Question 1

To attract new visitors and to encourage revisits,online marketers should pay close attention to the 'seven Cs of effective website design'.Which of the following is NOT one of the seven Cs?
A)context: the site's layout and design
B)content: text,pictures,sounds and video that the website contains
C)commerce: the site's ability to enable commercial transactions
D)customer: the way the customer is given incentives to use the website
E)connection: the degree that the site is linked to other sites

Accepted Answer

The seven Cs of effective website design are context, content, commerce, connection, communication, customization, and community. The option D, 'customer', is not one of the seven Cs.

Question 2

A small,successful chain of mostly urban stores offers stylish clothes made of all-organic materials for infants,toddlers and young children.It is considering using direct and digital 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 and digital marketing would likely be most effective in accomplishing this goal?
A)direct-mail marketing
B)telephone marketing
C)catalogue marketing
D)direct-response television marketing
E)podcast marketing

Accepted Answer

Catalogue marketing allows the company to showcase its products in a visually appealing manner and provide detailed information about materials and production methods. It also allows potential customers to easily browse and order products from the comfort of their own homes, creating a convenient and low-pressure shopping experience that can foster emotional connections and long-term relationships.

Question 3

'Telesales' can ________.
A)be used to generate new sales leads.
B)be more economical than field force calling
C)be more effective in promoting the corporate image
D)involve both inbound and outbound calls
E)All of the above.

Accepted Answer

The answer of 'Telesales' can ________.
A)be used to generate new...

Question 4

Using ________ telephone marketing,marketers sell directly to consumers.
A)inbound
B)outbound
C)direct-response
D)opt-out
E)business-to-business

Accepted Answer

Outbound telephone marketing involves marketers making calls directly to consumers in order to sell products or services. In contrast, inbound marketing involves consumers reaching out to companies through calls or other forms of contact. Direct-response marketing refers to any type of marketing that seeks an immediate response or action from consumers, which may or may not involve telephone marketing. Opt-out refers to a consumer's ability to unsubscribe or decline further communication from a company, which may be related to telephone marketing but is not a type of marketing in itself. Business-to-business marketing involves companies selling products or services to other businesses, rather than directly to consumers.

Question 5

Which of the following is NOT a metric used by Google Search?
A)average time on site (dwell time)
B)referring sites (click-throughs)
C)visits
D)visitor demographics
E)display ads

Accepted Answer

The answer of Which of the following is NOT a...

Question 6

Of the seven Cs of effective website design,________ refers to a website's layout and design.
A)customisation
B)context
C)connection
D)commerce
E)communication

Accepted Answer

"Context" refers to a website's layout and design, as well as its coherence and overall visual appeal. The other choices, Customisation, Connection, Commerce, and Communication, refer to other aspects of website design and functionality.

Question 7

'Kiosks' can be placed in ________.
A)stores
B)airports
C)university campuses
D)hotels
E)All of the above.

Accepted Answer

Kiosks can be placed in various locations such as stores, airports, university campuses, and hotels. Therefore, the best choice is E, which includes all of the above locations.

Question 8

A gutter installation company,in the past,generated 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 the firm switched from 'telemarketing' to 'direct mail'?
A)the government's anti-spam legislation
B)the Unsolicited Messages Act
C)ESOMAR Guidelines for online research
D)the Children's Online Privacy Protection Act
E)the National Do Not Call Register

Accepted Answer

The National Do Not Call Register could be the reason why the company switched from telemarketing to direct mail as it restricts telemarketing calls to individuals who have registered their number on the list. Direct mail would be a way for the company to reach potential customers without violating the do not call regulations.

Question 9

Marketers use ________ telephone marketing to receive orders resulting from television ads and catalogues.
A)inbound
B)outbound
C)interactive
D)direct-response
E)business-to-business

Accepted Answer

Inbound telephone marketing is used by marketers to receive orders from customers who are responding to advertisements, such as those seen on television or in catalogues. This contrasts with outbound marketing, where marketers initiate contact with potential customers.

Question 10

Of the seven Cs of effective website design,________ refers to the ways that the site enables user-to-user communication.
A)context
B)content
C)community
D)customisation
E)customer

Accepted Answer

The term that refers to the ways that the site enables user-to-user communication is "community". Therefore, choice C is the correct answer. The other options are not relevant to this specific aspect of website design.

Question 11

A charity raises funds to help provide educational services to children and families in developing countries.The marketing manager wants to reach a select market of individuals who have recently donated to international charities.Which of the following types of direct marketing is he most likely to use?
A)direct-mail marketing
B)catalogue marketing
C)telephone marketing
D)direct-response television marketing
E)kiosk marketing

Accepted Answer

Direct-mail marketing allows the charity to target individuals who have recently donated to international charities and provide them with information on their cause and how they can help. It is also a cost-effective way to reach a select market without spending money on broad advertising. Catalogue marketing and kiosk marketing may not be as effective because they are more geared towards selling products rather than soliciting donations. Telephone marketing and direct-response television marketing may be too intrusive or impersonal for a charity looking to build relationships with donors.

Question 12

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

Accepted Answer

Corporate websites are designed to provide information about the company and its activities, and to support other sales channels rather than directly selling products.

Question 13

In attempting to design an effective website,Company A tried to address all of the seven Cs.The site,however,has a weak layout and design.Which C does this represent?
A)customisation
B)content
C)context
D)connection
E)community

Accepted Answer

The weak layout and design of the website represents the context of the seven Cs. Context includes the visual design, layout, and navigation of a website, which affects user experience and engagement. Despite addressing other Cs, if the website lacks an appealing and user-friendly design, it may fail to attract and retain visitors.

Question 14

Of the seven Cs of effective website design,________ refers to a website's capability to enable commercial transactions.
A)customisation
B)content
C)connection
D)commerce
E)communication

Accepted Answer

The "seven Cs" of effective website design includes content, customisation, connection, communication, commerce, credibility, and consistency. Among these, commerce specifically refers to a website's ability to facilitate commercial transactions, such as online shopping and payment processing. Thus, choice D is the correct answer.

Question 15

What is the main purpose of a corporate website?
A)to sell the company's products directly
B)to build customer goodwill,collect customer feedback,and supplement other sales channels
C)to show a catalogue and give shopping tips
D)to give out coupons and tell about sales events or contests
E)to point out and explain competitors' weaknesses

Accepted Answer

The main purpose of a corporate website is typically to build customer goodwill, collect customer feedback, and supplement other sales channels. While the website may provide information about the company's products and services, its primary aim is not usually direct sales. It may also serve other purposes such as employee recruitment, investor relations, and sharing company news and updates. Options C, D, and E are not typically the main purposes of a corporate website.

Question 16

Telemarketing differs from telesales in that telesales involves telephone operators ________.
A)who call random telephone numbers from the telephone book
B)who only handle inbound calls
C)who routinely call customers to take their orders
D)who send faxes to potential customers
E)All of the above.

Accepted Answer

Telesales involves telephone operators who routinely call customers to take their orders, while telemarketing can involve calling random numbers, handling inbound calls, or sending faxes to potential customers.

Question 17

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

Accepted Answer

Marketing websites are specifically designed to engage consumers and encourage them to take a direct action, such as making a purchase, signing up for a newsletter, or filling out a contact form. They often have a clear call to action and are optimized to drive conversions. While corporate websites, web communities, brand websites, and social networks can also be used for marketing purposes, they may not have the same level of focus on direct engagement and conversion.

Question 18

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

Accepted Answer

Creating a website is usually the first step in online marketing because it is the foundation of a company's online presence. All other online marketing efforts, such as advertising and email campaigns, will typically direct potential customers back to the company's website.

Question 19

'Telemarketing' may ________.
A)be used to generate new sales leads
B)be used only with direct mail
C)be used only with TV
D)involve both inbound and outbound calls
E)A and D

Accepted Answer

Telemarketing can be used to generate new sales leads (outbound calls) and also to take orders and respond to inquiries (inbound calls), so it involves both inbound and outbound calls. It is not limited to any specific medium such as direct mail or TV.

Question 20

The process of making modifications to a website which ensure indexing by spiders and bots,and which help a site to be found by keyword searches,improve search rankings and assist search output is known as ________.
A)paid inclusion
B)contextual search
C)paid listings
D)site optimisation
E)meta-tagging

Accepted Answer

The process described is known as site optimization, which involves making modifications to a website to improve its visibility and search rankings. Paid inclusion, contextual search, paid listings, and meta-tagging are all related to search engine marketing, but they are not specifically focused on optimizing a site for search engines.

Quiz 13: Direct and Digital Marketing: Interactivity and Fulfilment

To attract new visitors and to encourage revisits,online marketers should pay close attention to the 'seven Cs of effective website design'.Which of the following is NOT one of the seven Cs?

'Telesales' can ________.

Using ________ telephone marketing,marketers sell directly to consumers.

Which of the following is NOT a metric used by Google Search?

Of the seven Cs of effective website design,________ refers to a website's layout and design.

'Kiosks' can be placed in ________.

A gutter installation company,in the past,generated 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 the firm switched from 'telemarketing' to 'direct mail'?

Marketers use ________ telephone marketing to receive orders resulting from television ads and catalogues.

Of the seven Cs of effective website design,________ refers to the ways that the site enables user-to-user communication.

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

In attempting to design an effective website,Company A tried to address all of the seven Cs.The site,however,has a weak layout and design.Which C does this represent?

Of the seven Cs of effective website design,________ refers to a website's capability to enable commercial transactions.

What is the main purpose of a corporate website?

Telemarketing differs from telesales in that telesales involves telephone operators ________.

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

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

'Telemarketing' may ________.

The process of making modifications to a website which ensure indexing by spiders and bots,and which help a site to be found by keyword searches,improve search rankings and assist search output is known as ________.