Question 1

A typical customer database is an organized collection of geographic,demographic,psychographic,and _ data about individual customers or prospects.

Accepted Answer

Behavioral data includes information on customers' purchasing habits, usage patterns, preferences, and interactions with a company's products or services. This type of data is critical for developing targeted marketing campaigns and creating personalized experiences for customers. While ethical and cultural data may also be important to understand customer preferences and values, they are not typically included in a customer database. Emotional and medical data may also be sensitive and not relevant to a company's marketing efforts.

Question 2

According to your textbook,what is the most likely future for online marketing?

Accepted Answer

The textbook suggests that online marketing will remain an important approach in an integrated marketing mix, indicating that it will continue to have a significant role in marketing strategies. While it may continue to evolve and change, it is unlikely to completely replace other sources of information and products or experience a decline in use. The text does not suggest that online social networking will become the primary type of online marketing, nor does it indicate that the growth of online marketing will slow or that its effectiveness will need to be better measured.

Question 3

Direct- response advertisements always contain ,making it easier for marketers to gauge the effectiveness of their sales pitches.

Accepted Answer

Direct-response advertisements are meant to prompt the viewer to take action, usually to make a purchase or request more information. Including a 1-800 number or web address makes it easy for the viewer to respond and provides a way for marketers to track the effectiveness of the ad by monitoring the number of responses received. Pop-ups, hit buttons, mailing addresses, and account numbers may be included in the ad but do not necessarily provide a direct way for viewers to respond or track the effectiveness of the ad.

Question 4

Which of the following operate only on the Internet?

Accepted Answer

Click-only companies operate solely on the Internet and do not have physical stores or locations.

Question 5

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 caused many brick-and-mortar firms to become click-and-mortar firms by incorporating online sales and services to meet customer demands and adapt to a changing marketplace. This allowed them to reach a wider audience and stay competitive. The other options listed do not directly address the impact of the internet on brick-and-mortar firms.

Question 6

Charlie Putnam received an e- mail promoting a new financial services institution that offers surprisingly low mortgage rates.The e- mail simply asked customers to provide their address,date of birth,social security number,and current mortgage information in order to receive a free loan quote.Suspicious of the offer,Charlie researched the company and discovered that the e- mail was a fraud.This is an example of .

Accepted Answer

This scenario is an example of phishing, where a fraudulent entity seeks to obtain sensitive information from individuals by masquerading as a trustworthy source. In this case, the e-mail asked for personal information in exchange for a loan quote, which is a tactic commonly used by phishing scammers. It is important to always be cautious when providing personal information online, especially if the request seems suspicious or unsolicited.

Question 7

Which of the following is the most accurate name for a 30- minute television advertising program marketing a single product?

Accepted Answer

An infomercial is a 30-minute television advertising program that promotes and markets a single product, making it the most accurate name among the choices provided. A direct-response commercial usually lasts for 60 seconds or less, while the term "direct-response TV advertisement" is too broad and can refer to any type of advertisement that involves a call-to-action for the viewer to respond. Integrated marketing is a marketing strategy that involves creating a cohesive brand message across different platforms and channels, and home shopping channels are TV channels that specialize in selling a variety of products, not just a single product through a 30-minute commercial.

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 question describes a company selling directly to final consumers, which is the main characteristic of a business-to-consumer (B2C) model. Option A, C2C, refers to transactions between consumers themselves, while B2B involves businesses selling to other businesses. C2B refers to transactions where consumers sell products or services to businesses, which is not the case described in the question. Option E includes both A (C2C) and C (B2C), but only C accurately describes the scenario given in the question.

Question 9

How has the National Do Not Call Registry changed the telemarketing industry?

Accepted Answer

The National Do Not Call Registry requires telemarketers to have permission from individuals before making calls. As a result, many telemarketers have shifted to "opt-in" calling systems, where individuals voluntarily provide their phone numbers for marketing purposes. This has led to a decrease in unsolicited calls, and a shift towards more targeted and permission-based marketing strategies.

Question 10

Green Gardens is a click- and- mortar seller of gardening and landscaping goods and equipment,but the marketing department wants to promote the Green Gardens Web site.When customers are unable to find a product they need on the shelves of their local Green Gardens,the marketing department wants them to search for the product on the Green Gardens Web site.Which of the following marketing devices is the best match for this goal?

Accepted Answer

Kiosks can be placed in stores to allow customers to search for products online when they are not available on the shelves, directly promoting the website.

Question 11

Fiona Lambrech 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 select market of individuals who have recently donated to international charities.Which of the following types of direct marketing will Fiona most likely use?

Accepted Answer

Direct-mail marketing allows for targeted messaging to specific groups, such as those who have recently donated to international charities. It also allows for personalized messaging and the ability to include promotional materials such as brochures or donation forms.

Question 12

Which of the following enables consumers to download files from the Internet to a handheld device?

Accepted Answer

Podcasting enables consumers to download audio or video files from the Internet to a handheld device, such as a smartphone or a tablet. Interactive TV, infomercials, direct mail, and telemarketing do not offer this capability.

Question 13

What does the term viral marketing mean?

Accepted Answer

Viral marketing refers to a marketing strategy where the goal is to create content or messages that will be shared by consumers and spread quickly through social media platforms, email, and other online channels. It relies on word-of-mouth recommendations and social sharing to promote a product or service, often with the help of influencers or user-generated content. It is a way to increase brand awareness and reach a wider audience through digital channels.

Question 14

Which of the following is an individualized Web site that allows a customer to directly connect to a marketer?

Accepted Answer

PURL stands for Personalized URL, which is a unique, individualized Web site created for a specific customer or prospect. It allows the marketer to personalize the content and offers based on the individual's interests and needs.

Question 15

Marketers use telephone marketing to receive orders from television ads and catalogs.

Accepted Answer

Inbound telephone marketing involves receiving calls from customers who are responding to advertisements or catalogs to place orders.

Question 16

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 acronym "B2C" stands for "business-to-consumer" which refers to the online selling of goods and services to final consumers. This is a widely discussed topic in the popular press and has received the most attention among the choices listed.

Question 17

Which kind of marketing involves sending an offer,announcement,reminder,or other item to a person at a particular physical or virtual address?

Accepted Answer

Direct-mail marketing involves sending targeted promotional materials to a specific address, whether physical or virtual. It allows for personalized messaging and can be a cost-effective way to reach a targeted audience.

Question 18

On HYPERLINK "http://www.consumerist.com/" www.consumerist.com,people exchange views and obtain information about products.This Web site is an example of a .

Accepted Answer

The given Web site, www.consumerist.com, is a place where people come together to share their opinions and gather information about products. This indicates that it is a Web community where individuals can discuss and exchange views on various products. Therefore, option C, Web community, is the correct choice. The other options are not suitable in this context. For instance, option A, content website, is generally a platform that produces informative material on a specific topic, while option E, marketing website, is designed to promote products and services. Similarly, options B and D, content sponsorship, and contextual advertisement, respectively, refer to advertising models where brands support the content on the given Web site.

Question 19

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 is an e-tailer, which refers to an online retailer that sells products directly to consumers. They are known for their customer-centric approach and innovative marketing strategies, which disrupted traditional retail models.

Question 20

Using _ _ telephone marketing to contact potential customers,marketers sell directly to consumers.

Accepted Answer

Outbound telephone marketing involves making calls to potential customers with the aim of selling products or services directly to them.

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