Question 1

All of the following are common uses for a direct marketing customer database EXCEPT ________.

Accepted Answer

A)   generating sales leads
B)   identifying prospective customers
C)   profiling customers based on previous purchases
D)   gathering marketing intelligence about competitors
E)   building long-term customer relationshipsF) A) and D)
G) B) and D)

Question 2

Why does direct-mail marketing most likely remain a popular promotional tool for marketers?

Accepted Answer

A)   It does not disturb consumers enrolled in the Do Not Call Registry.
B)   It provides something tangible for people to keep.
C)   It builds long-term customer relationships.
D)   It involves very low marketing costs.
E)   It reaches the consumer very quickly.F) B) and D)
G) B) and C)

Question 3

Explain the major benefits of direct marketing to both customers and sellers.

Accepted Answer

For customers, direct marketing is conve...

Question 4

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

Accepted Answer

A)   Online magazines
B)   Marketing Web sites
C)   Search engines
D)   Digital catalogs
E)   PodcastsF) B) and E)
G) A) and E)

Question 5

Why are people reached by direct mail better prospects for a company than those reached by mass media such as television or magazines?

Accepted Answer

Unlike mass media, direct mail allows fo...

Question 6

Which of the following statements is true of viral marketing?

Accepted Answer

A)   Marketers have significant control over where their viral messages end up.
B)   Viral marketing gives consumers online places to congregate, socialize, and exchange views.
C)   Because customers find and pass along the message, viral marketing can be very inexpensive.
D)   In viral marketing, links appear alongside search engine results on sites such as Google and Bing.
E)   Viral marketing messages are blocked by most search engines, security software, and social networking sites.F) C) and E)
G) B) and D)

Question 7

Business-to-Business (B-to-B) online marketing refers to businesses selling goods and services online to final consumers.

Accepted Answer

A) True 
 B)False

Question 8

Companies such as Craigslist.com facilitate C-to-C online marketing.

Accepted Answer

A) True 
 B)False

Question 9

________ online marketing involves reaching new business customers, selling to current business customers, and serving business customers more efficiently and effectively.

Accepted Answer

A)   B-to-C
B)   B-to-B
C)   C-to-C
D)   C-to-B
E)   G-to-BF) B) and D)
G) D) and E)

Question 10

Sales executives at Keiron Air Conditioners use phone directories to call customers and convince them to buy their air conditioners. Which form of direct marketing is used here?

Accepted Answer

A)   telemarketing
B)   direct-mail marketing
C)   catalog marketing
D)   direct-response television marketing
E)   kiosk marketingF) C) and E)
G) A) and C)

Question 11

Provide an example of how a marketer uses kiosk marketing.

Accepted Answer

Students' answers will vary. M...

Question 12

Direct marketing seldom occurs on a one-to-one, interactive basis.

Accepted Answer

A) True 
 B)False

Question 13

All of the following are benefits of online direct marketing for buyers EXCEPT ________.

Accepted Answer

A)   access to numerous products
B)   access to product reviews
C)   live product demonstrations
D)   convenience and speed
E)   privacyF) A) and D)
G) C) and D)

Question 14

According to the "Privacy Promise to American Consumers" program, DMA members need to comply with which of the following consumer privacy rules?

Accepted Answer

A)   agree to notify customers when any personal information is rented, sold, or exchanged with others
B)   offer to register all customers in the National Do Not Call Registry
C)   make sure that consumers are adhering to the Children's Online Privacy Protection Act
D)   educate consumers on the Can Spam legislation
E)   include the advertising option icon to let consumers know why they are being targetedF) B) and E)
G) A) and D)

Question 15

A(n)  ________ is an organized collection of comprehensive data about individual purchasers or prospects.

Accepted Answer

A)   corporate Web site
B)   customer database
C)   inventory
D)   warehouse
E)   enterprise systemF) A) and E)
G) A) and B)

Question 16

After selecting a sweater on the Land's End Web site, Kelly was asked to fill in details for the customer database. Kelly was given a form which required her to fill in her name, date of birth, and e-mail address. Kelly then checked a box that was next to the following statement :"Yes, I would like to receive weekly promotional information from Land's End online." Which of the following practices is evident from this scenario?

Accepted Answer

A)   e-mail hosting service
B)   e-mail spoofing
C)   catalog marketing
D)   contextual advertising
E)   permission-based e-mail marketingF) B) and D)
G) C) and D)

Question 17

Click-only companies operate solely on the Internet.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following is a disadvantage of using blogs as a marketing tool?

Accepted Answer

A)   The blogosphere is cluttered and difficult to control.
B)   Advertising on a blog is typically expensive and time consuming.
C)   Using blogs as a marketing tool offers minimum reach to a target audience.
D)   Blogs when used as a marketing tool have a low rank in web directories and search engines.
E)   Blogs do not provide the kind of personalized approach that today's marketers are looking for.F) A) and C)
G) A) and B)

Question 19

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

A)   B-to-B online marketing
B)   C-to-C online marketing
C)   B-to-C online marketing
D)   C-to-B online marketing
E)   G-to-B online marketingF) A) and E)
G) A) and D)

Question 20

Green Gardens is a a click-and-mortar company that sells gardening and landscaping goods and equipment. When customers are unable to find a product they need on the shelves of their local Green Gardens store, customers order the product online with the help of the in-store ordering machine. Which of the following best describes the ordering machine?

Accepted Answer

A)   kiosk
B)   digital catalog
C)   podcast
D)   tablet
E)   online networksF) A) and B)
G) A) and E)

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

Explain the major benefits of direct marketing to both customers and sellers.

Correct Answer
verified
For customers, direct marketing is conve...
View Answer

Correct Answer
verified

Business-to-Business (B-to-B) online marketing refers to businesses selling goods and services online to final consumers.

Correct Answer
verified

Correct Answer
verified

Direct marketing seldom occurs on a one-to-one, interactive basis.

Correct Answer
verified

All of the following are benefits of online direct marketing for buyers EXCEPT ________.

Correct Answer
verified

According to the "Privacy Promise to American Consumers" program, DMA members need to comply with which of the following consumer privacy rules?

Correct Answer
verified

Why are people reached by direct mail better prospects for a company than those reached by mass media such as television or magazines?

Correct Answer
verified
Unlike mass media, direct mail allows fo...
View Answer

Click-only companies operate solely on the Internet.

Correct Answer
verified

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

Correct Answer
verified

Sales executives at Keiron Air Conditioners use phone directories to call customers and convince them to buy their air conditioners. Which form of direct marketing is used here?

Correct Answer
verified

All of the following are common uses for a direct marketing customer database EXCEPT ________.

Correct Answer
verified

Provide an example of how a marketer uses kiosk marketing.

Correct Answer
verified
Students' answers will vary. M...
View Answer

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 ________.

Correct Answer
verified

Which of the following statements is true of viral marketing?

Correct Answer
verified

A(n) ________ is an organized collection of comprehensive data about individual purchasers or prospects.

Correct Answer
verified

Why does direct-mail marketing most likely remain a popular promotional tool for marketers?

Correct Answer
verified

Companies such as Craigslist.com facilitate C-to-C online marketing.

Correct Answer
verified

Which of the following is a disadvantage of using blogs as a marketing tool?

Correct Answer
verified

________ online marketing involves reaching new business customers, selling to current business customers, and serving business customers more efficiently and effectively.

Correct Answer
verified

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

Explain the major benefits of direct marketing to both customers and sellers.

Correct AnswerverifiedFor customers, direct marketing is conve...View AnswerShow Answer

Correct AnswerverifiedShow Answer

Business-to-Business (B-to-B) online marketing refers to businesses selling goods and services online to final consumers.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Direct marketing seldom occurs on a one-to-one, interactive basis.

Correct AnswerverifiedShow Answer

All of the following are benefits of online direct marketing for buyers EXCEPT ________.

Correct AnswerverifiedShow Answer

According to the "Privacy Promise to American Consumers" program, DMA members need to comply with which of the following consumer privacy rules?

Correct AnswerverifiedShow Answer

Why are people reached by direct mail better prospects for a company than those reached by mass media such as television or magazines?

Correct AnswerverifiedUnlike mass media, direct mail allows fo...View AnswerShow Answer

Click-only companies operate solely on the Internet.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Sales executives at Keiron Air Conditioners use phone directories to call customers and convince them to buy their air conditioners. Which form of direct marketing is used here?

Correct AnswerverifiedShow Answer

All of the following are common uses for a direct marketing customer database EXCEPT ________.

Correct AnswerverifiedShow Answer

Provide an example of how a marketer uses kiosk marketing.

Correct AnswerverifiedStudents' answers will vary. M...View AnswerShow Answer

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 ________.

Correct AnswerverifiedShow Answer

Which of the following statements is true of viral marketing?

Correct AnswerverifiedShow Answer

A(n) ________ is an organized collection of comprehensive data about individual purchasers or prospects.

Correct AnswerverifiedShow Answer

Why does direct-mail marketing most likely remain a popular promotional tool for marketers?

Correct AnswerverifiedShow Answer

Companies such as Craigslist.com facilitate C-to-C online marketing.

Correct AnswerverifiedShow Answer

Which of the following is a disadvantage of using blogs as a marketing tool?

Correct AnswerverifiedShow Answer

________ online marketing involves reaching new business customers, selling to current business customers, and serving business customers more efficiently and effectively.

Correct AnswerverifiedShow Answer

Correct Answer
verified
For customers, direct marketing is conve...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Unlike mass media, direct mail allows fo...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Students' answers will vary. M...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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