Question 1

Which of the following is a factor considered when a customer is evaluated based on RFM formula?

Accepted Answer

RFM (Recency, Frequency, Monetary) formula evaluates a customer's behavior based on their recency of purchase, frequency of purchase, and monetary value of their purchases. The amount of time passed after the customer's last visit (recency) is one of the three factors considered in the RFM formula. Product categories purchased by the customer, mode of payment used, location of purchase, and type of feedback provided are not used in the RFM formula.

Question 2

________ marketing generates excitement, creates publicity, and conveys new relevant brand-related information through unexpected or even outrageous means.

Accepted Answer

Buzz marketing is designed to generate excitement and publicity through unexpected or outrageous means, often leveraging word-of-mouth and social media.

Question 3

All companies need to consider and evaluate e-marketing and e-purchasing opportunities. Visitors to a Web site will judge its performance on its ease of use and its physical attractiveness. Ease-of-use breaks down into three attributes: the Web site downloads quickly, the first page is easy to understand, and

Accepted Answer

Ease-of-use attributes listed include website downloading quickly, easy to understand first page, and easy navigation to other pages that open quickly. Option A addresses the third attribute. The other options are not relevant to the attributes listed.

Question 4

Call centres that receive calls from customers are called

Accepted Answer

Inbound telemarketing refers to call centres that receive incoming calls from customers, usually for the purpose of customer service or technical support.

Question 5

In the world of the Internet, the hot growth area in interactive marketing is paid search. Search terms are a proxy for the consumer's product or consumption interests and . These ads are called

Accepted Answer

Paid search ads are also called pay-per-click (PPC) ads, where advertisers pay only when a user clicks on their ad. This format is popular because it allows advertisers to target specific keywords and audiences, making it more likely that users who are interested in their products will see their ads. Pop-up ads, content advertising, interstitials, and microsites are all different types of internet advertising, but they are not specifically related to paid search.

Question 6

The Web offers the advantage of "contextual placements." Marketers can buy ads from sites that are related to their offerings. An example of a "contextual placement" ad would be

Accepted Answer

Contextual placements are ads that are related to the content on a particular website or the search terms being used by the user. Johnson and Johnson ads that appear when a consumer types in the term "baby" is a prime example of a contextual placement. It is placed in a relevant and related environment, increasing the likelihood of the target audience seeing it and responding to it. Ads for expensive yachts when the term "bankruptcy" is typed, on the other hand, is not a contextual placement as it is not relevant or related to the content or search terms. The same applies to choices C, D, and E.

Question 7

The infomercial for a miraculous roaster that you saw on the late-late-late show was a combination of the "sell" of commercials and the draw of "educational information." This is a form of

Accepted Answer

The infomercial described in the question is an example of direct-response advertising, which is characterized by a combination of selling and educational information. This type of advertising seeks to elicit an immediate response from the viewer, typically in the form of making a purchase or requesting more information.

Question 8

The definition of "banner ads" is

Accepted Answer

Banner ads are typically small, rectangular boxes containing text and perhaps a picture. They are displayed on websites to attract the attention of the user and entice them to click on the ad, which will take them to the advertiser's website.

Question 9

The Internet provides marketers and consumers with opportunities for much greater interaction and

Accepted Answer

The Internet allows marketers to collect data on consumers and personalize their experiences based on their interests and preferences. This level of individualization can lead to greater interaction between the two parties.

Question 10

The original and oldest form of direct marketing is the ________.

Accepted Answer

The answer of The original and oldest form of direct...

Question 11

________ are individual webpages or clusters of pages that function as supplements to a primary site.

Accepted Answer

Microsites are individual webpages or clusters of pages that are created as supplements to a primary site. They can be used for a specific campaign, promotion, or product launch, and they typically have their own unique design and web address.

Question 12

Other media for direct-response marketing includes television. Television is used by direct marketers in conducting or producing "infomercials," and

Accepted Answer

The answer of Other media for direct-response marketing includes television....

Question 13

One of the benefits of interactive marketing is that it is highly accountable and its ________ can be easily traced.

Accepted Answer

Interactive marketing's effects can be easily traced, allowing marketers to assess the impact of their campaigns and adjust strategies accordingly.

Question 14

Apple created a lot of publicity before the release of its tablet computer, i-pad. The product was discussed in online communities and social networks. Many booked the product in advance, ensuring good initial revenues for Apple. The company published periodic updates of the product creating huge expectation in the minds of customers. This pre-launch publicity can be viewed as ________ marketing.

Accepted Answer

Pre-launch publicity that creates excitement and anticipation among customers is known as buzz marketing. Apple's pre-launch promotion for its iPad, discussing the product online and creating updates, is an example of buzz marketing. Therefore, Option C is the correct answer. The other options, such as stealth, ambush, undercover, and direct marketing, do not accurately describe the type of marketing used by Apple for the release of the iPad.

Question 15

According to Statistics Canada, almost ________ of the total workforce works in sales or service occupations.

Accepted Answer

According to Statistics Canada, approximately 24 percent of the total workforce is employed in sales or service occupations.

Question 16

For a Web site, physical attractiveness is determined by three factors. These are: good use of colour and sound; pages are clean and not overly crammed; and

Accepted Answer

The third factor for determining physical attractiveness of a website is that the typefaces and fonts are very readable, which complements the other factors of good use of color and sound, and clean, uncluttered pages.

Question 17

Market research conducted by Canada Post suggests that Canadians would rather

Accepted Answer

The answer of Market research conducted by Canada Post suggests...

Question 18

An important guideline to be followed in conducting an e-mail campaign (to do it right) is to

Accepted Answer

Offering something unique via email that isn't available through direct mail can increase engagement and interest in the campaign.

Question 19

You have been hired by a firm that receives calls from customers. This is an example of a(n)

Accepted Answer

An inbound call centre refers to a company that receives incoming calls from customers. As the scenario mentioned that the firm receives calls from customers, the best choice is D. The other options are not relevant in this case - teleprospecting refers to making outbound calls to prospects, outbound call centre refers to a company that primarily makes outgoing calls, telesales refers to selling products or services over the phone, and telecoverage is a term that is not commonly used in the call centre industry.

Question 20

Call centres that initiate calls to prospects and customers are called

Accepted Answer

Outbound telemarketing refers to call centres that initiate calls to prospects and customers, aiming to sell products or services, upsell or cross-sell, conduct surveys, or generate leads. A telesales team, on the other hand, is a specific type of outbound telemarketing team whose main focus is on selling products or services directly to customers over the phone. Teleprospecting refers to telemarketing representatives who make calls to qualify leads or gather information about a prospect's buying habits. Inbound telemarketing aims to receive calls from customers who want to inquire, place orders or seek support. Telecoverage focuses on outbound calls to existing customers to renew contracts, follow up after a sale, and ensure customer satisfaction.

Quiz 19: Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling