TUTORIAL 13 DIRECT AND ONLINE MARKETING: BUILDING DIRECT
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24 QuestionsShow answers
  • Question 1
    30 seconds
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    Q.

    ________ marketing involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.

    answer choices

    Undifferentiated and differentiated

    Mass and targeted

    Direct and digital

    Internal and external

    Standardized and customized

  • Question 2
    30 seconds
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    Q.

    Which of the following statements is most likely true about direct and digital marketing?

    answer choices

    They are used to sell goods to an undifferentiated market segment.

    They are inconvenient and lengthen the process for most buyers.

    They remain unaffected by the rapid growth of technologies.

    They build customer engagement and constitute a complete model for doing business.

    They are rarely used by companies as supplementary channels.

  • Question 3
    30 seconds
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    Q.

    How has the Internet most likely affected direct and digital marketing?

    answer choices

    The time taken by marketers to reach customer segments has increased.

    The role of technology has become less intense.

    The expenditures on direct and digital marketing have increased.

    The growth of digital sales has seen a significant downturn.

    The number of mass marketing forms has expanded.

  • Question 4
    30 seconds
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    Q.

    A comprehensive database is a tremendous tool for the direct marketer. It should contain geographic, demographic, psychographic, and ________ data.

    answer choices

    ethical

    cultural

    medical

    behavioral

    sociological

  • Question 5
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    Q.

    Catalogs, brochures, samples, and DVDs are all examples of which type of marketing?

    answer choices

    direct-response marketing

    direct-mail marketing

    digital direct marketing

    kiosk marketing

    online marketing

  • Question 6
    30 seconds
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    Q.

    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 selective market of individuals who have recently donated to international charities. Which of the following types of direct marketing is Fiona most likely to use?

    answer choices

    direct-mail marketing

    catalog marketing

    telephone marketing

    direct-response television marketing

    kiosk marketing

  • Question 7
    30 seconds
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    Q.

    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 likely be most effective in accomplishing this goal?

    answer choices

    direct-mail marketing

    telephone marketing

    catalog marketing

    direct-response television marketing

    podcast marketing

  • Question 8
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    Q.

    Marketers use ________ telephone marketing to receive orders from television ads and catalogs.

    answer choices

    inbound

    outbound

    interactive

    direct-response

    business-to-business

  • Question 9
    30 seconds
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    Q.

    What are two major forms of direct-response television marketing?

    answer choices

    direct-response television advertising and infomercials

    home-selling and toll-free response

    home television response and attention commercials

    call-in response and Web-site response

    home shopping channels and vodcasts

  • Question 10
    30 seconds
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    Q.

    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?

    answer choices

    kiosks

    e-mail

    mobile phones

    telemarketing

    podcasts

  • Question 11
    30 seconds
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    Q.

    What is the fastest growing form of direct marketing?

    answer choices

    mobile-phone marketing

    online marketing

    interactive TV

    direct-response television

    podcasts

  • Question 12
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    Q.

    The growth of the Internet caused many brick-and-mortar companies to ________ in response to customer demands and a changing marketplace.

    answer choices

    become click-only companies

    become content sites

    become click-and-mortar companies

    develop more infomercials

    expand their outside sales forces

  • Question 13
    30 seconds
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    Q.

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

    answer choices

    corporate Web sites

    marketing Web sites

    online social networks

    interactive Web sites

    affiliate programs

  • Question 14
    30 seconds
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    Q.

    Which of the following is not the plus side of using social media?

    answer choices

    Social media are targeted and personal.

    Social media are interactive.

    Social media are not immediate.

    Social media can be very cost effective.

    Social media are engaging.

  • Question 15
    30 seconds
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    Q.

    Unsolicited and unwanted commercial e-mail is known as ________.

    answer choices

    viral e-mail

    e-tailing

    pop-up advertising

    pop-under advertising

    spam

  • Question 16
    30 seconds
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    Q.

    Oscar Aviation has a corporate Web site. Prospective customers are likely able to do all of the following on the site EXCEPT ________.

    answer choices

    learn about Oscar's philosophy

    ask online questions

    enjoy entertainment features on the site

    purchase products

    register to receive more information from the company

  • Question 17
    30 seconds
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    Q.

    Your Cleaning Team is a company that provides house cleaning services in major urban and suburban areas. Marketers at Your Cleaning Team developed a short, humorous video promoting the company's services and 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 Your Cleaning Team are using ________.

    answer choices

    content sponsorship

    viral marketing

    C2B marketing

    rich media ads

    a marketing Web site

  • Question 18
    30 seconds
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    Q.

    What does the term viral marketing mean?

    answer choices

    It is the Internet version of word-of-mouth marketing.

    It refers to problems that occur with viruses online.

    It is another term for invasions of online privacy.

    It is another term for online security.

    It is a system that allows a supplier to access a customer's inventory levels online.

  • Question 19
    30 seconds
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    Q.

    Which of the following is a primary disadvantage of viral marketing?

    answer choices

    The costs of viral marketing are too high for most companies.

    The brand associated with the viral message is usually forgotten.

    Marketers have little control over who receives the viral message.

    Viral messages are less likely to be viewed than other types of online promotions.

    Viral messages are blocked by most search engines.

  • Question 20
    30 seconds
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    Q.

    Digital marketing through online, mobile, and social media provides a sense of brand engagement and community.

    answer choices

    TRUE

    FALSE

  • Question 21
    30 seconds
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    Q.

    Though direct mail permits high target-market selectivity and can be personalized, it does not allow easy measurement of results.

    answer choices

    TRUE

    FALSE

  • Question 22
    30 seconds
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    Q.

    A catalog is currently defined as a printed, bound piece of at least eight pages that sells multiple products and offers a direct ordering mechanism.

    answer choices

    TRUE

    FALSE

  • Question 23
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    Q.

    Mobile marketing is an unsuitable tool for triggering an immediate purchase from a consumer.

    answer choices

    TRUE

    FALSE

  • Question 24
    30 seconds
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    Q.

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

    answer choices

    TRUE

    FALSE

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