Marketing chapter 17 final – Flashcards
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Amazon.com, eBay, and GEICO approach customers via Web sites or mobile apps. This is an example of ________.
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direct marketing
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Which of the following statements is true of direct marketing?
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direct marketing offers sellers a low-cost alternative for reaching their markets
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Which of the following is true about online direct marketing?
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online direct marketing results in speedier handling of channel and logistics functions
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All of the following are benefits of online direct marketing for buyers EXCEPT ________.
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live product demonstrations
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All of the following are benefits of direct marketing for sellers EXCEPT ________.
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mass reach and immediate returns
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A(n) ________ is an organized collection of comprehensive data about individual purchasers or prospects.
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customer database
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Which of the following is most likely essential for direct marketing to be effective?
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good customer database
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Which of the following categories in the customer database includes information on customers' age, income, and birthdays?
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demographic data
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________ data in the customer database includes data about the recency, frequency, and monetary value of past purchases of a customer.
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buying behavior
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________ data in a customer database includes information regarding a customer's activities, interests, and opinions.
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Psychographic
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All of the following are common uses for a direct marketing customer database EXCEPT ________.
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gathering marketing intelligence about competitors
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Which of the following is most likely true about database marketing?
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companies match customer needs and interests with products and services
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Which of the following best comprises psychographic data?
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activities and interests
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All of the following are forms of direct marketing EXCEPT ________.
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direct-mail marketing
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________ involves sending an offer, announcement, reminder, or other item to a person at a particular address.
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direct-mail marketing
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Which of the following types of marketing involves marketers sending out letters, brochures, samples, and DVDs to consumers' address?
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direct mail marketing
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Why does direct-mail marketing most likely remain a popular promotional tool for marketers?
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it provides something tangible for people
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Which of the following is an advantage of using digital catalogs?
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eliminates printing and mailing costs
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What is the primary advantage of printed catalogs?
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building emotional connections with customers
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Why are historically online shops such as Zappos.com adding catalogs to their marketing methods?
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to drive online sales and services
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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?
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telemarketing
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By using ________ to contact potential customers, marketers sell directly to consumers.
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outbound telephone marketing
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Which of the following is an advantage of a well-designed and targeted telemarketing plan?
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purchasing convince for customers
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How has do-not-call legislation helped direct marketers?
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Telemarketers have developed opt-in calling systems
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Which of the following terms refers to a 30-minute television advertising program that markets a single product?
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informercial
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Which of the following is a major form of direct-response television marketing?
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interactive TV
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Which term refers to an in-store machine that allows a customer to order merchandise not carried in the store?
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kiosk
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Marbles Inc. has placed vending machines in most of its retail stores in Florida. Consumers can order a pack of Marbles by just selecting their requirements on the touch screen. Which term best describes such machines?
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kiosk
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________ allows consumers to gain additional information about a product through the use of a remote control
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interactive televison
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Florian Fasteners recently introduced a new line of products. In order to promote its product, it sent samples to the addresses of a few select customers. Which of the following types of marketing is evident from this example?
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direct mail marketing
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Renkel Cosmetics sends a sample of the newest cosmetics line to all premium members' addresses. Which of the following best describes Renkel's form of marketing?
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direct mail marketing
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Kirk's Comic Store has its own mobile app that users can download for free. The app lets users know about special events, discounts, and merchandise currently available in the store. Which of the following forms of marketing is exemplified from this scenario?
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catalog marketing
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Geller Insurance calls qualified prospects to sell insurance. Which of the following forms of marketing is evident from this example?
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telemarketing
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Neal Murphy sells his company's unique products on television programs. He also hosts a 30-minute show in which he demonstrates and explains the advantages of the product. At the end of the show, a toll-free number is displayed on the screen that can be used by viewers to place their orders for the product. Which of the following forms of advertising is evident here?
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direct-response television advertising
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Donello Equipments hosts infomercials on television and at the same time allows its viewers to interact with its advertisements. Viewers can request more details and order via their Internet-ready smart televisions. Which of the following forms of marketing is evident here?
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interactive marketing
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Music Mogul has arrangements with several stores and retail chains to place their DVDs and digital music machines in prime spots such as near billing counters and at store entrances. Consumers can buy DVDs by placing cash at the given slots or they can buy music online via the touch-screen interface on the machine. Which form of marketing is illustrated in this scenario?
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kiosk marketing
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Fiona Lambrech is the marketing director of a newly established detergent company. In order to introduce her product effectively into the market, Fiona sends samples of the detergent to a select group of individuals. Which of the following forms of marketing was most likely used by Fiona?
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direct-mail marketing
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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?
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kiosk
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What is the most likely reason that direct-response television marketing has increased in recent years?
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advancements in technology
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SparkClean is a company that specializes in producing cleaning products for automobiles. In order to promote its products, SparkClean sends a complimentary sample of its products to auto-enthusiasts. Which form of marketing is SparkClean involved in?
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direct mail marketing
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Which of the following is the fastest growing form of direct-marketing?
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online marketing
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The ________, a vast public web of computer networks, connects users of all types all around the world to each other and to an amazingly large information repository.
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internet
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E-tailers, such as Amazon.com and Expedia.com, that sell products and services directly to final buyers exclusively over the Internet are known as ________.
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click-only companies
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Gen-next Clothing has clothing stores across the U.S., and the firm also sells online directly to customers. Which of the following best describes Gen-next Clothing?
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click-and-mortar companies
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Which term best describes Web sites such as Discovery.com and ESPN.com?
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content site
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Due to the success of the dot-coms, traditional firms that have a physical establishment are rapidly changing to ________.
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click-and-mortar- firms
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________ online marketing involves businesses selling goods and services online to final consumers.
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business-to-consumer (B-to-C)
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________ online marketing involves reaching new business customers, selling to current business customers, and serving business customers more efficiently and effectively.
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B-to-B
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________ online marketing involves consumers buying or exchanging goods or information directly with one another.
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C-to-C
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Craigslist.com and eBay are popular market spaces that facilitate the online exchange of goods and information in the form of ________ online marketing.
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C-to-C
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________ are online journals where people post their thoughts, usually on a narrowly defined topic.
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Blogs
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Which of the following is a benefit of using blogs as marketing tools for companies?
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Blogs are an inexpensive yet personal way to each a targeted audience
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Which of the following is a disadvantage of using blogs as a marketing tool?
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The blogosphere is cluttered and difficult to control
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______ online marketing sites are online exchanges in which consumers search out sellers, learn about their offers, initiate purchases, and sometimes even drive transaction terms.
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C-to-B
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Which of the following Web sites facilitates consumer-to-business online marketing?
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Priceline.com
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Which of the following online marketing domains would most likely involve customers driving online transactions rather than businesses?
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C-To-B
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Justbuy.com offers a wide variety of merchandise to its buyers. Customers order the product on the Web site and get it delivered directly to their address. Which of the following best describes Justbuy.com?
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click-only company
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In addition to its Web site, Aaron Opticians has stores that offer a wide variety of eyeglasses, sunglasses, and accessories. Buyers can order the product on the Web site or go to the nearest store to make purchases. Which of the following best describes Justbuy.com?
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click-and-mortar company
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VLX Global sells directly to final consumers and avoids intermediaries while catering to a broad group of demographic segments. Which major online marketing domain is evident here?
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B-to-C
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Jane, a home-maker, regularly posts new entries on her popular blog. She often reviews consumer products that she uses during the course of her day and then writes blogs about them. Her blogs are popular among other home-makers. Many of them buy products that Jane blogs about. Which major online marketing domain is illustrated from this example?
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C-to-C
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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 ________.
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C-To-B online marketing
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Avo Cutlery has always relied upon selling its fine cutlery via supermarkets and its own chain of stores. But thanks to the dot-com boom, the company now also sells its cutlery via its Web site, AvoCutlery.com. Which of the following best describes Avo Cutlery?
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click-and-mortar company
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LilKidClothing.com is a Web site that offers products for children below the age of five. Consumers order at LilKidClothing.com and products are delivered to their homes within a week. Which of the following major online marketing domains is evident from this example?
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B-to-C
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Genma Steel, a steel manufacturer, caters to industrial companies and has set up a corporate Web site in order to show potential customers its products and services. Alongside the products are the testimonials of the various companies that have used Genma's products and services. Which of the following major online marketing domains is evident from this example?
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B-to-B
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Selleverything.com is a Web site that allows individuals to sell or auction products. Users can bid for items, which are then delivered to the highest bidder's address by Selleverything.com, which receives a small commission. Which of the following major online marketing domains is evident from this scenario?
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C-to-C
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RegalResorts.com lets customers bid for vacation packages. It then awards the vacation package to the highest bidder. Which of the following major online marketing domains is evident here?
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C-To-B
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A(n) ________ is designed to build customer goodwill, collect customer feedback, and supplement other sales channels rather than sell the company's products directly.
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corporate web site
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________ are designed to engage consumers in interactions that will move them closer to a direct purchase or other marketing outcome.
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marketing web sites
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Online ads that incorporate animation, video, sound, and interactivity are called ________.
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rich media ads
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In ________, text-based ads and links appear alongside search engine results on sites such as Google, Yahoo!, and Bing.
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contextual advertisements
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________ involves creating a Web site, video, e-mail, mobile message, advertisement, or other marketing event that is so infectious that customers will seek it out or pass it along to their friends.
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viral marketing
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Which of the following statements is true of viral marketing?
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because customers find and pass along the message, viral marketing can be very inexpensive
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Which of the following is most likely a disadvantage of viral marketing?
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Marketers have little control over who receives the viral message
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________ are communities over the Internet where people congregate, socialize, and exchange views and information.
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online social networks
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Which of the following is a challenge of marketing through online social networks?
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users often resent intrusive marketing messages on social networks
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A(n) ________ is an unsolicited, unwanted commercial e-mail message that clogs up e-mailboxes.
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spam
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Which of the following best describes permission-based e-mail marketing?
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sending e-mail pitches only to customers who "opt-in"
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Which of the following is true about e-mail marketing messages?
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E-mail marketing messages are effective in reaching the desired target market and result in low costs.
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________ features marketing messages and promotions delivered to on-the-go consumers through their handheld devices.
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mobile marketing
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Runner Sprintz, a particular brand of shoes, has its own Web site, myrunnersprintz.com that welcomes consumers to "the Runner Sprintz Century," invites readers to post their Runner Sprintz stories, and offers a wide variety of shoes for direct purchase. The site even allows customers to individually design their own shoes and share them among their circles on the Web site. Which of the following best describes myrunnersprintz.com?
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online community
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Oscarz Aviation's Web site, GoOscarzAv.com, informs customers about a wide variety of services offered by the firm. It also has a guestbook where customers can provide feedback on their experiences with Oscarz Aviation. GoOscarzAv.com is an example of a(n) ________.
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corporate web site
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While comparing hotel rates on Google's search engine, Brenda came across text-based ads and links alongside the search results. This form of advertising is known as ________.
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contextual advertising
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Uptown-Clean Crew is a company that provides house cleaning services in major urban and suburban areas. Marketers at Uptown-Clean Crew developed a short, humorous video promoting the company's services and posted it online. Soon the video was a rage as customers who saw the video found it hilarious and they passed it on to their friends and colleagues calling it the "Uptown comedy." Which form of marketing is illustrated from this scenario?
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viral marketing
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Runners can compare performances, set up profiles, meet new people, and share information on Nike's Nike+ Web site. Nike+ is an example of a(n) ________.
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online community
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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?
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permission-based email marketing
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Spartan Sportsgear is a company that sells sports equipments for adventure sports. It recently launched ExtremeSpartan.com to showcase products and provide testimonials of famous adventure sports athletes who use Spartan's products. Which of the following best describes ExtremeSpartan.com?
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corporate web site
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Gant Hardwares is a huge chain of hardware stores. GantHardwares.com helps customers conduct product research and also lets them order directly online or redirects them to the nearest Gant retail store. Which of the following best describes GantHardwares.com?
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marketing web site
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AskKarl.com is a local search engine Web site that exclusively caters to people in New England. When users search for information, text-based ads related to the search appear alongside the search results. Which of the following is illustrated from this example?
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contextual advertising
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Travelurcity.com is a Web site that lets users search for the best vacation deals. Once decided, the user then books the air tickets for the place he or she has chosen. Travelurcity.com has a flight-ticket schedule and guide that is maintained by Flamingo Airways' Web site where users are redirected for booking air tickets. Which of the following best describes Flamingo Airways' promotion strategy?
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content sponsorship
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Randy keeps getting unwanted and annoying e-mails from several marketing firms unknown to him. The number of these e-mails is alarmingly high in his inbox. Which of the following best describes these mails?
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spam
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While shopping at KelfanDesigns.com, Shelly came across a checkbox beside which a statement said, "I want to receive promotional offers from KelfanDesigns.com." Which of the following types of marketing is illustrated in this example?
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permission based email marketing
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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?
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phishing
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Which of the following is NOT a deception or fraud concern for Internet users and marketers?
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viral marketing
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Which of the following acts requires that Web site operators obtain parental consent before collecting personal information about children under the age of 13?
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children online privacy protection act
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The ________ was established by the Direct Marketing Association.
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privacy promise to american consumers
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According to the "Privacy Promise to American Consumers" program, DMA members need to comply with which of the following consumer privacy rules?
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agree to notify customers when any personal information is rented, sold, or exchanged with others
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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 ________.
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phishing
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Josh received an e-mail stating that he had won a lottery of $500,000 from Lottors Corporation. The e-mail asked Josh to send his bank account details and social security number to transfer cash directly to his account. Josh did not remember buying any lottery tickets, and so was apprehensive about providing his bank details without verification. Which of the following is illustrated from this scenario?
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phishing
