Chapter 17

A television program or entire channel dedicated to selling goods and services is known as a(n) ________. A) direct-response television advertisement B) home shopping channel C) infomercial D) digital catalog E) kiosk

B

The use of which of the new forms of direct-mail marketing is booming? A) fax mail B) e-mail C) voice mail D) U.S. mail E) instant messages

B

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 ________. A) a content sponsorship B) viral marketing C) C2B marketing D) rich media ads E) a marketing Web site

B

________ are designed to build customer goodwill and to supplement other sales channels, rather than to sell the company's products directly. A) Marketing Web sites B) Corporate Web sites C) Small business Web sites D) Non-profit corporation web sites E) Rich media display ads

B

In attempting to design an effective Web site, 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) customization B) content C) context D) connection E) community

C

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

C

A customer database is an organized collection of geographic, demographic, psychographic, and ________ data about individual customers or prospects. A) ethical B) cultural C) medical D) behavioral E) sociological

D

According to the seven Cs of effective Web site design, a Website's capability to enable commercial transactions is its level of ________. A) customization B) content C) connection D) commerce E) communication

D

Most companies that create print catalogs now also provide ________ catalogs to eliminate production, printing, and mailing costs. A) DVD B) e-mail C) store D) Web-based E) personalized

D

Display ads that use eye-catching techniques such as float, fly, and snapback are called ________. A) banners B) pop-ups C) contextual ads D) pop-unders E) rich-media ads

E

Ring-tone giveaways, mobile games, and text-in contests are all examples of ________ marketing. A) kiosk B) online C) podcast D) vodcast E) mobile phone

E

________ are online ads that appear between screen changes on a Web site, especially while a new screen is loading. A) Pop-unders B) Interstitials C) Search-related ads D) Contextual ads E) Banner ads

B

________ is the term used to describe a company that does not use online marketing. A) Offline business B) Brick-and-mortar C) Click-and-mortar D) E-business E) Corporate site

B

Catalogs, brochures, CDs, and DVDs are all examples of which type of marketing? A) direct-response marketing B) direct-mail marketing C) digital direct marketing D) kiosk marketing E) online marketing

B

Direct marketing is continuing to become more ________ oriented. A) television B) Web C) mail D) telephone E) radio

B

What type of online marketing is Gary Zahn using to promote the Treble Clef? A) B2B B) B2C C) viral marketing D) social networking E) contextual advertising

B

Which of the following reasons is LEAST likely to explain why direct-mail marketing drives more than a third of all U.S. direct marketing sales? A) less expensive than TV and magazine ads B) high target market selectivity C) ability to be personalized D) measurable results E) flexibility

A

Modern direct marketers rely heavily on database technologies and the Internet, while early direct marketers primarily used direct mailers, telemarketing, and ________. A) door-to-door salespeople B) catalogs C) POP promotions D) e-mail E) inside salespeople

B

Which of the following types of ads can users block through the use of applications developed by Web browser providers? A) banners B) pop-ups C) contextual ads D) pop-unders E) rich-media ads

B

Why have direct-response television commercials seen an increase in popularity in recent years? A) It is has become simpler to replicate the success of classic direct-response TV ads that introduced items such as the Veg-O-Matic. B) Traditional broadcast and cable advertising has become prohibitively expensive for many major corporations. C) The ability to track phone calls and Web-site hits makes it easy to measure the return on advertising investment. D) The sophisticated image of home shopping channels has given direct-response commercials more credibility. E) Consumers are more likely to respond to this type of marketing than to other forms of direct marketing.

C

Converse has a Web site that welcomes consumers to "the Converse Century," invites readers to post their Converse stories, and offers a wide variety of Converse shoes for direct purchase. The site even allows customers to individually design their own shoes. The Converse site is most accurately categorized as which of the following types of Web sites? A) a B2B site B) a C2B site C) a C2C site D) a corporate site E) a marketing site

E

A large percentage of online advertising expenditures goes towards ________, which are text-based ads and links that appear alongside search engine results. A) content sponsorships B) reminder advertisements C) informative advertisements D) contextual advertisements E) corporate sponsorships

D

According to your textbook, what is the most likely future for online marketing? 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.

D

Adams Cutlery has always relied upon advertising to market its products to final customers. However, the marketing team at Adams Cutlery now wants to begin a direct marketing campaign consisting of a company Web site, e-mails to current customers, and an online catalog. Which of the following would the marketing team expect to gain as a result of implementing this direct marketing plan? A) the ability to increase the range of products the company offers B) a wealth of information about competitors and their products C) more control over customers' interactions with the company D) the ability to learn more about their customers and tailor offerings to fit their needs E) a higher cost-per-contact that could prove to be more cost effective than advertising in mass media

D

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 ________. A) B2B online marketing B) C2C online marketing C) B2C online marketing D) C2B online marketing E) multi-channel marketing

D

Many Treble Clef customers are seeking specific sheet music that Gary does not always have in-stock. Gary would like to provide a link on the store's Web site to a sheet music supplier with which he does business. On which of the following Web site design elements should Gary focus? A) context B) community C) customization D) connection E) content

D

To attract new visitors and to encourage revisits, online marketers should pay close attention to the seven Cs of effective Web site 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 Web site contains C) commerce: the site's ability to enable commercial transactions D) customer: the way the customer is given incentives to use the Web site E) connection: the degree that the site is linked to other sites

D

Which kind of marketing involves sending an offer, announcement, reminder, or other item to a person at a particular address? A) kiosk marketing B) digital direct marketing C) catalog marketing D) direct-mail marketing E) telephone marketing

D

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? A) spam B) phishing C) catalog marketing D) niche marketing E) permission-based e-mail marketing

E

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. A) kiosks B) TV monitors C) wireless networks D) cell phones E) vending machines

A

The popular press has paid the most attention to ________ online marketing, which is the online selling of goods and services to final consumers. A) B2C B) B2B C) C2C D) C2B E) global

A

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

B

All of the following are examples of online social networks EXCEPT ________. A) blogs B) MySpace.com C) YouTube D) interstitials E) virtual worlds

D

All of the following are the likely results of direct marketing abuses EXCEPT ________. A) decreased consumer response rates B) decreased returns on advertising expenses C) increasingly negative consumer attitudes D) requests for more Internet oversight and legislation E) requests for more restrictive legislation of direct marketing

D

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

A

You are looking up airline schedules on the Internet. A bar at the top of the screen reads, "Stay at Holiday Inn and get a 25 percent discount!" This is a(n) ________. A) banner B) pop-under C) content sponsorship D) pop-up E) interstitial

A

Why are historically online shops such as Zappos.com and JohnandKiras.com adding catalogs to their marketing methods? A) to entertain customers with interesting products B) to offer a wider array of merchandise C) to save money and increase profits D) to attract the attention of new customers E) to reduce the need for telemarketers

D

Unsolicited and unwanted commercial e-mail is known as ________. A) phishing B) e-tailing C) display ads D) pop-unders E) spam

E

ABC Company sells directly to final consumers and avoids intermediaries, while catering to a broad group of demographic segments. This marketer falls under which online marketing domain? A) B2C B) B2B C) C2C D) C2B E) A or C

A

As one of the first ________, Amazon.com changed the rules of marketing and set the bar high for the online customer experience. A) e-tailers B) transaction sites C) content sites D) search engines E) click-and-mortar companies

A

Company X began as a brick-and-mortar company. Which of the following statements MUST be true? A) By adding online marketing options, Company X would become a click-and-mortar company. B) Company X is also considered a click-only dot-com. C) Company X should not be concerned about consumer-to-consumer online marketing. D) Company X is probably not making a profit. E) By adding online marketing options, Company X would become a click-only company.

A

Neal Murphy sells his company's unique gift items on television programs and entire channels dedicated to selling goods and services. Neal is using ________. A) direct-response television advertising B) Internet-based infomercials C) B2B online marketing D) prime-time selling E) vodcasting

A

One of the advantages of direct marketing for sellers is that direct marketing ________. A) offers access to buyers outside local markets B) eliminates the need for a company to employ a sales force C) provides statistical information about industry buying habits D) provides comparative information about customers and competitors E) avoids expenses related to a storefront, such as rent, insurance, and utilities

A

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.

A

All of the following are forms of direct marketing EXCEPT ________. A) personal selling B) public relations C) telephone marketing D) direct-mail marketing E) kiosk marketing

B

Charlie Putnam received an e-mail promoting a new financial services institution that offers surprisingly low mortgage rates. The e-mail 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 e-mail was a fraud. This is an example of ________. A) online eavesdropping B) phishing C) malware D) heat marketing E) viral marketing

B

For most companies, the first step in conducting online marketing is to ________. A) send e-mails B) create a Web site C) create a Web community D) place promotions online E) develop search-related ads

B

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 ________. A) C2B online marketing B) C2C online marketing C) viral marketing D) content sponsorship E) online social networks

B

Psychographics data in a customer database used by direct marketers includes information regarding a customer's ________ and ________. A) interests; income B) activities; opinions C) age; buying preferences D) opinions; age E) hobbies; income

B

What is the fastest growing form of direct-marketing? A) mobile-phone marketing B) online marketing C) interactive TV D) direct-response television E) podcasts

B

Which of the following is NOT a deception or fraud concern for Internet users and marketers? A) phishing B) viral marketing C) eavesdropping D) access by unauthorized groups E) spyware

B

Which of the following is NOT one of the four major online marketing domains? A) B2C (business-to-consumer) B) B2R (business-to-retailer) C) B2B (business-to-business) D) C2C (consumer-to-consumer) E) C2B (consumer-to-business)

B

Amazon.com Auctions, eBay, and Craigslist.com are popular market spaces that facilitate the online exchange of goods and information and are examples of ________ online marketing. A) B2C B) B2B C) C2C D) C2B E) global commerce

C

Amazon.com, eBay, and GEICO employ ________ as the only method of doing business with customers. A) mass marketing B) sales promotion C) direct marketing D) public relations E) personal selling

C

Online communities where people socialize or exchange information and opinions are called ________. A) corporate Web sites B) marketing Web sites C) online social networks D) interactive Web sites E) affiliate programs

C

Runners can compare performances, set up profiles, and meet new friends on Nike's Nike Plus Web site. Nike Plus is an example of a ________. A) C2C marketing site B) viral marketing site C) Web community D) alliance and affiliate program E) contextual advertisement

C

The online exchange of goods and information between final consumers is called ________. A) B2C B) B2B C) C2C D) C2B E) social networking

C

What characteristic of niche sites makes the medium MOST appealing to marketers? A) audience sizes larger than those of social networking sites B) wide variety of demographics and purchasing patterns C) audiences of people with similar interests D) commercial transaction capabilities E) podcasting and vodcasting capabilities

C

Which of the following enables consumers to download files from the Internet to a handheld device? A) telemarketing B) interactive TV C) podcasting D) infomercials E) direct-mail

C

Which of the following is an advantage of a well-designed and targeted telemarketing plan? A) real-time merchandising B) high recruitment and referral rate C) purchasing convenience for customers D) emotional connections with customers E) limitless merchandise available to customers

C

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

D

Oscar Aviation has a corporate Web site. Prospective customers are most likely able to do all of the following on the site EXCEPT ________. A) learn about Oscar's philosophy B) ask online questions C) enjoy entertainment features on the site D) purchase products E) register to receive more information from the company

D

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.

D

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? A) unauthorized groups B) reverse information C) viral feeds D) phishing E) spyware

D

________ online marketing sites are online exchanges in which consumers search out sellers, learn about their offers, and initiate purchases. A) B2C B) B2B C) C2C D) C2B E) B2R

D

Amazon.com was the first company to use ________, which is technology that sorts through customer purchasing patterns to create personalized site content. A) mass marketing B) personalized marketing C) records management D) customer filtering E) collaborative filtering

E

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

E

Gutter Guys is a gutter installation company in Southern California that used to generate 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 Gutter Guys switched from telemarketing to direct mail? A) Federal Trade Commission's Anti-Spam Act B) Privacy Promise to American Consumers C) California Online Privacy Protection Act D) Children's Online Privacy Protection Act E) National Do Not Call Registry

E

How has the National Do Not Call Registry changed the telemarketing industry? A) Telemarketing for nonprofit groups has become nonexistent. B) Telemarketing is no longer used by small and medium sized companies. C) Telemarketing has replaced direct mail and personal selling because of low costs. D) Telemarketers are more effectively developing relationships with new customers. E) Telemarketers are more effectively managing relationships with existing customers.

E

Office Depot is a click-and-mortar company. Which of the following is LEAST likely to be an advantage that Office Depot has over click-only competitors? A) Office Depot is a known name with greater financial resources. B) Office Depot has a large, established customer base. C) By offering online marketing, Office Depot offers customers more options. D) Customers can find a local store and check its available stock online. E) Office Depot focuses on large accounts through its online presence and small businesses through its retail stores.

E

What is the benefit to companies of using blogs as marketing tools? A) Blogs provide companies with additional revenue. B) Blog content is easy to filter, monitor, and control. C) Long-term customer relationships can be developed through blogs. D) Demographic information about customers can be easily tracked. E) Blogs are an inexpensive yet personal way to reach a fragmented audience.

E

When companies work with each other online and offline to promote each other, they are creating ________. A) search-related advertisements B) contextual advertisements C) interstitial relationships D) content sponsorships E) alliance and affiliate programs

E

When consumers can drive transactions with businesses, what type of online marketing is being used? A) blogs B) podcasting C) social networking D) business-to-consumer E) consumer-to-business

E

Financial services provider USAA sends materials about teaching teenagers how to drive safely to USAA customers who have children approaching driving eligibility age. USAA is using ________ information from a customer database to determine which customers should receive the materials. A) demographic B) geographic C) psychographic D) behavioral E) key contact

A

Green Gardens is a click-and-mortar seller of gardening and landscaping goods and equipment, but the marketing department wants to promote the Green Gardens Web site. When customers are unable to find a product they need on the shelves of their local Green Gardens, the marketing department wants them to search for the product on the Green Gardens Web site. Which of the following marketing devices is the best match for this goal? A) kiosks B) e-mail C) mobile phones D) telemarketing E) catalog marketing

A

In an attempt to take advantage of impulsive buyers, heat merchants use ________ to deceive customers. A) direct-mail marketing B) telephone marketing C) direct-response television marketing D) mobile phone marketing E) kiosk marketing

A

Information about a customer's age, income, and family make-up is in the ________ category of a customer database. A) demographic B) psychographic C) geographic D) behavioral E) assessment

A

Which of the following is a potential drawback to advertising on a blog? A) The content of a blog is difficult to control. B) Advertising on a blog is typically expensive. C) It is difficult to use blogs to reach highly targeted audiences. D) Blogs are losing popularity as consumers begin to favor newer Internet forums. E) Blogs do not provide the kind of personalized medium that today's marketers want.

A

B2B uses all of the following online resources to reach new business customers EXCEPT ________. A) trading networks B) social networks C) e-mail D) online product catalogs E) customized Web sites

B

Direct-response advertisements always contain ________, making it easier for marketers to gauge the effectiveness of their sales pitches. A) a mailing address for comments B) a 1-800 number or Web address C) a hit button to record the number of viewers D) an order number E) pop-ups

B

How does database marketing benefit consumers? A) Companies make name-brand products and images readily available to customers. B) Companies match customer needs and interests with products and services. C) Customers receive better prices on products and services that they need. D) Customers receive faster and more reliable service from companies. E) Customers receive instant credit from more companies.

B

Marketers view mobile phones as the next big marketing medium for all of the following reasons EXCEPT ________. A) More consumers are using their cell phones for text messaging, surfing the Web, and watching videos. B) Unlike telemarketing, mobile phone marketing is initially appealing to most cell phone users. C) Cell phones are very popular with the highly desirable 18-to-34-year-old demographic. D) Cell phone users can respond instantly to time-sensitive offers. E) Most consumers always have their cell phones with them.

B

New York Times on the Web, ESPN.com, and Encyclopedia Britannica Online are known as ________ because they provide financial, research, and other information. A) search engines B) content sites C) portals D) ISPs E) e-tailers

B

What are two major forms of direct-response television marketing? A) home television response and direct-response TV advertising B) home shopping channels and infomercials C) home-selling and toll-free response D) call-in response and web-site response E) home shopping channels and podcasts

B

What happened in direct response to the FTC finding that many Web sites were collecting personal information from children without disclosure or parental permission? A) California enacted the California Online Privacy Protection Act. B) Congress passed the Children's Online Privacy Protection Act. C) Children began to be targeted by more Web sites. D) The Direct Marketing Association developed a "Privacy Promise to American Consumers." E) Nonprofit organizations began auditing companies' privacy and security measures.

B

What is the main purpose of a corporate Web site? A) to sell the company's products directly B) to build customer goodwill C) to show a catalog and give shopping tips D) to give out coupons and tell about sales events or contests E) to point out and explain competitors' weaknesses

B

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? A) mobile phone marketing B) interactive TV marketing C) catalog marketing D) kiosk marketing E) direct-response television marketing

C

The growth of the Internet caused many brick-and-mortar firms to ________ in response to customer demands and a changing marketplace. A) become click-only firms B) send out more catalogs C) become click-and-mortar firms D) develop more infomercials E) expand their outside sales forces

C

What are the two main goals of direct marketing? A) to identify a potential customer and obtain an immediate response B) to obtain an immediate response and to facilitate a purchase C) to obtain an immediate response and build a lasting customer relationship D) to provide information and build a lasting customer relationship E) to save marketing dollars and facilitate a purchase

C

Which of the following BEST describes the Treble Clef? A) a brick-and-mortar company that is now a click-only retailer B) a dot-com that has added a storefront to service local customers C) a click-and-mortar company that used to be a brick-and-mortar retailer D) a brick-and-mortar retailer that is struggling to compete with click-only firms E) a brick-and-mortar company that established a Web community for musicians

C

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.

C

Which of the following is an advantage of printed catalogs over digital catalogs? A) the ability to offer an almost unlimited amount of merchandise B) efficiencies in production, printing, and mailing costs C) a stronger emotional connection with customers D) less competition for customers' attention E) real-time merchandising

C

A producer of beverages and snack foods wants to market its products to the 18-to-34-year-old demographic by providing incentives to respond instantly to time-sensitive offers. Which of the following forms of direct marketing would this producer most likely choose? A) interactive TV B) direct-response TV C) mobile phone D) direct mail E) podcasting

C

All of the following are benefits of direct marketing for buyers EXCEPT ________. A) access to numerous products B) access to product reviews C) guaranteed low prices D) convenience E) privacy

C

Which of the following is essential for direct marketing to be effective? A) an online presence B) a good customer database C) a well-trained sales force D) inbound telephone marketing E) digital direct marketing technologies

B

All of the following are benefits of direct marketing for sellers EXCEPT ________. A) efficiency in reaching markets B) price and program flexibility C) mass reach and frequency D) lower cost-per-contact E) efficiency in order processing

C

The Internet gave birth to ________, which operate only on the Internet. A) brick-and-mortar companies B) click-and-mortar companies C) big box companies D) click-only companies E) Web-and-mortar companies

D

Which of the following is the most accurate name for a 30-minute television advertising program marketing a single product? A) direct-response TV advertisement B) home shopping channel C) integrated marketing D) direct-response commercial E) infomercial

E

You have accessed fare information on Northwest Airlines' Web site. You want to compare it with United Airlines' fares. In between screen changes, an ad appears from Alamo Car Rental. This is a(n) ________. A) banner B) pop-up C) content sponsorship D) pop-under E) interstitial

E

________ allows consumers to gain additional information about a product through the use of a remote control. A) Mobile phone marketing B) Infomercials C) Podcasting D) Vodcasting E) Interactive television

E