Marketing Final Chapter 14
Marketing Final Chapter 14
76. What are the two goals of direct marketing?
to obtain an immediate response and build a lasting customer relationship
77. Today, direct marketing relies heavily on database technologies and the Internet. Early direct marketers primarily used direct mailers, telemarketing, and _____.
78. Direct marketing is continuing to become more ________ oriented.
79. Which of the following is not one of the benefits for the buyer in direct marketing?
80. Which of the following is not one of the benefits for the seller in direct marketing?
81. Which of the following is an advantage of direct marketing for sellers?
It can give sellers access to buyers outside their local markets.
82. Which of the following is necessary for direct marketing to be effective?
a good customer database
83. A comprehensive database is a tremendous tool for the direct marketer. It should contain geographic, demographic, psychographic, and ________ data.
84. Information about a customer’s age, income, and family make-up would all be considered ________ in a customer database.
85. Information about a customer’s activities and interests would all be considered ________ in a customer database.
86. Which one of the following purposes is not a common use of a direct marketing database?
gather marketing intelligence about competitors
87. Which of the following is a primary benefit to consumers from database marketing?
more offers closely matched to their interests
88. Which of the following is not a form of direct marketing?
89. Which kind of marketing involves sending an offer, announcement, reminder, or other item to a person at a particular address?
90. Catalogs, brochures, CDs, and DVDs are all examples of which type of marketing?
Direct mail marketing
91. The use of which of the new forms of direct-mail marketing is booming?
92. Which of the following forms of direct marketing is least likely to experience significant growth within the next few years?
93. Most companies that create print catalogs now also provide ________ catalogs.
94. Which of the following is an advantage of printed catalogs over digital catalogs?
a stronger emotional connection with customers
95. Using ________ telephone marketing, marketers sell directly to consumers.
96. Which of the following is an advantage of a well-designed and targeted telemarketing plan?
97. Instead of making print catalogs obsolete, ________ has changed their role to that of a brand-building device.
98. Which of the following has been limited in recent years by the implementation of the National Do-Not-Call Registry?
unsolicited outbound telephone marketing by businesses
99. Which of the following is the most accurate name for a 30-minute television advertising program marketing a single product?
100. What are two major forms of direct-response television marketing?
direct-response television advertising and infomercials
101. Direct-response advertisements always contain ________, making it easier for marketers to gauge the effectiveness of their sales pitches.
a 1-800 number or Web address
102. Why have direct-response television commercials seen an increase in popularity in recent years?
Return on advertising investment can be easily measured.
103. A television program or entire channel dedicated to selling goods and services is known as a(n) ________.
Hotel Shopping channel
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.
105. Which of the following is not one of the reasons that many marketers view mobile phones as the next big marketing medium?
Unlike traditional telemarketing, mobile phone marketing is initially appealing to most cell phone users.
106. Ring-tone giveaways, mobile games, and ad-supported content to text-in contests and sweepstakes are all examples of ________ marketing.
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?
begin by sending unsolicited messages and then move to permission-based programs
108. What is the fastest growing form of direct-marketing?
109. The ________ enables consumers and companies to access and share huge amounts of information with just a few mouse clicks.
110. _____ is(are) a vast public web of computer networks that connect users of all types all around the world to each other.
111. Internet usage continues to ________.
112. The Internet gave birth to _____, which operate only on the Internet.
Click only companies
113. New York Times on the Web, ESPN.com, and Encyclopedia Britannica Online provide financial, research, and other information. They are called ________.
114. Search engines, portals, e-tailers and content sites are examples of ________, selling products and services directly to final buyers via the Internet.
Click only marketers
115. _____ is the term used to describe a company that does not use online marketing.
116. In recent years, many brick-and-mortar firms eventually became ________ in response to ________.
click-and-mortar firms; click-only competitors’ actions
117. Which of the following is not one of the four major online marketing domains?
118. The popular press has paid the most attention to _____ online marketing—the online selling of goods and services to final consumers.
119. B2B includes all of the following except ________.
120. Online exchange of goods and information between final consumers is called ________.
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.
122. Which of the following is a drawback of advertising on or attempting to influence content on a blog?
The content of a blog is difficult to control.
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.
124. When consumers can drive transactions with businesses, what type of online marketing is being used?
125. Which of the following is not one of the ways a company can conduct online marketing?
calling their customers to complete surveys
126. For most companies, the first step in conducting online marketing is to ________.
Create a Website
127. What is the main purpose of a corporate Web site?
to build customer good will
128. _____ are designed to build customer goodwill and to supplement other sales channels, rather than to sell the company’s products directly.
129. _____ are designed to engage consumers in interactions that will move them closer to a direct purchase or other marketing outcome.
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?
Customer: the way the customer is given incentives to use the Web site
131. Of the seven Cs of effective Web site design, ________ refers to the ways that the site enables user-to-user communication.
132. According to the seven Cs of effective Web site design, a Website’s capability to enable commercial transactions is its level of ________.
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?
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?
Outbound Telephone marketing
135. To be effective, a corporate Web site must _________.
to be useful
136. _____ are online ads that pop up between screen changes on a Web site, especially while a new screen is loading.
137. All of the following are types of display ads except ________.
138. Which of the following types of ads can users block through the use of applications developed by Web browser providers?
139. Display ads that use eye-catching techniques such as float, fly, and snapback are called ________.
140. When companies work with each other online and offline to promote each other, they are creating ________.
Alliance and affiliate programs
141. What does the term viral marketing mean?
It is the Internet version of word-of-mouth marketing.
142. Forms of online promotion include all of the following except ________.
143. Online communities where people socialize or exchange information and opinions are called ________.
Online social netoworks
144. Which of the following is a challenge of marketing through online social networks?
Users may resent an intrusive marketing message.
145. According to your textbook, what is the most likely future for online marketing?
Online marketing will remain an important approach in an integrated marketing mix.
146. Some direct marketers have been accused of taking advantage of buyers; for example, so-called heat merchants use ________ intended to mislead buyers.
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?
148. Which of the following is not a deception or fraud concern for Internet users and marketers?
149. To prevent privacy abuses and curb excessive marketing, federal legislation has been enacted or considered to regulate all of the following except ________.
collection of online consumer information
150. What happened in response to the finding that many Web sites were collecting personal information from children without disclosure or parental permission?
Congress passed the Children’s Online Privacy Protection Act.