question

76. What are the two goals of direct marketing?

answer

to obtain an immediate response and build a lasting customer relationship

question

77. Today, direct marketing relies heavily on database technologies and the Internet. Early direct marketers primarily used direct mailers, telemarketing, and _____.

answer

Catologs

question

78. Direct marketing is continuing to become more ________ oriented.

answer

Web

question

79. Which of the following is not one of the benefits for the buyer in direct marketing?

answer

Price

question

80. Which of the following is not one of the benefits for the seller in direct marketing?

answer

Mass Reach

question

81. Which of the following is an advantage of direct marketing for sellers?

answer

It can give sellers access to buyers outside their local markets.

question

82. Which of the following is necessary for direct marketing to be effective?

answer

a good customer database

question

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

answer

Behavioral

question

84. Information about a customer's age, income, and family make-up would all be considered ________ in a customer database.

answer

Demographics

question

85. Information about a customer's activities and interests would all be considered ________ in a customer database.

answer

Physcographics

question

86. Which one of the following purposes is not a common use of a direct marketing database?

answer

gather marketing intelligence about competitors

question

87. Which of the following is a primary benefit to consumers from database marketing?

answer

more offers closely matched to their interests

question

88. Which of the following is not a form of direct marketing?

answer

Advertising

question

89. Which kind of marketing involves sending an offer, announcement, reminder, or other item to a person at a particular address?

answer

Direct-mail marketing

question

90. Catalogs, brochures, CDs, and DVDs are all examples of which type of marketing?

answer

Direct mail marketing

question

91. The use of which of the new forms of direct-mail marketing is booming?

answer

Email

question

92. Which of the following forms of direct marketing is least likely to experience significant growth within the next few years?

answer

Fax Mail

question

93. Most companies that create print catalogs now also provide ________ catalogs.

answer

Web Based

question

94. Which of the following is an advantage of printed catalogs over digital catalogs?

answer

a stronger emotional connection with customers

question

95. Using ________ telephone marketing, marketers sell directly to consumers.

answer

Inbound

question

96. Which of the following is an advantage of a well-designed and targeted telemarketing plan?

answer

Purchasing Convience

question

97. Instead of making print catalogs obsolete, ________ has changed their role to that of a brand-building device.

answer

Internet Shopping

question

98. Which of the following has been limited in recent years by the implementation of the National Do-Not-Call Registry?

answer

unsolicited outbound telephone marketing by businesses

question

99. Which of the following is the most accurate name for a 30-minute television advertising program marketing a single product?

answer

Infomercial

question

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

answer

direct-response television advertising and infomercials

question

101. Direct-response advertisements always contain ________, making it easier for marketers to gauge the effectiveness of their sales pitches.

answer

a 1-800 number or Web address

question

102. Why have direct-response television commercials seen an increase in popularity in recent years?

answer

Return on advertising investment can be easily measured.

question

103. A television program or entire channel dedicated to selling goods and services is known as a(n) ________.

answer

Hotel Shopping channel

question

104. As consumers become more and more comfortable with technology, many companies are using information and ordering machines called ________ in stores, airports, and other locations.

answer

Kiosks

question

105. Which of the following is not one of the reasons that many marketers view mobile phones as the next big marketing medium?

answer

Unlike traditional telemarketing, mobile phone marketing is initially appealing to most cell phone users.

question

106. Ring-tone giveaways, mobile games, and ad-supported content to text-in contests and sweepstakes are all examples of ________ marketing.

answer

Mobile Phone

question

107. Which of the following is the least effective way for marketers to avoid angering already ad-weary consumers when using a new direct marketing technology, such as mobile phones?

answer

begin by sending unsolicited messages and then move to permission-based programs

question

108. What is the fastest growing form of direct-marketing?

answer

Online Marketing

question

109. The ________ enables consumers and companies to access and share huge amounts of information with just a few mouse clicks.

answer

Internet

question

110. _____ is(are) a vast public web of computer networks that connect users of all types all around the world to each other.

answer

The internet

question

111. Internet usage continues to ________.

answer

Grow Steadily

question

112. The Internet gave birth to _____, which operate only on the Internet.

answer

Click only companies

question

113. New York Times on the Web, ESPN.com, and Encyclopedia Britannica Online provide financial, research, and other information. They are called ________.

answer

Content Sites

question

114. Search engines, portals, e-tailers and content sites are examples of ________, selling products and services directly to final buyers via the Internet.

answer

Click only marketers

question

115. _____ is the term used to describe a company that does not use online marketing.

answer

Brick-and-Mortar

question

116. In recent years, many brick-and-mortar firms eventually became ________ in response to ________.

answer

click-and-mortar firms; click-only competitors' actions

question

117. Which of the following is not one of the four major online marketing domains?

answer

B2D (business-to-door)

question

118. The popular press has paid the most attention to _____ online marketing—the online selling of goods and services to final consumers.

answer

B2C

question

119. B2B includes all of the following except ________.

answer

Social Networks

question

120. Online exchange of goods and information between final consumers is called ________.

answer

C2C

question

121. eBay and Amazon.com Auctions, as well as other auction sites, offer popular marketspaces for online exchange of goods and information. These online companies are examples of ________ online marketing.

answer

C2C

question

122. Which of the following is a drawback of advertising on or attempting to influence content on a blog?

answer

The content of a blog is difficult to control.

question

123. _____ online marketing sites are online exchanges in which consumers search out sellers, learn about their offers, and initiate purchases, sometimes even driving transaction terms.

answer

C2B

question

124. When consumers can drive transactions with businesses, what type of online marketing is being used?

answer

C2B

question

125. Which of the following is not one of the ways a company can conduct online marketing?

answer

calling their customers to complete surveys

question

126. For most companies, the first step in conducting online marketing is to ________.

answer

Create a Website

question

127. What is the main purpose of a corporate Web site?

answer

to build customer good will

question

128. _____ are designed to build customer goodwill and to supplement other sales channels, rather than to sell the company's products directly.

answer

Corporate Websites

question

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

answer

Marketing Websites

question

130. 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?

answer

Customer: the way the customer is given incentives to use the Web site

question

131. Of the seven Cs of effective Web site design, ________ refers to the ways that the site enables user-to-user communication.

answer

Community

question

132. According to the seven Cs of effective Web site design, a Website's capability to enable commercial transactions is its level of ________.

answer

Commerce

question

133. Marketers of which of the following types of products would likely find it most challenging to attract visitors to a brand or marketing Web site?

answer

Cleaning Supplies

question

134. Based on information in your text, which of the following is the least likely way a marketer might promote a company's Web site?

answer

Outbound Telephone marketing

question

135. To be effective, a corporate Web site must _________.

answer

to be useful

question

136. _____ are online ads that pop up between screen changes on a Web site, especially while a new screen is loading.

answer

Interstitial

question

137. All of the following are types of display ads except ________.

answer

Contextual ads

question

138. Which of the following types of ads can users block through the use of applications developed by Web browser providers?

answer

Pop-ups

question

139. Display ads that use eye-catching techniques such as float, fly, and snapback are called ________.

answer

Rich-media ads

question

140. When companies work with each other online and offline to promote each other, they are creating ________.

answer

Alliance and affiliate programs

question

141. What does the term viral marketing mean?

answer

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

question

142. Forms of online promotion include all of the following except ________.

answer

Intranets

question

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

answer

Online social netoworks

question

144. Which of the following is a challenge of marketing through online social networks?

answer

Users may resent an intrusive marketing message.

question

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

answer

Online marketing will remain an important approach in an integrated marketing mix.

question

146. Some direct marketers have been accused of taking advantage of buyers; for example, so-called heat merchants use ________ intended to mislead buyers.

answer

Direct-mail Marketing

question

147. 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?

answer

Phishing

question

148. Which of the following is not a deception or fraud concern for Internet users and marketers?

answer

Viral Marketing

question

149. To prevent privacy abuses and curb excessive marketing, federal legislation has been enacted or considered to regulate all of the following except ________.

answer

collection of online consumer information

question

150. What happened in response to the finding that many Web sites were collecting personal information from children without disclosure or parental permission?

answer

Congress passed the Children's Online Privacy Protection Act.

Marketing Final Chapter 14 – Flashcards

Unlock all answers in this set

Haven't found what you were looking for?

Search for samples, answers to your questions and flashcards