Question 1

What does the term viral marketing mean?
A)	It is another term for online privacy.
B)	It is another term for online security.
C)	It refers to problems associated with computer viruses.
D)	It refers to word-of-mouth marketing that occurs online.
E)	It refers to negative publicity associated with company blogs.

Accepted Answer

Viral marketing refers to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of viruses or computer viruses. It often relies on word of mouth or online sharing, hence the term "viral."

Question 2

Jane Cheatham,a stay-at-home mother,regularly posts new entries on a widely read blog.In these entries,she often reviews consumer products that she uses during the course of her day.Jane participates in ________.

Accepted Answer

The answer of Jane Cheatham,a stay-at-home mother,regularly posts new entries...

Question 3

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

The answer of By using Priceline.com,potential buyers can bid for...

Question 4

If a firm needs to mail you something,it can ask for your home address,but it may not request additional information unrelated to this task.Which of the four key principles of Canada's Personal Information Protection and Electronic Documents Act does this fall under?
A)	Consumer knowledge and consent
B)	Limitations
C)	Accuracy
D)	Right to access
E)	Privacy

Accepted Answer

The principle described is "Limitations," which under Canada's Personal Information Protection and Electronic Documents Act (PIPEDA), restricts organizations from collecting personal information beyond what is necessary for the stated purpose.

Question 5

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

Accepted Answer

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

Question 6

Which of the following is a primary disadvantage of viral marketing?
A)	The costs of viral marketing are too high for most companies.
B)	The brand associated with the viral message is usually forgotten.
C)	Marketers have little control over who receives the viral message.
D)	Viral messages are offensive to many potential customers.
E)	Viral messages are blocked by most search engines.

Accepted Answer

Marketers have limited control over the spread of the viral message, including who sees it and how it's shared, which can lead to unpredictability in the campaign's outcome.

Question 7

Uptown Cleaning Crew is a company that provides house cleaning services in major urban and suburban areas.Marketers at Uptown Cleaning Crew developed a short,humorous video promoting the company's services,and they hope that customers who see the video will be so entertained that they will pass it on to their friends and colleagues.The marketers at Uptown Cleaning Crew are using ________.

Accepted Answer

The answer of Uptown Cleaning Crew is a company that...

Question 8

Charlie Putnam received an email promoting a new financial services institution that offers surprisingly low mortgage rates.The email 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 email was a fraud.This is an example of ________.

Accepted Answer

The answer of Charlie Putnam received an email promoting a...

Question 9

Unsolicited and unwanted commercial email is known as ________.

Accepted Answer

The answer of Unsolicited and unwanted commercial email is known...

Question 10

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

Accepted Answer

The answer of Online communities where people socialize or exchange...

Question 11

According to your textbook,what role will online marketing play in the future?
A.	Online marketing will replace magazines, newspapers, and eventually stores as sources for information and products.
B.	The growth of online marketing will continue but at a much slower pace.
C.	The use of online marketing will decline until its effectiveness can be better measured.
D.	Online marketing will remain an important approach in an integrated marketing mix.
E.	Online social networking will become the primary type of online marketing.

Accepted Answer

The answer of According to your textbook,what role will online...

Question 12

In a brief essay,explain the major benefits of direct marketing to both customers and sellers.

Accepted Answer

The answer of In a brief essay,explain the major benefits...

Question 13

After selecting a sweater on the Lands' End website,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 email from Lands' End." The statement suggests that Lands' End is using which of the following marketing tools?
A)	Spam
B)	Phishing
C)	Catalogue marketing
D)	Niche marketing
E)	Permission-based email marketing

Accepted Answer

The statement indicates that Lands' End is asking for the customer's consent to send promotional information via email, which is a characteristic of permission-based email marketing. This approach respects the customer's choice and privacy, differentiating it from unsolicited spam or deceptive phishing tactics.

Question 14

How does direct marketing give buyers access to more comparative information about companies,products,and competitors?

Accepted Answer

The answer of How does direct marketing give buyers access...

Question 15

Runners can compare performances,set up profiles,and meet new friends on Nike's Nike Plus website.Nike Plus is an example of a ________.

Accepted Answer

The answer of Runners can compare performances,set up profiles,and meet...

Question 16

How can a customer database be used as a relationship-building tool?

Accepted Answer

The answer of How can a customer database be used...

Question 17

Which of the following is a challenge of marketing through online social networks?
A)	Users often resent an intrusive marketing message.
B)	Existing networks are resistant to direct advertising.
C)	Most existing networks are already controlled by major corporations.
D)	Virtual worlds will most likely replace social networks in the near future.
E)	Measuring the frequency and volume of network usage is difficult.

Accepted Answer

Users often resent an intrusive marketing message because it can disrupt their social experience and lead to negative perceptions of the brand.

Question 18

Sarah Flynn is using the Internet to find the best fare possible to fly to Cuba and notices that several ads for all-inclusive resorts near Havana appear on Google's search results page.These are examples of ________ ads.

Accepted Answer

The answer of Sarah Flynn is using the Internet to...

Question 19

Which of the following is a type of identity theft that uses deceptive emails and fraudulent websites to fool consumers into revealing their personal data?
A)	Unauthorized groups
B)	Reverse information
C)	Viral feeds
D)	Phishing
E)	Spyware

Accepted Answer

Phishing is a cybercrime in which targets are contacted by email, telephone, or text message by someone posing as a legitimate institution to lure individuals into providing sensitive data such as personally identifiable information, banking and credit card details, and passwords.

Question 20

How does online direct marketing provide flexibility for sellers?

Accepted Answer

The answer of How does online direct marketing provide flexibility...

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

What does the term viral marketing mean?