MKTG Exam 3: Quiz 6

A company would be most likely to benefit in which of the following ways by using blogs as marketing tools? A) Blogs are an inexpensive yet personal way to connect with consumers. B) Demographic information about customers can be easily tracked. C) Long-term customer relationships can be developed through blogs. D) Blogs provide companies with additional revenue. E) Blog content is easy to filter, monitor, and control.

A) Blogs are an inexpensive yet personal way to connect with consumers.

Jenny McCarthy, 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. This is an example of ________. A) C2C online marketing B) C2B online marketing C) viral marketing D) click and mortar blogging E) data mining

A) C2C online marketing

As the marketing manager at Secure Services, a home security systems company, you have been asked to devise a new sales and marketing strategy for a new line of sophisticated alerting systems called "Imperio." The two previous promotional ventures failed to elicit much consumer response because most people were unaware of the benefits of such devices except for those consumers who were specifically looking for them. Which of the following would be categorized as a viral marketing approach to sell its products by Secure Services? A) a promotional e-mail sent to all customers on the customer database of Secure Services B) a promotional video depicting the pros and cons of the products of Secure Services as opposed to those of the other competing products in the field C) a promotional campaign with pop-ups and banners of the products of Secure Services on online social networks like Twitter and Facebook D) a promotional video juxtaposing elements of extreme horror and humor to convey that the Imperio line of home security systems make homes impervious to strangers E) a promotional infomercial of thirty minutes duration that is aired with a toll-free number for interested customers to place orders

A) a promotional e-mail sent to all customers on the customer database of Secure Services

New York Times on the Web, ESPN.com, and Encyclopedia Britannica Online provide financial, research, and other information. They are called ________. A) content sites B) e-tailers C) iTV sites D) transaction sites E) ISPs

A) content sites

Eric Dylan is the marketing director of a charity that raises funds to help provide educational services to children and families in developing countries. Eric targets a selective market of individuals who have recently donated to international charities by sending them a letter with the proposed plan for charity and instructions for those who are interested to participate. Eric uses ________ in this scenario. A) direct-mail marketing B) kiosk marketing C) direct-response television marketing D) mass marketing E) telephone marketing

A) direct-mail marketing

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

A) inbound

Which of the following is a primary disadvantage of viral marketing? A) The costs of viral marketing are too high for most companies. B) Marketers have little control over who receives the viral message. C) Viral messages are less likely to be viewed than other types of online promotions. D) The brand associated with the viral message is usually forgotten. E) Viral messages are blocked by most search engines.

B) Marketers have little control over who receives the viral message.

Jean-Paul's Cutlery has always relied upon advertising to market its products to final customers. However, the marketing team at Jean-Paul's Cutlery is now considering starting a direct marketing campaign consisting of a company Web site, e-mail 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) greater control over employee-management interactions within the company B) the ability to learn more about their customers and tailor offerings to fit their needs C) a wealth of information about competitors and their products. D) the ability to increase the range of products the company offers E) a lower cost-per-contact than its advertising campaign using mass marketing strategies

B) the ability to learn more about their customers and tailor offerings to fit their needs

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

C) B2C

The site www.bestbargains.com has become a rage among Internet-users and businesses. Though the site is only eight-months old, it has elicited large amounts of Internet traffic and transactions. The site promises to provide the best deals for an almost unlimited range of goods and services it lists. Consumers are required to log-in and bid for goods and services of their choice and can obtain heavy discounts, free shipping, and bonus points for being frequent users. This scenario reflects ________. A) B2B online marketing B) C2C online marketing C) C2B online marketing D) multi-channel marketing E) B2C online marketing

C) C2B online marketing

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) Clayton Act B) Children's Online Privacy Protection Act C) National Do-Not-Call Registry D) Federal Trade Commission's Anti-Spam Act E) Robinson-Patman Act

C) National Do-Not-Call Registry

________ might appear anywhere on an Internet user's screen and are often related to the information being viewed. A) iTV advertisements B) Marketing Web sites C) Online display ads D) Corporate Web sites E) Viral videos

C) Online display ads

Green Gardens is a click-and-mortar seller of gardening and landscaping goods and equipment. The marketing department wants to encourage shoppers at the physical stores to use the company's online catalog to order items that are not available at a given retail location. Which of the following marketing devices is the best match for this goal? A) podcasts B) infomercials C) kiosks D) retail stores E) mail-order forms

C) kiosks

Fox Scully 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, Fox researched the company and discovered that the e-mail was a fraud. This is an example of ________. A) data mining B) iTV advertising. C) phishing D) viral marketing E) cold calling

C) phishing

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

C) to build customer goodwill

________ allows consumers to gain additional information about a product through the use of a remote control. A) Data mining B) Podcasting C) Telemarketing D) Interactive television E) Direct-mail marketing

D) Interactive television

CashSecure is a financial services provider. Whenever a customer has a child who is about to become eligible for a driver's license, CashSecure sends the customer materials related to teaching teenagers how to drive safely. This is an example of using ________ information from a customer database. A) metadata B) psychographic C) political D) demographic E) geographic

D) demographic

A 30-minute or longer television advertising program marketing a single product is called a(n) ________. A) inbound advertisement B) iTV advertisement C) advertorial D) infomercial E) testimonial

D) infomercial

________ marketers use online marketing to reach new business customers, serve current customers more effectively, and obtain buying efficiencies and better prices. A) B2C B) global commerce C) C2C D) C2B E) B2B

E) B2B

________ consists of connecting directly with carefully targeted consumers, often on a one-to-one, interactive basis. A) Standardized marketing B) Direct marketing C) Internal marketing D) Mass marketing E) Marketing without segmentation

E) Marketing without segmentation

Which of the following is an advantage of printed catalogs over digital catalogs? A) efficiencies in production, printing, and mailing costs B) ease in matching prices instantly in response to changes in demand C) an ability to offer an unlimited amount of merchandise D) real-time merchandising E) a stronger emotional connection with customers

E) a stronger emotional connection with customers

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

E) audiences of people with similar interests

You are looking up airline schedules on HolApp, a mobile Web app. A bar at the bottom of the screen reads, Stay at Holiday Inn and get a 25 percent discount! This is a(n) ________. A) viral advertisement B) advertorial C) microblog D) informercial E) banner

E) banner

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

E) direct-mail marketing

Which of the following is a transaction site? A) Facebook B) Wikipedia C) Yahoo D) IMDB E) eBay

E) eBay