Deck 14: Direct and Online Marketing

Question 1

Which of the following is definitely one of the benefits for the seller in direct marketing?
transportation options
price and program flexibility
mass reach and frequency
increasing cost-per-contact
economics of order processing

Answer 1

price and program flexibility

Question 2

Amazon.ca and eBay have built their entire promotional approach around ________.
mass marketing
sales promotion
direct marketing
public relations
personal selling

Answer 2

direct marketing

Question 3

The use of which of the new forms of direct-mail marketing is booming?
fax mail
email
voice mail
Canada Post
samples

Answer 3

email

Question 4

Which of the following purposes is a common use of a direct marketing database?
identifying prospective competition
generating sales leads
profiling competition
socializing with competitors
building long-term seller relationships

Question 5

Using ________ telephone marketing, marketers sell directly to consumers.
inbound
outbound
direct-response
opt-out
business-to-business

Question 6

Today, direct marketing relies heavily on database technologies and new marketing media.Early direct marketers primarily used direct mailers, telemarketing, and ________.
advertising specialties
catalogues
POP promotions
email
inside salespeople

Question 7

How does a company's effective use of a customer database benefit consumers?
Companies make name-brand products and images readily available to customers.
Companies match customer needs and interests with products and services.
Customers receive better prices on products and services that they need.
Customers receive faster and more reliable service from companies.
Customers receive instant credit from more companies.

Question 8

Information about a customer's activities and interests are all ________ in a customer database.
demographics
psychographics
key contacts
buying behaviours
assessments

Question 9

Catalogs, brochures, samples, and DVDs are all examples of which type of marketing?
direct-response marketing
direct-mail marketing
digital direct marketing
kiosk marketing
online marketing

Question 10

Most companies that create print catalogs now also provide ________ catalogs.
video
email
store
Web-based
specialty

Question 11

A comprehensive database is a tremendous tool for the direct marketer.It should contain geographic, demographic, psychographic, and ________ data.
ethical
cultural
medical
behavioural
sociological

Question 12

Which of the following is an advantage of printed catalogs over digital catalogs?
a stronger emotional connection with customers
the ability to offer an almost unlimited amount of merchandise
less competition for customer's attention
efficiencies in production, printing, and mailing costs
real-time merchandising

Question 13

One of the advantages of direct marketing for sellers is that direct marketing ________.
offers access to buyers outside local markets
eliminates the need for a sales force
provides statistical information about industry buying habits
provides comparative information about customers and competitors
eliminates expenses such as order processing and inventory handling

Question 14

Which of the following statements does not describe direct mail marketing?
a highly selective database of customer information is needed
mail sent out which includes samples and DVDs
well-suited for one-to-one communication
impersonal but flexible
permits high levels of targeting a particular audience

Question 15

Which of the following is least likely to be one of the benefits for the buyer in direct marketing?
access to numerous products
access to comparative information
convenience
guaranteed low prices
privacy

Question 16

What are the two goals of direct marketing?
to identify a potential customer and obtain an immediate response
to obtain an immediate response and to facilitate a purchase
to obtain an immediate response and build a lasting customer relationship
to provide information and build a lasting customer relationship
to save marketing dollars and facilitate a purchase

Question 17

Which of the following is necessary for direct marketing to be effective?
an online presence
a good customer database
a well-trained sales force
inbound telephone marketing
use of new digital direct marketing technologies

Question 18

Which kind of marketing involves sending an offer, announcement, reminder, or other item to a person at a particular address?
kiosk marketing
digital direct marketing
catalog marketing
direct-mail marketing
telephone marketing

Question 19

Information about a customer's age, income, and family make-up are all ________ in a customer database.
demographics
psychographics
key contacts
buying behaviours
assessments

Question 20

Direct marketing is continuing to become more ________-oriented.
television
web
mail
telephone
personal selling

Question 21

Which of the following is an advantage of a well-designed and targeted telemarketing plan?
purchasing convenience
emotional connections with customers
real-time merchandising
high recruitment and referral rate
almost limitless merchandise available to customers

Question 22

The Internet gave birth to ________, which operate only on the Internet.
brick-and-mortar companies
click-and-mortar companies
old economies
click-only companies
web-and-mortar companies

Question 23

What are two major forms of direct-response television marketing?
direct-response television advertising and infomercials
home-selling and toll-free response
home television response and attention commercials
call-in response and Web-site response
home shopping channels and vodcasts

Question 24

Why have direct-response television commercials seen an increase in popularity in recent years?
It is has become simpler to replicate the success of classic direct-response TV ads that introduced items such as the Veg-O-Matic and the Beef Jerky Machine.
Traditional broadcast and cable advertising has become prohibitively expensive for many mid-sized companies.
Return on advertising investment can be easily measured.
The popularity of home shopping channels has lent direct-response commercials more credibility.
Consumers are more likely to respond to this type of marketing than to other forms of direct marketing.

Question 25

Many companies that responded to the popularity of dot coms are doing ________ than their click only competitors.
poorer
better
better portals
about the same
e-tailing less

Question 26

Texting promotions (e.g., brand coupons), mobile games, and text-in contests are all examples of ________ marketing.
iTV
online
podcast
vodcast
mobile phone

Question 27

What is the fastest growing form of direct marketing?
mobile-phone marketing
online marketing
interactive TV
direct-response television
podcasts

Question 28

Amazon.ca and Expedia.ca are best described as ________ that sell products and services directly to final buyers via the Internet.
search engines
content sites
transaction sites
e-tailers
portals

Question 29

Direct-response advertisements always contain ________, making it easier for marketers to gauge their effectiveness.
a mailing address for comments
a toll-free number or web address
Nielsen data
an order number
pop-ups

Question 30

How has the National Do Not Call Registry changed the telemarketing industry?
Telemarketing for nonprofit groups has become nonexistent.
Telemarketing is no longer used by small and medium sized companies.
Telemarketing has replaced direct mail and personal selling because of low costs.
Telemarketers are more effectively developing relationships with new customers.
Telemarketers are more effectively managing relationships with existing customers.

Question 31

Which of the following has been limited in recent years by the implementation of the National Do-Not-Call Registry?
telemarketing by nonprofit groups
business-to-business telemarketing
unsolicited outbound telephone marketing by businesses
inbound telephone marketing
telemarketing by politicians

Question 32

Staples' fastest recent growth has come from ________.
offline business
online sales
click-and-mortar
e-business
corporate sales

Question 33

Consumers and companies connect to each other and access and share huge amounts of information through a public web of computer networks called ________.
a transaction site
a content site
the Internet
an extranet
an intranet

Question 34

________ allows consumers to gain additional information about a product through the use of a remote control.
Mobile phone marketing
Kiosk marketing
Podcasting
Vodcasting
Interactive television

Question 35

Which of the following is one of the reasons that many marketers view mobile phones as the next big marketing medium?
Older consumers are using their cell phones for text messaging and accessing the web.
Cell phone users can respond instantly to time-sensitive offers.
Unlike traditional telemarketing, mobile phone marketing is initially appealing to most cell phone users.
Mobile phone advertising has a strong response rate.
Canadian consumers are slow to adopt new technologies.

Question 36

Direct-response television marketing takes on two major forms: _______ and ______.
direct-response television advertisements; commercials
direct-response television advertisements; interactive TV
infomercials; home shopping channels
digital catalogues; infomercials
interactive TV; kiosks

Question 37

As consumers become more and more comfortable with technology, many companies are using information and ordering machines called ________ in stores, airports, and other locations.
kiosks
terminals
interactive televisions
relays
vending machines

Question 38

A 30-minute television advertising program marketing a single product is called a(n) ________.
telemarketing advertisement
infomercial
home shopping channel
integrated marketing advertisement
direct-response commercial

Question 39

Marketers use ________ telephone marketing to receive orders from television ads and catalogs.
inbound
outbound
interactive
direct-response
business-to-business

Question 40

The growth of the Internet caused many traditional companies to ________ in response to customer demands and a changing marketplace.
become click-only companies
become content sites
become click-and-mortar companies
develop more infomercials
expand their outside sales forces

Question 41

B2B includes which of the following.
online trading networks
social networks
SPAM
traditional product catalogs
B2C websites

Question 42

When consumers can drive transactions with businesses, what type of online marketing is being used?
blogs
podcasting
consumer-to-business
business-to-consumer
social networking

Question 43

________ are online ads that appear anywhere on an Internet user's screen and are often related to the information being viewed.
Pop-unders
Display ads
Search-related ads
Contextual ads
Banner ads

Question 44

A company would be most likely to benefit in which of the following ways by using blogs as marketing tools?
Blogs provide companies with additional revenue.
Blog content is easy to filter, monitor, and control.
Long-term customer relationships can be developed through blogs.
Demographic information about customers can be easily tracked.
Blogs are an inexpensive yet personal way to connect with consumers.

Question 45

Which of the following is a potential drawback of advertising on or attempting to influence content on a blog?
Advertising on a blog is typically very expensive.
It is difficult to use blogs to reach highly targeted audiences.
The content of a blog is difficult to control.
Blogs are losing popularity.
Blogs do not provide the kind of personalized medium that today's marketers want.

Question 46

________ are designed to engage consumers in interactions that will move them closer to a direct purchase or other marketing outcome.
Corporate websites
Marketing websites
Web communities
Brand websites
Social networks

Question 47

________ online marketing sites are online exchanges in which consumers search out sellers, learn about their offers, initiate purchases, and give feedback.
B2C
B2B
C2C
C2B
B2R

Question 48

Content sponsorships can help a company ______ on the Internet by sponsoring special content on various websites.
gain name exposure
gain more customers
gain more revenue
target their display ads to different groups
build better customer relationships

Question 49

Which of the following is an effective way a company can conduct online marketing?
creating a portal site
placing ads
calling their customers to complete surveys
participating in web communities
sending a letter to interested consumers

Question 50

For most companies, the first step in conducting online marketing is to ________.
place an ad online
send emails
create a website
create a social network
place search-related ads

Question 51

The online exchange of goods and information between final consumers is called ________.
B2C
B2B
C2C
C2B
social marketing

Question 52

What is the main purpose of a corporate website?
to sell the company's products directly
to build customer goodwill
to show a catalog and give shopping tips
to give out coupons and tell about sales events or contests
to point out and explain competitors' weaknesses

Question 53

Internet display ads have come a long way in recent years in terms of attracting and holding consumer attention.Which of the following is not a characteristic associated with new rich media today?
interactivity
a built-in measure
sound
video
animation

Question 54

Which of the following statements is not true of viral marketing?
It can involve creating a website.
It needs to be infectious so customers will seek it out.
It can be very expensive.
It will be likely viewed or read by friends of the sender.
It can be a well-made regular ad helped along by targeted seeding.

Question 55

The popular press has paid the little attention to ________ online marketing even though this domain is flourishing.
B2C
B2B
C2C
C2B
global

Question 56

________ are designed to supplement other sales channels, rather than to sell the company's products directly.
Marketing websites
Corporate websites
Small business websites
Community service websites
Design ads

Question 57

What does the term viral marketing mean?
It is the Internet version of word-of-mouth marketing.
It refers to problems that occur with viruses online.
It is another term for invasions of online privacy.
It is another term for online security.
It is a system that allows a supplier to access a customer's inventory levels online.

Question 58

The popular press has paid more attention to which of the following four major online marketing domains?
B2C (business-to-consumer)
B2R (business-to-retailer)
B2B (business-to-business)
C2C (consumer-to-consumer)
C2B (consumer-to-business)

Question 59

eBay, Fiverr, Craigslist, and Amazon offer popular market spaces for online exchange of goods and information.These online companies are examples of ________ online marketing.
B2C
B2B
C2C
C2B
global commerce

Question 60

The largest form of online advertising is __________.
online classifieds
search-related ads
display ads
contextual advertising
content sponsorship

Question 61

Which of the following is a primary disadvantage of viral marketing?
The costs of viral marketing are too high for most companies.
The brand associated with the viral message is usually forgotten.
Marketers have little control over who receives the viral message.
Viral messages are less likely to be viewed than other types of online promotions.
Viral messages are blocked by most search engines.

Question 62

Organic Designs is a small, successful chain of stores offering stylish clothes made of all-organic materials for infants, toddlers, and young children.Most of the Organic Designs stores are located in urban areas.Now Organic Designs is considering using direct marketing to reach potential customers who live outside of the company's existing markets, with the goal of creating emotional connections and long-term relationships with a new group of customers.Which of the following methods of direct marketing would likely be most effective in accomplishing this goal?
direct-mail marketing
telephone marketing
catalogue marketing
direct-response television marketing
podcast marketing

Question 63

Which of the following is a challenge of marketing through online social networks?
Existing networks are resistant to direct advertising.
Users may resent an intrusive marketing message.
It is hard to measure how frequently networks are used and by how many participants.
Most existing networks are already controlled by major corporations.
Fewer consumers are using large online social networks such as Facebook and Twitter.

Question 64

Unsolicited and unwanted commercial email is known as ________.
viral email
e-tailing
pop-up advertising
pop-under advertising
spam

Question 65

According to your textbook, what is the most likely future for online marketing?
Online marketing will replace magazines, newspapers, and eventually stores as sources for information and buying.
The growth of online marketing will continue but at a much slower pace.
The use of online marketing will decline until its effectiveness can be better measured.
Online marketing will remain an important approach in an integrated marketing mix.
Online social networking will become the primary type of online marketing.

Question 66

Company X began as a brick-and-mortar company.Which of the following statements MUST be true?
By adding online marketing options, Company X would become a click-and-mortar company.
Company X is also considered a click-only dot-com.
Company X should not be concerned about consumer-to-consumer online marketing.
Company X probably lacks the resources to create a quality Web presence given its desperate attempt to regain lost sales online.
By adding online marketing options, Company X would become a click-only company.

Question 67

Which of the following is a type of identity theft that uses deceptive emails and fraudulent websites to fool consumers into revealing their personal data?
unauthorized groups
microtargeting
viral feeds
phishing
spyware

Question 68

Fiona Lamb is the marketing director of a charity that raises funds to help provide educational services to children and families in developing countries.Fiona wants to reach a selective market of individuals who have recently donated to international charities.Which of the following types of direct marketing is Fiona most likely to use?
direct-mail marketing
catalog marketing
telephone marketing
direct-response television marketing
kiosk marketing

Question 69

CanFinancial is a financial services provider.Whenever a customer has a child who is about to become eligible for a driver's license, the company sends the customer materials related to teaching teenagers how to drive safely.This is an example of using ________ information from a customer database.
demographic
geographic
psychographic
behavioural
key contact

Question 70

Adams Cutlery has always relied upon advertising to market its products to final customers.However, now the marketing team at Adams Cutlery is considering beginning a direct marketing campaign consisting of a company website, email to current customers, and an online catalog.Which of the following would the marketing team expect to gain as a result of implementing this direct marketing plan?
the ability to increase the range of products the company offers
the ability to learn more about their customers and tailor offerings to fit their needs
more control over customers' interactions with the company
a higher cost-per-contact that could prove to be more cost effective than advertising in mass media
a wealth of information about competitors and their products

Question 71

Staples is a click-and-mortar company.Which of the following is least likely to be an advantage that Staples has over click-only competitors?
Staples is a known name with greater financial resources.
Staples has a large, established customer base.
By offering online marketing, Staples offers customers more options.
Customers can find a local store and check its available stock online.
Staples does not have to invest in the infrastructure needed to deliver personal services to different types of customers.

Question 72

Gutter Guys is a gutter installation company in Southern Ontario that used to generate most of its sales through telemarketing but now uses direct mail to reach prospective customers.Which of the following most likely explains the reason that Gutter Guys switched from telemarketing to direct mail?
the Canadian Trade Commission's Anti-Spam Act
Privacy Promise to Canadian Consumers
Ontario Online Privacy Protection Act
Children's Online Privacy Protection Act
National Do Not Call Registry

Question 73

What characteristic of niche sites makes the medium MOST appealing to marketers?
audience sizes larger than those of general social networking sites
wide variety of demographics and purchasing patterns
audiences of people with similar interests
commercial transaction capabilities
podcasting and vodcasting capabilities

Question 74

Some direct marketers have been accused of taking advantage of impulsive or less-sophisticated buyers.These merchants use ________ intended to mislead buyers.
direct-email marketing
telephone marketing
online social networks
mobile phone marketing
kiosk marketing

Question 75

Which of the following is a deception or fraud concern for Internet users and marketers?
fishing
viral marketing
online security
access by authorized groups
spies

Question 76

Green Gardens is a click-and-mortar seller of gardening and landscaping goods and equipment.The marketing department wants to encourage shoppers at the physical stores to use the company's online catalog to order items that are not available at a given retail location.Which of the following marketing devices is the best match for this goal?
kiosks
email
mobile phones
telemarketing
podcasts

Question 77

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?
B2C
B2B
C2C
C2B
C2R

Question 78

Online communities where people socialize or exchange information and opinions are called ________.
corporate websites
marketing websites
online social networks
interactive websites
affiliate programs

Question 79

Neal Murphy sells his company's unique gift items on television by providing information about the products using 30-minute infomercials.Neal is using ________.
interactive TV
a home shopping channel
phishing
telemarketing
public relations

Question 80

What happened in response to the concern that many websites were collecting personal information?
Children have no access to certain parts of the Internet.
TRUSTe is a nonprofit industry leader that works with companies to secure information
Seniors began to be targeted on more websites.
The Canadian Government developed a "Privacy Promise to Canadian Consumers."
Very little has happened as a result.