Question 1

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

Accepted Answer

C2B (consumer-to-business) is the correct name for the e-commerce used when consumers can drive transactions with businesses, such as using Priceline.com. This is because the consumer initiates the transaction by offering a price or request for a product or service, and the business can choose to accept or decline the offer. None of the other options given apply to this type of e-commerce.

Question 2

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

Accepted Answer

Online social networks, such as Facebook or Twitter, are designed for people to connect with each other, share information, and discuss opinions. Corporate and marketing websites are usually managed by specific companies or organizations for promotional purposes. Interactive websites refer to any site that allows users to interact or engage with content, while affiliate programs are a type of online marketing program.

Question 3

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.

Accepted Answer

Demographic information, such as age and family status, would be used to determine which customers have children approaching driving eligibility age and would therefore be most likely to benefit from the materials.

Question 4

What does the term viral marketing mean?

Accepted Answer

Viral marketing refers to the use of social media, email, and other online communication channels to create buzz and increase brand or product awareness through word-of-mouth sharing. It involves creating content that is interesting, entertaining, or informative enough to be shared by consumers with their friends and family, ultimately leading to the exponential spread of the message.

Question 5

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

Accepted Answer

Phishing is a type of identity theft that involves sending deceptive emails or creating fraudulent websites that appear to be from a legitimate source, in order to trick users into disclosing their personal information, such as usernames, passwords, and credit card details.

Question 6

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

Accepted Answer

Viral marketing is a legitimate marketing strategy and is not inherently deceptive or fraudulent. The other options listed are all concerns related to deception or fraud for both internet users and marketers.

Question 7

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

Accepted Answer

By adding online marketing options, Company X would become a click-and-mortar company, which combines physical and online sales channels. Option B is incorrect because Company X started as a brick-and-mortar company, not a dot-com. Option C is incorrect because consumer-to-consumer online marketing can provide valuable opportunities for growth. Option D is not necessarily true and cannot be determined from the given information. Option E is incorrect because adding online marketing does not necessarily mean that the company would only focus on online sales.

Question 8

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?

Accepted Answer

The ABC Company is selling directly to final consumers, which falls under the B2C (Business-to-Consumer) domain.

Question 9

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

Accepted Answer

The term that is commonly used to refer to unsolicited, unwanted commercial email messages is "spam." Therefore, the correct choice in this scenario would be E)-spam. Phishing refers to the practice of tricking someone into divulging sensitive information, while viral marketing is a marketing tactic that relies on creating content that will infect others and spread widely. Malware refers to any software that is designed to harm or exploit computer systems, while access by unauthorized groups refers to the practice of gaining access to a computer system or network without permission.

Question 10

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

Accepted Answer

Direct-mail marketing is often used by heat merchants to target impulsive or less sophisticated buyers with deceptive offers, as it allows them to send personalized and persuasive messages directly to potential customers.

Question 11

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

Accepted Answer

Niche sites attract audiences with specific interests, allowing marketers to target their advertising more effectively to a concentrated group of potential customers.

Question 12

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

Accepted Answer

Yahoo is a search engine and email service, but not an online social network.

Question 13

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

Accepted Answer

Unsolicited and unwanted commercial e-mails are commonly referred to as spam emails.

Question 14

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.

Accepted Answer

Companies use data mining to tailor their market offerings and communications to better meet the preferences and behaviors of specific customer segments or individuals.

Question 15

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

Accepted Answer

Neal is using direct-response television advertising, which utilizes television programs and channels to directly sell products to consumers, often with a call-to-action and toll-free number to order. Internet-based infomercials and vodcasting involve online platforms, while B2B online marketing is geared towards businesses, not consumers. Prime-time selling may refer to advertising during popular TV programs but does not necessarily involve direct-response tactics.

Question 16

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

Accepted Answer

The sentence mentions "blogs" and "Web forums" which refer to online communities. The term "Web communities" therefore fits best as an answer.

Question 17

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

Accepted Answer

Marketers have little control over who receives the viral message, which can lead to the wrong audience seeing the message or it not reaching the desired target audience. This lack of control can also increase the risk of negative reactions or backlash from the message.

Question 18

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?

Accepted Answer

Phishing is a type of identity theft that uses deceptive emails and fraudulent Web sites to fool consumers into revealing their personal data, such as login passwords, credit card numbers, or social security numbers, to cybercriminals who use this information for malicious purposes.

Question 19

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

Accepted Answer

Users often perceive marketing messages as intrusive or disruptive on social networks, which can lead to negative reactions and backlash. Marketers need to find ways to engage with users that are innovative, genuine, and respectful of their privacy and preferences.

Answer: B
 Social networks are built on the foundation of peer-to-peer communication and user-generated content, which makes them inherently resistant to traditional advertising messages. Marketers need to adapt their strategies to create value-added content that aligns with the interests and needs of users.

Answer: E
 Measuring the frequency and volume of network usage is a challenge because social networks are constantly evolving and expanding in terms of user demographics, features, and metrics. Marketers need to use advanced analytics and tracking tools to gather data on user behavior, preferences, and feedback to improve their targeting and messaging.

Question 20

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

Accepted Answer

Contextual advertisements are text-based ads that are displayed alongside search engine results based on the keywords entered by the user. They are targeted and relevant to the user's search query, making them more effective in driving website traffic and conversions.

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