Deck 16: Direct, Online, Social Media, and Mobile Marketing

Question 1

To effectively use data mining and to be useful, the data stored in a database must be ________.

A) Up to date
B) Complete
C) Accurate
D) Well defined

Answer 1

C

Question 2

Which of the following is a reason direct marketing has grown?

A) Low cost
B) Loss of other marketing methods
C) Relaxed laws
D) Precision targeting

Answer 2

D

Question 3

The most basic type of Web site is the:

A) Intranet Web site
B) Marketing Web site
C) Commercial Web site
D) Corporate Web site

Answer 3

D

Question 4

When dealing with issues of Internet privacy, the group we have to be the most concerned about are:

A) The elderly
B) The disabled
C) The underprivileged
D) The children

Question 5

Casino operator Harrah's Entertainment has built a customer database containing ________ worth of customer information.

A) 30 gigabytes
B) 1 terabyte
C) 30 terabytes
D) 300 terabytes

Question 6

The buying or selling process that is supported by electronic means is known as:

A) E-mail
B) E-commerce
C) The Internet
D) Viral marketing

Question 7

In periods of low demand, companies can use direct marketing to target ________ customers and produce quick results.

A) New
B) Developing
C) Known
D) None of the above

Question 8

Data mining is NOT used to predict the following:

A) Which customers are most likely to respond to an offer
B) How to segment a market
C) The occupancy and ADR of a hotel
D) Identify the company's most loyal customers

Question 9

The sequence of integrated direct marketing technique is:

A) Paid ad with a response channel > Direct mail mechanism > Outbound telemarketing > Face-to-face sales calls
B) Direct mail mechanism > Outbound telemarketing > Face-to-face sales calls > Paid ad with a response channel
C) Outbound telemarketing > Paid ad with a response channel > Direct mail mechanism > Face-to-face sales calls
D) Outbound telemarketing > Face-to-face sales calls > Paid ad with a response channel > Direct mail mechanism

Question 10

Interchanges of ideas in forums and Internet news groups are functions of which domain?

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

Question 11

Do-not-call legislation has ________ the telemarketing industry.

A) Ignored
B) Encouraged
C) Discouraged
D) Hurt

Question 12

The popular press has paid the most attention to ________ online marketing.

A) Consumer-to-business (C2B)
B) Business-to-consumer (B2C)
C) Business-to-business (B2B)
D) Consumer-to-consumer (C2C)

Question 13

Which of the following statements is true?

A) The Web is still primarily C2C.
B) The Web is still primarily for the wealthy.
C) The Web is still primarily for the educated.
D) Nearly every socioeconomic group has adopted the Web.

Question 14

Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships are known as:

A) Consumer marketing
B) Network marketing
C) Direct marketing
D) Growth marketing

Question 15

Which of the following is NOT a form of direct marketing?

A) Telephone marketing
B) Marketing Web site
C) Direct mail marketing
D) Kiosk marketing

Question 16

________ stores the information the company receives in a central repository of customer data.

A) Computer system
B) Computer array
C) Data warehouse
D) None of the above

Question 17

Choose the best option: Effective direct marketing begins with a good ________.

A) Plan
B) Customer database
C) Management team
D) Marketing team

Question 18

A central repository of an organization's customer information is known as:

A) E-commerce
B) Direct mail marketing
C) Data warehouse
D) Direct marketing

Question 19

Which of the following is NOT a way to measure Direct-marketing efforts?

A) Communication impact
B) Internal promotion
C) The number of inquiries generated
D) The ratio of conversions or purchases realized from inquiries generated

Question 20

The most powerful approach to integrated direct marketing is:

A) Single-vehicle, multiple-stage
B) Multiple-vehicle, multiple-stage
C) Single-vehicle, single-stage
D) Multiple-vehicle, single-stage

Question 21

Online marketing is not a growth area of direct marketing.

Question 22

Explain the major benefits of direct marketing.

Question 23

Viral marketing can be very expensive and is ineffective.

Question 24

One problem with database management is that a company may have a number of databases that do not talk to each other.

Question 25

Pop-up ads are the Internet version of word-of-mouth marketing that are so infectious that customers will want to pass them along to friends.

Question 26

Interstitials are online display ads that appear between screen changes on a Web site.

Question 27

Search related or contextual advertising is not a growth area for online advertising.

Question 28

Internet marketing practices have raised a number of ethical and legal questions. Why is online privacy perhaps the number one e-commerce concern?

Question 29

On-line security is perhaps the number one e-commerce concern.

Question 30

Online ________ is perhaps the number-one e-commerce concern.

A) Piracy
B) Theft
C) Privacy
D) None of the above

Question 31

Even with the advent of Internet marketing, the role of direct marketing has stayed the same.

Question 32

Data mining is the systematic removal of bad information from the database.

Question 33

Viral marketing uses banners on Web pages to advertise.

Question 34

To attract new visitors and to encourage revisits, e-marketers should pay close attention to the seven Cs of effective Web site design. What are these seven Cs?

Question 35

OnQ is a technology platform developed by ________ to manage information on guests across all its brands.

A) Marriott
B) Hilton
C) Starwood Hotels
D) Harrah's

Question 36

The second largest advertising media is:

A) TV
B) Internet
C) Newspaper
D) Magazines

Question 37

Explain how and why Web communities and social networks have developed on the Internet. How can the hospitality industry use them?

Question 38

The largest advertising media is:

A) TV
B) Internet
C) Newspaper
D) Magazines

Question 39

The Internet now influences ________ percent of total retail sales.

A) 22
B) 42
C) 62
D) 72

Question 40

Explain the concept of viral marketing.