Question 1

'Data mining' involves gathering data about the target market from a diverse range of sources and storing it in the company's database for subsequent use.

Accepted Answer

Data mining refers to the process of analyzing large datasets to discover patterns, trends, and relationships within the data, rather than the gathering and storing of data.

Question 2

Compare 'simple lists',such as a mailing list,with a 'customer database'.

Accepted Answer

The answer of Compare 'simple lists',such as a mailing list,with...

Question 3

The number of files requested by guests to a web page are known as ________.

Accepted Answer

The answer of The number of files requested by guests...

Question 4

Which of the following would be considered a web-centric measure of a website's performance?

Accepted Answer

The answer of Which of the following would be considered...

Question 5

'Cookies' are text files that remain on a user's computer in order to identify that person when he or she revisits websites.

Accepted Answer

This is correct, cookies are text files that are stored on a user's computer to help identify them when they revisit websites. They can be used for various purposes such as remembering login information, tracking user behavior, and personalizing website content.

Question 6

To be effective,a customer database system must be user-friendly and available to the various marketing groups within a company.

Accepted Answer

A user-friendly customer database system that is available to marketing groups within a company is essential for it to be effective. This allows for easy access and utilization of customer data to create targeted marketing strategies.

Question 7

________ files are a record maintained by all host servers of the IP address of the guest's computer and of every file sent out.

Accepted Answer

The answer of ________ files are a record maintained by...

Question 8

Checking databases for patterns and trends that might exist or to find new connections between data items is known as data ________.

Accepted Answer

The answer of Checking databases for patterns and trends that...

Question 9

Databases may take one of three forms-network,relational or ________.

Accepted Answer

The answer of Databases may take one of three forms-network,relational...

Question 10

A good customer database serves as a powerful relationship-building tool.

Accepted Answer

A good customer database can help businesses keep track of customer demographics, purchase history, and preferences, which can be used to personalize marketing efforts, improve customer service, and ultimately build stronger relationships with customers.

Question 11

The metric,'page impressions',is a measure of number of web pages viewed by a single visitor to a website.

Accepted Answer

Page impressions, also known as page views, measure the number of times a web page is viewed by visitors, regardless of how many visitors view the page.

Question 12

Which of the following is NOT one of the broad types of measures used to evaluate the performance of digital media?

Accepted Answer

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

Question 13

An inventor has invented an improved whiteboard eraser that uses a modern microfiber in a model that combines easy-clean and long-wearing properties.He is planning to sell directly to schools,colleges and universities.The most cost-efficient means to reach the target market is likely to be ________.

Accepted Answer

Direct mail would be the best choice as the inventor can specifically target schools, colleges, and universities through mailing lists and highlight the benefits and cost-effectiveness of the new eraser directly to the decision-makers who can purchase the product. Telemarketing and direct-response radio may not be as effective as the target market may not have time to listen to long sales pitches. Online catalogues may not reach the right decision-makers, and a corporate website may not generate enough traffic from the target market.

Question 14

________ guidelines indicate that companies must disclose the purposes for which they are gathering customer information and must be prepared and able to show individuals the information they hold on them.

Accepted Answer

The answer of ________ guidelines indicate that companies must disclose...

Question 15

The amount by which revenues from a customer over time exceed the cost of attracting,selling and servicing that customer is known as ________ ________ ________.

Accepted Answer

The answer of The amount by which revenues from a...

Question 16

Page ________ are the number of web pages viewed by a single visitor to a site.

Accepted Answer

The answer of Page ________ are the number of web...

Question 17

Short identifier pieces of text deposited on a visitor's computer by a website are known as ________.

Accepted Answer

The answer of Short identifier pieces of text deposited on...

Question 18

Database marketing requires minimal initial investment beyond training personnel to code and mine data.

Accepted Answer

While it is true that database marketing utilizes data mining and coding, there is typically a significant initial investment required for establishing the database infrastructure and acquiring the necessary software and hardware.

Question 19

In assessing database marketing performance,marketers are advised to ________.

Accepted Answer

The answer of In assessing database marketing performance,marketers are advised...

Question 20

While the internet is a public network,password-protected ________ websites are accessed by both employees and known customers.

Accepted Answer

The answer of While the internet is a public network,password-protected...

Quiz 13: Direct and Digital Marketing: Interactivity and Fulfilment