Question 1

You are looking up hotel rates on the Internet.Alongside your search results,a message reads,"Stay at Holiday Inn and get a 25 percent discount!" This is a _ .

Accepted Answer

The message is appearing alongside the search results, which indicates that it is a search-related ad. It is not a pop-up or pop-under because it is not obstructing the view of the search results, and it is not a rich media ad or content sponsorship because it is not displaying any multimedia elements or sponsored content.

Question 2

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. B2C refers to business-to-consumer, C2B refers to consumer-to-business, and B2B refers to business-to-business. Social networking is a broader term that refers to online platforms where individuals can connect and interact with each other.

Question 3

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

Accepted Answer

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

Question 4

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

Accepted Answer

A brick-and-mortar company that adds online marketing options becomes a click-and-mortar company, combining physical and online presence.

Question 5

A television program or entire channel dedicated to selling goods and services is known as a(n) .

Accepted Answer

A home shopping channel is a television program or entire channel dedicated to selling goods and services. The other options (direct-response television advertisement, digital catalog, kiosk, infomercial) may also involve selling products, but they do not specifically refer to a television program/channel focused solely on selling.

Question 6

Firms such as Kodak and Fuji are placing _ in stores,airports,and other locations to provide people with information about products and services or to enable customers to place orders.

Accepted Answer

Kiosks are standalone interactive computer systems that can be placed in various locations to provide information and services to customers. They are commonly used in retail, hospitality, and transportation industries. Kodak and Fuji are using kiosks as a marketing tool to provide information about their products and services or to enable customers to place orders. Wireless networks, TV monitors, vending machines, and cell phones are not suitable for providing interactive information and services.

Question 7

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 and links that appear alongside search engine results, based on the content of the web page being viewed or the user's search query. Reminder advertisements aim to remind consumers of a brand or product they may already be aware of, content sponsorships involve sponsoring or partnering with a specific piece of content, rich media advertisements include interactive elements such as videos or animations, and informative advertisements provide information about a product or service.

Question 8

Amazon.com was the first company to use _ ,which is technology that sorts through customer purchasing patterns to create personalized site content.

Accepted Answer

The technology described is collaborative filtering, a type of recommendation system that uses data from multiple users to suggest products or content based on similarity in purchasing or browsing behavior. Amazon.com was a pioneering user of collaborative filtering, which helped the company to personalize the shopping experience for customers and increase sales.

Question 9

After selecting a sweater on the Land's End Web site,Kelly Oldham filled out the required customer and credit card information.A box with a checkmark inside was next to the following statement :"Yes,I would like to receive promotional information via e- mail from Land's End." The statement suggests that Land's End is using which of the following marketing tools?

Accepted Answer

The statement with the checkmark suggests that Land's End is using permission-based e-mail marketing, meaning they are requesting the customer's consent to receive promotional information via e-mail. This differs from spam, which is unsolicited and often unwanted commercial e-mail. Catalog marketing and niche marketing are not relevant in this scenario, and phishing is a type of scam used to obtain personal information through deceptive means, which is not applicable here.

Question 10

One of the advantages of direct marketing for sellers is that direct marketing .

Accepted Answer

Direct marketing allows sellers to reach buyers outside of their local market, expanding their customer base and potentially increasing sales without the need for a physical presence in those markets.

Question 11

By using Priceline.com,potential buyers can bid for airline tickets,hotel rooms,rental cars,cruises,and vacation packages.It is then up to sellers to decide whether or not to accept an offered bid.This is an example of .

Accepted Answer

This is an example of C2B online marketing, as potential buyers are bidding for goods and services offered by sellers on the website.

Question 12

Direct marketing is continuing to become more oriented.

Accepted Answer

Direct marketing is increasingly oriented towards the web due to the rise of digital marketing, online shopping, and the ability to target specific audiences through data analytics.

Question 13

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 most likely be effective in accomplishing this goal?

Accepted Answer

Catalog marketing would be the most effective method of direct marketing for Organic Designs to reach potential customers outside of its existing markets. Catalogs can be mailed directly to households, allowing customers to browse the company's products at their leisure and make purchases online or through the mail. This method of marketing also allows for a personalized and emotional connection with customers, as the catalogs can include imagery and messaging that speaks to the values and mission of the company.

Question 14

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

Accepted Answer

Brick-and-mortar refers to a traditional physical store or company without an online presence or online marketing strategy.

Question 15

Data about the recency,frequency,and monetary value of past purchases are included in the _ category of a customer database.

Accepted Answer

Recency, frequency, and monetary value of past purchases are indicative of a customer's behavior and are therefore included in the behavioral category of a customer database. The geographic category considers a customer's location, the demographic category considers characteristics such as age, gender, and income, and the psychographic category considers personality traits and values. The assessment category is not a typical category used in customer databases.

Question 16

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

Accepted Answer

When consumers can drive transactions with businesses, it indicates the use of consumer-to-business online marketing. This type of marketing allows consumers to have a greater say in the products and services offered by businesses by allowing them to interact and transact with the business directly. This can include customer reviews, ratings, and feedback, as well as the ability to make purchases or submit inquiries directly through the business's website or social media platforms.

Question 17

Refer to the scenario below to answer the following questions.
The Treble Clef offers a complete line of sheet music,musical instruments,and novelty gifts of a musical nature.In recent years,owner Gary Zahn has even served as the local representative of several musical instrument manufacturers,providing a contact person for three local school districts."If we don't have it,chances are excellent that we can get it for you," Gary tells all Treble Clef visitors and customers.
Most walk- ins are particularly interested in a specific piece of sheet music from a particular era or just browsing among the hundreds of musical knick- knacks in the store.Gary spends most of his time making presentations to beginning music students at the local schools and making biweekly visits to the schools in order to deliver instruments,make minor repairs when possible,or pick up instruments to ship to the manufacturer for more complicated repairs.
After dragging his feet for quite some time,Gary was convinced that a Treble Clef Web site could benefit a variety of customers.He began with a simple site explaining store hours and depicting types of gifts and services available.The site received so much response that Gary added a question- and- answer option.Questions poured in,ranging from "Where can I get the sheet music for 'Hello,Dolly'?" to "Do you carry clarinet reeds?" to "My saxophone needs two new pads.When will you be at Elmhurst school to repair it?" The Web site is now able to accept credit card orders,and gifts can even be wrapped and shipped for no extra charge.
"I don't know how we did it without our Web site," Gary admitted."It allows us to be so responsive.And our novelties sales have doubled!"
-Which of the following BEST describes the Treble Clef?

Accepted Answer

The Treble Clef was originally a brick-and-mortar retailer and has now expanded its operations to include an online presence, making it a click-and-mortar company.

Question 18

Which of the following is a type of identity theft that uses deceptive e- mails and fraudulent Web sites to fool consumers into revealing their personal data?

Accepted Answer

Phishing is a type of identity theft that uses deceptive e-mails and fraudulent Web sites to fool consumers into revealing their personal data. Microtargeting is the practice of using consumer data to create targeted advertising. Heat marketing is not a recognized term related to identity theft or marketing. Spamming is the act of sending unsolicited e-mails or messages. Viral marketing is a type of marketing that aims to spread information about a product or service through word-of-mouth or online sharing.

Question 19

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

Accepted Answer

The answer of In an attempt to take advantage of...

Question 20

All of the following are the likely results of direct marketing abuses EXCEPT _ .

Accepted Answer

Direct marketing abuses would likely lead to calls for more oversight and legislation, rather than less. Therefore, the only option that does not fit is E. A, B, C, and D are all likely results of direct marketing abuses.

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