Question 1

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

Accepted Answer

Corporate websites are often used to build customer goodwill through providing information about the company, its products, and services, rather than selling directly to the customer. These websites are often supplemental to other sales channels, such as physical stores or e-commerce platforms. Marketing websites and rich media display ads are typically designed more for direct selling or lead generation, while non-profit corporation websites are focused on raising awareness and support for a specific cause. Small business websites can serve a variety of purposes, but may or may not be focused on building customer goodwill.

Question 2

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

Accepted Answer

ESPN.com is a content site as it provides sports-related news, articles, and other information.

Question 3

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

Accepted Answer

Brick and mortar refers to businesses that have a physical presence and rely on face-to-face interactions with customers. This term is often used to describe businesses that operate offline and do not use online marketing.

Question 4

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.

Accepted Answer

B2B (business to business) online marketing focuses on reaching out to other businesses as customers, rather than directly to individual consumers (B2C), or individuals selling to other individuals (C2C) or consumers, selling to businesses (C2B). B2B marketing often involves using online resources such as websites, email, and trading networks to reach potential customers. B2R (business to regulator) is a less common and specific form of B2B marketing that focuses on influencing government regulators.

Question 5

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

Accepted Answer

Blogs are a cheap yet personal way to reach a fragmented audience. Blogs can be easily set up and maintained, requiring only a small investment of time and money. They can also provide companies with a way to connect with their customers on a personal level and share insights into their products or services.

Answer: B
 Blog content is easy to filter, monitor, and control. Companies can easily monitor comments and feedback on their blogs, allowing them to quickly respond to customer concerns or questions. They can also control the content of the blog, ensuring that it aligns with their brand messaging and marketing goals.

Question 6

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

Accepted Answer

Consumer-to-business marketing is the process of allowing consumers to drive transactions with businesses. This can often take the form of user-generated content or reviews, online marketplaces, or social media interactions where consumers can offer feedback, make recommendations, or even directly purchase products or services from a business. Social networking can be a part of this type of marketing, but it is not the only or most specific answer. Therefore, the best choice is E - consumer-to-business.

Question 7

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

Accepted Answer

C2B (Consumer-to-Business) online marketing sites are platforms where consumers initiate transactions by searching for sellers, learning about their offers, and making purchases.

Question 8

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

Accepted Answer

The four major online marketing domains are B2C (business-to-consumer), B2B (business-to-business), C2C (consumer-to-consumer), and C2B (consumer-to-business). B2R (business-to-retailer) is not one of the four major domains.

Question 9

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

Accepted Answer

Amazon.com was one of the first e-tailers, which means they were one of the first companies to sell products directly to consumers online. This changed the traditional rules of marketing and set a new standard for the online shopping experience.

Question 10

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

Accepted Answer

Blogs are online journals, written by individuals or small groups, and typically focus on a particular topic or theme. While they may include social networking features or embedded videos, those elements are not essential to their definition. Personalized websites may include blogs, but not all personalized websites are necessarily blogs. Malware is a completely unrelated concept.

Question 11

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

Accepted Answer

The question specifically asks about online marketing that involves the selling of goods and services to final consumers, which falls under the B2C (Business to Consumer) category. The other options are not directly related to this type of online marketing.

Question 12

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

Accepted Answer

online ads that incorporate animation, video, sound, and interactivity are called rich media ads.

Question 13

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

Accepted Answer

Marketing websites are specifically designed to encourage consumer engagement that will lead to a purchase or other marketing goal, such as signing up for a newsletter or filling out a contact form. Corporate websites may provide information and promote the brand, but they may not necessarily be focused on driving specific marketing outcomes. Web communities and affiliate programs are also not necessarily focused on driving direct purchases or marketing outcomes. Brand websites may be focused on building brand awareness and customer relationships, but may not specifically aim to drive direct purchases.

Question 14

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

Accepted Answer

The term used for online journals where people post their thoughts is blogs.

Question 15

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

Accepted Answer

The growth of the Internet prompted many brick-and-mortar firms to create online presences, essentially becoming click-and-mortar firms. This allowed them to keep up with customer demands for online shopping and better compete in a changing marketplace. Catalogs, infomercials, and outside sales forces were not necessarily a direct response to the growth of the Internet.

Question 16

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

Accepted Answer

C2C stands for "Consumer-to-Consumer," which refers to the online exchange of goods and information between final consumers. This includes platforms such as eBay, Etsy, and Craigslist, where individuals can buy and sell goods to other individuals. B2C (Business-to-Consumer) refers to the online exchange of goods and information between businesses and individual consumers, while B2B (Business-to-Business) refers to the online exchange of goods and information between businesses. C2B (Consumer-to-Business) refers to situations where individual consumers offer their services or products to businesses. Social networking refers to platforms such as Facebook, Twitter, and Instagram, which facilitate social interactions between individuals and are not necessarily focused on the exchange of goods and information.

Question 17

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

Accepted Answer

Amazon.com Auctions and eBay are both examples of C2C (consumer-to-consumer) online marketing because individuals are selling goods directly to other individuals through the platform. B2C (business-to-consumer) would involve businesses selling directly to consumers, while B2B (business-to-business) would involve businesses selling to other businesses. C2B (consumer-to-business) would involve consumers selling products or services to businesses, which is not the case with Amazon.com Auctions and eBay. Global commerce is a broader term that encompasses all types of online marketing and is not a specific category like C2C, B2C, B2B, and C2B.

Question 18

What is the main purpose of a corporate Web site?

Accepted Answer

The main purpose of a corporate website is to build customer goodwill by providing information about the company, its products or services, and establishing a brand image. While some websites may also offer direct sales, coupons, or shopping tips, these are not the primary purposes of a corporate website. Additionally, pointing out competitors' weaknesses is generally not considered good business practice and can negatively impact the company's reputation.

Question 19

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

Accepted Answer

Priceline.com facilitates consumer-to-business online marketing by allowing consumers to name their own price for travel services, which businesses can choose to accept.

Question 20

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

Accepted Answer

Creating a website is usually the first step in online marketing as it provides a platform for businesses to showcase their products or services, share information, and engage with customers. Without a website, other online marketing activities such as email marketing, social media marketing, and online advertising may not be as effective.

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