurate name for a 30-minute television advertising program marketing a single product?

A) direct-response TV advertisement
B) home shopping channel
C) integrated marketing
D) direct-response commercial
E) infomercial

Question 29

According to your text,________ "bridge the gap between old-fashioned stores and online shopping."

A) kiosks
B) home shopping channels
C) online catalogs
D) infomercials
E) mobile phones

Question 30

A television program or entire channel dedicated to selling goods and services is known as a(n)________.

A) direct-response television advertisement
B) home shopping channel
C) infomercial
D) digital catalog
E) kiosk

Question 31

All of the following are the benefits of online catalogs EXCEPT:

A) provide comparative information for customers
B) show a wider array of merchandise
C) save on production costs
D) products and features can be added or removed as needed
E) real-time merchandising

Question 32

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

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

Question 33

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

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

Question 34

Ring-tone giveaways,mobile games,and text-in contests are all examples of ________ marketing.

A) kiosk
B) online
C) podcast
D) vodcast
E) mobile phone

Question 35

Marketers view mobile phones as the next big marketing medium for all of the following reasons EXCEPT which one?

A) More consumers are using their cell phones for text messaging, surfing the Web, and watching videos.
B) Unlike telemarketing, mobile phone marketing is initially appealing to most cell phone users.
C) Mobile phones are very popular with the highly desirable 18-to-34-year-old demographic.
D) Mobile phone users can respond instantly to time-sensitive offers.
E) Most consumers always have their cell phones with them.

Question 36

How has the need to manage existing customer relationships changed the telemarketing industry?

A) Telemarketing for nonprofit groups has become nonexistent.
B) Telemarketing is no longer used by small and medium sized companies.
C) Telemarketing has replaced direct mail and personal selling because of low costs.
D) Telemarketers are more effectively developing relationships with new customers.
E) Telemarketers are more likely to use "opt-in" calling systems.

Question 37

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

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 38

Which of the following operate only on the Internet?

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

Question 39

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

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

Question 40

What is the fastest growing form of direct-marketing?

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

Question 41

________ are designed to build customer goodwill and to supplement other sales channels,rather than to sell the company's products directly.

A) Marketing Web sites
B) Corporate Web sites
C) Small business Web sites
D) Non-profit corporation web sites
E) Rich media display ads

Question 42

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

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

Question 43

________ is the term used to describe a company that does not use online marketing.

A) Offlist business
B) Brick-and-mortar
C) Click-and-mortar
D) E-business
E) Corporate site

Question 44

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.

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

Question 45

What is the benefit to companies of using blogs as marketing tools?

A) Blogs provide companies with additional revenue.
B) Blog content is easy to filter, monitor, and control.
C) Lifetime customer value can be evaluated through blogs.
D) Demographic information about customers can be easily tracked.
E) Blogs are a cheap yet personal way to reach a fragmented audience.

Question 46

When consumers can drive transactions with businesses,what type of online marketing is being used?

A) blogs
B) podcasting
C) social networking
D) business-to-consumer
E) consumer-to-business

Question 47

________ online marketing sites are online exchanges in which consumers search out sellers,learn about their offers,and initiate purchases.

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

Question 48

Which of the following is NOT one of the four major online marketing domains?

A) B2C (business-to-consumer)
B) B2R (business-to-retailer)
C) B2B (business-to-business)
D) C2C (consumer-to-consumer)
E) C2B (consumer-to-business)

Question 49

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

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

Question 50

Blogs are ________ that are usually focused on a narrowly defined topic.

A) online social networks
B) online journals
C) online videos
D) personalized Web sites
E) malware

Question 51

The popular press has paid the most attention to ________ online marketing,which is the online selling of goods and services to final consumers.

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

Question 52

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

A) search-related ads
B) pop-ups
C) contextual ads
D) viral ads
E) rich media ads

Question 53

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

A) Corporate Web sites
B) Marketing Web sites
C) Web communities
D) Brand Web sites
E) Affiliate programs

Question 54

What is the term used for online journals where people post their thoughts?

A) email
B) blogs
C) chat rooms
D) instant messaging
E) focus groups

Question 55

The growth of the Internet caused many brick-and-mortar firms to ________ in response to customer demands and a changing marketplace.

A) become click-only firms
B) send out more catalogs
C) become click-and-mortar firms
D) develop more infomercials
E) expand their outside sales forces

Question 56

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

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

Question 57

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

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

Question 58

What is the main purpose of a corporate Web site?

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 59

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

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

Question 60

For most companies,the first step in conducting online marketing is to ________.

A) send e-mails
B) create a Web site
C) create a Web community
D) place promotions online
E) develop search-related ads

Question 61

What is the name of the e-commerce used when consumers can drive transactions with businesses,such as using Priceline.com?

A) blogs
B) B2S (banner-to-site)
C) C2B (consumer-to-business)
D) Web-casting
E) None of the above.

Question 62

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

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

Question 63

A financial services provider sends materials about teaching teenagers how to drive safely to current customers who have children approaching driving eligibility age.The financial services provider is using ________ information from a customer database to determine which customers should receive the materials.

A) demographic
B) geographic
C) psychographic
D) behavioral
E) key contact

Question 64

What does the term viral marketing mean?

A) It is another term for online privacy.
B) It is another term for online security.
C) It refers to problems associated with computer viruses.
D) It refers to word-of-mouth marketing that occurs online.
E) It refers to negative publicity associated with company blogs.

Question 65

________ is a type of identity theft that uses deceptive emails and fraudulent Web sites to fool users into divulging their personal data.

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

Question 66

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

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

Question 67

Company X began as a brick-and-mortar company.Which of the following statements MUST be true?

A) By adding online marketing options, Company X would become a click-and-mortar company.
B) Company X is also considered a click-only dot-com.
C) Company X should not be concerned about consumer-to-consumer online marketing.
D) Company X is probably not making a profit.
E) By adding online marketing options, Company X would become a click-only company.

Question 68

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?

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

Question 69

The explosion of ____-unsolicited,unwanted commercial email messages that clog up our inboxes-has produced consumer frustration and anger.

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

Question 70

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

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

Question 71

What characteristic of niche sites makes the medium MOST appealing to marketers?

A) audience sizes larger than those of social networking sites
B) wide variety of demographics and purchasing patterns
C) audiences of people with similar interests
D) commercial transaction capabilities
E) podcasting and vodcasting capabilities

Question 72

All of the following are examples of online social networks EXCEPT ________.

A) Twitter
B) Facebook
C) YouTube
D) Yahoo!
E) Flickr

Question 73

Unsolicited and unwanted commercial e-mails are known as ________.

A) phishing
B) e-tailing
C) display ads
D) viral e-mails
E) spam

Question 74

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.

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 75

Neal sells his company's unique gift items on television programs and entire channels dedicated to selling goods and services.Neal is using ________.

A) direct-response television advertising
B) Internet-based infomercials
C) B2B online marketing
D) prime-time selling
E) vodcasting

Question 76

The popularity of blogs and other Web forums has resulted in a rash of commercially sponsored Web sites called ________.

A) Web communities
B) portals
C) marketing landscape segments
D) blisters
E) banner busters

Question 77

Which of the following is a primary disadvantage of viral marketing?

A) The costs of viral marketing are too high for most companies.
B) The brand associated with the viral message is usually forgotten.
C) Marketers have little control over who receives the viral message.
D) Viral messages are offensive to many potential customers.
E) Viral messages are blocked by most search engines.

Question 78

Which of the following is a type of identity theft that uses deceptive emails and fraudulent Web sites to fool consumers into revealing their personal data?

A) spamming
B) micro-targeting
C) viral marketing
D) phishing
E) heat marketing

Question 79

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

A) Users often resent an intrusive marketing message.
B) Existing networks are resistant to advertising.
C) Most existing networks are already controlled by major corporations.
D) Virtual worlds will most likely replace social networks in the near future.
E) Measuring the frequency and volume of network usage is difficult.

Question 80

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

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